Women Diversity and Channel Awards: Interview with Keisha Ffrench, diversity and inclusion lead at Softcat

There are some exciting projects on the horizon in FY26 with a key focus on areas such as women in technology & sales, ethnicity in leadership and neurodiversity & disability inclusion

Ahead of the Women & Diversity in Channel Awards 2025, Keisha Ffrench, diversity and inclusion lead at Softcat, spoke to CRN about her own journey in the channel, the lessons learned at the reseller and how the company is growing alongside its employees.

How did you begin your career at Softcat?

My journey to IT started with Softcat as a Sales Executive in our Birmingham Office. In this time, I became increasingly interested in Softcat’s internal networks and community groups. When Softcat launched the ethnic and cultural diversity network in 2020, I signed up from the outset, eventually stepping forward as a network leader. This extra-curricular role was pivotal in highlighting my passion for inclusion and providing a safe space and culture for our people. After my time in sales, I worked as an early careers recruiter specialising in apprenticeship and internship recruitment which I thoroughly enjoyed. Earlier this year, the vacancy of diversity and inclusion lead became available, and I jumped at the opportunity to apply.

How has Softcat’s approach to DEI evolved over the years? What has the company learned?

Softcat’s DEI story is one of authentic growth, change and maturity over its 30-year tenure. As the industry and society have developed and changed, so has Softcat’s culture and people, over the years. We’ve reached some amazing milestones (such as launching new networks like “Empowering neurodiversity and disability”) but we’ve also faced some really challenging times (such as the aftermath of the murder of George Floyd). Softcat is by no means perfect or the finished article with DEI, but our people and culture always ensure that we lead on these initiatives with authenticity and integrity.

What is your own personal inclusion philosophy?

I feel that everyone should be able to step into their place of work without having to change their identity, image, or essence of who they are. As a Black professional woman, I’ve had first had experience of feeling the pressure of having to change my tone, my behaviours, (even my hair in some instances) to fit in. Thankfully, I’ve never experienced this at Softcat, and I advocate for a society and culture of inclusion and belonging.

Who are some of your personal heroes – both within the industry and your own life?

My greatest personal hero is my Nan. She came to England in the 1960s with little to her name but a determination to better her life. Not only did she raise her children alone but also supported raising the next generation of Ffrench’s, without complaint but with pure love, dedication (and lots of tasty Caribbean food). We owe her everything! I’ll always be grateful to Anushka Davies for all she did to mentor, train, and advocate for me throughout my career at Softcat. Even when I would doubt myself or face imposter syndrome, she continued to push me and help me reach my potential. She’s one of the key people that helped me get to where I am today.

Considering this year’s DEI rollbacks across the pond, how would you describe the industry’s reaction? Has there been any impact on Softcat at all?

Response to the American Administration’s DEI rollback’s have been fairly mixed throughout the tech channel. Some companies have used it as an opportunity to dial down and distance themselves from DEI initiatives. Other organisations have stood firm on their commitments. I’m pleased that Softcat falls in the latter category and remains committed to our D&I strategy and objectives. We are a people first and people orientated organisation and this will always remain, regardless of the geo-political landscape.

What are your key priorities for your first six months in the role?

The appointment of myself and Rachel Cowell (Head of Diversity, Inclusion & Talent Acquisition) marks a new era and chapter in Softcat’s D&I journey. Our priority for our first 6 months is to get acquainted with all the various groups, departments, teams, and initiatives that form part of Softcat’s D&I. We’re particularly focused on ESG, and ensuring that Softcat’s Social sustainability, aligns with the Environmental and Governance aspect.

What about the first year?

I’m really looking forward to working more closely with the Softcat Networks & Community groups and supporting the ERG leaders within this to drive key initiatives and events. There are some exciting projects on the horizon in FY26 with a key focus on areas such as women in technology & sales, ethnicity in leadership and neurodiversity & disability inclusion. I’m also excited about the collaboration opportunities with areas of the business I’ve not been able to work with yet.

Where would you like to see companies invest more across their DEI efforts?

Social mobility is a really important and prevalent issue at present and we all could do more in this space. Whether that’s investment in apprenticeship and early career programmes, development programmes or specific outreach to disadvantaged groups. Job vacancies are decreasing which is making the job market all the more competitive. We need to see companies continuing to invest in people and create opportunities that are accessible to everyone, helping to build truly diverse and inclusive businesses.

What has been one equity or inclusion initiative that has really impressed you this year?

On the topic of social mobility, I attended Social Mobility Leader’s Forum hosted by an organisation called OAHA. This was a really insightful day where attendees worked together to discuss and share ideas on how organisations and wider society can help contribute to social mobility in the UK. There was a cross section of businesses in attendance from media, transport, public sector, technology, third sector and charity which allowed for a really holistic space to share ideas. Best part of the day was the use of Lego to build and represent the social structures that play a part in influencing all of this. Hadn’t touched a Lego brick since childhood so this was particularly exciting for me!

What are you most looking forward to in the role?

Without sounding cliché, anyone who knows me will tell you how passionate I am about diversity and people. So, to now be in a full-time role in the space has certainly been a pinch me moment. I’m really looking forward to getting stuck in with the role and see how it shapes and forms over the coming weeks, months, and years. I’m fortunate to work in an organisation like Softcat that is people centric and put time, investment and commitment to diversity and inclusion, so I look forward to continuing the activity in this space, not only for our company goals and objectives but ultimately for our people and culture.