  In the extant literature, there has been discussion on the drivers and
motivations of minorities to enter the software industry. For example,
universities have invested in more diverse imagery for years to attract a more
diverse pool of students. However, in our research, we consider whether we
understand why students choose their current major and how they did in the
beginning decided to apply to study software engineering. We were also
interested in learning if there could be some signs that would help us in
marketing to get more women into tech. We approached the topic via an online
survey (N = 78) sent to the university students of software engineering in
Finland. Our results show that, on average, women apply later to software
engineering studies than men, with statistically significant differences
between genders. Additionally, we found that marketing actions have different
impacts based on gender: personal guidance in live events or platforms is most
influential for women, whereas teachers and social media have a more
significant impact on men. The results also indicate two main paths into the
field: the traditional linear educational pathway and the adult career change
pathway, each significantly varying by gender
