I think a lot of people are repulsed by the idea of spending a career surrounded by the "programmer" stereotype (i.e. monomaniacal, male, introverts). Part of me wonders whether advertising a more traditionally social work environment might not attract a lot of talent that doesn't fit the "programmer" mold (including women!).
I'm not sure a frat-ish vibe is the best way to accomplish that, though. In particular, I don't think cultural geekness is the problem; women are fairly well represented in cultural geekdom outside of programming, especially in recent years. For example, most sci-fi/fantasy fanfic authors are female, and gender balances at general-geekness conventions (e.g. Comic Con) is closer to even than it is at specifically tech events.
I think a lot of people are repulsed by the idea of spending a career surrounded by the "programmer" stereotype (i.e. monomaniacal, male, introverts). Part of me wonders whether advertising a more traditionally social work environment might not attract a lot of talent that doesn't fit the "programmer" mold (including women!).