When my company is approached to help diversify some of America’s most gender-unbalanced tech teams, here’s how it usually goes in the introductory meeting: A well-meaning executive boasts that his company has been financially supporting a number of nonprofit coding organizations that aim to train female engineers. He tells us he’ll have a booth at the Grace Hopper conference, the largest annual gathering of women in tech. He complains about how hard it is to “move the needle” on diversity numbers, especially when a staff is in the thousands.

But what the executives don’t give as much thought to are some of the simplest determinants of how successful a company will be in hiring diverse candidates. Will women have any input in the hiring process? Will the interview panels be diverse? Will current female employees be available to speak to candidates about their experiences? Many times, the answer to each of these questions is no, and the resistance to make simple changes in these areas is striking.

My colleagues and I often see companies work to make themselves appealing to candidates by emphasizing perks like Ping-Pong tables, retreats and policies that let employees bring their dogs to work. Those things can be appealing to candidates of any gender. But one size doesn’t fit all: We have to tell these companies to talk just as proudly about their parental-leave policies, child-care programs and breast-pumping rooms. At the very least, they need to communicate that their workplaces have cultures where women are valued. They need to show they’re not places where attitudes like that of the now-infamous Google engineer who wrote a memo questioning women’s fitness for tech jobs dominate.

At first, the executives balk at my suggestions and even wonder if explicitly talking about the place of women is sexist. But I remind them that when it comes to gender, they have to play catch-up, after long histories of eroding trust by grilling women about how they’ll be able to do the job with children at home and years of negative stories in the press with tales of how women are mistreated at tech companies. Candidates rightfully want assurances about whether the companies have improved — or whether they even care. Treating everyone the same won’t accomplish that.