GoDaddy has made some big changes recently, especially when it comes to its attitude toward women, the company's CEO said Tuesday.
"Two years ago when I took the role we made a pretty hard shift in portraying women as business owners and so we wanted to represent them proudly," Blake Irving told CNBC's "Squawk Alley."
The Internet domain registrar and Web hosting company was well-known for its television commercials that showed scantily clad women. But Irving is reversing that advertising strategy and instead focusing on how to increase the number of women who work at GoDaddy. Company statistics show that the number of female interns has increased to 40 percent from 14 percent when Irving became CEO in 2013.
"You have to target women and say this is a great place for women to do their best work," he said.
Irving also is executive producer of "CODE: Debugging the Gender Gap," a feature-length documentary that looks at women in the tech sector. The film has been selected to show at the 2015 Tribeca Film Festival this month.