“Why Don’t Women Think They’re Qualified For Ad Tech Roles?” AdRoll Questions

“Why Don’t Women Think They’re Qualified For Ad Tech Roles?” AdRoll Questions
SHARE
THIS



The ad was for a managerial sales role in the San Francisco office at ad retargeting company AdRoll. While it was a role the team knew many people would be well equipped for, the director at the office was shocked not one woman applied for the position.

“I would love to hire a female because we’ve got a male dominated management team, but why aren’t any of them coming forward and thinking they’re qualified?” the director told Stacey Manes, vice president of human resources and recruiting at the agency.

Manes said there are hordes of women who are qualified for roles in ad tech – we were sitting at a table of six senior women in AdRoll when we chatted – but too often women second guess themselves, she said.

“Research shows women are less likely to apply for a role if they don’t meet ten different bullets in the requirement section,” she said by way of example. “Whereas a man will meet two of ten and apply for it.

“I think we see those types of behaviours across women across the globe.”

These findings were documented by tech company Hewlett Packard a few years ago. “Women working at HP applied for a promotion only when they believed they met 100 per cent of the qualifications listed for the job. Men were happy to apply when they thought they could meet 60 per cent of the job requirements,” the study found.

A further Forbes article questioned whether it was a confidence issue between the genders, however Harvard Business Review said it was more likely men and women didn’t want to waste time and energy on jobs they weren’t sure about.

Regardless of the reasoning behind it, Manes said to get more women to apply for roles it comes down to conversations and awareness, detailing a mentorship program the company has for all employees. Manes said they also need to be careful the job descriptions don’t have any unconscious bias included that would appeal to men more than women.

Look outside tech

From a more general perspective, Cat Prestipino, JAPAC marketing director at AdRoll, is concerned at the lack of diverse career backgrounds within the ad tech industry.

She said more firms need to look outside traditional ad tech roles when recruiting.

“It keeps coming up again and again that the tech industry here is small and we keep looking straight at tech,” she said.

“It’s about being diverse in building that pool and who is coming into that pool and looking for the skillset, the passion and enthusiasm, the intelligence and the ability to try anything.” It’s these skills Prestipino said she looks for, not just prior experience and knowledge.

You can teach anyone ad tech stuff – the vocab, figures and data for example – she said, but you need to have someone who is willing to learn.

Lead image: Back row (L-R): Maddy Barr-Hamilton, Rosie Brown, Niamh Fleck, Sophie Randall-Hughes, Nina Gerace 

Middle row(L-R): Stephanie Hsiung, Bonny Neville, Elliott Walker, Stephanie King, Denise Wyer 

Front seats (L-R): Cat Prestipino, Katie Maxwell. Michelle Filo, Stacey Manes

 

Latest News

Dan Gregory’s Five Tips For Effective Collaboration
  • Opinion

Dan Gregory’s Five Tips For Effective Collaboration

In this guest post, CEO of The Impossible Institute, Dan Gregory (main photo), says if you’re lost for inspiration then two heads – even 100 heads – are always better than one… The implementation of effective collaboration leading the generation of results has been well documented, but there is one example that comes to mind – this […]

Opinion

by B&T Magazine

B&T Magazine
Poll Reveals What Journalists Fear the Most
  • Media

Poll Reveals What Journalists Fear the Most

A global poll of journalists from 52 countries has identified declining ad revenues as the profession’s number one concern. Staff cuts came second and the dreaded “fake news” came in at third. The poll was conducted by German press organisation Impressum and asked respondents the three questions below: In one word, what defines journalism in your […]

by B&T Magazine

B&T Magazine
Aussie Adland’s Brightest Come Together To Crystal-Ball Trends In Creative & Marketing
  • Advertising
  • Marketing

Aussie Adland’s Brightest Come Together To Crystal-Ball Trends In Creative & Marketing

A new Aussie study – based on the views of some of adland’s brightest – has concluded that data and technology is bringing agency creatives and marketers far closer together. The study, titled Joining The Dots: The Future Of Creativity, was conducted by PwC and Google and included the opinions of 15 industry thought leaders […]

by B&T Magazine

B&T Magazine
Aussie Study: Brands With An Excellent Reputation Can Charge Almost 10% More
  • Marketing

Aussie Study: Brands With An Excellent Reputation Can Charge Almost 10% More

Consumers are willing to pay more for products that not only have the features they want but also are delivered by businesses with a good reputation, a new Australian study has found. The study (which you can read in full here) was done by researchers at the University of Technology Sydney (UTS), puts a price on reputation […]

by B&T Magazine

B&T Magazine
P2P Transport Limited Becomes Australia’s Largest Taxi Advertising Network
  • Media

P2P Transport Limited Becomes Australia’s Largest Taxi Advertising Network

The acquisition of Nonstop Media by ASX-listed P2P Transport Limited will create Australia’s largest taxi advertising network. Adflow, P2P Transport’s advertising division, will take control of all acquired media assets to complement its growing fleet of digital rooftop signage, vehicle wraps and in-vehicle entertainment products across Australia. The acquisition grows Adflow’s footprint substantially by adding […]

UNSW Partners With Adobe To Transform Its Digital Ecosystem
  • Marketing
  • Technology

UNSW Partners With Adobe To Transform Its Digital Ecosystem

Computer software giant Adobe has announced a partnership with UNSW Sydney that will see Adobe Experience Cloud implemented across the university’s global digital ecosystem. The partnership with Adobe is part of a five-year overhaul of UNSW’s digital ecosystem designed to boost its reputation as a top 50 global university through improved integrated marketing capabilities and […]