Is Your Business Guilty Of Gender Stereotyping?
In this opinion piece, Salesforce’s vice president of marketing, Asia Pacific, Wendy Johnstone, says businesses needs to get past gender stereotyping – men in sales/women in PR – if it is truly to move forward…
For a large part of my career, I approached the issue of gender equality in the workplace as the elephant in the room. The fact that I was the only female in management meetings wasn’t at all odd; it was just ‘the way things were’. The impetus to not only acknowledge the issue but also tackle it came when I reached a personal milestone. Like so many women before me, the arrival of my two greatest innovations marked a real point of reflection and I emerged with a very changed attitude.
Before motherhood, I invested so much of who I was into my work and my team. As soon as I became a mother, I found myself in a strange place of navigating dual roles that seemed to pull me in different directions. It sounds cliché but that really was my moment of reckoning; I decided I didn’t want to ignore or accept the status quo anymore; I decided that equal female participation in the workplace was something that really mattered to me. And I wanted to champion it.
The case for gender diversity
The business case for diversity and inclusion is compelling – having a diverse workplace is intrinsically linked to business excellence and performance. As a senior executive at Salesforce, I witness first-hand how diverse perspectives and opinions drive innovative thinking and fresh ideas that hatch into new products and services. If you want to out-innovate and outperform your competition, it makes no sense to limit the talent pool from which to draw ideas and foster innovation.
Statistics show that employees at gender-diverse companies are 45 per cent more likely to report their company improved market share in the last 12 months and 70 per cent more likely to report that their company captured a new market in the same time frame. We all know that employee engagement and talent retention has a critical impact on the bottom line, so the fact that companies which drive programs of inclusivity report a more engaged workforce, should not be a surprise.
From a broad perspective, overall female representation in the workforce sits at around 45 per cent, according to ABS data. However, if you look underneath the bonnet of this statistic you will find senior positions grossly under-represented – the fact remains that women are being locked out of leadership positions.
So what’s holding us back from taking action?
None of the statistics I’ve highlighted above are new, surprising or even ground breaking – we have known about them for some time now. Yet despite outward polices, programs and even regulation to address the issue; progress has been slow.
I believe this is due to an underlying unconscious bias.
Unconscious bias exists in all of us; stemming from behavioural norms that are built into our psyche from a young age. In a workplace scenario, unconscious bias plays out in the way we make decisions and give preference to certain types of people, based on stereotypes and perceived skills that a certain gender exhibits.
An example is a common setting we see in many tech companies: the ‘natural’ inclination to hire females into marketing roles and males into sales roles, because of the assumed skills we associate with different genders.
When unconscious bias impacts hiring, promotions and salary decisions, it results in unfair prejudices and impedes equality for both men and women.
Unconscious bias is difficult to pinpoint because in many cases it is unintentional. So unless we recognise it within ourselves and help others acknowledge it, the path towards true gender equality will continue to be stymied.
How we are tacking gender diversity at Salesforce
Shortly after I joined Salesforce I was given the opportunity to lead FemmeForce, our gender diversity program. When I was asked to take on the role, I had one stipulation: to change the conversation and make it truly inclusive for both men and women.
We set about running focus groups and interviewing our people to seek their opinion. Interestingly, we discovered our male staff were also struggling with gender diversity issues but from a different perspective; they wanted to engage on the issue but didn’t know how. Their sensitivity to the issue was refreshing and it has helped us open up a dialogue built on inclusiveness.
Our director of leadership and talent programs, Marina Harper, has since developed an internal training program on unconscious bias in an effort to change attitudes from the inside out. Importantly, the program brings to the surface many biases that we didn’t even know existed and forces us to confront them in a positive and productive way.
One of the most critical areas we are tackling is the pay disparity that exists between the sexes. Earlier this year our CEO, Marc Benioff made a promise to Salesforce staff and the industry, to end the vast gender pay gap by achieving 100 per cent equality for men and women in terms of salary and compensation.
Thinking of how our children will make their own way in the world one day is nerve-wracking for any parent. My hope is that by the time my children enter the workforce, gender diversity issues will be a thing of the past.
Please login with linkedin to comment
Rob CreekmoreLatest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.