Marketing To Women As Employees: Are You Guilty Of Gender Bias?

When it comes to marketing to women, one of the most overlooked opportunities is the female employee.

Women love working for companies like Bank of America, Discovery Communications, and General Mills.  It’s not just the atmosphere and flex-time that women find appealing.  It’s also that the female employees of this company are paid the same salaries as male employees, for the same job.

A new study was released this week, announcing that the gender wage gap has narrowed by two cents in the last seven years.  It’s big news everywhere that women now earn 81 cents to every man’s dollar.

But that is at the management level.

Look at jobs at other levels in the workforce, and you discover that women only earn 77 cents for every dollar a man earns, even when education and experience levels are the same.

And back to management jobs.  If a woman has no children, she actually makes 83 cents on the dollar, compared to 81 cents for mothers.

If you own your own business or are responsible for the hiring of employees, I encourage you to take a long, hard look at your payment practices.

Modify your policy to ensure gender wage parity, then use it as a marketing tool to recruit top-notch talent.  You’ll not only have more candidates than you know what to do with, you’ll end up with a workforce that spreads the love to customers, making you bigger profits.

We’ve been at this equal pay game for nearly 50 years – isn’t it time to even the playing field?


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2 Responses to “Marketing To Women As Employees: Are You Guilty Of Gender Bias?”

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  1. Van@Luxuria says:

    We are getting there, but still some way to go. Interesting that women without children are not as close to dollars:men ratio as women without. I guess I understand why.

  2. jorge says:

    According to the Department of Labor study, pay equity is a reality already and there is no wage discrimination once all relevant factors are considered.

    Others suggest that the wage gap is closer to 4-7% – when all the relevant data are accounted for – than the 20% plus espoused by some. See http://www.consad.com/content/reports/Gender Wage Gap Final Report.pdf prepared by the Consad Research Corporation for the Department of Labor.

    If you control for all of the important variables that contribute to wage differentials (age, marital status, having children, etc.), i.e. impose ceteris paribus conditions, there is no evidence of gender discrimination, and either there is no statistically significant wage gap, or now there’s a wage gap in favor of women. See Time amagzine’s article http://www.time.com/time/business/article/0,8599,2015274,00.html

    Thanks to Mark Perry. for this.

    I think there is enough evidence out there to suggest that at a minimum there isn’t this vast gender wage gap that so many advertisers, politicians and activists seem to believe. Or at least there is enough to suggest that it isn’t at all clear. So, although I agree with your conclusion, Michele, I think your stats aren’t a good foundation on which to rest your position.

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