Employer branding for women?
The way Company However, campaigning for women's favor shows one thing: the old clichés and the barriers in people's heads are far from over. How emancipation really works is shown in the end in the toilet!
Thanks to Anke Domscheit-Berg, who tweeted the photos, I became aware of two personnel marketing campaigns from Bosch and Accenture. The two companies want to appear attractive especially for female applicants - and not only with the shoe heels but also like this:
Clichés instead of specialist skills
From the basic idea it is certainly well meant to address women. Dear business, as women, we thank you for it! It's only a pity that they are not being promoted with their professional competencies, but with stupid female stereotypes.
Unfortunately, the company has to be under the impression that it is only superficially advertise women because it looks so politically correct, just good for employer branding is.
Real emancipation shows itself with financial service providers on the toilet!
The reality behind it probably looks like that on the top floor, on the 49th floor of the Commerzbank headquarters in Frankfurt am Main: the men's room offers a magnificent view of Frankfurt, for which Commerzbank is notorious. The ladies' toilet does not offer the same view, even if that would have been possible structurally (and before anyone asks: yes, I was there myself ... but that's another story ...)
On December 21, 2012, according to the Maya calendar, not only should the world go under, but also, at least according to the will of the European Court of Justice and and at least for insurance companies, absolute equality should occur. Accordingly, unisex toilets have now been introduced after unisex toilets. Was the date a coincidence? Attention irony! However, we are still a long way from fair, gender-neutral insurance tariffs.
Women: Still with shoes and salad bowls?
Certainly, the saying of Bosch, looking for women who want higher than 7 cm, ironically funny, I do not want to deny that. I just do not like the thinking behind it: Obviously the women are supposed to be picked up where they are supposed to be - salad bowls and shoes.
Incidentally, I deliberately exaggerate: Of course, the second object is just a glass bowl on which a pink card is stylishly emblazoned. The association with a salad bowl, also due to the green contents, could not be more unfortunate and somehow reminds of “kitchen” and “design” but not career.
What do employers trust women to do?
The two questions that arise for me:
- What do you trust the women then?
- And my question to you: How do you see that?
By the way, Spiegel Online titled on June 06, 2011 in line with my heading: “Careers are made when peeing”. Well then we know now.
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