International Women’s Day – women in marketing

 © International Women's Day 2019

International Women’s Day – women in marketing

Karen Lloyd Marketing, Career, Salaries...

Today is International Women’s Day; this year’s campaign theme is #BalanceforBetter – better the balance, better the world.

With the unprecedented events of last year starting with the #TimesUp campaign, the focus on equality is not going anywhere, as reflected in this year’s campaign to raise awareness of
forging a more gender balanced world.

Gender in marketing

Marketing is seeing the effects in your day to day role, not only in your own brand perspectives but also the new statement from the ASA eliminating gender stereotypes that are deemed harmful, or likely to cause serious or widespread offence.  

We are also seeing efforts from employers to embed gender equality into the industry; despite the current average gender pay gap at 14% and sobering fact that women still earn less than men in every role (except that of marketing assistant) and every sector.

Marketing role models

Yet there are role models who have “smashed the glass ceiling”; women who have excelled in their careers and made it to senior level.   It has been argued confidence and self-belief have a role to play in women achieving their full potential; mentoring programmes and strong female role models are instrumental to seeing a more balanced profile at board level.

Anna Hill, CMO for UK, Ireland & Nordics at The Walt Disney Company, underlines the importance of having the right processes in place to recognise, develop and reward female talent.

“In general, the media and marketing industries represent women very well but of course there’s always room for improvement,” she states. “All organisations would benefit from more mentoring and sponsorship of high-potential female employees to help them with getting the experience and visibility that positions them for senior roles.” 

As discussed in our previous series on gender, the causes of our current inequality are complex, but it seems that there is more recognition of the pressures outside of work on women that are disproportionate especially when it comes to caring or a career break.  This is accompanied by the open acknowledgment of the need for meaningful transformation in terms of processes and flexible working.

Whilst a level playing field is still a way off, it is down to the individual to focus on their own efforts, irrespective of seniority.  

“These issues are so big and so important and we look to big organisations to solve them,” comments Helen Tupper, Commercial Marketing Director at Microsoft. “They definitely do need to work at that level, but while that is going on there is accountability we can all take as individuals or hiring managers; things like getting mentors, eliminating gender-biased language from job descriptions and being a role model.”

As companies seek to address their own pay gap situations, we’ll often work with our clients as part of our service to benchmark salaries from both an industry and geographical perspective to ensure they are not only within the client’s budget, but competitive.  Ultimately, if a business doesn’t pay market rates, they won’t attract or retain the best talent, and it is essential from a candidate’s perspective that they know the market and what roles are paying when entering negotiations.

Image copyright: International Womens Day 2019