The gender pay gap in tech marketing
Disappointed, angry, frustrated … but unsurprised. That’s what it feels like to be sitting here in 2022 writing this next sentence: the gender pay gap is still very much an issue within marketing in the technology industry today.
We recently took on the challenge of examining the diversity of marketing in the tech industry (the first as far as we know) and our findings show very clearly that on average women’s salaries are consistently lower than men. For those who identify with an alternative gender, that gap appears to be even larger.* Average salaries across all seniorities and marketing disciplines show an £8,000 salary gap between men and women and £13,000 between men and those who identify as an alternative gender.*
Of our respondents, 54% of senior marketing jobs in tech are held by women and 41% held by men; yet on average men are earning 6% more than women at this level. However, the value of benefits packages show a much wider gap at the top; of those with benefits valued in excess of £50,000 - 67% are men and only 33% are women.
At managerial level, the salary pay gap is starker with women holding 52% of roles but earning 16% less on average than their male counterparts.
It is no surprise therefore, that 45% of women and 100% of those who identify with an alternative gender feel that they should be paid more for the job they do, compared to 36% of men.
WHY ARE WE STILL LOOKING AT A PAY GAP?
There are two factors which I notice when women are looking for a tech marketing job; firstly, they are not as likely to put pay at the heart of their decision. Secondly, other considerations often come into play such as flexibility or the culture of the business.
This not to say women are not career driven or are less concerned with being paid what they are worth, but often take other things into consideration rather than making the pay packet their overall deciding factor.
There is also a potential point that women feel they need to earn their value rather than be given it immediately. Having proved their value, they are just as prepared to fight for its recognition; we have seen they are on an equal footing in terms of pay rises over the last 3 years (25% of the binary genders receiving 3 or more). There is also the interesting point raised by the data that women value their bonus more than men; being rewarded for their results holds a greater weight (although it is also possible they are looking to make up the shortfall).
GENDER DIFFERENCES GO BEYOND PAY
The differences in the experience of genders in tech marketing extends beyond simple pay terms. In my opinion, it is directly linked. The data shows that women and those of other genders are far less likely to feel that their opinions are heard and valued within their workplace – 39% of women and 100% of alternative genders compared to 27% of men.
It perhaps unsurprising therefore that men are happier overall in their workplace with 73% of respondents describing themselves as happy or very happy, compared to 57% of women.
Yet, women consistently stay in their roles in tech marketing longer than men; 68% of those who have been in role more than 3 years are women, demonstrating that women who are happy in their workplace will reward businesses with longevity and loyalty.
MY THOUGHTS
Be aware that women and men both think differently about salary, but this should not mean you should pay any gender less (Equalities Act anyone?). And unfortunately it does happen, but in my experience businesses are thinking they are getting a bargain because women perceive their value differently rather than deliberately underpaying because of gender. But it amounts to the same thing.
We understand woman might ask for less due to their perspective, or perhaps they have been underpaid by 10% throughout their career so perceive that to be their value.
If you are at offer stage and you believe you have got someone under market value, I would urge you pay them market rate rather than trying to save the 10% - irrespective of gender. We see a direct correlation that if people feel fairly rewarded, they are more likely to stay at a company meaning you are more likely to have longevity and enhance your company culture.
* Please note small sample size limits data interrogation and may not be fully representative.
KAREN LLOYD, MARCH 2022
INTERESTED IN WHAT THE LATEST DATA SAYS?
MORE INSIGHTS INTO RECRUITMENT
FOR TECH MARKETING
