Companies hiring for technical positions often slip language into their job postings that appeals to men. They say they’re looking for “ninjas,” who seek to “obliterate competition,” and are capable of “dominating.” By now, these wordings are a well understood form of bias that produces more male candidates than female.
But one job in the digital economy falls predominantly to women. It’s an oft-overlooked position, drawing on both marketing and editorial skills, that has become increasingly critical both to business success and online discourse. The pay is poor, and the respect can be limited. Take a look at the job posting for any social media manager. You’ll discover the same bias in its language, in reverse: a bias for sourcing female candidates.
Social media managers are “the behind-the-screens labor involved in media and technology, central to propelling our digital economy forward,” says Brooke Erin Duffy, who is an Assistant Professor in Communications at Cornell. Between 70 and 80 percent of social media workers self-identify as women on the salary compilation site Payscale. The career has been referred to as the Pink Ghetto.
According to a study, published by Duffy and University of Oxford researcher Becca Schwartz in New Media & Society and slated for a print release early next year, companies create this diversity gap by advertising social media as “women’s work”—at the same time as they routinely undervalue it. Duffy and Schwartz studied 150 job postings to determine how businesses recruit social media specialists. These
Read more here: https://www.wired.com/story/how-social-media-became-a-pink-collar-job