Women who make careers - that has been somewhat “in” since the discussion about the women's quota. Thought themselves diverse Company and are now targeting women. But how is that treacherous.

occupations pictures

Employer branding for women?

The way in which companies advertise for the favor of women shows one thing, however: the old clichés and with them the barriers in people's minds are by no means obsolete. How emancipation really works is shown in the end in the toilet!

Thanks to Anke Domscheit-Berg, who tweeted the photos, I'm at two HR marketing campaigns by Bosch and Accenture I aufmerksam become. The two companies also specifically want to female Candidate appear attractive - and not only with the shoe heels but also like this:

Clichés instead of specialist skills

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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 then probably looks like that on the executive 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 structurally possible (and before anyone asks: yes, I was there myself ... but that's another story ...)

By the way, on December 21, 2012, according to the Mayan calendar, not only the Welt perish, but also, at least according to the will of the European Court of Justice and at least in the case of insurance companies, absolute equality. Accordingly, unisex toilets were introduced after unisex toilets. Was the date coincidence? Attention irony! However: We are still a long way from fair, gender-neutral insurance tariffs.

Women: Still with shoes and salad bowls?

Discounts for your success (advertising)!

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 consciously 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 content, 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:

Spiegel Online By the way, the headline on June 06th, 2011 fits my headline: “Careers are made while peeing”. Well then we know now.

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