For tech to succeed in the future, they’ll need to attract women

Woman touch screenby Tony Fannin, CEO/Partner, BE Branded  |

For all it’s altruism, open source and social purpose, tech companies have at least one major flaw that reeks of hypocrisy, most marginalize and even discriminate against women when it comes to hiring and promoting  qualified women in their ranks. Many tech companies, large and small, cloak themselves in the moral high ground of promoting and backing many socially worthy causes and that’s great. They also defend quirky cultures that prize the individual and not try to mass people into a “corporate” mold.

These are all well and good, but the problem is they have a dirty secrete (maybe not so secrete, but conveniently ignored). That secrete is their lack, and sometimes distain, for women in leadership positions within their companies. Often, most women are relegated to the “den mother” roll whose main responsibility is to coddle and pick up after the young male engineering “geniuses” in the firm. This issue has been well documented from Google, to Twitter to Wikipedia, so I won’t rehash that point.

Here’s is my point, it has been projected by many credible sources that over the next two decades, that there will be more women with college degrees than men. Many predict that most men will have only a high school education at best. So, if the current trends hold up, then the most qualified people for most advanced positions across every industry segment, especially tech, will be women. Also women are better prepared for  C-level positions in the new business environment because they innately get the “people” thing. They are relationship driven. This is extremely important to the new workforce coming up. This group (now in high school and college) are looking for meaningful work, not just a paycheck. You can’t manage and motivate them like the previous generations.

Many companies would say we hire and promote the most qualified person. The problem lies in how you market for that qualified person. Companies such as Andreessen Horowitz recognize this and are looking for talent differently. To get the best people in the future, you must speak their language and that is focused on the human capacity and less on being robots. For example, Andreessen Horowitz are using language analysis programs to create job descriptions that are more likely to attract women. For instance, instead of advertising for a candidate who is “off the charts,” they will use terminology like “must be highly competent.”

Who knows, the best man for the job will most likely be a woman.


About Be Branded

Tony Fannin is of President of BE Branded, an integrated marketing firm who helps clients BE Somebody to their customers. If you aren't somebody, then you are commodity.

No comments yet... Be the first to leave a reply!

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s

%d bloggers like this: