Being International Women’s Day last month, we thought it was suitable to feature women’s favourite employers. Understandably, men and women have a different selection of top employers, but some companies manage to successfully appeal to both.
Apple & Google are equally charming
Employers like Google and Apple successfully manage to generate equal appeal among both sexes, whereas companies like Goldman Sachs and J.P. Morgan are mostly for men and L’Oréal for women.
There are differences between countries, yet in Germany both men and women love their car manufacturers such as Audi and BMW Group. One exception, the exclusive sports car producer, Porsche, seems to appeal more to men than women.
3 Factors that influence female choices
1. Products & Services
It’s apparent that affinity to the company’s products & services is a strong determining factor when choosing future employer. For women that like cosmetics, it’s only natural that they would choose L’Oréal. The same goes for men that fancy cars – BMW, AUDI and Porsche are attractive career options.
2. Company culture
The company’s culture plays a huge role in deciding employer. For example, are the investment banks Goldman Sachs and J.P. Morgan associated to providing work/life balance? If it’s more important for women than for men, it’ll certainly affect their career choice. Due to women still taking on more of household responsibilities, such as looking after the children, employers that offer work flexibility are seen as being a good match.
3. Career goals
Research shows that men typically aspire to be leaders or managers, more so than women, and are also focused more on the money. Women, however, tend to lean towards achieving work/life balance and finding a job that gives them some self-fulfilment, especially one that allows them to be dedicated to a greater cause. Because money matters more to men, investment banks, again, are seen as being an ideal place to land a job.
Something to think about
If you are an employer tying to diversify your workforce, make sure that you consider these factors and see how you can emphasise more on the qualities of your employer brand that would appeal to the opposite sex.