LinkedIn advises what women in marketing want from employers

LinkedIn advises what women in marketing want from employers

 April 07, 2022

More than 3.95 million workers on average quit their jobs each month in 2021 – more than any other year on record, according to the Bureau of Labor Statistics. And women are at the forefront of this Great Reshuffle. Women in marketing are no exception. As women leave their jobs for new opportunities – seeking companies that invest in their wellbeing, are flexible, and that authentically align with their values – brands must show potential employees what they stand for.

So what do women in marketing who are changing their jobs right now want? LinkedIn's infographic Women Are Leading The Great Reshuffle in Marketing helps brands answer that question and support their efforts to attract and retain talented female marketers. (An important caveat: gender identity isn't binary and it is recognized that some LinkedIn members identify beyond the traditional gender constructs of "male" and "female". However, LinkedIn gender data is inferred on the basis of first name and pronouns, both used and implied, and currently does not account for other gender identities. As members begin to self-report gender, we will be able to share more inclusive gender data.)

Women continue to thrive in marketing worldwide

Representation by women in marketing is strong compared with other industries. When it comes to all global roles, marketing is 28 per cent higher in representation of women. Additionally, the gender split for marketing roles is equitable, as 53 per cent of professionals occupying this function are women.

Not only are women well represented in marketing, but they are flourishing. LinkedIn internal data shows that women are successfully scaling the ladder, accounting for 53 per cent of manager-level or higher positions. And, what's more, the Association of National Advertisers (ANA) has found that 55 per cent of all Chief Marketing Officers are women.

Women of color continue to be marginalized 

Women of colour marketing leadership roles LinkedIn

While White women continue to dominate leadership positions, Black, Latina and Asian women continue to have limited representation. According to the ANA's 2021 Diversity Report, of women who are CMOs just 4 per cent are Latina, 5 per cent are Black women and 6 per cent are Asian women. Meanwhile, McKinsey and Lean In's 2021 Women in the Workplace report found that across industries, women of color – in particular, Black women – continue to have a worse experience at work, including challenges to competence, and disrespectful and othering behavior.

Linkedin women marketing careers

In addition, research from LinkedIn's B2B Institute says that though most White employees consider themselves allies, far fewer take key allyship actions, creating a knowledge-action gap. And this extends to marketing. Even though the majority of marketers say their company believes in the value of diversity, equity and inclusion, most say their company's actions don't align with those stated values nor do they incorporate it into their everyday work. This presents an opportunity for brands. Companies that prioritize an inclusive culture are in a prime position to attract talented women of color who are often overlooked and unsupported at work.

Most white employees consider themselves allies

Many women left jobs in the past year to explore new career opportunities

Women in marketing have decided that now is the time to explore their options career-wise – more so than men. Our internal data shows that 36 per cent more women in marketing have left their jobs than men. Millennial women, who are in the middle of their careers and are looking for better job titles and higher salaries, led the Great Reshuffle as 70 per cent of them left their current jobs for new opportunities. These departures are impacting almost every industry, with Media & Communications, Software & IT Services, and Consumer Goods being most affected. 

Women in marketing benefited from switching jobs during The Great Reshuffle

The pandemic introduced new stressors to almost every part of our lives. For women, in particular, adjusting to remote work, increased household responsibilities, and dealing with the stress of a life-threatening virus ushered in a raft of mental health challenges, which has exacerbated Covid burnout. According to new data from Berlin Cameron, Hello Sunshine and Kantar Profiles, 66 per cent of women have experienced burnout in the past seven days. What's more, recent LinkedIn data found that women feel a heavier burden from their workload than men, particularly on a leadership level. Overall, women cited experiencing an overwhelming workload 20 per cent more than men; however, women at manager-level and higher say they are experiencing an overwhelming workload 41 per cent more frequently than men.

This has given rise to a lot of soul-searching and caused many of us in the past two years to re-evaluate core values and how our careers fit into them. Women feeling burned out, underappreciated and underpaid at work are ditching their jobs. Women in marketing applied to four more jobs on average than men last year and were more likely to be promoted after doing so, according to our internal data. Plus, as more women in marketing leave their current jobs for new ones, they have decided to invest in themselves by building their skills in such areas as wellness, digital marketing and leadership.

Brands should offer flexibility rather than return-to-office mandates to attract women

Brands that prioritize inclusive culture attract more women

Companies that insist on return-to-office mandates are likely to be met with resistance from women. The Harris Poll found recently that 52 per cent of women say they enjoy working remotely and would like to do so in the long term, compared with 41 per cent of men. Women in marketing are trending this way as well, as they've applied for more remote jobs than men on our platform in the past year.

In addition Black, Latino and Asian white-collar workers who experience in-office microaggressions are thriving in remote work environments. For example, according to the Future Forum, Black employees in "knowledge" roles like marketing who work remotely are more likely to say they've been treated more fairly, value their co-workers more and feel more supported by management. And it's not just Black employees – 86 per cent of Latinos and 81 per cent of Asian and Black knowledge workers would prefer a hybrid or fully remote work arrangement, according to Future Forum's latest quarterly Remote Employee Experience Index. 

The Harris Poll backs this up. It found that 52 per cent of Black workers and 50 per cent of women say working from home is better than working in the office when it comes to advancing their careers.

What's next?

The trends surfaced by our latest marketing jobs report around women in marketing can give brands some insights into how they can appeal to highly talented female marketers who are seeking new opportunities. 

Some takeaways to consider:

  • For employers, make a commitment to boosting your employer brand and use it to show a company culture that values inclusivity, wellness and a good work/life balance.
  • As people of color and women continue to embrace flexibility as a means to advance their careers, brands should begin weighing remote options against "proximity bias" that may lead to inequities between remote and in-office employees and may cause more inequities along racial and gender lines.
  • For job seekers, take advantage of a vastly expanded universe of opportunities, and consider emphasizing skills that are gaining importance in the eyes of hiring companies.
  • To learn more, download the full infographic Women Are Leading The Great Reshuffle in Marketing. Also, be sure to register for the upcoming Live with Marketers where host Alex Rynne will delve into the report's findings with authors Connie Chen and Tequia Burt.
  • The 2022 Marketing Jobs Outlook was co-authored by Connie Chen, Lisa Sy, and Vishakha Singh. Check out part one, which covers why now is the time your employer brand needs to move to the forefront of marketing.

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Disclosure: Where Women Work researches and publishes insightful evidence about how its paid member organizations support women's equality.

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