My husband applied for a job recently at the same company as a female colleague. This after working only a few months at another company that used and abused him and finally fired him without explanation. So he finds a similar type of job online, about three months later, and applies. He tells his female colleague, who is still working where my husband was fired, but is at the point of burning the building down. The colleague applies the following day and gets scheduled for an interview that same day. Within two weeks she was earning not one, but two, paychecks. (Having decided not to burn the building down after all). While the same company didn't even bother to reply to my husband's online application.
Maybe I'm a bit naïve, but I was stunned! How could this 20-year-old-slip-of-a-girl-with-no-previous-work-experience-living-off-her-parents-and-spending-her-money-on-cigarettes-and-alcohol-as-soon-as-she-makes-it, out maneuver my more than qualified husband? His theory was that companies like hiring young females more than 30-something males because they “sound better on the phone,” (it was a call center job). I laughed it off but after listening to an NPR podcast on What Women Want, I was starting to believe.
According to retail guru, Paco Underhill, author of What Women Want, women have incredible influence on the American economy because of “buying power.” Ever wonder why hotel shower curtains are curved so they don't touch the body? Well, Underhill says we have women to thank for such hygienic inspirations. Companies listen to women to implement change because they realize how important women are to the market economy.
When I think of the millions of telemarketers that have called me, or telephone banking I've done, or even when I ordered takeout, 90% (if not more) of those voices are feminine. It can't be simple coincidence. Now, I don't have titles of studies or documentation to prove this, yet, I have a feeling (call it female intuition) companies have decided to promote the female brand.
How does this translate to the job market in general? Well, just think about the many retailers out there. The majority are females greeting you in stores and the majority of shoppers are females. Applicants should embrace this fact and make it work for them. Companies are interested in pleasing women because there is business in it. Retailers have been trying since the crisis started to get Americans to spend more money to help boost the economy. They want you!
We know the female mind, how it works, what it wants and doesn't want. We are an asset to companies like Target, Walmart, Starbucks, Microsoft and Estee Lauder (companies Underhill happens to represent, by the way). But even banks, clothing stores, car companies and supermarkets want female input. Make your voice a strong part of the application process and, quite frankly, it can't hurt.
I know some of the male readers may not find much consolation in this article, at first look, but don't despair! Connect to your proverbial “feminine side” and force companies to consider you. Whether it be in your resume highlighting design or gender centered experience, or at an interview detailing creative ideas to attract customers, get your foot in the door! It may be what gets you your next retail job.
This is only one point of view, so if you want more information on this topic and its influence on retail visit: http://www.npr.org/templates/story/story.php?storyId=128320115
Maybe I'm a bit naïve, but I was stunned! How could this 20-year-old-slip-of-a-girl-with-no-previous-work-experience-living-off-her-parents-and-spending-her-money-on-cigarettes-and-alcohol-as-soon-as-she-makes-it, out maneuver my more than qualified husband? His theory was that companies like hiring young females more than 30-something males because they “sound better on the phone,” (it was a call center job). I laughed it off but after listening to an NPR podcast on What Women Want, I was starting to believe.
According to retail guru, Paco Underhill, author of What Women Want, women have incredible influence on the American economy because of “buying power.” Ever wonder why hotel shower curtains are curved so they don't touch the body? Well, Underhill says we have women to thank for such hygienic inspirations. Companies listen to women to implement change because they realize how important women are to the market economy.
When I think of the millions of telemarketers that have called me, or telephone banking I've done, or even when I ordered takeout, 90% (if not more) of those voices are feminine. It can't be simple coincidence. Now, I don't have titles of studies or documentation to prove this, yet, I have a feeling (call it female intuition) companies have decided to promote the female brand.
How does this translate to the job market in general? Well, just think about the many retailers out there. The majority are females greeting you in stores and the majority of shoppers are females. Applicants should embrace this fact and make it work for them. Companies are interested in pleasing women because there is business in it. Retailers have been trying since the crisis started to get Americans to spend more money to help boost the economy. They want you!
We know the female mind, how it works, what it wants and doesn't want. We are an asset to companies like Target, Walmart, Starbucks, Microsoft and Estee Lauder (companies Underhill happens to represent, by the way). But even banks, clothing stores, car companies and supermarkets want female input. Make your voice a strong part of the application process and, quite frankly, it can't hurt.
I know some of the male readers may not find much consolation in this article, at first look, but don't despair! Connect to your proverbial “feminine side” and force companies to consider you. Whether it be in your resume highlighting design or gender centered experience, or at an interview detailing creative ideas to attract customers, get your foot in the door! It may be what gets you your next retail job.
This is only one point of view, so if you want more information on this topic and its influence on retail visit: http://www.npr.org/templates/story/story.php?storyId=128320115
By: Samantha Taylor
Samantha is a Boston, Massachusetts native. Her studies have taken her from Ohio to England, where she lived for two years. Currently, Samantha lives in Andalucía, Spain, with her husband, and works as an English teacher and personal trainer in her spare time.
Samantha is a Boston, Massachusetts native. Her studies have taken her from Ohio to England, where she lived for two years. Currently, Samantha lives in Andalucía, Spain, with her husband, and works as an English teacher and personal trainer in her spare time.
Become a member to take advantage of more features, like commenting and voting.
Register or sign in today!