Women in tech: a question of (in)equality

Women in tech: a question of (in)equality

Why not listening to good music while reading? My inspiration for this article about women in tech is Run the World – Beyoncé. Play it now!

In her book, Lean In: Women, Work, and the Will to Lead, Sheryl Sandberg writes:

The promise of equality is not the same as true equality

These words illustrate perfectly the reality of the tech industry. New technologies are omnipresent today and everybody is impacted by it in a way or another. Forecasts are positive when it comes to jobs and opportunities for all, hoping for a more equal world. Yet, there is one thing you should know: gender inequality is still clearly strong in the tech industry.

WOMEN IN TECH: HISTORY AS A PROOF

 

Technology, computing, digital… all that we know today was not exclusively created by men. Many women actively contributed to it and they should be thanked for their work. Let’s review some of them!

Ada Lovelace – (1815-1852)

Born in 1815, Ada Lovelace is the inventor of the first algorithm to be applied by a machine. For that, she has been given the nickname “first computer programmer”. She also brought out important questions regarding society considering technology to a collaborative tool. Impressive for the time!

Kay McNulty, Betty Jenning, Betty Snyder, Marlyn Meltzer, Fran Bilas and Ruth Lichterman – 1946

Called the ENIAC 6, these six women programmed one of the first computers in History, the ENIAC. An interesting thing to know is that some of them did not receive any recognition for their work during their lifetimes. Also, many people and especially historians were persuaded that they were only “refrigerator ladies”.  It means that, for them, their job was only to refresh the machines while they were, in fact, creating something big.

Grace Hopper – (1906-1992)

This woman created the first computing language called COBOL. For her work, she received the award of Computer Science Man of the Year by the Data Processing Management Association in 1969. Great for a woman! Later, in 1991, she was given the National Medal of Technology which constitutes a high honour in the USA for people working in the tech industry.

 

Radia Perlman – (1951-)

 Have you heard about the Spanning Tree Protocol? Well, Radia Perlman does! She conceived the algorithm behind it, consisting of the “basic traffic rules” of the Internet we know today. She is named “The Mother of the Internet”.

WOMEN IN TECH: A SYMBOL OF GENDER INEQUALITY

 

Women making History was unfortunately not enough to have gender equality in the tech industry. Many reports have been published the last 10 years to illustrate it, showing that the tendency continues to be the same. Here are four figures to help you measure it:

1. Syntec Numérique realized a study in which is highlighted the fact that in 2016, only 33% of total employees in the digital industry in France were women. Among them, only 16% had jobs such as developers. Others were working in human resources, communication or administration for example.

2. In the USA, the National Center for Women Information Technology released a report in 2016 showing that only 25% of total computing jobs are held by women. This situation is even more concerning for Asian women who represent only 5% out of the 25%, African American women (3%) and Latina women (1%). And the evolution from year to year is not positive…

Percentage of computing occupations held by women - Author: Julie Compagny

Percentage of computing occupations held by women – Author: Julie Compagny

3. The same report proved that 41% of all women employed in the high-tech industry quit in 2015. This is huge compared to men: only 17% of them did it. This report allows an understanding that the main reason why women left their job has nothing to do with family concerns. Indeed, they perceived no possibility of evolution and development in the companies they were working in, leading them to change job.

4. In 2017, 30% of all Google employees worldwide were women and, actually, it has been the case since 2014. Three female employees took the company to the court in 2017 because they were less paid than men. It seems that Google still has a lot to learn!

Distribution of Google employees worldwide from 2014 to 2018, by gender - Author: Julie Compagny

Distribution of Google employees worldwide from 2014 to 2018, by gender – Author: Julie Compagny

WOMEN IN TECH: LET’S BE POSITIVE

 

The benefits of gender equality

 

Of course, it exists many benefits for gender equality in the tech industry. Two insights are very interesting to look at though and we will focus on them.

The first one is that with gender equality in tech, we could take advantage of the competencies, ideas and solutions that 50% of the population could bring. Image what we could have had today in terms of new technologies if we included a lot more women earlier!

The second one is that over 1.4 million computing job will be open by 2020 in the USA. Nonetheless, with the current computing grads of the country, only 30% of those jobs would be taken. It is then a huge opportunity for women who are totally needed!

 

How to encourage gender equality?

 

Here again, there are many ways to encourage gender equality. The most logical solutions are very often the ones we do not think about.

Regarding companies, simplifying job descriptions and being honest about the must-haves is a good solution to have more women applying. A fact is that a woman will apply to a job if 100% of the criteria meet who she is whereas a man will apply to the same job if only 60% of the criteria meet who he is. Making job descriptions easier is then a source of opportunity for women. Companies can also promote inclusion and diversity and make it a real priority for all employees, men and women. Encourage its female employees to develop their competencies and reach higher levels is necessary and will favour gender equality.

Other solutions exist and you should try them: find a mentor to help you, integrate an association or a digital community, have a role model to project yourself and above all, believe in yourself and do not forget that yes, it is possible! If others succeeded, why won’t you?

Gender inequality in tech can be challenged and it is our responsibility, to all of us, to make things change.

In her book, Sheryl Sandberg also writes:

We cannot change what we are not aware of, and once we are aware, we cannot help but change

I really hope that these words will be meaningful to you and that after having read this article, you will actively fight for gender equality in the tech industry.

How to become an egg breaker ?

How to become an egg breaker ?

It has 9.9 million subscribers. It has a world record and it is an egg.

The Instagram world_record_egg account has only five pictures but it won over the favor of many brands. They are convinced it could be used as a great marketing tool.

 

The moment the egg cracked surpassed all expectations. If you want to understand what is behind this irrational world record, then this is the article for you.

First of all, a good breakfast: coffee, milk and your choice of eggs: scrambled, omelet or soft. If you don’t like eggs a good pastry will do the job!

Now, back to the topic at hand: our record-breaking eggs. If you are a connected person, are interested in following the media and famous people news, or if you like sport, you might have heard about the egg that cracked Instagram.

However, to understand how this phenomenon happened, we need to go back in time to just a few weeks ago…

1 – The egg that broke Instagram: the fun fact

Everything started with a challenge between friends who decided to try and beat Instagram’s most liked picture.  This record was held by Kylie Jenner totalling18 million likes when she announced her daughterStormi’s birth.

Chris Godfrey, the 29-year-old from the UK who created the account, explains that he ‘‘found funny to beat a record of likes with something as universal and simple as an egg’’.

 

On January 4ththe the ‘Egg Gang’ account was born, with a single photo of an egg on a white background. You could say the challenge was a success as the photo currently registers 52.1 million likes. The account, now renamed ‘’world_record_egg’’ has a total of 9.9 million subscribers.

Throughout January, other pictures of the egg cracking were published on the account. A very suspenseful wait for the fans. “What is going on? How can an egg have 9.9 million followers?”. Soon, brands became hysterical. The Internet went crazy.

 

After that, brands started contacting Chris. Offers poured in one after another. Brands wanted to have their name showing up when the eggshell would break, and were clearly happy to pay the price. They really wanted to buy the account audience.

On February 2nd, an egg picture with rugby ball stitching was posted to promote the American streaming platform Hulu. “Everything will be revealed this Sunday after the Super Bowl. Look first, only on Hulu”, was written in the text under the picture.

The revelation took place two days later, on February the 4th, during the Super Bowl break. This commercial break is known as the most expensive in the world as advertisers are pretty much guaranteed to reach a wide audience.

This particular publicity stunt was estimated to be worth between 8 and 10 million euros by several experts.

“Being the first brand to come out of the egg is worth at least $10 million (€8.7 million.)” Nik Sharma, head of direct-to-consumer sales for VaynerMedia digital agency, to the American media The Atlantic.

An event that made its mark on advertising history.


2 – The genius of the operation: Raising awareness of mental problems

In their ad, Hulu invited egg fans to connect on their platform after the game ended. They could watch a video called “The Revelation” in which the egg cracked and spoke in bubbles. “Recently, I started to crack,” the egg explains “The pressure from social networks crushed me. If you fight too, talk about it”. The video then referred to a site that lists, country by country, the names of psychological support associations.

 

This may be why Chris Godfrey and his team chose Hulu as the candidate for The Revelation: because the brand has not only used the egg for its own promotion but to raise awareness about the mental problems that social networks can create.

The creator of the egg thus asserted to the New York Times that he was “less interested in money than in positive messages”.

Chris Godfrey also promises that the egg, now named Eugene, is meant to carry “other positive messages”.

 

3 – The strategy behind it: the earned media

Social networks now play a central role in consumers’ purchasing decisions and therefore become a valuable tool for communicating around a brand, product or business.

More and more brands are investing to develop an effective influence strategy and to be known to consumers.

The exposure of a brand in the media generally falls into one of three categories: paid media, owned media and earned media.

The paid media is like traditional advertising: the brand must pay to disseminate its communication tools to consumers.

The owned media gathers together all the communication techniques that a brand implements through the channels it controls. For example, by communicating through the brand’s website, via newsletters or via an online catalog.

Finally, the earned media brings together the benefits enjoyed by the brand without payment or action on its parts, such as consumer comments on social networks or other digital media.

 

This latter category is particularly yearned for by brands because, in addition to its free cost, the earned media is perceived by consumers as being more reliable than the communications emanating from the company itself or by third parties.

Consumers are much more likely to believe the opinion of another consumer than in the arguments put forward by the brand itself.

For more details on this, I invite you to refer to the following article about Influence marketing.

 

 

 

 4 – The earned media on the French market: the comeback?

The study “Paid/Owned/Earned: What visibility strategy in 2018?” conducted in March 2018 by questioning 347 marketing professionals, revealed surprising results on the state of earned media in France. If you are interested in finding out more about the study’s insights, please click on the infographic below:

 

Interestingly, 77% of marketers would like their companies to invest more in earned media form of communication.

To conclude: this communication strategy needs to be democratized in the French market, but taking inspiration from best cases like Eugene may contribute towards future French success.

Internationally, it may be possible our egg hatches future babies because Chris Godfrey also promised that Eugene the egg is meant to carry “other positive messages”.

 

To be continued …

 

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