Beyond Glass Ceilings and Brick Walls - International Labour ...

linked to the type of product or service offered, the target consumer, the PR
efforts of the institution, as well as its policies, workforce and work practices.
81% of women workers agreed that their company had an image, 3% said
no, while 6% were not sure.
Workers pointed to the following company images: those that they considered
macho, woman-friendly, male or female dominated, caring of employees, profit
or family oriented.
While some work institutions at a global level have already utilized their
company image as a possible space for gender sensitive interventions, the
data collected for this study does not refer to any institution that is actively
and consistently promoting gender equity/equality through their
advertisements, PR campaigns etc., though this is one way in which institutions
can be proactive in promoting gender equity/equality. Consequently, it is
important that work organizations not only mainstream gender issues into
the institutional agendas, but also, do so publicly and visibly so as to create
organizational consciousness and consensus on the issue.
4) Gendered Demeanour and Double Standards
Clearly, a person’s demeanour is of immense significance in the workplace.
How he or she is perceived and treated in the workplace by her/his superiors,
colleagues and subordinates is dependent on the person’s general deportment/
personality/language/attitudes/speech/self-presentation.
There are different expectations of how men should behave in the workplace
and how women should conduct themselves. Men are regarded more broadly
and openly, as being able to ‘run and jump around and get things done’.
Current work ethics may value workplace ‘heroes’ who toil day and night
against tremendous odds to solve crises, whereas workers who manage
their work smoothly, efficiently, quietly (avoiding emergencies) may be
undervalued (Rao et al 1999). Women, for instance, are perceived according
to strict and narrow stereotypical images (of being soft-spoken, subservient,
respectful, etc.) that result in women losing out when it comes to equal
treatment. Some women may prefer not to express their views in open
forums, but choose to communicate them privately. Unfortunately, this lack
of public visibility and voice may serve to perpetuate further gender
stereotypes.
Paradoxically, those who deviate from the expected norm of passivity can
also be treated negatively; through the denial of company benefits,
promotions, and job increments - sometimes in a continuing practice of
harassment.
46