How Social Media Became a Pink Collar Job

COMPANIES HIRING FOR technical positions often slip language into their job postings that appeals to men. They say they’re looking for “ninjas,” who seek to “obliterate competition,” and are capable of “dominating.” By now, these wordings are a well understood form of bias that produces more male candidates than female.

But one job in the digital economy falls predominantly to women. It’s an oft-overlooked position, drawing on both marketing and editorial skills, that has become increasingly critical both to business success and online discourse. The pay is poor, and the respect can be limited. Take a look at the job posting for any social media manager. You’ll discover the same bias in its language, in reverse: a bias for sourcing female candidates.