Connect with us

Business Marketing

Pinterest pinned for gender discrimination: What you can learn from it

(OPINION / EDITORIAL) The latest settlement from Pinterest in a gender discrimination suit reminds business owners everywhere, no matter the size, to beware of creating or maintaining a hostile work environment.

Published

on

Women in a meeting around table, inclusion as a part of stopping gender discrimination representing invisible work.

Talk about a Pinterest fail! Only this time it’s not some artistic baker’s confection dream that ends up looking phallic, scatological, or like a melty nightmare. This is a $22.5 million settlement of a gender discrimination suit by former COO Francoise Brougher.

In the suit, Francoise Brougher alleges gender discrimination and a toxic workplace. She discovered she made less than her male colleagues and had a different, less favorable vesting schedule. In addition, Brougher charges, she was left out of meetings with other executives. When she spoke up about concerns with the way Pinterest was being run and about these differences, Brougher alleges, they fired her.

With the settlement, Pinterest admits no wrongdoing. Pinterest and Brougher agreed to jointly donate $2.5 million of the settlement to programs supporting women and underrepresented communities in tech. The remaining $20 million goes to Brougher and her attorneys. It’s a costly lesson, even for such a large tech company. Let’s consider the lessons here for smaller businesses.

Paying women less and excluding them from meetings they would normally attend are two examples of gender discrimination. In this particular case, Bougher states that the executive team held several meetings without her, meetings similar to those she’d previously attended and should, as COO of the company. Retaliation for reporting such discrimination is also illegal. Brougher claims Pinterest did both.

Gender discrimination can take many forms, and it may not always be intentional. Other times, it may be entrenched in a company’s culture, and will be more difficult to address. It is essential, however, for businesses to examine their own culture and pay attention to any red—or even yellow—flags they see through comments, complaints, and HR reports. Based on Title VII of the Civil Rights Act of 1964, companies employing 15 or more people, employers must not discriminate on the basis of sex, race, color, religion, or national origin.

Employers, take note! In 2020, people are fed up and tired of accepting unequal opportunities and mistreatment. Check your culture, talk to your employees, examine your own behavior—especially anything resembling a pattern. Besides being a total jerk move and illegal, gender (and all other) types of discrimination is really bad for your business. Let’s look at how.

Who wants to work in a hostile work environment? Nobody! When discrimination occurs, it affects the targeted employee’s mental health and stress level, which alone is bad, but this can also lead to poorer physical health, meaning more sick days. If the offending person treats all members of a group (say, women) less respectfully or negatively, then that can lead to low employee morale. If the problem is culture-wide, expect morale and productivity to take a hit. People don’t do their best work or become content, loyal, productive employees in an environment of mistrust, inequality, and/or actual aggression.

Additionally, if word gets out, as it did in this case, both in Brougher’s lawsuit and her scathing article, “The Pinterest Paradox: Cupcakes and Toxicity,” the company’s reputation suffers. Current employees may feel shame, anger, or embarrassment. Something like this lawsuit may encourage others with grievances to come forward, and the company may be looking at more legal action.

Other employees may see this as a warning, and may start looking for work elsewhere, for a better work environment, more opportunity and equality, at a company with a better reputation. Additionally, a company with discrimination complaints and lawsuits against it will likely have a more difficult time recruiting quality talent, and may even make it onto a union or other black list of sorts.

Employers do not want that! And people don’t want to work where they aren’t valued! Valuing employees means so much more than what you pay them.

Employers, it’s worth investing the time to thoroughly examine your company for overt or unintentional discrimination. Brush up on the law, either by asking your HR team to provide a training, or by reading up on gender discrimination. Equalrights.org has put together this excellent Gender Discrimination at Work Guide that provides definitions, examples, the laws, employees’ rights, legal advice, and more. Employers and employees alike should read it and take note.

Pin this, Pinterest.

Business Marketing

No-reply emails don’t help customers, they’ve run their course

(MARKETING) No-reply emails may serve a company well, but the customers can become frustrated with the loss of a quick and easy way to get help.

Published

on

no-reply mail boxes

Let me tell you a modern-day horror story.

You finally decide to purchase the item that’s been sitting in your cart all week, but when you receive your confirmation email you realize there’s a mistake on the order. Maybe you ordered the wrong size item, maybe your old address is listed as the shipping location, or maybe you just have buyer’s remorse. Either way, you’ve got to contact customer service.

Your next mission is to find contact information or a support line where you can get the issue resolved. You scroll to the bottom of the email and look around for a place to contact the company, but all you find is some copyright junk and an unsubscribe option. Tempting, but it won’t solve your problem. Your last hope is to reply to the confirmation email, so you hit that trusty reply arrow and…nothing. It’s a no-reply email. Cue the high-pitched screams.

Customers should not have to sort through your website and emails with a microscope to find contact information or a customer service line. With high customer expectations and fierce ecommerce competition, business owners can’t afford to use no-reply emails anymore.

Intended or not, no-reply emails send your customer the message that you really don’t want to hear from them. In an age when you can DM major airlines on Twitter and expect a response, this is just not going to fly anymore.

Fixing this issue doesn’t need to be a huge burden on your company. A simple solution is to create a persona for your email marketing or customer service emails, it could be member of your team or even a company mascot. Rather than using noreply@company.com you can use john@company.com and make that email a place where your email list can respond to questions and communicate concerns. Remember, the whole point of email marketing is to create a conversation with your customers.

Another great strategy for avoiding a million customer service emails where you don’t want them? Include customer service contact info in your emails. Place a thoughtful message near the bottom of your template letting people know where they can go if they’re having an issue with the product or service. This simple change will save you, your customers, and your team so much time in the long-run.

Your goal as a business owner is to build a trusting relationship between you and your customers, so leave the no reply emails behind. They’re annoying and they might even get you marked as spam.

Continue Reading

Business Marketing

Influencer marketing isn’t new, it’s actually centuries old

(MARKETING) You may roll your eyes at sexy strangers hawking snake oil on social media, but influencer marketing is nothing new…

Published

on

Influencer marketing people taking video on a smart phone to record dances.

Influencer marketing is now one of those buzzword phrases that you can’t go a few days without hearing. In fact, it’s become such a popular term that it was officially added to the English Dictionary in 2019.

While this is a recent change, the concept of an influencer is nothing new. For years, people have looked to friends and family (as well as high-profile people like celebrities) to be influenced (intentionally or unintentionally) about what to buy, what to do, and where to go.

Social Media Today notes that influencers date back centuries.

One of the first “influencer” collaborations dates back to 1760, when a potter by the name Wedgwood made a tea set for the Queen of England,” writes Brooks. “Since the monarchy were the influencers of their time, his forward-thinking decision to market his brand as Royal-approved afforded it the luxury status the brand still enjoys today”

Now, influencers are known as people blowing up your Instagram feed with recommendations of what to wear and stomach flattening teas to buy. Influencers are basically anyone who has the ability to cultivate a following and, from there, give advice on how followers should spend their money.

After the 1760 tea set influencer, influencers were found in the forms of fashion icons (like Coco Chanel in the 1920s, and Audrey Hepburn in Breakfast at Tiffany’s), celebrity endorsements (for example, all of the money Nike made in the ‘80s after signing Michael Jordan to be their spokesperson – I wonder if Hanes is raking in the same bucks as Nike…), TV stars endorsing products (like Jennifer Aniston when she was at the height of “The Rachel” cut and became the face of L’Oreal Elvive; now she’s the face of Aveeno).

Then in the mid-2000s, blogs became a space where “everyday” people could use their voice with influence. This trend has continued and has shifted into social media, usually with a blog counterpart.

Now, blogging and influencing is an industry in and of itself with influencer marketing being a key form of comms. According to the HypeAuditor report, the influencer industry will be worth $22 billion by 2025. Where can I sign up?

Continue Reading

Business Marketing

The use of offline marketing can still be advantageous in a digital world

(BUSINESS) Offline marketing is usually skipped over nowadays for the sparkly, shining ‘digital’ marketing strategies, but don’t forget the roots.

Published

on

offline marketing billboard

Everywhere you look, people want to talk about digital marketing. In fact, if you don’t have a digital marketing strategy in today’s business world, you’re not going to last long. But just because digital marketing is popular, don’t assume that offline marketing no longer yields value.

When used together, these strategies can produce significant returns.

“Some people will argue that traditional marketing is dead, but there are several benefits to including offline advertising in your overall marketing campaign,” sales expert Larry Myler admits. “Combining both offline and online campaigns can help boost your brand’s visibility, and help it stand out amongst competitors who may be busy flooding the digital space.”

How do you use offline marketing in a manner that’s both cost-effective and high in exposure? While your business will dictate how you should proceed, here are a few offline marketing methods that still return considerable value in today’s marketplace.

1. Yard signs

When most people think about yard signs, their minds immediately go to political signs that you see posted everywhere during campaign season. However, yard signs have a lot more utility and value beyond campaigning. They’re actually an extremely cost-effective form of offline advertising.

The great thing about yard signs is that you can print your own custom designs for just dollars and, when properly stored, they last for years. They’re also free to place, assuming you have access to property where it’s legal to advertise. This makes them a practical addition to a low-budget marketing campaign.

2. Billboards

The fact that you notice billboards when driving down an interstate or highway is a testament to the reality that other people are also being exposed to these valuable advertisements. If you’ve never considered implementing billboards into your marketing strategy, now’s a good time to think about it.

With billboard advertising, you have to be really careful with design, structure, and execution. “Considering we’re on the move when we read billboards, we don’t have a lot of time to take them in. Six seconds has been touted as the industry average for reading a billboard,” copywriter Paul Suggett explains. “So, around six words is all you should use to get the message across.”

3. Promotional giveaways

It’s the tangible nature of physical marketing that makes it so valuable. Yard signs and billboards are great, but make sure you’re also taking advantage of promotional giveaways as a way of getting something into the hands of your customers.

Promotional giveaways, no matter how simple, generally produce a healthy return on investment. They increase brand awareness and recall, while giving customers positive associations with your brand. (Who doesn’t love getting something for free?)

4. Local event sponsorships

One aspect of offline marketing businesses frequently forget about is local event sponsorships. These sponsorships are usually cost-effective and tend to offer great returns in terms of audience engagement.

Local event sponsorships can usually be found simply by checking the calendar of events in your city. Any time there’s a public event, farmer’s market, parade, sporting event, concert, or fundraiser, there’s an opportunity for you to get your name out there. Look for events where you feel like your target audience is most likely to attend.

Offline marketing is anything but dead.

If your goal is to stand out in a crowded marketplace where all your competitors are investing heavily in social media, SEO, PPC advertising, and blogging, then it’s certainly worth supplementing your existing digital strategy with traditional offline marketing methods that reach your audience at multiple touchpoints.

Continue Reading
Advertisement

Our Great Partners

The
American Genius
news neatly in your inbox

Subscribe to our mailing list for news sent straight to your email inbox.

Emerging Stories

Get The American Genius
neatly in your inbox

Subscribe to get business and tech updates, breaking stories, and more!