Occupational branding for diversity: managing discursive contradictions

Abstract

In line with recent efforts to increase the representation of women in the field of computing and information technology (I.T.), the National Center for Women and Information Technology has spearheaded an occupational branding campaign that seeks to encourage more women to enter this field. We use this campaign as a case study to investigate how representations of work in an occupational branding campaign (“official branding discourse”) compare with the ways in which practitioners represent this work (“unofficial branding discourse”). Through our analysis, we show that whereas the official branding discourse represents computing and I.T. as a field where women are valued, unofficial branding discourse represents this field as hostile to women. We then propose three avenues through which these contradictions can be managed: (1) acknowledging the challenges expressed by practitioners, while simultaneously discussing how to foster a more inclusive occupational culture, (2) changing the primary goal of the campaign from increasing the number of women in computing and I.T. to making the culture of computing and I.T. less hostile, and (3) committing fewer resources into organized branding campaigns and more resources into direct organizational interventions that seek to make work environments inclusive.

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