YOUR VOICE: Topic – Marketing your renovation company as a “female only” employer
"Are not all workers equal?"
July 23, 2019 by Robert Koci
YOUR VOICE is a new feature of Canadiancontractor.ca where we ask you to weigh in on a topic relevant to our industry.
TOPIC: Marketing as a “female-employees only” renovation industry
STORY: Canadian Contractor recently came across signage on the back of a truck advertising that the employees of the painting company were all female. Men need not apply. In a conversation with the owner of the company, Canadian Contractor learned the key reason for the marketing focus was to attract customers who preferred to have women working in their home.
POV 1: NO. What on earth are we doing in this day and age making a distinction regarding the gender of the workers in a company? Haven’t we got past that? Are not all workers equal? We should be blind to gender in all things, including who works on what. And, the hiring practices of this company would have to be by definition discriminatory.
POV 2: YES. There is still discrimination in construction, and women need a safe place to work and help to get the jobs they are qualified for. And customers need the opportunity to hire only those who they consider safe to have inside their homes, in many cases that means female workers only.
What do you think? Have you say below