Increasing women’s participation in the STEM industry: A first step for developing a social marketing strategy

Purpose: The purpose of this study is to investigate women and men’s differences in perceived importance of various job attributes. Analyzing the job attributes that derive value might help to form intervention ideas for promoting greater participation of women in Science, Technology, Engineering and Mathematics (STEM) industries. Current research has primarily focused on this issue from educational, sociological and gender-based approaches, suggesting interventions such as enriching women’s science literacy and skills, increasing their science self-confidence and changing stereotypical views of the STEM field as masculine (perceived as lacking altruistic or communal values). Other have suggested policy interventions that include workplace family supportive programs. Design/methodology/approach: Choice-based conjoint and choice model analyses were conducted to examine the importance of different job attributes for women and men. Findings: Salary and the ability to combine work and family obligations were the most important determinants of women’s career choices. Practical implications: This study is a first step to inform future intervention designs based on social marketing strategy. Focusing on the attributes related to women’s career choices is suggested to facilitate women’s entry into the STEM industry. Social implications: Increasing the value of STEM careers might lead to more equal representation of women in the STEM field. Originality/value: For the first time, initial principals of a social marketing intervention is suggested after an examination of the core attributes related to women’s career choices.