Women, Antifeminism, and Platforms: The Discourses of Misogyny| Resistance to Profem Employer Messages in Talent Attraction: The Case of Employer Femvertising Campaigns on LinkedIn

Abstract

This study examines the phenomenon of resistance toward employer femvertising messages among recent university graduates. Building upon existing literature on employer branding, femvertising, and antifeminist resistances, this study contributes to existing scholarship by providing an exploration into resistances toward those advertising initiatives that aim to challenge gender stereotypes and promote workplace inclusivity. Qualitative data from two focus groups involving 16 participants was analyzed through thematic analysis. Results indicate ambivalence, as profemale messages generated resistance, while participants still valued companies highlighting favorable conditions for women’s professional development. The resistance primarily involved questioning the credibility of the companies behind the ads and doubting the genuineness of their gender equality intentions. The findings suggest specific recommendations for implementing an efficient employer femvertising strategy, such as providing specific data and measures supporting gender equality, aligning messages with company values, and avoiding performative support. These guidelines would enable companies to effectively communicate their gender equality initiatives, creating persuasive messages to achieve their goal of attracting female talent.