Performance, gender and sexualised work

Abstract

Abstract Purpose – Organisations seek to manage and control the dress, appearance and behaviour of their employees for strategic corporate advantage but what are the far‐reaching implications of this for employers and employees? This paper aims to identify the explicit and implicit codes for appearance and behaviour imposed by management and co‐workers. Design/methodology/approach – Adopting a case study approach using ethnographic methods, this research, conducted in a recruitment agency specialising in placing construction industry personnel, draws on data obtained from four in‐depth, semi‐structured interviews with senior managers, a focus group with female employees and participant observation methods, and provides an intriguing insight into the grooming and packaging of female employees. Findings – Findings show this aesthetic and behavioural "packaging" of the female employees comes with consequences for client, employer and employee. The females cannot escape the aesthetic and sexualised image imposed upon them as management strategy and often have no choice but to "perform" for clients to manipulate situations for their own advantage. Research limitations/implications – Because of the research approach adopted and the relatively small sample size, generalizability is limited. It would be helpful to replicate the study in other settings. Originality/value – The paper highlights the existence of official and unofficial controls over dress, appearance and behaviour and the pressure exerted on women in the workplace.