Brandjack News

By Quentin Langley

Tech and engineering companies have not always been the best at providing career opportunities for women, so if you are a large global tech brand led by one of the most prominent women in business, it's probably not a good idea to start patronising women.

Ginni Rometty is Chairman, President and CEO of IBM. She regularly ranks among the most influential business women in the world in the lists compiled by Fortune, Bloomberg and Forbes. She was Fortune's number one in 2012, 2013, and 2014. As a role model and a shatterer of the glass ceiling she is an inspiration to women and girls around the world. Which leaves this blog wondering who at IBM came up with the idea of #HackaHairdryer as way of interesting girls and women in tech issues.

The campaign bubbled along largely unnoticed for a few months. Then the negative comments started Upulie Diviskera commented "I leave hairdryer fixing to the men. I'm too busy making nanotech and treating cancer". 

Stephanie Evans chimed in with "That's okay, @IBM, I'd rather build satellites instead, but good luck with that whole #HackaHairdryer thing". London Fire Brigade kept out of the sexism debate but suggested that hacking hairdryers was not sensible and perhaps a bit dangerous. 

So, we have a company with a great message and a great leader for women in tech, and it comes with this fatuous attempt to engage. 

Bad call, @IBM.