Colourism in employment: Breaking down barriers

Cresencia Marjorie Chiremba

“You can love what you see in the mirror, but you can’t self-esteem your way out of the way the world treats you” ― Gabrielle Union

IN the bustling world of job applications, where qualifications and experience should be the sole criteria for hiring, an insidious form of discrimination continues to rear its ugly head – colourism.

This phenomenon, deeply entrenched in societal biases, affects individuals based on the tone of their skin.

Today’s article revolves around the recent story of a young woman who faced the harsh realities of colourism while seeking employment at a prominent fast-food outlet.

Picture this: A young, talented and enthusiastic job seeker, armed with a stellar resume and a passion for customer service, eagerly applied for a position at a well-known fast-food chain.

Let us assume her qualifications were impeccable, her interview performance was stellar, and her enthusiasm contagious. Yet, when the final decision came down to the tone of her skin.

Her dark skin tone was deemed inappropriate.

The hiring managers, perhaps unknowingly perpetuating a centuries-old bias, rejected her because of her dark skin.

We do not know if this decision was a personal choice or the young lady’s dark skin tone did not fit the establishment’s preference for lighter skin tones.

The irony of this situation is that we are in Zimbabwe, where the majority are dark–skinned.

It is also ironic in that when these local companies are doing marketing campaigns, they pride themselves on diversity and inclusivity.

But, behind the scenes they sing a different tune and a different narrative unfolds – one of prejudice and exclusion.

The roots of colourism

Colorism, often overshadowed by its more overt cousin, racism, operates within communities of the same race.

It thrives on the belief that lighter skin equates to beauty, intelligence, and competence. Darker-skinned individuals, unfortunately, bear the brunt of this discriminatory practice.

Whether it is job interviews, promotions or social interactions, colourism seeps into every crevice of our lives.

This has led to a lot of people taking the life-threatening route of skin bleaching, as a way of looking for acceptance in both social and corporate circles.

The legal battle

In Zimbabwe, section 5 of the Labour Act emphasises equal treatment and non-discrimination in employment.

Employers are required to treat employees fairly, regardless of their race, colour, or other characteristics.

Subtle yet destructive signs

How does colourism manifest during the hiring process?

The invisible filter

The young lady’s qualifications may have been impeccable, yet her skin tone acted as an invisible filter. The hiring managers’ subconscious bias resulted in the rejection.

The “preferred” look

Employers sometimes seek a specific aesthetic; a look that aligns with their brand image. Unfortunately, this often translates to favouring lighter-skinned candidates.

Marketing hypocrisy:

Companies champion diversity in their advertisements, but falter when it comes to real-world decisions. The lady’s experience highlights this hypocrisy.

Impact on both customers and businesses

1. i) Representation matters

When customers interact with a brand, they seek relatability. Seeing themselves reflected in advertisements, customer support, and promotional materials creates a sense of belonging. Colourism affects representation. If a brand predominantly features lighter-skinned individuals, darker-skinned customers may feel excluded or invisible.

1. ii) Customer perception, trust, and confidence

Subtle biases influence how customers perceive service quality. A darker-skinned customer might wonder: “Will I receive the same level of service as someone with lighter skin?”

iii) Brand image and authenticity

Brands that claim inclusivity but perpetuate colourism, risk damaging their image.

The way forward

Awareness: Employers must recognise their biases and actively combat colourism. Training programmes and workshops can sensitise hiring managers to these issues.

Transparency: Companies should be transparent about their hiring criteria. If skin tone matters, it should be clearly stated.

Legal Action: Victims of colourism can seek legal recourse. Consulting an employment law attorney is crucial.

This story serves as a wake-up call. As we strive for a fairer world, let us dismantle the dark barriers of colourism. Every qualified individual, regardless of skin tone, deserves an equal shot at success. It is time to rewrite the narrative, to one where competence, not complexion, defines our worth.

 

*Cresencia Marjorie Chiremba is a marketing enthusiast with a strong passion for customer service. For comments, suggestions and training, she can be reached on [email protected] or on 0712 979 461, 0719 978 335