In Kenya, women such as Faith experience significant challenges early in their careers. The Women in the Workplace 2025 report brings focus to a specific barrier known as “the broken rung.” This term highlights the challenges women face in climbing the corporate ladder, especially in nations like India, Nigeria, and Kenya. While women occupy 50% of junior roles, their representation plummets to just 26% at the most senior levels. This drop sheds light on some of the systemic issues that perpetuate unsafe workplaces. It exposes societal expectations that put women at a disadvantage, compelling them to engage in and diffuse what’s called “likeability labour.”
Faith, a 23-year-old professional in Nairobi, Kenya, feels the weight of expectation to meet some of these markers all too keenly. “I felt an unspoken pressure to smile, to be agreeable, to not be disruptive,” she said, reflecting on her experiences in the workplace. Faith’s journey is a powerful reflection of the very real challenges faced by women in today’s workforce. As a result, they often face an impossible choice of being agreeable or being effective.
Dr. Gladys Nyachieo is a sociologist and senior lecturer at the Multimedia University of Kenya. She’s long been an advocate for systemic change to reduce the burden of likeability labor. She passionately advocates for policymakers to invest in flexible working hours and mentorship programs so women can succeed in their desired fields. Dr. Nyachieo is not passive in facing these challenges. Most recently, she convened an international summit in London entitled “Unlikeable Woman” that strives to help women battling the burdens of the likeable woman trope.
Mountains of research back up the idea that women in the workplace are held to higher standards than men. A recent study from the UK revealed a shocking gap in performance evaluations. It was discovered that 56% of women were given this same feedback telling them that they’re “unlikeable,” whereas only 16% of men received such critiques. Amy Kean’s research, titled “Shapeshifters: What We Do to Be Liked at Work,” found that 56% of women feel pressured to be likeable at work compared to just 36% of men. This disparity further delineates how cultural and social capital play a role in the phenomenon of likeability labour.
Ms. Kean added that class factors into this equation. She added that women’s experiences in professional environments are further complicated by socioeconomic status, among other factors. She explained, “It’s not as simple as being popular; it’s about being safe, heard and taken seriously.” This patchwork of mandates and guidelines leaves women negotiating a confusing and cumbersome reality of navigating their professional aspirations with the demands of society.
Faith, who is now reaping the rewards of Dr. Nyachieo’s mentorship, understands why it’s crucial to push back against these pressures. “She’s taught me not to feel pressure to be smiley and nice all the time,” she said. Faith still grapples with her own doubts: “How do I progress if I start disagreeing with colleagues at such a junior stage?” This question reflects her struggle to balance authenticity with the desire for acceptance within her workplace.
Women’s participation in leadership positions is key for creating inclusive environments within the workplace. The Women in the Workplace 2025 report analyzed data from 25,000 individuals across 253 organizations, revealing a stark reality: while women are equally represented at entry-level positions, they face significant obstacles as they seek advancement. Dr. Nyachieo emphasizes the need for structural change, stating, “You won’t get paid for it. You will still be expected to do your work, and possibly additional work.”
This longing rings true for so many women who get the sense that their hard work, their passion, their fight just isn’t seen. Likeability labor requires that people constantly guard against a confusing net of social perceptions. This struggle can eventually prevent them from their own career advancement.