'Unspoken Pressure to Smile': Kenyan Women Face 'Likeability Labour' in the Workplace

A recent study highlights the challenges faced by women in the Kenyan workplace, where they often feel pressured to be likeable to advance professionally. This phenomenon, dubbed "likeability labour," involves women constantly second-guessing themselves and masking their true opinions to avoid being perceived as difficult or aggressive.

The 'Broken Rung' on the Corporate Ladder

The issue is particularly pertinent in a context where women are already underrepresented in senior leadership positions. According to a "Women in the Workplace 2025" report by McKinsey, while women make up 50% of entry-level roles in sectors like healthcare and financial services in Kenya, that figure drops to just 26% at senior levels. This "broken rung" on the corporate ladder signifies a significant barrier preventing women from progressing beyond entry-level and management roles.

Faith, a 24-year-old professional in Nairobi (whose name has been changed to protect her identity), shared her experience of feeling pressured to agree with a senior colleague during a meeting, even when she disagreed. "I felt an unspoken pressure to smile, to be agreeable, to not be disruptive," she explained. She feared that disagreeing with colleagues at such a junior stage would hinder her career progression.

Understanding 'Likeability Labour'

Amy Kean, a sociologist and head of the communications consultancy Good Shout, defines "likeability labour" as the "constant second-guessing, overthinking, paranoia, shape-shifting and masking women do every single day in order to be liked in the workplace." Her UK-based study, "Shapeshifters: What We Do to Be Liked at Work," found that 56% of women feel pressure to be likeable at work, compared to only 36% of men.

Kean's research also highlights how women often soften their speech using minimising language, even when confident in their point, using phrases such as "Does that make sense?" or "Sorry, just quickly..." This self-editing, she argues, is a defense mechanism to avoid being seen as abrasive or overly assertive. She also notes a class element, where working-class women, less accustomed to modulating their behavior in different settings, may face accusations of being too direct.

A Global Trend with Local Context

The pressure to be likeable is not unique to Kenya or the UK. A 2024 study by the US-based recruitment firm Textio found that women were much more likely to receive personality-based feedback in performance reviews, with 56% labelled "unlikeable," compared to only 16% of men. Men, on the other hand, were four times more likely to be positively labelled as "likeable."

Dr. Gladys Nyachieo, a sociologist and senior lecturer at the Multimedia University of Kenya, explains that "women perform likeability labour for a mix of social and cultural reasons. Women are generally socialised to be caregivers, to serve and to put the needs of others before themselves and this invariably transfers to the workplace."

The 'Office Mathe'

Dr. Nyachieo points to the Kiswahili term "office mathe" (office mother) to describe women who perform additional, often unpaid, labor to keep a workplace functioning, such as making tea, buying snacks, and generally being of service. While there's nothing inherently wrong with these actions, Dr. Nyachieo emphasizes that "you won't get paid for it. You will still be expected to do your work, and possibly additional work."

Towards Systemic Change

Dr. Nyachieo advocates for systemic change to address likeability labour, including implementing policies that allow women flexible hours and having mentors who advocate for them. "I take mentoring young women very seriously," she says. "I tell them: 'If you act pleasantly all the time, you will go nowhere. You have to negotiate for yourself'."

Faith, who is mentored by Dr. Nyachieo, says, "She's taught me not to feel pressure to be smiley and nice all the time. I am working on it."

Historical and Cultural Context

The challenges faced by Kenyan women in the workplace are rooted in historical and cultural norms that often prioritize male authority and expectations of female subservience. While Kenya has made strides in promoting gender equality, these deeply ingrained biases continue to influence workplace dynamics. The concept of "likeability labour" highlights the subtle but pervasive ways in which these biases manifest, hindering women's professional advancement.

The issue also intersects with broader discussions about women's rights in Africa, where women often face discrimination and limited opportunities in various spheres of life. Addressing "likeability labour" requires a multi-faceted approach that includes challenging societal norms, promoting inclusive workplace policies, and empowering women to assert their rights and pursue their ambitions without feeling pressured to conform to outdated gender stereotypes.