Winner takes all:
The power of Erotic Capital

By Catherine Hakim, Centre for Policy Studies

We first met Catherine Hakim when she was one of the best and most prescient commentators on the childcare industry. Her "Little Britons" report on the financing of the the childcare industry still resonates with policy makers today. She is now a highly regarded and occasionally controversial commentator on equality and diversity issues and her latest book "Honey Money" has ruffled more than a few feathers.

We believe that alternative views are essential in any debate. We're delighted to have her contributing to our Work+Family update.

Erotic Capital

Anna lost her well-paid job in financial services, and knew she would have to work hard to find another one. She ate less, exercised, lost weight, and looked ten years younger. She went to the hairdresser, got her hair coloured and cut into a shorter and more flattering style. She went shopping, invested in an expensive new suit that showed off her new trim figure, and made her look attractive as well as professional - and wore the suit to all her job interviews. Anna felt confident wearing it. After 3 months, she got a new job in consultancy paying 50% more than the old one.

Anyone, male or female, could do the same...

I coined the term 'erotic capital' to refer to a fluid but crucial combination of liveliness, sex appeal, beauty, social skills and attractive styling - a mixture of physical and social attractiveness which makes someone an agreeable colleague, attractive to everyone they meet, at work or in private.

Looking good as important as qualifications

It is an essential complement to qualifications, training and work experience. In fact new research shows that looking good can be just as important as qualifications for getting ahead and success at work.

Better-looking people, with good grooming and nice manners earn between 10% and 20% more than the unattractive. The mark-up is often higher for men: +17% on average versus +12% for women, all else equal. This is a new area of unequal returns on talent.

Social intelligence

Physical and social attractiveness are increasingly important in white-collar and service jobs - including the professions and management. Charming and attractive people are seen as more competent and able, attract more attention, are more persuasive in debate, sell more, elicit more cooperation from others, are regarded as more honest and good generally, are more influential. Like people who have positive personalities, they deliver higher productivity and attract higher rewards.

There is also hard evidence that beauty and brains are linked, to a small extent. Attractive people are in fact more competent, because social intelligence is increasingly valuable in knowledge economies.

Attractiveness vs. Good social skills

So we should stop worrying that it is frivolous vanity to spend time on keeping fit, make-up, nice haircuts, or good clothes that help you stand out from the crowd.

The investment yields benefits. But good social skills also matter.

Smile at the world, and the world smiles back.

Catherine Hakim's book, Honey Money: The Power of Erotic Capital, is published by Allen Lane, £20 hardback, in bookshops and on Amazon.

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