Gender stereotypes and their footprint on female labor market: The origin of choices and preferences

Female employment, which has always been a very important and challenging issue around the world, is not an exceptional to Iran. Over the past two decades, Iranian females have become the most important costumers of higher education. A large number of social activists and even some governments have worked to facilitate females' employment.  However, the rate of female employment in Iran has been significantly less than the global average. It seems that, there are some missing elements, which are rooted in social beliefs. This research has been designed based on interpretive paradigm, qualitative approach and thematic analysis method, in order to respond to this main question: Why despite increasing female university students and graduates, there is no significant change in the rate of females' employment? The research participants included 46 female and male high school students (who were about to enter higher education) and 35 female higher education students from 9 Iranian provinces. Findings showed that gender-based norms in defining females’ role and responsibilities, especially about employment, have highlighted students' beliefs. On the other hand, female higher education students have defined employment as an ornamental good. They also defined the important role of university as an opportunity for them to social presence, which provides intellectual independence as well. In line with Becker's Theory, gender beliefs and female points of views about employment and university have serious share to build employers' tastes, which can lead to the separation of females from labour market.