As more and more traditionally male, “blue-collar” jobs disappear, a new trend of “pink-collar” work is on the rise. This is causing an interesting divide in the workplace where unemployed men are not willing to move into these jobs such as health aide. One that takes soothing and calm, a “woman’s touch,” one man quipped in the article, Why Men Don’t Want the Jobs Done Mostly by Women. Even as factories continue to close or automate, men are not seeking these types of middle-skill jobs. Although lack of training and need for extra schooling play a part, researchers and sociologists are finding that the biggest reason is how the jobs are viewed. At this point, many employers are turning to rebranding to encourage more men to apply. One such ad in a hospital compared the excitement of being a surgery nurse to the rush of mountain climbing.