How masculine language in job ads deters women and what companies can do about it

Job advertisements are the first point of contact between potential candidates and employers. However, the language used in these ads can significantly influence who applies. Research has shown that the use of masculine-coded language in job descriptions can deter women from applying. This article delves into how masculine language impacts female job seekers and what can be done to create more inclusive job adverts.

A study by Applied found that job ads using masculine-coded words like "individual," "challenging," and "driven" saw a 10% drop in applications from women. This indicates that the language used in job descriptions can create a perception that the role is more suited to men, thereby discouraging women from applying.

The Psychological Impact

Psychologist Bailey Bell explains that masculine-gendered language in job ads can influence how candidates are evaluated. Recruiters may unconsciously associate masculine traits with male candidates, thus skewing the hiring process. This bias can make it harder for women to even get their foot in the door.

Real-World Examples

Charlotte Woodworth, gender equality director at Business in the Community, emphasizes that the use of masculine language in job descriptions not only deters women but also undermines their chances of getting the job even if they do apply. This is particularly concerning given the high number of vacancies and the need for diverse talent in the workforce.

The Role of Gender-Neutral Language

When employers replace masculine-coded words with feminine-coded or neutral words, the proportion of female applicants can increase significantly. For instance, the use of words like "together," "collaborate," and "share" can make job ads more appealing to women. This simple change can lead to a more diverse pool of candidates and ultimately a more inclusive workplace.

Case Study: Atlassian

Australian software company Atlassian revised the language in its job advertisements using Textio's software, which analyzes and flags gendered words. Over a year, the company saw an 80% increase in the hiring of women for technical positions. This demonstrates the tangible benefits of using gender-neutral language in job ads.

The Importance of Behavioral Terms

To combat the bias introduced by masculine language, Bell suggests presenting job requirements in behavioral terms. For example, instead of asking for a candidate who is "analytical," firms should ask for someone who "can analyze data." This approach can help in attracting a more diverse range of applicants.

The Broader Implications

The language used in job ads can also reflect a company's culture. Jamie Forrester, founder and director of Diverse Talent Search, points out that if job specifications favor men, the company culture is likely to be the same. This can further deter women from applying, as they may feel they won't fit into the company environment.

Recommendations for HR Managers

For HR managers, the key is to create job descriptions that are short, informative, and gender-neutral. Including an overview of the team, the role, and the company can make the ad more appealing. Avoiding long wishlists of qualifications and focusing on four to six key responsibilities can also help attract more female candidates.

The Role of Recruiters

The gender of the recruiter can also play a role in attracting female candidates. Studies have shown that women are more likely to apply for jobs posted by female recruiters. Therefore, companies should consider showcasing diversity in their recruitment teams to create a more welcoming environment for all candidates.

The Impact of COVID-19

The pandemic has exacerbated gender disparities in the workplace. With women's employment levels being dragged down, it is more important than ever for employers to ensure their job ads are inclusive. Using gender-neutral language can help in attracting a diverse range of candidates, which is crucial for filling vacancies in a competitive job market.

Moving Forward

While changing the language in job ads is a step in the right direction, it is not a silver bullet. Companies need to adopt a holistic approach to diversity and inclusion, which includes unbiased recruitment processes, transparent criteria for selection, and an inclusive company culture.

The use of masculine language in job ads can significantly deter women from applying, thereby limiting the diversity of the candidate pool. By adopting gender-neutral language and focusing on behavioral terms, companies can create more inclusive job ads that attract a diverse range of candidates. This not only benefits the candidates but also enriches the workplace with varied perspectives and skills.