The effect that language used in job adverts has on gender equality in the workplace.

A recent study by Maranda Ridgway MA DBA FCIPD FHEA , Dr Louise Oldridge , and Sharon Mavin sheds some light on the effects of gendered language in job adverts.

The Invisible Barrier

Have you ever read a job advert and felt like it wasn’t really speaking to you? It turns out, that the types of words chosen to advertise a vacancy, can make a big difference to the pool of applicants.

Despite women dominating the HR arena, men still hold most of the top positions. This isn’t just about the obvious barriers women can face during their careers; it’s the subtle, less noticeable ones, such as how we advertising senior level roles.

Gendered Language in Job Adverts

The researchers looked at 158 HR job adverts in the UK, and here’s what they found:

• Masculine Language: As jobs get more senior and the salaries go up, the language becomes more “masculine.” Words like "leader," "competitive," and "ambitious" are more common. This can be off-putting for women who might not identify with these traditionally masculine traits.
• EDI Statements: Equality, Diversity, and Inclusivity (EDI) statements are less frequent in higher-level job adverts. Without these statements, women might think that senior roles don’t value diversity as much.
• Flexible Working: Flexible working options are rarely mentioned in senior role adverts, which can be a deal-breaker for many women, especially those juggling family responsibilities.

Why This Matters

This style and choice of language can reinforce the concept that leadership is a “man’s world.” It can create a cycle where women are less likely to apply for these roles, keeping the status quo intact. It’s not just about missing out on talent; it’s about reinforcing the stereotypes that do not serve anyone well.

How We Can Change This

This study has some great suggestions:

• Crafting Inclusive Adverts: Use gender-neutral language and be clear about salaries. This can make job adverts more appealing to everyone.
• Meaningful EDI Statements: Don’t just add these as an afterthought. Make sure they’re integrated into the job advert in a way that shows a real commitment to diversity.
• Promote Flexible Working: Highlighting flexible working arrangements can make senior roles more attractive to women who need that flexibility.

Conclusion

HR and recruitment professionals have a unique role in fostering equality in organisations. By being mindful of the language used in job adverts, they can help break down some of the barriers that keep women from reaching senior positions. This isn’t just about being fair; it’s about building stronger, more inclusive workplaces.

So, next time you’re drafting a job advert, take a moment to think about the words you’re using. Are they inviting to everyone, or are they subtly pushing some people away? It’s a small change that can make a big difference.

Let's all lead by example and create job adverts that truly welcome everyone. What do you think about these findings? Have you noticed gendered language in job adverts?