Research shows that the language used in job advertisements can influence an individual’s decision to apply for positions. Intense jargon or stereotypically male language may deter applicants.
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Words such as ‘competitive’, ‘analytical’, and ‘objective’ are often interpreted as masculine, whereas words such as ‘interpersonal’, ‘support’, ‘together’ and ‘connected’ are perceived as more feminine. Online tools, such as gender decoder can help you to determine if your language skews towards a certain gender bias.
Masculine words |
Gender neutral alternative words |
||
|---|---|---|---|
| ☐ | Strong | ☐ | Sound, steady, excellent, solid |
| ☐ | Drive | ☐ | Energy, inspiration, guide, steer, deliver, energise, inspire |
| ☐ | Lead | ☐ | Head, top person, manager, run head up, manage, steer, grow, pioneer |
| ☐ | Analysis | ☐ | Investigation, study, test research, data |
| ☐ | Analytical | ☐ | Systematic, thorough, thoughtful, deductive |
| ☐ | Driving | ☐ | Motivating, energizing, inspiring guiding, steering, delivering |
| ☐ | Individuals | ☐ | People |
| ☐ | Proven | ☐ | Established, known, demonstrated, reliable, successful, trusted, tested |
| ☐ | Workforce | ☐ | Teams, workers, members |
| ☐ | Decisions | ☐ | Choices, conclusions, judgements, moves, outcomes, steps, actions |
