Recruitment and unconscious gender bias in job adverts
Tue, May 28, 2024
When uploading job adverts to well-known job sites, Hiring Managers and Recruiters are often advised (usually by AI) on the use of gender-biased language used in the text. They recommend changes that are perceived to be more gender-neutral. With diversity and the gender-pay gap a key focus of many UK organisations, Kerry White explores how much candidates pick up on any ‘gender-coded language’ when reading job adverts or job descriptions.
The research
Academic research by The University of Waterloo and Duke University defined a series of words that socially, culturally and historically carry a stereotypical weight towards a particular gender. Using this research Totaljobs analysed 76,929 job adverts over a six-week period to assess the frequency of gender-coded words in UK recruitment.
Most commonly used male-gendered words in UK job descriptions:
- Lead (70,539 mentions)
- Analyse (35,339)
- Competitive (23,079)
- Active (20,041)
- Confident (13,841)
Most commonly used female-gendered words in UK job descriptions:
- Support (83,095)
- Responsible (64,909)
- Understanding (29,638)
- Dependable (16,979)
- Committed (13,129)
Do you notice?
Being advised on what we can and can’t state due to age discrimination isn’t new to us but there definitely seems more of a focus on gender semantics and inclusivity.
In our latest Macmillan Davies Poll, we asked “When reading job adverts or job descriptions, do you pick up on any ‘gender-coded language’? Over 60% said they never pay attention to gender-coded language, with 10% not even knowing what it is. 23% said they pay attention ‘sometimes’ and only ‘17%’ saying they always pay attention to it.
“This surely shows the focus on the job adverts seems to be in the wrong place,” says Kerry. “Gender decoders do feel quite superficial, and organisations should focus on creating an inclusive culture and then writing compelling adverts and job descriptions that reflect that culture.”
Azma Brougton, who has recently secured a new position as HR Director for ISOQAR, Alcumus agrees; “When I’ve looked at job adverts my attention has focused on the outcomes of the job, the brand, specific job-related requirements (vs. a huge, long list of requirements) and most importantly, the culture. I try and look for the facts; I can’t recall a time I was put off from applying for a job because of its use of subtle gender coding, for example, if I saw the words ‘strong, leader, driven, competitive’, those words describe me perfectly and therefore I would absolutely apply. That’s not to say I don’t think gender coding exists within certain industries and influences candidates’ decisions not to apply for certain roles as I am sure it does.”
Change the focus
“The majority of the words we are told are ‘masculine or feminine’ are quite outdated and if you look into it, they were categorised over 10-15 (and sometimes 20) years ago. We all know the language used today is very different”, says Kerry. “When you’re being told to change the language to be more gender neural remember this is a concept which was coined 15+ years ago, and its AI is telling you to change it. By changing it, are you actually at the risk of losing language that is appropriate for the culture of your business? In my opinion, we should be focusing on truthfully describing the organisation's culture and accurately represents an organisations EVP in our adverts. Make that the basis of what you do”
Azma feels an organisation’s purpose, culture, broader social responsibility perspectives of the organisation and its approach to diversity and inclusion are becoming more important for candidates to consider when applying for a role rather than spending time decoding job adverts.“ The challenge for recruiters is appealing to candidates without industry speak and cliches. And being attractive to a diverse range of candidates who expect more from a business today to support them personally and professionally, as opposed to just the requirements of the job. We know organisations are desperate to be attracting and recruiting a diverse range of candidates, now more than ever before. Perhaps the bigger issue is that today, we are still battling embedded and very traditional perceptions of what it is to be ‘masculine’ or ‘feminine’ in the world of work (and beyond of course) and that this may deter someone’s decision to apply for a job. It’s not until these issues are debated fully and tackled can we see diversity in its fullest sense in action and that works both ways.”
We’d like to know what is your or your organisation's stance on gender coding. Does your business make sure all adverts and job descriptions are gender neutral or do you spend your time focusing on truthfully showcasing your EVP and culture?
Get in touch
Should you wish to have a confidential chat with Kerry White to discuss the current HR market or your search for work/recruiting into your team, please contact her directly at kwhite@mdhr.co.uk
To ensure you don’t miss any updates from Macmillan Davies and to hear about our latest events click here to sign up to subscribe to our updates.
