Language plays a crucial role in attracting staff: with the right language, you attract the right people. The opposite is also true: certain words and phrases in a job ad may cause many female or male candidates to feel excluded, and therefore not apply. This gender bias is, of course, detrimental to a diverse and inclusive HR policy. For companies and industries with staff shortages, gender bias can even be disastrous.
Therefore, in this article, discover how to recognize gendered language and wording to remove gender bias from your job ads.
What is Gender Bias in Job Ads?
Gender bias in a job ad can be obvious, such as: “We are looking for the right man for the job.” However, most often the bias is subtler and manifests in gendered language. This includes words that the reader subconsciously associates with a particular gender. As a result, the job ad may appear less attractive and discourage suitable candidates from applying.
Gender Bias in Job Descriptions
Gendered language consists of words and expressions that culturally carry a male or female connotation. This is important because it influences the message your job ad unconsciously sends. A few examples are:
- Male-coded language: words like goal-oriented, competitive, and leadership. These words give the impression that the role is suited for a man.
- Female-coded language: words like caring, empathetic, and mentoring. These suggest a role that is specifically suited for women.
It is therefore better to avoid gendered language: this way, you create a neutral tone that attracts more candidates.
Consequences of Gender Bias in Job Ads
Gender bias in recruitment texts can have serious long-term effects on staff composition and workplace culture, such as:
One-sided staff composition
A one-sided staff composition is not inclusive. This leads to a work environment where everyone thinks alike, preventing new ideas from emerging. In sectors such as healthcare, gender bias can also lead to significant problems, for example, when a lack of diversity in the team results in less effective patient care. It is important for any company to employ both men and women.
Staff shortages due to gender bias
Certain industries face a continuous staff shortage. We often see a particular gender being overrepresented, such as in tech companies, healthcare, or education. For example, why are there so few male teachers in elementary schools? With targeted language, you can encourage them to apply. Think of male-coded terms like career, challenge, and leadership.
Suitable candidates do not apply
Realize that potential top candidates may drop out because the language in your job ad doesn’t appeal to them. Be mindful of any gender bias in your job ads.
Benefits of Removing Gender Bias from Job Ads
Generally, men are less deterred by female-coded language than the other way around. For most job ads, gender-neutral language is therefore the best option. What does this bring? An inclusive work environment that leads to:
· better performance
· more creativity and innovation within the organization
· a pleasant work atmosphere where everyone feels welcome.
How Can You Prevent Gender Bias?
Fortunately, a few simple adjustments can help remove gender bias from your job ads. With the tips below, you can make your texts gender-neutral and inviting for all candidates:
- Awareness. The first step is to become aware of gender-coded words. Gender-neutral language is, in most cases, the best option. Neutral and objective language does not show a preference for a specific gender and feels inviting to everyone.
- Ensure a diverse and inclusive review team. Let different people with their own unique viewpoints look at your job ads. This way, you will gain quicker insight into any prejudices and unconscious bias.
- Use tools or software like Textmetrics. Textmetrics uses AI-powered software to detect gender bias and suggest gender-neutral terms. This way, you can quickly create an appealing job ad to attract the best candidates.
Curious about what our job ad generator can do for you? Check it out!