Why aren’t women applying to your job advertisement?

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Applying for jobs can be a nerve-wracking experience, as competition is high and a step toward to your career goals hangs in the balance.  My assumption was that all candidates shared this same trepidation, but research from 2014 has revealed that men are far less cautious than women in this regard and will tend to apply for a role if they meet around 60% of the job requirements, whereas women will only apply if they meet 100% of them.[i]  Why does this disparity exist, and why aren’t more women applying for roles within their reach?

One argument is that the language used within job adverts themselves dissuades certain genders from applying.  For example, women are more likely to be deterred by adverts requesting individuals able to ‘manage’ rather than ‘develop’ teams, whereas men tend to prefer jobs requesting ‘competitive’ rather than ‘supportive’ candidates.  Words such as these, imbued with gender connotations, are surprisingly prevalent.  The technology company, Textio carried out research in 2016 to flag gendered language and found that the average job advert contains twice as many ‘masculine’ phrases as ‘feminine’ ones.[ii]  A similar study by recruitment services company, Total Jobs discovered that, within the 77,000 job adverts included in their study, 478,175 words carried gender bias; an average of six male-coded or female-coded words per advert.[iii]  The use of gendered language can pose a significant problem, as it can signal to potential candidates that they don’t – and won’t – belong.

Simple alterations can make a huge difference.  Atlassian, an Australian software company, hired 80% more women into technical roles within two years by changing the wording of its job adverts, demonstrating the extensive effect of language.[iv]  Paying close attention to the language used will be critical for companies wanting to grow the size of their talent pool, as ZipRecruiter proved when it discovered that gender neutral adverts receive up to 42% more applications than more biased ones.[v]


And yet, there are some points of contention that arise when asking organisations to change their wording.  Firstly, in some cases, specific words are necessary.   For example, positions in investment banking demand a level of competition and fearlessness, and failing to include these elements in a job description may mean that a new employee is unprepared for the realities of the role.  Secondly, changing the language in adverts does not attempt to address the underlying social issues concerning why certain characteristics are perceived as either masculine or feminine in the first place.  Removing gendered words from job descriptions does not necessarily remove the biases associated with them.  However, despite these concerns, crafting gender neutral job adverts is an expression of a firm’s commitment to inclusion; and this must be seen as a step in the right direction.

Some state that the 60%/100% disparity is not evidence of a language problem but of a “confidence gap” between men and women.[vi]  They argue that women are less confident in their own abilities, whereas men are more self-assured and tend to take a more “cavalier” approach to applications.[vii]  This may be true of certain individuals but it seems both unfair and unlikely to assume that all men and women fit this stereotype.  In fact, researchers at the Harvard Business Review have dubbed the confidence gap a “myth”, suggesting that women are not deterred from job applications because they lack confidence but because they do not want to waste time and energy applying to a role they are not adequately equipped to perform.[viii]  Which instead raises the question: why are men applying for jobs that they aren’t qualified for?  And, do the men that start in these roles find themselves out of their depth?  Maybe.  Maybe not.  Perhaps what this disparity actually shows is that more men have simply seen these job adverts for what they really are: wish lists.

A lack of female applicants signals the need for a wider change in how job adverts are understood.

Lengthy bullet-pointed lists of job requirements can trick applicants into thinking that each point is vital when, in reality, recruiters write lists of ideal attributes rather than strict, unyielding lists of absolute necessities.  Limiting the number of words in your job adverts will make it far easier for candidates to realise that they meet the requirements, while also reducing the risk of including gendered language.  As more people feel both able and inspired to apply, recruiters may find that individuals with transferrable skills can bring something unexpected to the organisation and take the role in a new and exciting direction.  Furthermore, recent research on job descriptions has shown that providing people with a rigid list of tasks does not encourage them to push boundaries and innovate.  Looser listings encourage opportunities for creativity and demonstrate that your organisation has space for people to be ambitious and to craft their own work and career path.[ix]  Let all of your applicants feel 100% ready to take on a role they can help to shape.

To talk more about inclusion at work, drop me an email at callandra@hotspotsmovement.com.


[i]  https://hbr.org/2014/08/why-women-dont-apply-for-jobs-unless-theyre-100-qualified

[ii] https://www.independent.co.uk/life-style/job-adverts-language-deter-women-applications-men-gender-employment-a8395106.html

[iii] https://blog.totaljobs.com/gender-bias

[iv] https://www.refinery29.uk/2018/06/201593/job-adverts-gender-bias

[v] https://www.ziprecruiter.com/blog/removing-gendered-keywords-gets-you-more-applicants/

[vi] https://www.theatlantic.com/magazine/archive/2014/05/the-confidence-gap/359815/

[vii] https://www.forbes.com/sites/jackzenger/2018/04/08/the-confidence-gap-in-men-and-women-why-it-matters-and-how-to-overcome-it/#57ebe9cb3bfa

[viii] https://hbr.org/2018/03/is-the-confidence-gap-between-men-and-women-a-myth

[ix] https://qz.com/336805/the-rise-of-the-name-your-own-job-posting/

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