What are the leading male-oriented terms utilized in job postings?
Recognizing whether your job descriptions lean masculine or feminine is a trending issue currently. A majority of organizations aim to recruit more female candidates.
This week, I employed Ongig’s Text Analyzer software (the instrument for detecting gender bias in job postings) to discover the answer.
I had Text Analyzer assess 48,246 random job listings from U.S.-based firms of varying sizes.
Note: Text Analyzer contains a proprietary library of masculine vocabulary derived from social science and artificial intelligence studies that flags masculine and feminine terms as illustrated below.
Top 10 Male-Oriented Words Employed in Job Advertisements [2024 Update]
Vocabulary evolves, including the terms we utilize. Thus, we opted for another analysis (this time with over 1 million job listings) to identify the 10 most frequent male-biased terms from the past 12 months. We also included some gender-neutral substitutes that may work well in your job advertisements. Here’s the list:
- strong (able, proven, exceptional, sound, steady, excellent, solid)
- objectives (targets, goals, aims, intentions, purposes)
- lead/leads (drive(s), head(s), run(s), chief, manage(s), steer(s), guide(s))
- analysis (investigation, study, test, testing, research, data)
- decisions (choices, conclusions, judgments, moves, outcomes, steps, actions)
- analytical (data, data-backed, data-based, systematic, thorough, deductive, statistical, math, mathematical, diagnostic, methodical, critical)
- analyze (parse, examine, review, study, dissect, break down, take apart, research, survey, assessment, evaluate, investigate)
- leaders (managers, people, stars, pioneers, principals, mentors, top individuals)
- determine (establish, calculate, regulate, resolve, complete, create, learn, settle, figure out)
- independently (alone, exclusively, unaided, unsupervised)
You’ll observe that several of the same “male wording” appeared on the list again. Additionally, there are a few novel masculine-coded word selections included.
In late 2022, Ongig collaborated with a global employment platform to conduct new research regarding gendered language (and other biased terms)…and the impact they have on application statistics. The study disclosed that Ongig’s scoring predicts heightened application rates across sectors. Total apply starts surged by 13% and apply starts from female candidates rose by 21%. This research demonstrated that employing gender-sensitive language can enhance application numbers.
Moreover, during a pilot of Ongig’s Text Analyzer, one company aimed to address gender disparity in traditionally male-dominated fields such as engineering and finance. After revising their usage of gender-biased terms in their job advertisements, they experienced a 22% increase in female applicants.
Note: We also analyzed the 10 most utilized female-coded terms if you wish to view common words you can exclude for more gender-neutral job advertisements.
Additionally, here’s a compilation of 25 of the most commonly used exclusionary terms. Check these out if you seek more inclusive alternatives when crafting job postings during your recruitment process. They encompass acceptable substitutions for non-binary individuals, persons with disabilities, people of color, and numerous other underrepresented demographics.
Top 10 Male-Oriented Words Utilized in Job Descriptions [2022 Update]
Language changes, including the words we utilize. Therefore, we opted for another examination (this time with over 400,000 job descriptions) to determine the 10 most commonly used male-oriented terms in 2022. We also included some gender-neutral equivalent suggestions:
Here’s the list:
- strong (able, proven, exceptional, sound, steady, excellent, solid)
- lead (drive, head, run, chief, manage, steer, guide)
- independently (alone, exclusively, unaided, unsupervised)
- objectives (targets, goals, aims, intentions, purposes)
- tackles (takes on, embraces, handles, addresses, manages)
- assert (express, affirm, uphold, profess, state, put forward)
- analysis (investigation, study, test, testing, research, data)
- competence — includes competency
- decisions (choices, conclusions, judgments, moves, outcomes, steps, actions)
- driven (passionate, inspired, energized, motivated, spirited, guided, fueled, oriented)
You’ll notice some of the same “manly terms” appeared on the list once more in 2022. Furthermore, there are several new entries in the collection.
Top 10 Male-Biased Terms Present in Job Descriptions [in 2021]
- strong
- lead — includes leader(s)
- analysis — includes analyze and analytical
- individual(s)
- decisions(s)
- driven
- competitive
- expert
- objectives
- principles
Let me be very clear here. There are numerous women who are “strong” and remarkable “leaders” who do not require any softening of job description language. However, as a marketing group, data indicates that women, as a whole, apply to jobs at a diminished rate when particular male terms are present in the job posting (see the Journal of Personality and Social Psychology which published a research study titled Evidence That Gendered Wording in Job Advertisements Exists and Sustains Gender Inequality by Danielle Gaucher, Justin Friesen, and Aaron C. Kay — Duke University and University of Waterloo study). Kat Matfield utilized this study to create a complimentary tool, Gender Decoder, for words associated with a specific gender.
Gender-Neutral Alternatives for the Top 10 Male-Oriented Terminology in Job Descriptions [2021]
Ongig’s Text Analyzer also proposes gender-neutral synonym suggestions, so I’ve encompassed those in parentheses below.
- strong (able, proven, exceptional, sound, steady, excellent, solid)
- lead (head, top person, manager, run, head up, manage, steer, grow, pioneer)
- analysis (investigation, study, test, testing, research, data)
- individuals (people, team members, applicants)
- decisions (choices, conclusions, judgments, moves, outcomes, steps, actions)
- driven (passionate, inspired, energized, motivated, spirited, guided, fueled, oriented)
- competitive (attractive, fair, results-oriented, enthusiastic, comparative)
- expert (professional, pro, experienced, adept, skilled, trained)
- objectives (priorities, targets, goals, aims, intentions, purposes)
- principles (values, beliefs, rules, benefits, ideas, practices, morals, ideals, standards)
Consider implementing the gender-neutral synonyms provided above in your job descriptions. This will significantly aid in eliminating masculine job descriptions/bias.
And if you wish to automate this process, Ongig identifies masculine terms in real-time and presents you with alternatives, enabling easy click-and-replace functionality.
For additional advice on composing job descriptions, refer to our How to WriteaJobDescription— Best Practices & Examples.
Why I created this?
Ongig is dedicated to reforming job descriptions. If you aim to eliminate gender bias in your job postings and are hiring a minimum of 100 individuals annually, please contact us about Text Analyzer. We’re eager to share other masculine job description examples. Simply click the demo request button on this page or email us at friends@ongig.com. Thank you!