What is the Gender Bias Decoder?

This free tool identifies the unconscious gender-biased words in your job adverts and suggests alternatives, ensuring your jobs are open to the widest possible pool of talent.

The language and alternative word suggestions are derived from the results of a 2011 scientific study by the University of Waterloo (Canada) and Duke University (US)* which found that the language used in job adverts affects who applies for the roles.

How does gender bias affect job applicants?

A 2011 study by the University of Waterloo (Canada) and Duke University (US) found that the language used in job adverts affects who applies for the roles.

Job adverts for roles in male-dominated industries tend to use more male-coded words. And on average, women find job adverts less appealing when they use male-biased language. Removing this bias can have a positive effect on the number of applications from female candidates.

The same isn’t true for female-coded words – they show no difference on applications across male- and female-dominated industries.

What are male and female coded words?

Male- and female-coded words are terms that reflect male and female stereotypes. For example, according to the research, “independent” is a word that tends to be associated with men, while “responsible” is usually associated with women.

Does this mean women can’t be assertive or dominant? 

Not at all. However, research shows women subconsciously feel those words relate less to them compared to other words.  While women might find heavily male-coded job ads less attractive, but it doesn’t mean women can’t have any of the male-coded traits.

How does the Gender Bias Decoder work?

Using the original study, our team of linguists and data experts have created a dictionary of male- and female-coded words. They’ve also made a list of synonyms for the male-coded words, which can be either neutral or female-coded.

The Gender Bias Decoder highlights these gendered words to help identify unintentional gender bias in job adverts. The male-coded words can reduce your number of applicants, so we’ve provided alternative suggestions for these.

Alternatives for female-coded words will not be shown as the research shows that they don’t have the same negative impact on job applicants.

By replacing male-biased language with our neutral or female-coded suggestions, your job advert will appeal to more people and generate more applications.

Why have we introduced the Gender Bias Decoder?  

While substantial gains for women’s equality have been made in the world of work, women are still significantly under-represented in multiple industries across Ireland, most notably in tech and engineering. Women are particularly underrepresented at senior levels in many organisations. Many employers are placing an increased emphasis on diversity, equality and inclusion and addressing gender balance is a cornerstone of DE&I for many organisations.

Under new legislation, by the end of this year, Irish organisations with more than 250 employees will have to report on their gender pay gaps. Employers will also be required to publish a statement setting out the reasons for the gender pay gap in their company, and what measures are being taken to address it.

The Citizens’ Assembly report on Gender Equality regarding pay and workplace conditions recommended that the State set targets in legislation to reduce the hourly gender pay gap to 9% by 2025 and 4% by 2030, with a view to eliminating it by 2035.

It’s why the introduction of the gender bias decoder is a timely and relevant DE&I tool for recruiters.

Source: Danielle Gaucher, Justin Friesen, and Aaron C. Kay (2011), Evidence That Gendered Wording in Job Advertisements Exists and Sustains Gender Inequality (Journal of Personality and Social Psychology, July 2011, Vol 101(1), p109-128).