Most job ads are written with good intentions. They’re meant to attract the best candidates, set clear expectations, and reflect the culture of the organisation. Yet despite those intentions, research consistently shows that the vast majority of job ads still contain gender-biased language – language that subtly signals who belongs and who doesn’t.
This isn’t about being politically correct or chasing a passing trend. Gender-neutral job posts sit right at the intersection of talent attraction, hiring performance, compliance, and inclusion. And for many organisations across Europe, they’re about to become a legal requirement.
But even before regulation enters the picture, the business case is already clear. If your job ad unintentionally discourages a large part of the potential talent market from applying, you’re not hiring competitively – you’re hiring narrowly.
Gender bias in job ads is way more common than most people think
Here’s a stat that usually surprises people: over 90% of job ads contain gender-biased language.
That’s despite the fact that more than half of employees believe their company takes a gender-neutral approach to recruitment. In other words, most organisations think they’re doing fine – but the language tells a different story.
The reason this slips through so easily is that gender bias in job ads is rarely obvious. It doesn’t show up as exclusion. Instead, it hides in tone, word choice, and the kind of “ideal candidate” the ad seems to describe.
Words like “competitive,” “dominant,” “ambitious,” or “aggressive” tend to read as masculine-coded. Meanwhile, “supportive,” “collaborative,” “nurturing,” or “sensitive” are often perceived as feminine-coded.
None of these words are inherently “bad.” The problem starts when job ads lean heavily in one direction without meaning to – and end up signalling that the role is meant for a very specific type of person.
Why wording changes who applies (and who doesn’t)
Research from LinkedIn shows that women, on average, apply to fewer jobs than men and are more likely to screen themselves out if they don’t feel like a strong match. So when a job description reads like it’s written for a very specific personality type, many highly qualified candidates simply won’t apply.
And this works both ways.
Studies from Harvard, Duke University, and the University of Waterloo show that:
- Masculine-coded language reduces applications from women
- Feminine-coded language reduces applications from men
That’s why gender-neutral language isn’t about targeting one group over another. It’s about removing unnecessary friction so all qualified candidates feel invited to apply.
This is where self-selection comes in – and it’s a big deal in recruitment.
This isn’t just theory – it shows up in real hiring data
One of the most well-known examples comes from Goldman Sachs. When the Merchant Banking division removed the word “aggressive” from its job ads, female applications jumped.
Over time, the team reached an equal gender balance at every level, all the way up to partner.
More recently, organisations using tools to systematically remove gender-coded language from job ads have seen:
- 68% increase in female applicants
- 51% increase in male applicants
That’s the part many people miss. Gender-neutral language doesn’t just help one group – it helps everyone.
Regulation is catching up: what’s changing in Europe (and beyond)
Beyond performance, gender-neutral job descriptions are increasingly becoming a compliance issue.
In Europe, the EU Pay Transparency Directive – which must be implemented across member states by June 2026 at the latest – explicitly requires:
- Gender-neutral job titles
- Gender-neutral job descriptions
- Recruitment processes that are inclusive and free from bias
While enforcement will vary by country, the direction is clear. Job ads are no longer just employer branding content – they’re part of a regulated employment process.
And this isn’t only a European conversation.
In the UK, legislation such as the Equality Act 2010 already prohibits discrimination in recruitment and advertising, including the use of language that could disadvantage candidates based on gender.
In Canada, human rights legislation at both federal and provincial levels places similar obligations on employers to ensure job advertising is non-discriminatory.
In the US, while regulation varies by state, employers are still subject to federal anti-discrimination laws enforced by the EEOC – and an increasing number of states are tightening rules around pay transparency and fair hiring practices.
For organisations hiring across multiple markets, this makes consistency even more important. Waiting until 2026 to address this means retrofitting hundreds or thousands of job ads under time pressure. Starting now allows teams to build better habits, templates, and review processes gradually.
How to make your job posts more gender-neutral (without overthinking it)
You don’t need to rewrite everything or strip personality from your employer brand. Small, practical changes go a long way.
- Run job ads through a language check
Tools like Lyser or Develop Diverse scan job descriptions for masculine- and feminine-coded language based on academic research. They make bias visible – which is half the battle. - Be ruthless with requirements
Ask yourself: “Does someone really need all of this on day one?” Overloaded requirement lists discourage great candidates from applying. - Check your job titles too
Titles like “salesman” or “foreman” still sneak through. Neutral alternatives are easy wins. - Call out flexibility if you offer it
Remote work, flexible hours, job sharing – these aren’t perks for “some people.” They’re inclusion drivers. If you offer them, say so. - Treat job ads as living documents
Language changes. Your organisation changes. Your job ads should too.
So, the first step toward better hiring starts with words
Gender-neutral job posts won’t solve every diversity challenge. But they remove an unnecessary barrier right at the start of the hiring process – when candidates are deciding whether to raise their hand at all.
And when more people feel invited to apply, recruiters get better shortlists, hiring managers get more choice, and organisations get closer to hiring based on what actually matters: skills, potential, and fit.
Sometimes, better hiring really does start with better words.
