New research suggests that women are less likely to apply to jobs if the job description “sounds” as if it’s describing a man. Researchers from Technische Universität München (TUM) surveyed 600 American men and women. Words that are apparently associated with men (like assertive, independent, aggressive, determined) deterred female applicants. Words apparently more associated with women (dedicated, responsible, conscientious) were more attractive to female applicants.
Men, as determined and assertive as they all certainly are, were apparently unaffected by mere word choice in job descriptions. Those results-oriented, can-do, hearty, masculine men! There is no job description that doesn't suit them. They are a varied and independent bunch.