Fidest – Agenzia giornalistica/press agency

Quotidiano di informazione – Anno 31 n° 301

TechBrain Finds Evidence of Gendered Language Bias in IT Industry Job Ads

Posted by fidest press agency su mercoledì, 26 giugno 2019

TechBrain, a Perth-based IT support services company, today released a report on the use of gendered language in tech industry job ads. The study found evidence of a possible bias towards language that appeals more to men – especially in higher paid roles. The firm commissioned a study of 1,940 job ads posted online over the course of one week in June and counted the frequency in which gendered words in those ads appeared.
Recent studies media reports have highlighted how the use of certain words in a job ad can have a big effect on the numbers of men or women who apply for the position. As an operator in the heavily male-dominated IT industry, TechBrain wanted to assess how important this issue was and chose to study language used in tech industry ads.
The company commissioned an independent researcher to process the ads through an online tool which counts the frequency of ‘masculine’ or ‘feminine’ words in an advert, with 50 keywords which research suggests appeal to each gender. Words in ads that appeal to men include language like ‘active’, ‘fearless’ and ‘independent’, while words that appeal to women in job ads include ‘co-operate’, ‘empathise’ and ‘interdependent’.The research revealed:There were actually 15% more feminine words used in IT industry ads than masculine words However, by far the most common ‘female’ word found was ‘support’ (appearing 1,668 times), which may have skewed the results. ‘Support’ is used frequently in IT job ads and often refers to a technical activity, rather than expectations about the applicant’s personal and professional qualities.

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