The British government has urged employers to remove “stereotypically male” language from job advertisements to encourage more women to apply for jobs, particularly at senior levels.
The guidelines have sparked a political row, with critics branding the recommendations “patronizing” and unnecessary.
The new advice was issued by the Office for Gender Equality and Opportunity as part of a broader initiative aimed at reducing barriers to women’s entry and advancement in the workforce. Ministers say the move aims to eliminate subtle biases in hiring practices that could deter female candidates from applying for jobs.
Under the guidelines, employers will be asked to review the language used in job advertisements and remove terms that researchers believe may have gender connotations. Words like “competitive,” “dominant,” “independent,” “strong,” and even “ambitious” are cited as examples of phrases that can inadvertently reinforce male stereotypes in hiring processes.
The initiative is part of a wider strategy unveiled by Bridget Phillipson ahead of International Women’s Day. According to the government, the guidelines are intended to help employers attract a broader pool of candidates and ensure women have equal opportunities to progress in their careers.
Phillipson said the new recommendations are based on research that suggests gendered language can influence how potential applicants perceive their job roles and whether they see themselves as suitable candidates.
“Too many women are still not paid fairly, are held back at work due to inconsistent support, or find that reasonable adjustments to their health needs are overlooked or rejected,” she said.
“We are committed to empowering women at work and in collaboration with companies so that we all benefit from unleashing women’s talents.”
Ministers argue that removing potentially exclusionary language can help companies tap into larger talent pools and improve diversity in senior positions. The government also believes such changes could boost overall economic productivity by ensuring qualified candidates are not discouraged from applying for jobs.
The government’s recommendations are based on behavioral and labor market research that suggests that certain personality traits commonly used in recruiting can create gender associations.
Studies have shown that terms like “competitive” and “dominant” may be more strongly associated with traditional male leadership stereotypes, while alternative wording may create a more inclusive tone.
Officials say small changes to language can impact how job descriptions are perceived. For example, phrases such as “collaborative,” “supportive,” or “motivated” are sometimes recommended as alternatives because they are considered more neutral or inclusive.
The guide also encourages employers to consider how new technologies could introduce bias in hiring processes. In particular, the government raised concerns about artificial intelligence tools used to create job descriptions or screen applications.
According to ministers, some AI-driven recruitment systems rely on historical employment data, which may contain gender bias. Without careful monitoring, these systems could inadvertently reproduce these patterns when creating new job advertisements or evaluating candidates.
The recommendations drew sharp criticism from opposition politicians, who argue the advice is unnecessary and risks stereotyping women.
Claire Coutinho dismissed the guidance as “patronising nonsense”.
“Telling companies that women find the words ‘ambitious’, ‘competitive’ or ‘entrepreneurial’ too masculine is frankly an insult to women,” she said.
Critics within the Conservative Party say the government should focus on tackling structural barriers such as childcare costs, career disruption and pay inequality, rather than encouraging companies to change the wording of job adverts.
Some commentators have also suggested that the Council risks oversimplifying the causes of gender disparities in certain occupations.
The guidelines are part of the Government’s wider program to tackle gender inequality in the workplace. Ministers have already announced plans to encourage large employers to publish action plans detailing how they will reduce the gender pay gap and improve support for women in the workplace.
Policy advisers say addressing workplace culture, hiring practices and barriers to career advancement are essential parts of eliminating the gender pay gap.
The government emphasizes that improving gender equality in the world of work is not only a social but also an economic goal. Research widely cited by policymakers suggests that increasing women’s participation in the labor market could significantly increase productivity and economic growth.
Employers’ reactions were mixed. Some companies have already introduced gender-neutral language analysis tools to review job descriptions and identify potentially biased language.
Large companies, particularly in industries such as finance and technology, are increasingly using automated software that detects language patterns thought to discourage underrepresented groups from applying.
However, smaller companies have expressed concerns that ever-changing hiring policies could add complexity to hiring processes without addressing the deeper issues impacting equality in the workplace.
Despite the debate, the government says the guidelines are voluntary and intended as practical advice rather than hard-and-fast rules. Ministers hope businesses will adopt the recommendations as part of a wider effort to create more inclusive workplaces across the UK.
The issue is likely to remain a topic of debate as policymakers, employers and campaign groups continue to debate how best to reduce gender gaps in the labor market while maintaining effective and transparent hiring practices.
