Country for PR: United Kingdom
Contributor: PR Newswire Europe
Tuesday, June 25 2019 - 11:00
TechBrain Finds Evidence of Gendered Language Bias in IT Industry Job Ads – and Pledges Action
PERTH, Australia, June 25, 2019 /PRNewswire-AsiaNet/ --

- A new study of 1,940 IT job ads shows that highly paid jobs use language 
which is more appealing to men
- TechBrain pledges to provide its Human Resources partner a 16.4% increase in 
recruitment budget to assist them in finding a suitably qualified female 
candidate for their next role

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 
- If the word 'support' was removed, the findings did in fact show that there 
are more 'masculine' words used in IT job ads 
- Most significantly, the research revealed that for more highly paid jobs, the 
number of 'masculine' words increases, whereas for less well-paid jobs, there 
were more 'female' words

Mike Fernando, General Manager at TechBrain says:

"While no one is saying that the only reason that there are more men than women 
working in tech is because of gendered language in job ads, our study does 
suggest that it is a factor. If perfectly qualified women see job ads which are 
full of 'masculine' words, they may not identify with the role and see 
themselves working for that employer - and that means they may choose not to 

TechBrain have pledged to provide its Human Resources partner, Requisite HR, a 
16.4% increase in recruitment budget to assist them in finding a 
suitably-qualified female candidate for their next role. TechBrain chose this 
figure to draw attention to the fact that the gender pay gap in Australia is 

Mike Fernando explained:

"Actions speak louder than words. As our study showed, higher paid IT jobs are 
advertised in a way that appeals more to men than women. So we want to ensure 
that we write all our ads in future to be more neutral, to increase the 
likelihood of finding the best hire - be they male or female.  And, we'd 
challenge other IT industry players to do the same."

The full report and analysis is available online at the following address:

About TechBrain
Founded in 2002, TechBrain is Australia's most trusted SME IT Support business 
based on a net promoter score of 86. TechBrain is a leading provider of 
innovative IT support, IT security, cloud computing, data backup, disaster 
recovery and IT managed services solutions to corporate, nonprofit and local 
government organisations with between 10 and 200 people. 

Link to report:
Full access to the report can be found via the following link:

Source: TechBrain