Surge in women applying for manual jobs after wording in adverts made less ‘masculine’

‘Language matters. Words reflect cultural norms and maintain social realities,’ campaigner says

More women have put themselves forward for manual frontline jobs at Thames Water after the company altered the “masculine coded” phrasing of its recruitment adverts.

The firm used an online tool that detects hidden implications in language after only 8 per cent of applicants for sewage work technician jobs were female.

It identified words like “competitive”, “confident” and “champion” as “masculine coded.” This prompted Thames Water to include phrases such as such as “we welcome people who want to learn and be team players” in a new advert for a process technician role.  Click here to read more