Gender-Coded Words and Candidate Attraction

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If you’ve read the Appcast whitepaper Diversity Recruiting: A Guide to Best Practice Language Usage, you already have some insight into how job ad language impacts candidate attraction. The Guide looks at language as it relates to gender, sexual orientation, age, race and ethnicity, religion, and ability.

After conducting research for the Guide, Appcast decided to dig deeper into gender-coded words and candidate attraction, specifically from the standpoint of apply rate (AR) and cost per application (CPA), for 22 job functions. What we discovered was fascinating.

What words to use when

Bottom line: The words you use in your job ads matter. However, it is essential to understand your specific recruitment advertising goals and make decisions accordingly by using the most appropriate language for your business.

How do you know what language is appropriate?

We share this information in a new report, The Impact of Gendered Wording on Candidate Attraction

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