Thank you to Zach Iles (@ HashiCorp) for introducing me to this paper
Link to test your job description for gender-coding http://gender-decoder.katmatfield.com/
Social dominance theory (Sidanius & Pratto, 1999) contends that institutional-level mechanisms exist that reinforce and perpetuate existing group-based inequalities, but very few such mechanisms have been empirically demonstrated.
We propose that gendered wording (i.e., masculine- and feminine-themed words, such as those associated with gender stereotypes) may be a heretofore unacknowledged, institutional-level mechanism of inequality maintenance.
In the current research we identify an unacknowledged, institution level factor that may serve to reinforce women’s underrepresentation in traditionally male-dominated occupations: gendered wording used in job recruitment materials.
Specifically, we investigate whether masculine-themed words (such as competitive, dominate, and leader) emerge within job advertisements in maledominated areas, and whether the mere presence of these masculine words dissuade women from applying to the area because they cue that women do not belong.
Moreover, gender differences in the linguistic style of everyday speech are well documented (Carli, 1990; Lakoff, 1975). Women, for example, use a more communal style of speech than men (Brownlow, Rosamond, & Parker, 2003; Haas, 1979; Leaper & Aryes, 2007) and make more references to social and emotional words (Newman, Groom, Handelman, & Pennebaker, 2008).
There is ample evidence to suggest that belongingness—feeling that one fits in with others within a particular domain—affects people’s achievement motivation specifically and engagement within a domain more generally, and that it can be signaled by cues in the environment. Walton and Cohen (2007) provided some of the most compelling evidence.
We hypothesize that women would find jobs with masculinely worded advertisements less appealing because masculine wording cues lower gender diversity (Study 3) and signal to women that they do not belong in such occupations (Studies 4 and 5), but not because they see themselves as unskilled for the job (Study 5)
Men displayed only a slight preference for masculinely worded advertisements, and gendered wording did not affect men’s anticipated feelings of belongingness.
Women anticipated less belongingness in jobs that were masculinely worded, and these changes in anticipated belongingness mediated the effects on appeal.