The UK government has urged employers to remove “stereotypically masculine” language from job advertisements in a bid to encourage more women to apply for roles, particularly at senior levels.
The guidance has triggered a political row, with critics branding the recommendations “patronising” and unnecessary.
The new advice was issued by the Office for Equality and Opportunity as part of a wider initiative aimed at reducing barriers to women entering and progressing in the workplace. Ministers say the move is intended to address subtle biases in recruitment practices that may discourage female candidates from applying for jobs.
Under the guidelines, employers are encouraged to review the language used in recruitment adverts and remove terms that researchers believe may carry gendered connotations. Words such as “competitive”, “dominant”, “independent”, “strong” and even “ambitious” are cited as examples of phrases that may unintentionally reinforce male stereotypes in hiring processes.
The initiative forms part of a broader strategy unveiled by Bridget Phillipson ahead of International Women’s Day. The government says the guidance is designed 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 were based on research suggesting that gender-coded language can influence how potential applicants perceive job roles and whether they see themselves as suitable candidates.
“Too many women are still not paid fairly, held back at work due to inconsistencies in support or find common sense adjustments for their health needs overlooked or dismissed,” she said.
“We’re acting to empower women at work and work with business so we all benefit from unleashing women’s talents.”
Ministers argue that removing potentially exclusionary language can help companies tap into wider talent pools and improve diversity in leadership positions. The government also believes such changes could support broader economic productivity by ensuring skilled candidates are not discouraged from applying for roles.
The government’s recommendations draw on behavioural and labour market research which suggests that certain personality traits commonly used in recruitment advertising can carry gendered associations.
Studies have indicated that terms like “competitive” and “dominant” may be more strongly associated with traditional male leadership stereotypes, while alternative wording can create a more inclusive tone.
Officials say that small changes to language can influence 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 guidance also warns employers to examine how emerging technologies could perpetuate bias in recruitment processes. In particular, the government highlighted concerns around artificial intelligence tools used to generate job descriptions or screen applications.
According to ministers, some AI-driven recruitment systems rely on historical employment data which may contain gender biases. Without careful oversight, these systems could unintentionally replicate those patterns when generating new job advertisements or evaluating candidates.
The recommendations have drawn sharp criticism from opposition politicians, who argue the advice is unnecessary and risks stereotyping women.
Claire Coutinho dismissed the guidance as “patronising gibberish”.
“Telling companies that women find the words ‘ambitious’, ‘competitive’ or ‘entrepreneurial’ too masculine is frankly insulting to women,” she said.
Critics within the Conservative Party say the government should focus on addressing structural barriers such as childcare costs, career breaks and pay inequality rather than encouraging businesses to modify job advert wording.
Some commentators have also suggested that the advice risks oversimplifying the causes of gender disparities in certain professions.
The guidance forms part of the government’s wider programme to tackle gender inequality in the workplace. Ministers have previously announced plans encouraging large employers to publish action plans detailing how they intend to reduce gender pay gaps and improve support for women at work.
Policy advisers say addressing workplace culture, recruitment practices and career progression barriers are all essential components of closing the gender pay gap.
The government maintains that improving gender equality in the workforce is not only a social objective but also an economic one. Research frequently cited by policymakers suggests that increasing women’s participation in the labour market could significantly boost productivity and economic growth.
Reaction from employers has been mixed. Some companies have already adopted gender-neutral language analysis tools to review job descriptions and identify potentially biased wording.
Large corporations, particularly in sectors such as finance and technology, increasingly use automated software that flags language patterns believed to discourage underrepresented groups from applying.
However, smaller businesses have expressed concern that constantly changing recruitment guidelines may add complexity to hiring processes without addressing the deeper issues affecting workplace equality.
Despite the debate, the government says the guidelines are voluntary and intended as practical advice rather than mandatory rules. Ministers say they hope businesses will adopt the recommendations as part of broader efforts 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 discuss how best to reduce gender disparities in the labour market while maintaining effective and transparent recruitment practices.
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Labour urges businesses to drop ‘masculine’ words in job ads