3:30 PM MYT
The company asked 2,000 women about two different adverts for the same job, and found they were put off by macho phrases in the adverts. Photo: 123rf.com
Biased language in some job adverts in Britain deters as many as one in two women from applying, a study said on Wednesday, amid a push to attract more women to male-dominated sectors.
Openreach, which operates most of the country s broadband network, found that women s interest in applying for an engineering job increased by more than 200% when changes were made to language in an advert.
The company asked 2,000 women about two different adverts for the same job, and found they were put off by macho phrases like being on the road in your van and getting your hands dirty and mention of climbing a telegraph pole.