Companies often lament: “We don’t have many women in management roles because we get so few good applicants.” And they may be right.

The wording of an employment ad can be a crucial factor in whether a job will be filled by a woman or a man—as women tend not to apply in case of doubt. This is one of the findings of a recent study, in which scientists from the Technische Universität München (TUM) studied how leaders are selected and assessed.

According to the three-year study, "Selection and Assessment of Leaders in Business and Academia” (also known by its German acronym AuBeFühr), women feel less inclined to respond to employment ads containing such words as “determined” and “assertive” because such words are linked with male stereotypes.

TUM scientists showed some 260 test subjects fictional employment ads. These included, for example, a place in a training program for potential management positions.  For male test subjects, on the other hand, the wording of the job advertisement made no difference. However, if the advertisement described a large number of traits associated with men, the women found it less appealing and were less inclined to apply. Such traits include: assertive, independent, aggressive, and analytical. Words found more appealing by women were dedicated, responsible, conscientious, and sociable.

“A carefully-formulated job posting is essential to get the best choice of personnel,” says Professor Claudia Peus, Chair of Research and Science Management, who headed the study.

“In most cases, it doesn’t make sense to simply leave out all of the male-sounding phrases. But without a profile featuring at least balanced wording, organizations are robbing themselves of the chance of attracting good female applicants. And that’s because the stereotypes endure almost unchanged in spite of all of the societal transformation we have experienced,” adds Peus.

TUM scientists are presented their findings at a conference in Munich, April 1–3. The project was funded by the Federal Ministry of Education and Research and by the European Social Fund of the European Union.