https://www.creativereview.co.uk/new-ad-campaign-tackles-everyday-gender-bias/
We might think that we have moved beyond the stereotypes associated with certain careers – for example, that a CEO would be a man, and a nurse a woman – but research conducted by CPB, the ad agency behind the Imagine campaign below, shows otherwise.
The study, of 1,000 parents of primary school age children and 1,000 UK based children aged 5-11, showed that bias is embedded at a young age.
It revealed that 45% of the children polled believe that nurses are always women, while 22% said a doctor was likely to be a man. In addition, 60% of children think that being a plumber or electrician is a man’s job – and almost half (46%) of the boys and girls surveyed said that men always make better engineers
https://www.totaljobs.com/recruiter-advice/how-to-identify-unconscious-gender-bias-in-job-adverts
How to identify unconscious gender bias in job adverts
With diversity and the gender-pay gap a key focus of many UK organisations, we have conducted extensive research into how the language of a job ad could impact on diversity.
Using previous academic research from The University of Waterloo and Duke University which outlined a series of male and female gender-coded words, we analysed 76,929 job adverts over a six week period to assess the frequency of gender-coded words in UK recruitment.
The unseen impact of language choices
Academic research by The University of Waterloo and Duke University defined a series of words which socially, cultural and historically carry a stereotypical weight towards a particular gender.
Most commonly used male-gendered words in UK job descriptions:
- Lead (70,539 mentions)
- Analyse (35,339)
- Competitive (23,079)
- Active (20,041)
- Confident (13,841)
Most commonly used female-gendered words in UK job descriptions:
- Support (83,095)
- Responsible (64,909)
- Understanding (29,638)
- Dependable (16,979)
- Committed (13,129)
The splits of these industries are as such:
- Social care (87% female bias)
- Secretarial / Admin (67% female bias)
- Cleaning 62% female bias)
- Housekeeping (77% female bias)
- Science (62% male bias)
- Sales (51% male bias vs. 35% female bias)
- Marketing (52% male bias vs. 33% female bias)
See how open to bias you may be?
A father is about to bring his son to a job interview applying for a position at a large stockbrokers company in the city, just as they arrive at the company’s parking lot, the son's phone rings he looks at his father , who says go ahead answer it, the caller is the trading company’s CEO who says “Good Luck son, you’ve got this!” The son ends the call and once again looks at his father who is still next to him in their car.
How is this possible?
https://www.youtube.com/watch?v=4kFC7669quE