11/09/2026
Masculine-coded words in a job posting, like "competitive" and "dominant," measurably shrink your applicant pool. Words like "collaborative" and "supportive" widen it.
This isn't a style preference, it's a research finding (Gaucher, Friesen & Kay, 2011), and it's one of the cheapest fixes available to any hiring manager, because it costs nothing to reword a job ad.
Most finance job postings were written years ago and never re-audited for this. If yours hasn't been checked, it's worth ten minutes before your next posting goes live.
Run a quick test: read your last job ad and count how many words describe the ideal candidate as aggressive, dominant, or a "rockstar," versus collaborative, careful, or thorough. The ratio tells you who you're unconsciously inviting to apply.
What's one word in a job posting you've used that you'd reconsider now?
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