The institute for Apprenticeships seems to have developed a novel way to encourage female applications for apprenticeships in STEM careers, which sits around a woeful 9%, and apparently works, seeing a rise of about 40% female applicants when tested.
feweek.co.uk/2019/05/10/ifa-to-trial-gender-neutral-language-in-bid-to-boost-female-stem-applicants/
It's really interesting and quite depressing, if this really works, to see how gendered language works to hold women back. It reveals how extremely sexist the world is, how women and men are shaped to view themselves.
From link
The advert that increased female applications by 40 per cent referred to by Morfee, and seen by FE Week, lists a number of “feminine and neutral” words that should be used in job adverts, which include: understand, kind, honest, dependable, co-operative and support
It also lists “masculine” words that should be avoided, such as: active, decisive, leader, ambition, challenge, objective, competitiveness, independence, opinion, confident and intellectual.
So women are put off from applying for jobs that ask for applicants who are "ambitious" and "intellectual" and prefer jobs that ask for those who are "kind" and "supportive".
I understand why they have taken this approach, and great if it helps women into stem, but avoiding the words of traits that actually help people get ahead in their career is surely just a bit of a blunt tool, and pretty sexist.
So much work needs to be done for women to see they can have all the traits usually associated with masculinity, why should "ambition" be reserved for men?