Gender and language in online job advertisements - a cross-cultural study

The aim of this project is to investigate the use of gender-fair language from a cross-linguistic perspective. Specifically, we are interested in whether the use of gender-fair language correlates with socio-economic rankings of gender equality and with structural features of a language. We decided to analyze online job advertisements, as they reflect common language use and can easily be compared across languages. Moreover, formulations in job advertisements have been shown to impact personnel selection via the way target groups are addressed and referred to. In the present study we examined to what extent job advertisements are formulated in a gender-fair way and how this correlates with factors such as language, culture as well as status and gender-typicality of the job advertised. The data consisted of job advertisements published online in four European countries which occupy different positions in socio-economic rankings of gender equality (World Economic Forum, 2011): Switzerland (10), Austria (rank 34), Poland (42), and Czech Republic (75). We randomly selected 100 job advertisements from four lines of business characterized by different proportions of female employees – steels/metals, science, restaurants/food services, and health care. The advertisements were analyzed with regard to the linguistic form of the job title and the remaining text; we also noted indicators of job status, reference to gender-typical traits, pictures of women/men and other information which might be relevant to the use of gender-fair language (e.g., equal opportunity policies). A first analysis of the data indicates that the phrasing of job titles is closely related to the gender-typicality of a profession. While mainly gender-fair forms are used in healthcare, masculine forms are used more often in the domain of steels and metals. Feminine forms only, however, are almost never used. Cultural differences as well as correlations with associated variables will be discussed

Norms on the gender perception of role nouns in Czech, English, French, German, Italian, Norwegian, and Slovak

We collected norms on the gender stereotypicality of an extensive list of role nouns in Czech, English, French, German, Italian, Norwegian, and Slovak, to be used as a basis for the selection of stimulus materials in future studies. We present a Web-based tool (available at https://www.unifr.ch/lcg/ ) that we developed to collect these norms and that we expect to be useful for other researchers, as well. In essence, we provide (a) gender stereotypicality norms across a number of languages and (b) a tool to facilitate cross-language as well as cross-cultural comparisons when researchers are interested in the investigation of the impact of stereotypicality on the processing of role nouns

How women and men are addressed in job advertisements

Research has shown that gender references in job advertisements play an important role for gender (in)equality in personnel selection. In advertisements gender is referred to in different ways, for instance, by using grammatically masculine and feminine human nouns (e.g., German Mechaniker/Mechanikerin 'mechanic, masc./fem.'), by mentioning typically feminine or typically masculine traits (e.g., kind and friendly versus determined and independent) as well as by showing pictures of women and men. The present study addresses the questions which forms of gender references occur in job advertisements, how these forms are distributed across different lines of business and across different countries. We collected job advertisements published online in four countries with different rankings of gender equality (i.e., Switzerland, Austria, Poland, and Czech Republic; World Economic Forum, 2011). We randomly selected 100 advertisements per country from four lines of business that are characterized by different proportions of female and male employees: (1) steels/metals, (2) science, (3) restaurants/food services, and (4) health care. The advertisements were analyzed with regard to the linguistic form of the job title and of the remaining text as well as reference to gender-typical traits. We also examined indicators of job status and other information (e.g., equal opportunity policies) which might be related to the use of gender references in job advertisements. The results show that, in general, gender-fair language occurs much more often in job ads from Switzerland and Austria than in those from Poland and the Czech Republic, where job titles are mostly masculine. While exclusive use of feminine forms are almost never used in Switzerland and Austria, they are more frequently used in Poland and Czech Republic. In general, gender-fair forms are more common when there are many women in a line of business, whereas more masculine forms are used where the proportion of women is low. In Switzerland and Austria, masculine forms are mostly combined with the supplement m/f to indicate that both women and men are addressed. The present data provide a sound basis for future studies on gender references in job advertisements. Furthermore it sheds a light on how companies comply with national guidelines of gender equality

Sprache und Geschlecht in online Stellenausschreibungen im interkulturellen Vergleich

Wie bisherige experimentelle Forschung gezeigt hat, beeinflusst die geschlechtergerechte Formulierung von Stellenausschreibungen die angesprochene Zielgruppe und damit die Personalauswahl. Wie verbreitet ist nun geschlechtergerechte Sprache in Stellenausschreibungen und mit welchen Faktoren hängt ihre Verwendung zusammen (z.B. Sprache, Kultur, Status und Geschlechtstypikalität des Berufes)? Wir untersuchten die Verwendung geschlechtergerechter Sprache in online publizierten Stellenausschreibungen in vier europäischen Ländern mit unterschiedlicher Geschlechtergleichstellung (World Economic Forum, 2011), nämlich die Schweiz, (10), Österreich (Rang 34), Polen (42) und Tschechien (75). Aus vier Branchen mit unterschiedlichen Anteilen weiblicher Angestellter – Stahl- und Metallbau, Forschung, Gastronomie und Gesundheitswesen – wurden jeweils 100 Stellenausschreibungen analysiert. Erste Analysen zeigen, dass die Formulierung der Stellenausschreibungen eng mit der Geschlechtstypikalität des Berufes zusammenhängt. So werden im Gesundheitswesen vorwiegend Formulierungen verwendet, die beide Geschlechter ansprechen. Dagegen sind die Stellenausschreibungen im Stahl- und Metallbau vermehrt rein maskulin formuliert. Feminine Formen werden kaum verwendet. Kultur- und sprachspezifische Unterschiede sowie Zusammenhänge mit sozioökonomischem Status werden diskutiert

Norms on the gender perception of role nouns in Czech, English, French, German, Italian, Norwegian, and Slovak

We collected norms on the gender stereotypicality of an extensive list of role nouns in Czech, English, French, German, Italian, Norwegian, and Slovak, to be used as a basis for the selection of stimulus materials in future studies. We present a Web-based tool (available at https://www.unifr.ch/ lcg/) that we developed to collect these norms and that we expect to be useful for other researchers, as well. In essence, we provide (a) gender stereotypicality norms across a number of languages and (b) a tool to facilitate cross-language as well as cross-cultural comparisons when researchers are interested in the investigation of the impact of stereotypicality on the processing of role nouns