What's in a name? According to NY Times, a major reason that men don't apply to jobs dominated by women (sometimes called "pink-collar jobs") is because of trigger words in job postings that are considered "too feminine."
An analysis by Textio of job listings for the fastest-growing jobs from 2014 to 2024 (some 50 million jobs) finds that the postings use feminine language. The most “feminine” job was for home health aides that include words like "sympathetic," "care," "empathy," and "families." Other jobs that include similar language are female-dominated positions like nurse practitioner and physician assistant.
On the other end of the spectrum is a male-dominated job like a cartographer. Job listings for this field included "masculine" words like "manage," "forces," and "exceptional." *Insert eye roll.*
To attract more men into health care, some employers are now using language they think appeal to men more like "adrenaline rush."
Textio recommends that employers stop altogether and use more gender-neutral language. For instance, "premier” can replace “world-class,” or “extraordinary” instead of “rock star." These small changes transform a posting (in this case, for a software development manager) from masculine to gender neutral.