The company asked 2,000 women about two different adverts for the same job, and found they were put off by macho phrases in the adverts. Photo: 123rf.com
Biased language in some job adverts in Britain deters as many as one in two women from applying, a study said on Wednesday, amid a push to attract more women to male-dominated sectors.
Openreach, which operates most of the country's broadband network, found that women's interest in applying for an engineering job increased by more than 200% when changes were made to language in an advert.
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