Gender Bias in Job Ads

I’m attaching my thesis proposal that was reviewed by my supervisor with suggested edits (see comments within the document). Some of the main changes needed to be done:

1. References = Need to have at least 20 + the four that were mentioned by the supervisor as a comment under the references
2. Timeline = the thesis needs to be submitted by may
3. Research design (longitudonal, cross-sectional …qualitative/quantitive…data collection methods etc.)
4. Anything else that was commented that needs to be fixed

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When it comes to the research, i want to focus on job ads of the same type of jobs with job ads prior and after going trough the TapRecruit tool that eliminated the gender bias and whether it increased the quantity or percentage of female / non-male applicants. Need help with formulating this correctly.



– use the template attached
– font: Roboto
– size: 11
– citations: APA 7

The research proposal should highlight the aim for the thesis. In my thesis I would like to explore the role of gender biased language in job ads and whether it has an impact on the diversity of applications organisations receive. Most of the thesis works i found online focus on analysis gender bias either from a psychological or a linguistic perspective. I would like to approach this topic from a business perspective and really see what the ROI is and whether eliminating biased language (e.g. job ads that use a lot of masculine coded words) actually results in more female candidates applying or a more diverse/balanced demographic of applications in general. A lot of companies purchase tools like Textio, TapRecruit etc. to tick a box, but i’m interested in seeing, whether this technology can actually have a positive impact in diversifying an organisation’s talent pool.

From a theoretical point of view, the thesis can be split into 4 parts:
1. Diversity
2. Talent Acquisition / Recruitment
3. Bias (especially Gender biased language)
4. Augmented writing (platforms like Textio, Talvista, OnGig, TapRecruit etc. that help eliminate bias in job ads = something like Grammarly but for job ads and not only for grammar)

In the practical part, I would like to have a look at Monster Energy’s job ads in North America. Monster Energy is implementing an augmented writing tool, so it’s easy to compare data for the exact same job ads before & after the augmented writing tool was implemented, and whether eliminating gender bias in their job ads had any impact on the (gender) diversity of the applications they’ve received. (I can get the data)

One of the main pieces of work that sparked this conversation was a journal written by Daniel Gaucher et al. titled “Evidence That Gendered Wording in Job Advertisements Exists and Sustains Gender Inequality”. Please do make sure to use it. Here’s the link:

I’m sure you’ll be able to find literature sources about diversity and recruitment online. Here are some sources my supervisor recommended for the diversity section:
HR Strategies in the Times of Stability and Ability – Amin Trost
Bendl/Hanapi/Eger – Diversity from Mr. Wondrak
Michael Stuber – Diversity & Inclusion (ungleichbesser consulting)

When it comes to augmented writing, it would be great to highlight what’s available on the market, but the practical part will focus on the tool TapRecruit, as that’s the one that Monster Energy is implementing.

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