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The AuBeFühr Project found that if they showed test candidates fictional job descriptions, there was a difference in which ones the women wanted to apply to. Women seemed to be more attracted to job descriptions containing the words "dedicated," "responsible," "conscientious," and "sociable" while they were less attracted to job descriptions containing the words: "assertive," "independent," "aggressive," and "analytical."
Male test subjects, the researchers say, reacted no differently to the differing job descriptions.
It's a strange lesson, but one that we've heard over and over again. It's not what you say, but how you say it. Something job description writers might be wise to keep in mind the next time the start typing.