How to create gender neutral content

It is important to ensure the content you create and promote is gender neutral. Poorly written content can affect how female applicants perceive your brand and any job opportunities you advertise.

Use of Pronouns

Using gendered pronouns can give the impression that you associate your industry only with one gender. If you are describing what an employee does in a day, it is best to avoid stating “he discusses his work with his account manager.” Instead, you should reword the sentence to remove any need for these kinds of pronouns, ensuring that your content has a more universal appeal. 

It is also best to avoid what is known as spotlighting. For example, using the terms ‘Women Scientists’ or ‘Women Engineers’ can be damaging.  Although you are more than likely supporting women in these fields, this can subtly reinforce the idea that it is unusual for women to have these roles.


If you are advertising your company and including images in your material, try to include images featuring both males and females. This seems simple and perhaps trivial but the brand material you use should consistently provide a diverse image.

Job adverts

A study from a well-known job search website discovered that removing gender-biased words from job descriptions increased the number of applicants by a huge 42%. Male gender-biased words included: ‘manpower’ ‘dominant’ and ‘determined’. 

We are able to offer advice and training on creating gender neutural content and job adverts, check out our CONSULTANCY SERVICES page or REQUEST A CALLBACK to learn more about how we help companies achieve their gender targets.

Written by Lauren Jenkins- connect with me on LinkedIn


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Posted on Wednesday Sep 27