3 key ways to attract more female candidates

Wade Du Preez • May 20, 2015

Women are underrepresented in many areas of the Australian employment landscape. Information Communication and Technology (ICT) is one of the industries that struggle to gain representation of women at all levels within organisations.

Peoplebank, Australia’s largest on-hire ICT recruitment firm, states that in calendar 2014, 27% of its contractor placements were female.

Peoplebank also states that many of its clients are struggling to hit targets set to bridge the gender imbalance. One of its customers in the banking sector has imposed a policy that hiring managers cannot offer a role to a male applicant if they have not interviewed at least one female applicant.

The challenge of attracting female applicants to historically male-dominated industries is not limited to Australia, or the ICT industry, it spreads much further. Most organisations around the globe have recognised that they need to change in order to attract and retain female talent.

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But how?

Engagement programs like flexibility to allow for family friendly working hours have gone a long way to making a company more attractive to female candidates. However, that’s when they click the Apply Now button on a job ad.

The Apply Now button is not always clicked, let alone seen by many female applicants. Many will read and then believe, mainly subconsciously, that they are not suitable for the role and rule themselves out of applying for the role.

Why does this happen? Language is to blame. No, not foul language but something much worse. It is subtle plain English words that stop women reading as they self-disqualify their eligibility for the role. What are these words?

Gendered language is the reason that so many women do not apply for roles. Research shows that there is no impact on the likelihood of a male applying for a role, however, female candidates are dissuaded from applying for job ads that use masculine language.

Masculine coded phrase	Feminine coded phrase
Superior ability to satisfy customers	Sensitive to the customer’s needs can develop warm customer relationships
Strong communication and influencing skills	Proficient oral and written communication skills

The two above ‘masculine coded’ phrases are commonly used in many job ads which will dissuade female applicants.

The research study highlights that women felt the job ads with masculine terms were less appealing and also felt that they belonged less in that role. Whereas feminine-coded job ads produced a sense of inclusiveness and belonging and therefore saw an increase in the probability of a female applying for the role. It’s worth reinforcing that men will apply for the role no matter the gender coding, so you are not losing any potential candidates by using feminine-coded text – only gaining potential of more female applicants.

Stemming from this research is a “Gender decoder for job ads”. You can copy and paste text into this decoder and it will highlight if your ad is gender neutral, masculine or feminine.

It’s a great tool to gain an understanding of how your job ad is working for, or against you attracting all available candidates.

Likewise, research by McKinsey* shows that women will not apply for roles unless they meet 100% of the criteria listed in the job ad, whereas male applicants will apply meeting only 60% of the requirements.

Write job ads using feminine language. The research shows women are far more likely to apply when a job ad is written with feminine language
Make sure that the job description is also written with female gendered language – the same rules apply as the job ad
Ensure that the criteria listed are 100% essential to be advertised. Most female applicants will not apply unless they meet 100% of the writers.

Of course, organisations need to rethink their hiring processes such as emphasising skills and capabilities, rather than time served at a particular company, but that’s a whole other article.

In the meantime, get in touch with your feminine side and make your ads attractive to both genders by ensuring they are femininely coded.

http://gender-decoder.katmatfield.com

http://dca.org.au/app/webroot/files/file/gender%20documents/Business%20Case%20for%20Women%20Mckinsey%20sept08.pdf

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Workforce Sustainability is the Biggest Tech Challenge of 2026

By Mimi Petrakis • May 20, 2026

In 2026, the conversation around IT recruitment in Australia is shifting. While hiring demand remains strong across areas like cybersecurity, cloud, and digital infrastructure, the real challenge facing organisations is no longer just attracting talent — it’s building a sustainable workforce that can grow and adapt over time. For years, businesses have focused on filling immediate skill gaps. But with ongoing shortages in critical tech roles, organisations are now recognising that retention is just as important as recruitment. High turnover not only impacts delivery timelines but also drives up costs and erodes institutional knowledge. Employers who prioritise employee experience, career development, and flexible work are seeing stronger retention outcomes and gaining a competitive edge in a tight market. Workforce sustainability is quickly becoming a key business priority. This means moving beyond reactive hiring and thinking more strategically about how teams are structured, supported, and developed. Leading organisations are: Adopting hybrid workforce models (contract + permanent) Investing in upskilling and internal capability development Shifting toward skills-based hiring rather than rigid role definit ions Building pipelines of talent rather than hiring only when gaps appear This approach not only reduces hiring pressure but also creates more resilient, future-ready teams. Relying solely on reactive recruitment is becoming increasingly risky. With demand for specialist skills remaining high, waiting until a role becomes critical can lead to long hiring timelines and missed business opportunities. Instead, organisations are taking a more proactive approach, planning workforce needs and partnering with recruitment specialists who understand the market. In today’s environment, successful businesses are those that treat talent as a long-term investment, not a short-term fix. This means aligning hiring strategies with broader business goals and ensuring the right balance between immediate delivery and future capability. At Peoplebank , we work with organisations to go beyond traditional recruitment, helping build sustainable workforce strategies that combine access to high-quality talent with long-term planning. Ready to strengthen your team? Use our one-step Submit a Role form today and let our specialists connect you with the right talent to support your business now and into the future.

How to Retain Top Tech Talent in a Competitive Market

By Mimi Petrakis • May 5, 2026

In today’s competitive hiring landscape, attracting talent is only half the challenge ; retaining top tech talent is where organisations gain a true advantage. With demand continuing to outpace supply across areas like AI, cybersecurity, and cloud, businesses must focus on creating environments where employees choose to stay and grow. 1. Offer More Than Just Salary While competitive pay remains important, it’s no longer the primary driver of retention. Tech professionals are increasingly prioritising flexible work arrangements , meaningful projects, and career progression. Organisations that offer hybrid work, clear development pathways, and exposure to innovative technologies are more likely to retain high performers. 2. Invest in Career Development Lack of growth is one of the leading reasons employees leave. Providing access to training, certifications, and internal mobility opportunities helps keep employees engaged and future-focused. Upskilling not only benefits the individual but also strengthens overall organisational capability. 3. Build a Strong Workplace Culture Retention is closely linked to culture and leadership. Teams that feel supported, recognised, and aligned to a clear purpose are more engaged and less likely to leave. Managers play a critical role in fostering open communication, feedback, and trust. 4. Prioritise Employee Experience From onboarding through to ongoing engagement, the employee experience should be intentional. Regular check-ins, recognition programs, and clear performance expectations all contribute to higher retention. This year, successful organisations are those that take a proactive, people-first approach to retention, balancing commercial outcomes with employee needs. At Peoplebank, we work with organisations to not only attract top tech talent, but to build strategies that help retain them long-term. Get in touch to find out more !