Labour tells employers to ditch ‘masculine’ words like ‘competitive’ and ‘ambitious’ from job ads

The guidance advises businesses to avoid terms linked to male stereotypes and instead use gender-neutral job titles to attract a broader pool of candidates.

According to the evidence behind the recommendations, words such as "dominant" and "independent" are also considered "stereotypically masculine".

Employers are encouraged to shorten lists of essential requirements to make roles more appealing to applicants.

The advice also suggests avoiding references to specific personality traits, such as telling candidates "you are reliable".

The recommendations are part of 18 pieces of Government guidance that ministers say will "help employers take effective action".

From next month, companies with more than 250 staff will be asked to publish action plans setting out how they intend to tackle the gender pay gap.

Shadow Women and Equalities Minister Claire Coutinho dismissed the advice as "nonsense".

"The Government's advice to businesses on how to make job adverts appealing to women is patronising gibberish," she said.

"Telling companies that women find the words 'ambitious', 'competitive' or 'entrepreneurial' too masculine is frankly insulting to women."

The Government said the guidance will help firms improve transparency around promotions, pay and rewards while setting targets to increase gender representation.

The measures form part of wider workplace reforms under the Employment Rights Act.

Business leaders have warned the changes could harm economic growth and cost jobs.

City executives also told officials from the Department for Business and Trade last month that plans to remove the cap on unfair dismissal compensation could make Britain "worse than France".

The current cap, set at either an employee's annual salary or £118,223, is due to be scrapped in 2027 following negotiations with trade unions.

Employers will also be required from next year to show how they support staff experiencing menopause as part of the new action plans.

Ms Phillipson said: "This International Women’s Day, we are celebrating all that women bring to our proud nation, as well as committing to giving back to them.

"That’s why I am delighted to formally launch employer action plans, which are part of our commitment to ensure women can thrive at work and tackle the gender pay gap.

"Too many women are still not paid fairly, held back at work due to inconsistencies in support or find common sense adjustments for their health needs overlooked or dismissed.

"We’re acting to empower women at work and work with business so we all benefit from unleashing women’s talents."

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