Openreach recently bucked the prevailing economic trend by announcing more than 250 new North West network engineering jobs, alongside an aim to fill at least 20% of the positions with women.
Historically, the company has found appealing to female applicants challenging, with stereotypes and intrinsic bias playing a big part in women’s reluctance to even consider applying.So, to tackle the problem, the company has put its use of language under the microscope in a new study analysing the impact of latent bias in job adverts.The company hopes the new approach will help it meet a commitment to recruit females into one in five new roles this year – more than ten times historic levels.Some 27 years ago, Suzanne Rutherford was the first Openreach.
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