Writing a STEM job specification or advert

The Social Mobility Commission advises you to ensure that the apprenticeship itself is accessible. People could feel deterred even before they apply because of how you’ve designed or marketed the apprenticeship.

Use a job title to promote your role that clearly reflects its main responsibility and uses language familiar to external job seekers – avoid internal jargon and align your terminology with the broader job market. Women are 16% less likely than men to apply for a role, despite viewing roughly the same number of jobs. Being as clear as possible on the job requirements could help narrow the gap. (Source: qz.com)

Top tip: Review job boards and examine adverts or job descriptions for similar apprenticeships. You’ll see which titles are effective and could use them as a guide.

Provide a brief, clear, and concise overview of the apprentice’s daily responsibilities to help them envision the role. Detail how their work will contribute to both the team’s and the company’s broader goals.

Research indicates that women are more likely to apply for roles when the descriptions clearly outline the expectations and career paths. Therefore, clarity is essential.

Top tip: Highlighting potential progression opportunities following the apprenticeship can help women and girls envision their future in STEM. Provide a clearer vision of future opportunities by illustrating potential career paths and setting realistic expectations for the duration and typical progression.

Introduce your company—what you do, your values, and your culture. Use this section to highlight what makes your company a great place to work, such as its opportunities for development, work-life balance, or the inclusive and supportive environment. 

Candidates are not just looking for a job; they want to know if your company is the right fit for them. Writing to interest candidates in your company is much more appealing than reeling off long lists of what skills the candidate needs. (STEMWomen.com)

Case study: Check out the process which Yorkshire engineering firm Broadbent followed to highlight their progress as an inclusive workplace and improve their company culture. 

Women make up less than a fifth (17%) of the STEM workforce across the entire European Union. (LSE) Address this issue head-on in your job ad by highlighting your company’s commitment to gender diversity. Discuss the initiatives your company has in place to support women in these fields, such as mentorship programmes, leadership programmes, or diversity-focused recruitment strategies.

Example: “At [Company Name], we are committed to increasing gender diversity in STEM and breaking down barriers for women in technology.”

Emphasise the potential for career advancement within STEM fields and how your apprenticeship can serve as a gateway to an impactful, long-term career. Women are often motivated by roles with a clear purpose, and can contribute to solving real-world challenges. Research shows that young women in Europe and Central Asia ranked their sense of purpose and impact on society as among the most important considerations for a job – higher than their salary. (Source: ILO Future of Work).

Example: “Kickstart your career in renewable energy by gaining hands-on experience in sustainable technologies that contribute to combating climate change.”

By showcasing how your apprenticeship can contribute to solving pressing global challenges, you could attract candidates passionate about making a difference.

Women in STEM often feel underrepresented, with only 19% of women in tech reporting a female role model encouraged them to get into the industry. (Source: Kaspersky Women in Tech) 

Highlight the availability of mentors and support networks within your organisation to address this concern. Show that your company fosters a supportive environment where women can learn and grow alongside industry experts.

Example: “Work with experienced engineers who will guide you through your learning journey and support your professional growth.”

Top Tip: Offer candidates the opportunity to speak informally with a current or past apprentice before applying. This can give them a better understanding of the role and the support they can expect.

Studies have shown that women tend to apply for roles only when they meet 100% of the criteria, while men apply when they meet around 60%. Use language that encourages women and girls to apply, even if they don’t have all the qualifications.

Women may also be less likely to apply if requirements are expressed as traits (‘you are a natural leader’) rather than behaviours (‘you have good leadership skills’). (bi.team) Also avoid superlatives or extreme modifiers like ‘highly competitive’ or ‘unsurpassed’. As well as seeming exaggerated, research shows that these examples of language can discourage women from applying.

Resource: Check your adverts for subtle bias – use tools like the Gender Decoder online.

Gender Decoder: find subtle bias in job ads (katmatfield.com)

Traditionally, job advertisements in STEM focus on what scientists and engineers ‘DO’. Only rarely do they describe the attributes required in a way that resonates with women and girls. This means that women are less likely to recognise themselves, reinforcing the idea that STEM is “not for people like me”.

Top tip: If appropriate, write what a Day In The Life would look like for the successful candidate. It may help applicants to join the dots and more firmly envision themselves in the role.

Flexibility is essential for attracting candidates, especially those with caregiving responsibilities. According to the Young Women’s Trust, 25% of young women with caring responsibilities had to take a different job to the one they would choose. (Young Women’s Trust). Offering hybrid work models or flexible schedules can attract more women to your programme.

Example: “Our flexible apprenticeship programme allows you to balance hands-on learning with your personal life, so you can focus on what matters most to you.”

Candidates prefer video content when learning about potential employers. Recruitment agencies are already reporting 800% more engagement with job ads that have video embedded. (Source: Firefish Software) 

Video content, infographics and testimonials inside your job ad can help women envision themselves in the role and see what your company has to offer. Feature current or former apprentices from different ethnicities and backgrounds sharing their experiences.

Example: “Watch this video to hear from one of our current apprentices about her journey and the opportunities she’s had at [Company Name].”

Apprenticeship influencer Holly Hobbs encourages the use of TikTok, since 62% of 18–24-year-olds use TikTok as a search engine. She argues that the modern young person is looking for much more than a corporate advert with a diverse cast shaking hands and smiling – it’s all about transparency, and trends like ‘Come to Work with Me’ or ‘A Day in Life’ go viral because of this. (Source: Talk Apprenticeships on LinkedIn Pulse)