Språkets betydelse i rekryteringsannonser: Hur köns- och ålderskodade formuleringar påverkar inkludering och identifiering

Sammanfattning

This quantitative study aims to examine how age- and gender-coded language in recruitment advertisements influences identification, perceived inclusion, and the willingness to apply among different age and gender groups. Using sociological perspectives, the study explores how language functions as a carrier of norms and stereotypes, reproducing social categories and expectations within the labor market. The study uses a quantitative survey with a cross-sectional design and vignette technique. The theoretical framework integrates Berger and Luckmann’s social construction of reality, J. Butler’s gender performativity, T. Parsons’ theories on inclusion and C. Gilleard’s social construction of age. The results indicate that age-coded language has a significant impact on identification, where younger respondents identified more strongly with the youth-coded language of the advertisement in comparison to older groups. A strong effect between identification and perceived inclusion could be seen within the older age group. Regarding gender coding, no statistically significant difference could be found between men and women in their levels of identification or perceived inclusion. The analysis shows however, that women’s willingness to apply is, for most examined factors, more strongly influenced by perceived inclusion and identification than men’s. The study concludes that language coding in recruitment advertisements functions as a normative mechanism. These findings contribute to understanding how subtle linguistic signals can sustain demographic division in recruitment processes.