Attracting Male Candidates to Female-Dominated Workplaces

For International Men’s Day this year, we thought we’d focus on the challenge of attracting male candidates to industries that are typically dominated by females. While much attention has rightly been given to increasing female representation in male-dominated industries, the reverse challenge often goes unnoticed. Sectors such as early years education, social care, nursing, and administrative support continue to see disproportionately low male participation. Addressing this imbalance is not just about fairness, it’s about unlocking the full potential of a diverse workforce and being more reflective of the communities served.

Understanding the Barriers

To attract more men into these roles, we must first understand the barriers. These often include:

• Stereotypes and societal expectations: Many roles in care, education, and support are still perceived as “women’s work,” discouraging men from applying.
• Lack of visible role models: When men don’t see others like them in a role, it can reinforce the belief that they don’t belong.
• Concerns about perception: Men may worry about how they’ll be perceived by peers, family, or society if they pursue a career in a female-dominated field.
• Recruitment language and imagery: Job adverts and promotional materials often unintentionally reinforce gender norms through language, tone, and visuals.

Strategies for Change

Attracting male candidates requires intentional, inclusive strategies that challenge outdated norms and create welcoming environments for all genders. Here are some practical steps:

1. Audit and adapt recruitment materials
   Review job descriptions, adverts, and imagery to ensure they are gender-neutral and inclusive. Avoid language that may be unconsciously coded as feminine (e.g., “nurturing,” “supportive”) without balancing it with broader, more universal terms like “impactful,” “collaborative,” or “problem-solving”.
2. Showcase male role models
   Highlight stories of men who are thriving in the organisation. Use blogs, videos, and social media to share their journeys, motivations, and the impact they’re making. Representation matters.
3. Offer flexible pathways
   Create entry points for men who may be career changers or returning to work. Apprenticeships, traineeships, and mentoring schemes can help break down barriers and build confidence.
4. Challenge stereotypes through outreach
   Partner with schools, colleges, and community groups to challenge gender stereotypes early. Host career talks, open days, and workshops that present these roles as valuable, skilled, and rewarding for everyone.
5. Foster an inclusive culture
   Beyond recruitment, retention is key. Ensure your workplace culture is genuinely inclusive, with policies and practices that support all genders. This includes addressing unconscious bias, offering equitable progression opportunities, and creating safe spaces for feedback.

Aspire in Partnership can support you with all the above and more by reviewing your current recruitment processes and providing training to recruiters and hiring managers to help you redress the balance.

The Business Case

Gender-diverse teams bring a broader range of perspectives, improve decision-making, and enhance service delivery, especially in people-focused sectors. By actively encouraging men to join female-dominated professions, organisations can tap into a wider talent pool, reduce skills shortages, and better reflect the communities they serve.

Conclusion

Attracting male candidates to female-dominated workplaces isn’t about displacing women. It’s about creating balance, breaking down barriers, and building stronger, more inclusive teams. With the right strategies, you can reshape perceptions and open doors for everyone, regardless of gender. Aspire in Partnership is here to help you do just this, from reshaping your recruitment processes to helping you attract diverse candidates through our range of recruitment services.

Contact Adrian Bird on 07503620816 or Adrian.bird[at]gcemployment.uk to start your inclusive hiring journey.