This is an excellent piece of work from Kat Matfield:
Without realising it, we all use language that is subtly 'gender-coded'. Society has certain expectations of what men and women are like, and how they differ, and this seeps into the language we use. Think about "bossy" and "feisty": we almost never use these words to describe men.
This linguistic gender-coding shows up in job adverts as well, and research has shown that it puts women off applying for jobs that are advertised with masculine-coded language.*
This site is a quick way to check whether a job advert has the kind of subtle linguistic gender-coding that has this discouraging effect.