Google’s job seeking algorithm system is sexist.

If you type CEO into your Google image search bar, you wont be surprised to see that the first twenty searches are for white males.

We still have a few steps to take in order to reach equality. Source: Pexels.

Female job seekers are less likely to be shown high paying job advertisements than men and Google is making sure it stays that way.

Recent research from Carneige Mellon revealed that Google is displaying jobs for executive positions, paying over $200K annually, roughly 2,000 times to male job seekers and only 318 times to females, which raises concerns as to the fairness of targeted online advertising.

The research team created 17,370 fake job profiles for both men and women through their automated testing rig AdFisher. They then documented and analysed the data presented to both genders and were shocked by the astounding difference in the results.

Google argues that their searching system is extremely complex and takes into account various factors such as personal search history and internet activity. Advertisers are also able to buy and target their ads, which means it’s hard to pin whether Google has targeted these ads towards males or if the independent job search companies are to blame.

However the research was conducting in a way to avoid these factors. Each profile was made exactly the same, their internet activity and personal information was all identical. The only difference noted was their gender.

A spokeswoman for Google said: “Advertisers can choose to target the audience they want to reach, and we have policies that guide the type of interest-based ads that are allowed.”

Google also revealed that there is an option to opt out of behavioural advertising if users wish to do so, however the study outlined that this process was not transparent and that regardless of this ‘hidden’ option, the process of targeted advertising still constitutes as discrimination.

Anupam Datta, associate professor of computer science and computer engineering and co-author of the study, agrees that discrimination is present and believes research tools such as Adfisher are important to monitor the online ecosystem.

Type in CEO to Google and you will only see white males. Source: Pexels

"Many important decisions about the ads we see are being made by online systems," Datta said. "Oversight of these 'black boxes' is necessary to make sure they don't compromise our values."

It’s not just women that are being left in the dark when it comes to job opportunities, but also people suffering from a disability or substance abuse problem. Carneige Mellon’s research showed that people who had recently visited sites to do with the above were shown different ad listings on their user account, which also included links to rehabilitation centres.

“One possible reason why Google served Watershed’s ads could be remarketing, a marketing strategy that encourages users to return to previously visited website,” said the authors of the study.

Discrimination in print, television and radio advertising has always been present. Companies will target their product towards a certain demographic and do so in an obvious manner, however in the world of online media, targeted advertising can go unnoticed and when it comes to online job listings many people believe that equality should be put into practice and equal opportunity for the sexes needs to be paramount.

“I think our findings suggest that there are parts of the ad ecosystem where kinds of discrimination are beginning to emerge and there is a lack of transparency,” said Professor Annupam Datta. “This is concerning from a societal standpoint.”

What's your opinion on the matter? Have your say!

CSU Students have their say about equality within the workforce.

#News