It's worth remembering that the number of women in the tech industry tracks pretty well with the number of women in the tech industry training pipeline.
Which is not to say that there are not major problems in industry. Just that there are problems upstream of those.
EDIT: In other words, how you word a job posting definitely has an effect on who applies. It probably doesn't have a huge effect on the decision of a sixteen year old girl considering taking a computer course.
You think that may be contributing to the issue with women in the college pipeline at all?