In today's competitive job market, attracting top talent requires more than just a catchy job title and a competitive salary. Companies are increasingly recognizing that a diverse workforce is a key driver of innovation, problem-solving, and long-term success. But before you can build a diverse team, you must first create an inclusive hiring process, and that journey begins with the job advertisement itself.
A job ad is your company's first impression on a potential candidate. It’s a powerful tool that can either welcome a wide range of applicants or, often unintentionally, deter them. Using biased or exclusionary language can significantly narrow your talent pool, causing you to miss out on exceptional candidates who don't fit a traditional, narrow mold. In this comprehensive guide, we'll explore the common pitfalls of biased language and provide actionable strategies to help you write job ads that are truly inclusive, appealing to a diverse and qualified audience.
Biased language in job ads is often subtle and can creep into a post without anyone noticing. It typically falls into several categories, each targeting a different group and signaling that they may not belong. Recognizing these biases is the first and most critical step toward writing a better, more inclusive ad.
1. Gender-Coded Language: Certain words are unconsciously associated with masculine or feminine traits. Using these words can make an ad less appealing to a specific gender.
Masculine-coded words to avoid: aggressive, dominant, competitive, fearless, guru, rockstar, ninja, driven, ambitious, leader.
Feminine-coded words to avoid: supportive, collaborative, nurturing, cooperative, sensitive, empathetic, friendly, interpersonal. Instead of using words that suggest a certain gender is required for success, focus on the actual skills needed. For example, rather than "driven and aggressive sales leader," try "proactive and results-oriented sales leader."
2. Age-Biased Language: Words and phrases can unintentionally suggest a preference for younger or older employees. This type of bias can limit your pool of experienced professionals or, conversely, deter younger candidates.
Words to avoid: digital native, young and energetic, fast-paced, new blood, extensive experience, mature, seasoned, veteran. Instead, describe the specific experience level needed. For example, "extensive experience" can be replaced with "5+ years of experience," which is objective and clear.
3. Ableist and Neurodiversity Bias: Language that assumes a certain level of physical or cognitive ability can exclude qualified candidates. Phrases like "stand for long periods" or "able to handle a fast-paced environment" can be barriers for people with disabilities or those with different cognitive processing styles.
Words to avoid: walk, stand, heavy lifting, hustle, high-energy, go-getter. Be precise about the physical requirements. If a job truly requires lifting, specify the weight and frequency. For roles that demand a quick response, describe the need for efficiency and prioritization rather than a high-energy "hustle culture."
4. Racial, Ethnic, and Socioeconomic Bias: This form of bias is less about specific words and more about the cultural assumptions embedded in the ad. For example, requiring a "prestigious university degree" can exclude candidates from different socioeconomic backgrounds who may have acquired equivalent skills through different avenues.
Phrases to avoid: prestigious university degree, professional appearance, must have a strong command of the English language (unless it's a critical requirement for a writing-heavy role). Instead, focus on the specific knowledge and skills needed, not the institution where they were acquired.
Now that you can identify biased language, here are five steps to help you write an inclusive job ad that attracts a diverse pool of talent.
1. Focus on the 'Why,' Not Just the 'What': Start your ad by explaining the company's mission and the impact of the role. Instead of a dry list of tasks, describe how this position contributes to the company's goals and what the successful candidate will achieve. This storytelling approach is more engaging and helps candidates see themselves as part of a larger purpose.
2. Prioritize Essential Skills Over "Nice-to-Haves": A long list of requirements can be a major deterrent, especially for female applicants and people from underrepresented groups who often feel they must meet every single qualification to apply. Break your requirements into two lists:
Must-Haves: The core, non-negotiable skills and experiences. Keep this list short and focused on what is truly essential to perform the job.
Nice-to-Haves: Desirable but not mandatory skills. Use phrases like "bonus points for" or "experience with X is a plus." This encourages a wider range of applicants to feel confident applying.
3. Embrace Neutral and Inclusive Language:
Job Titles: Avoid gendered titles like "foreman" or "salesman." Use neutral alternatives like "supervisor" or "sales associate." For ambiguous titles, you can use "he/she/they" or rewrite the sentence to avoid pronouns altogether.
Pronouns: Instead of "The ideal candidate must manage his team," use "The ideal candidate must manage their team," or simply, "The ideal candidate will manage a team."
Descriptive Language: Use words that are universally appealing and descriptive. Replace "rockstar developer" with "exceptional developer," and "fast-paced" with "dynamic" or "agile."
4. Showcase Your Commitment to Diversity and Inclusion: An explicit and genuine commitment to diversity in your job ad is not just a legal requirement—it’s a powerful signal.
Equal Opportunity Statement: Include a clear and prominent Equal Opportunity Employer (EOE) statement. Don't just copy and paste a generic one; personalize it to reflect your company's values.
Company Culture: Talk about your company’s culture of inclusivity, mentorship programs, or Employee Resource Groups (ERGs). This shows that your commitment goes beyond just words on a page.
5. Review Your Ad with an Objective Eye (or Tool): Once you’ve drafted your ad, read it aloud to catch any awkward phrasing. Better yet, use an AI-powered tool designed to detect biased language. These tools can scan your text for gendered words, age bias, and other exclusionary phrases, providing suggestions for more inclusive alternatives.
Writing inclusive job ads isn't just about being a good corporate citizen; it's a smart business strategy. A diverse workforce leads to measurable benefits that directly impact your bottom line.
Increased Innovation: Diverse teams bring a wider range of perspectives, experiences, and problem-solving approaches to the table, leading to more innovative solutions.
Improved Decision-Making: Studies show that diverse teams make better business decisions up to 87% of the time, as they are less prone to groupthink.
Enhanced Company Reputation: Companies known for their inclusive hiring practices are more attractive to top talent and have a better public image, leading to increased customer loyalty and brand value.
Higher Employee Engagement and Retention: A diverse and inclusive workplace where employees feel valued and respected fosters higher engagement, morale, and long-term retention.
Let's put these principles into practice with a common job ad and an inclusive rewrite.
The "Before" Ad (Biased):
Aggressive Sales Rock star
We're looking for a driven, young sales ninja to join our fast-paced, competitive team. You'll need to be an ambitious go-getter with a proven track record of dominating the market. We require a bachelor's degree from a top university and 5+ years of extensive experience. Must be able to handle pressure and hit the ground running.
The "After" Ad (Inclusive):
Sales Manager
We are seeking a results-oriented Sales Manager to join our dynamic team and drive growth. In this role, you will be responsible for leading a team, developing sales strategies, and building strong client relationships.
What You'll Bring:
A strong history of success in sales, with 5+ years of experience.
Excellent communication and team leadership skills.
Ability to develop and execute strategic sales plans.
Experience with CRM software is a plus.
About Our Company: We are committed to fostering an inclusive and supportive work environment where everyone can thrive. We value diverse perspectives and are dedicated to helping our employees grow professionally. We are an Equal Opportunity Employer.
The "After" ad is not only more inclusive but also more professional, descriptive, and ultimately, more effective at attracting a wide range of highly qualified candidates.
The shift toward inclusive hiring is a critical step in building a resilient and innovative company. By thoughtfully crafting your job ads, you can remove unintentional barriers and signal to a diverse pool of talent that your company is a place where they can truly belong and succeed. It takes a conscious effort, but the benefits—from better hires to a stronger company culture—are well worth it.
