Creating Effective Job Ads: For Attracting Diverse Talent
Creating Effective Job Ads: For Attracting Diverse Talent
Creating Effective Job Ads: For Attracting Diverse Talent
for attracting
diverse talent.
human forward.
in building a diverse
workforce,
leader
correct legacy practices and processes that
impede your company’s overarching goals.
support
dominant
One of these barriers is failure to attract a
diverse slate of candidates, which can be the
result of a poorly constructed job description.
Researchers from the University of Waterloo in
Canada and Duke University in the U.S. found
interpersonal competitive
understand
evidence that wording in job ads can sustain
gender inequality at a company. Published in
the Journal of Personality and Social Psychology,
their research found that gendered wording
(those with masculine and feminine themes) can
often reinforce institutional biases and maintain
workforce inequality. For instance, words
such as ‘leader,’ ‘competitive’ and ‘dominant’
will more likely attract male applicants while
other terms such as ‘support,’ ‘understand’ and
‘interpersonal’ appeal to female candidates. You
don’t want a candidate to turn away because the
language in the job description did not persuade
them to apply.
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According to CIO, eliminating gender-bias language Furthermore, corporate jargon can also intimidate
in a job description can have a huge impact on time younger applicants from applying for a role,
to fill. Quoting Kiernan Snyder, the CEO of Textio, a according to LinkedIn citing a study conducted by
machine learning platform that augments the writing Business in the Community (BITC), a business-led
of job ads, the CIO publication reported that Textio’s nonprofit based in London. The survey of young
analysis of 50 million job postings revealed that job candidates (ages 16 to 24) found one-third were
descriptions void of gendered language resulted in a discouraged from applying because the job postings
two-week reduction in time to fill. contained language they didn’t understand. Terms
such as ‘KPIs’ and ‘procurement’ were found to be
Another way in which a seemingly innocuous confusing and complicated.
description may discourage applicants is mandating
a degree or certificate rather than asking about
the skills needed to perform the job. According
to Medium, just 5% of computer science degree benefits of inclusive job ads:
graduates are of African heritage and 60% of • attracts more applicants which results in more
Americans don’t have a college degree. Those qualified candidates and faster time to fill
without degrees, however, shouldn’t automatically • ensures a more diversified workforce, which results
be turned away since there are many who possess in better business performance
programming skills but have never graduated (think
• creates a stronger pipeline to promote more
Microsoft’s Bill Gates).
diverse candidates for management positions
• helps your company to meet applicable
government-mandated hiring practices
• documents your effort to reduce job bias
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tools that can help.
Because offending language in job ads can be assesses how well the user has implemented job
so subtle, often hiring managers and recruiters description best practices. Scores are calculated
aren’t aware of the problem. Even with extensive by adding points for content that will attract
diversity and inclusion training, the most aware a broader pool of applicants and subtracting
business leaders may unintentionally discourage points for language that alienates applicants.
some demographics from applying for a
vacancy. This realization has led to a proliferation Similarly, Textio Hire makes suggestions to job
of new tools to help companies address description writers so they can be as inclusive
unconscious bias, especially in the crafting of as possible. By detecting words that may
job postings. These augmented writing tools deter people from applying and suggesting
not only help employers draft descriptions more alternatives, the tool enhances the appeal of
quickly and effectively, but they can also correct postings.
language that can be troublesome.
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five steps for crafting an
inclusive job posting.
1. Keep your postings short, concise and summarize briefly with the goal of
free of jargon. providing more information at the time
of interview or offer?
Shorter descriptions perform better and
attract more applicants, according to Conversely, don’t economize on words
Textio. 0ne study states that consumers’ if you have a compelling story to tell
attention spans aren’t getting shorter, about your brand and culture. If your
but they are becoming more selective. business has been recognized as a top
In other words, unless your long job employer by analysts and media, that’s a
description reads like a selection from feat worth mentioning.
a Shakespeare play, there will be a
significant drop-off in interest if you The most important consideration
insist on having a long posting. is putting yourself in the shoes of
the job applicant. What would they
Rather than creating a novel, strive to want to know about the role and your
keep your job description as relevant as company? What makes you stand out
possible to the candidate. Do they need as an organization? What do you offer in
to know the lengthy background of your terms of training and development and
company or that of every member of career advancement? A well-worded
your executive team? Do you need to description can convey the important
describe in detail every benefit offered aspects of the role without reading like
by your business or can you simply ‘War and Peace.’
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2. Be mindful of gender-biased terms.
It’s not always clear why some words are more gender-
biased while others aren’t. This can be a difficult barrier
to overcome as you develop job descriptions, but there
are steps you can take to minimize unconscious bias in
your process.
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4. Highlight benefits as well as salary since some workers
may value flexible schedules just as much as a competitive
salary.