The words in a job posting shape who applies before a single resume comes in. A 2025 study published in the Proceedings of the National Academy of Sciences found that replacing masculine-coded language in job ads measurably increased the gender diversity of applicant pools, confirming that small wording choices carry real weight.
A job description is often the first signal candidates get about whether they will be welcome there. Get it wrong, and you quietly narrow your talent pool before recruiting even begins, often without realizing it, since nobody sets out to write an exclusionary posting on purpose, and the effect can compound across every role you post afterward.
A few practical changes make a real difference:
- Swap masculine-coded words like “aggressive” or “dominant” for neutral alternatives such as “proactive” or “results-driven”
- Trim long requirement lists down to what is genuinely essential, since lengthy lists discourage qualified candidates who do not check every box
- Use gender-neutral terms for roles and pronouns, such as “salesperson” instead of “salesman” or “they” instead of “he or she”
- Avoid coded phrases like “recent graduate” or “digital native,” which can quietly signal an age preference
- Describe specific behaviors and responsibilities instead of vague personality traits, which reduces ambiguity for every applicant
None of this means diluting your standards. It means describing the actual job clearly enough that the right candidates recognize themselves in it, regardless of background, rather than accidentally filtering them out with wording nobody meant as a barrier.
Writing an inclusive job description takes a bit more care up front, but it pays off in a wider, stronger pool of applicants from the very first posting, and that advantage compounds every time you hire.
