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Latte’s 3 Top Tips on How to Write Gender-Neutral Job Ads

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To attract the very best talent for your role(s), a key requirement is to write high-performing job ads that are appealing, exciting and inclusive. Candidates want to be able to imagine themselves in this role, which is why the language you use is so important – it creates that image.

According to augmented writing pioneers Textio, using gender-neutral language fills jobs 14 days faster than posts with a masculine or feminine bias, and attracts a more diverse mix of people.

Research shows that people are less inclined to act on job ads that contain phrasing biased against their gender. But how do you actually know if your adverts have a masculine or feminine bias? Thankfully, Latte has got you covered.

Simplify your criteria

Presenting an exhaustive list and skills needed for a job may seem like the best way to attract the right candidate, but it can also have a negative impact.

A Hewlett Packard report found that men will apply for a job if they meet 60% of the requirements, whereas women and non-gender conforming candidates will only apply if they meet 100%, meaning the longer the list of requirements, the less likely you are to attract a range of applicants.

A way to include extra requirements but still attract a varied talent pool of people could be to state certain points as ‘desirable but not essential.’ And to promote the importance of training and development within your organisation.

Publicise your values

Stating your commitment to fostering an inclusive and dynamic work environment (and showcasing any case studies or examples of where you have done this) is a great way to attract diverse talent. Emphasising how your agency promotes this kind of culture will make individuals feel more welcomed and supported.

Things like detailing the diversity of your leadership team, highlighting role models within your company, and sharing any measures you’ve taken to increase diversity will be advantageous.

Check your vocabulary

Words such as active, competitive, dominate, decisive, fearless, and objective are often considered to be masculine. Words like community, dependable, responsible, committed, empathetic, and supportive are seen as more feminine.

A job advert for a manager who will ‘lead a team’ could put women and non-binary applicants off who are less likely to boast about their attributes in this kind of manner. Instead, you could say something like ‘you will develop and nurture your own team’.

To avoid any unconscious bias, it is wise to review the language used and adjust where you can. This can be tricky and time-consuming – tools like Gender Decoder can help scan adverts and highlight gender bias to help with the process. Using a combination of both feminine and masculine orientated words connotes an inclusive working environment.

Whilst it may be tempting to entice candidates with catchy buzzwords like ‘guru’ or ‘superstar’, it may have the opposite effect and actually deter some really great applicants who don’t believe they fit with these descriptions. Simple titles may not be as interesting, but you are ensuring that you’re not excluding people.

We understand that, on top of your already busy day job, writing job ads and going over them with a fine toothcomb may not be a viable option. If you are an agency or brand that are hiring within the PR, digital or social space, why not grab a virtual coffee with us and find out how Latte can help alleviate your recruitment burden?

Written by Chantelle Brown, PR Recruitment Consultant – Latte.

Want to improve your recruitment strategy & employer brand experience? Contact Dean Connelly from Latte on 07544 431 759 | [email protected]

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