Every job advert tells a story, even when it doesn’t mean to. The words we use to describe roles, teams, and workplaces quietly reveal who we expect to apply — and who we don’t. They shape first impressions long before an interview ever happens. A few words can open a door or close it. Yet, in recruitment, we still underestimate the power of language.
Many employers spend time crafting the perfect job description, outlining the responsibilities, skills, and benefits. But few stop to think about how those words might sound to different people. Research has shown that some language feels subtly gendered, even when it looks neutral on the surface. Terms like “driven,” “assertive,” or “dominant” tend to attract more male applicants, while words like “supportive,” “understanding,” or “collaborative” appeal more to women. It’s not that either set of words is wrong — it’s that they signal what kind of person the company thinks belongs there.
When people read a job advert, they’re not just looking at the role. They’re looking for themselves in it. If they don’t see someone like them in the language, they’re less likely to apply. That’s why gender-coded wording matters. It doesn’t shout exclusion, but it whispers it — and those whispers are often enough to make someone look elsewhere.
Subtle Bias, Real Impact
In 2023, LinkedIn analysed thousands of job posts and found that ads using gender-coded language led to lower response rates from women. In the UK, women make up nearly 48% of the workforce, yet they remain underrepresented in sectors like technology, engineering, and finance, where job descriptions still tend to lean toward masculine-coded phrasing. It’s not just a numbers problem; it’s a cultural one. When language consistently paints a picture of the ideal employee as competitive, dominant, and aggressive, it subtly tells women that they’ll have to change who they are to fit in.
This isn’t only about gender, either. The same patterns of language can discourage people who are neurodivergent, from different cultural backgrounds, or simply less comfortable with self-promotion. A phrase like “must thrive under pressure” might sound motivating to some but alienating to others who see it as a warning that the workplace values stress over support. Inclusive language doesn’t mean diluting ambition — it means describing it in a way that everyone can relate to.
Gender bias in recruitment isn’t always malicious; it’s often habitual. People write job ads the way they’ve always seen them written. That’s why the first step to change is awareness. Once you know that words carry weight, you start to see them differently.
Rewriting Opportunity
Writing inclusively is not about avoiding strong language or ambition. It’s about balance. A good job description is one that speaks to ability rather than identity. Instead of saying a company needs a “natural leader,” describe what that leadership looks like — someone who “guides teams through challenges and helps others succeed.” That small shift changes the image from dominance to collaboration without losing strength.
The same goes for experience requirements. Many studies have shown that women are less likely to apply for a job unless they meet every listed criterion, while men tend to apply even if they meet only some. If a job post lists twenty “essential” skills, it might be unintentionally narrowing the field. Employers should ask themselves which of those skills are truly essential and which could be learned on the job. A shorter, focused description feels more open and honest.
Tone matters, too. Adverts that sound overly competitive — “we only hire the best” or “join a world-class team of top performers” — can come across as intimidating rather than inspiring. By contrast, ads that highlight growth, collaboration, and purpose tend to attract a broader range of candidates. The goal isn’t to lower standards but to invite a wider mix of people who believe they can contribute.
Beyond the Job Ad
Language is only one part of the picture. If a company’s website, social media, or leadership imagery shows only one type of person, that message will drown out even the most carefully written job post. Inclusion has to be consistent across every part of recruitment — from the first line of the advert to the final interview.
When candidates see diversity in action — women leading projects, men taking parental leave, non-binary and transgender colleagues visible in senior roles — it sends a message that inclusion is real, not performative. The job ad then becomes a reflection of an existing culture rather than a promise waiting to be fulfilled.
Transparency helps too. Including clear statements about flexible working, pay transparency, and support for work–life balance can make a role feel more accessible. These aren’t just “nice-to-haves” — they show that the company understands the realities of modern life and values its people as individuals.
The pandemic changed how people think about work. Flexibility, purpose, and belonging now rank as high as salary for many candidates. Employers who fail to reflect that shift in their language risk losing out on talent that prioritises empathy as much as ambition.
Where Change Begins
Change starts with awareness but continues with action. Inclusive language doesn’t write itself — it comes from teams willing to question their assumptions. Reviewing job posts regularly, using inclusive writing tools, and getting feedback from a diverse range of employees can make a real difference.
When recruitment language evolves, it signals something powerful: that inclusion isn’t just a goal; it’s a habit. The words we use shape who applies, who’s welcomed, and ultimately who succeeds. In a world that depends on diverse ideas and perspectives, there’s no such thing as a neutral job advert. Every word counts, and every word can open a door.