How to Write Job Ads That Don't Discourage Qualified Women From Applying
Research shows wording alone can shrink your applicant pool — here's how to avoid it.
Studies on job posting language have found that certain wording patterns correlate with fewer applications from women, even for roles they're fully qualified for.
What to watch for
Long lists of "must-have" requirements tend to discourage applicants who don't check every box, a pattern documented more strongly among women applicants. Aggressive or overly competitive language ("rockstar," "ninja," "crush it") can have a similar effect.
What tends to work better
Separate "required" from "nice to have" clearly and keep the required list genuinely short. Use collaborative rather than combative language, and mention flexible work options explicitly if they exist.
Test your posting
Free online tools can scan job ad text for gendered language patterns — worth a quick check before publishing a posting for a role you want a broad pool for.