6 Ways Language in Job Adverts Impacts Applications

How Language in Job Adverts Impacts Applications

Did you know that the words you use in job adverts can significantly affect who applies? It’s not just about sounding professional or listing requirements—it’s about how the language feels to potential candidates.

The language in job adverts can either invite a wide range of applicants or unintentionally exclude certain groups. And here’s the kicker: You might not even realise it’s happening.

Let’s explore how the words you choose can shape application rates and recruitment outcomes.

Why Language Matters in Recruitment

Job adverts are your first opportunity to connect with candidates. The language you use sets the tone and communicates your client’s values, culture, and expectations.

But here’s the tricky part: Certain phrases or word choices can unintentionally discourage people from applying. This isn’t about being overly cautious—it’s about making job adverts more inclusive and appealing to a broader audience.

When language in job adverts is too narrow, biased, or unclear, you risk:

• Lower Application Rates: Candidates may feel they’re not the “right fit” and won’t bother applying.
• Missed Diversity Opportunities: Exclusionary language can alienate diverse talent.
• Weakened Employer Branding: Adverts that lack inclusivity can reflect poorly on your client’s company.

Language matters more than you might think—it can make or break your recruitment efforts.

6 Ways Language in Job Adverts Impacts Applications

1. Gendered Language

Words like “ninja” or “rockstar” might seem trendy, but they often have a masculine tone. Similarly, terms like “nurturing” can lean feminine.

Gendered language can unintentionally signal that a role is better suited for one gender, discouraging others from applying. Neutral terms like “team member” or “specialist” work better.

2. Exclusionary Requirements

Listing unnecessary experience or education requirements can exclude qualified candidates who don’t meet overly specific criteria.

For example, do you really need “5+ years of experience” for the role? Reassess what’s truly essential and phrase it inclusively, such as “Experience in [X] is preferred but not required.”

3. Age-Biased Phrases

Terms like “digital native” or “young and energetic” are red flags for age bias. They can discourage experienced candidates from applying, even if they’re perfectly qualified.

Instead, focus on skills and qualifications without referencing age.

4. Ableist Language

Words like “fast-paced” or “must be able to stand for long periods” can unintentionally exclude talented individuals with disabilities.

Be mindful of how you describe job requirements, and ensure they don’t alienate potential candidates.

5. Overly Aggressive Tone

Adverts that use words like “dominate,” “competitive,” or “killer instinct” can feel unwelcoming to collaborative, team-oriented candidates.

Instead, opt for language that reflects a supportive and inclusive work environment.

6. Unclear Messaging

If job adverts are filled with jargon or vague descriptions, candidates may struggle to understand what’s expected of them.

Clear, straightforward language ensures candidates know what the role entails and feel confident in applying.

The Cost of Exclusionary Language

When job adverts aren’t inclusive, the consequences can be significant:

• Smaller Talent Pools: You miss out on qualified candidates who feel excluded by the language used.
• Reduced Diversity: Exclusionary language limits your ability to attract a diverse range of talent.
• Damaged Reputation: Candidates notice when job adverts don’t reflect inclusivity, which can harm your client’s employer brand.
• Longer Time-to-Hire: Fewer applicants mean roles stay open longer, increasing recruitment costs.

Inclusive language isn’t just a “nice to have”—it’s critical for effective, equitable recruitment.

What If Inclusive Job Adverts Were Easy?

Imagine if you could quickly identify and fix biased language in your job adverts. Instead of spending hours analyzing every word, you’d have a tool that does it for you, ensuring adverts are inclusive and impactful.

That’s exactly what TalentKoala’s Inclusivity Tool offers.

How TalentKoala’s Inclusivity Tool Helps

TalentKoala’s Inclusivity Tool is designed to eliminate unconscious bias in job adverts, making them more appealing to a diverse audience.

Here’s how it works:

• Scans for Bias: The tool identifies language related to gender, age, experience, education, and ableism that could unintentionally exclude candidates.
• Suggests Neutral Alternatives: It provides recommendations for more inclusive phrasing, ensuring your adverts resonate with a wider audience.
• Supports Diversity Recruitment: By removing bias, the tool helps increase the diversity of your applicant pool.
• Improves Candidate Experience: Inclusive language creates a welcoming tone, encouraging more candidates to apply.

With TalentKoala, you can ensure every job advert aligns with diversity, equity, and inclusion (DEI) goals.

The Benefits of Inclusive Language

When job adverts use inclusive language, the results speak for themselves:

• Higher Application Rates: Inclusive adverts attract a broader range of candidates.
• Improved Diversity: A more diverse talent pool leads to better hiring outcomes.
• Enhanced Employer Branding: Adverts that reflect inclusivity strengthen your client’s reputation.
• Faster Hiring: More applications mean roles are filled quicker, improving client satisfaction.

Inclusive language isn’t just good practice—it’s a game-changer for recruitment agencies.

Ready to Make Every Word Count?

The language in job adverts has the power to shape your recruitment outcomes. With TalentKoala’s Inclusivity Tool, you can ensure every advert is engaging, inclusive, and effective.

Learn more about the Inclusivity Tool or Book a Demo today.

Start creating job adverts that attract diverse, top-tier talent—and transform your recruitment process in the process.