TIP #1: AVOID SUPERLATIVES OR EXTREME MODIFIERS.
Avoid phrases like “best of the best,” “off the charts,” “world-class,” or “unparalleled.” Research shows that these kinds of superlatives tend to prevent women (as well as many men) from applying. Anyone who has been socialized to downplay their expertise, or to not “toot their own horn,” will be less likely to categorize themselves in these ways, even when they are very highly qualified. Suggested alternatives: “truly innovative”; “a genuine curiosity”; “highly respected”; “excellent, thoughtful, or perceptive [insert type of skills]”; “dedicated or committed to creative problem solving and getting things done.”
Also avoid similar language that describes a singular focus on a narrow set of abilities such as “perfectionists” or “forever tinkering.” Some highly-qualified talent is unlikely to self-identify this way. They would typically like to be able to practice a broader set of valuable abilities and can be dissuaded by this language. Suggested alternatives: “enjoys tinkering and teamwork to arrive at solutions to critical problems” (or any similar kind of combination that describes a broader set of applicable skills).
TIP #2: AVOID GENDER-SPECIFIC PRONOUNS (HE OR SHE).
It may seem obvious, but this kind of mistake is more common than you would think. Rephrase to avoid the need for these pronouns.. Also look for more subtle cases, such as “manpower” or “chairman.” Suggested alternatives: “staffing” or “workforce”; “chair.”
TIP #3: MAKE SURE ALL “REQUIRED” QUALIFICATIONS ARE TRULY REQUIRED AND TRY TO BUILD IN AS MUCH FLEXIBILITY AS POSSIBLE.
Some candidates will take the word “required” more literally than others. In particular, research shows that even when highly qualified, women are less likely than men to apply for a job if they do not have ALL of the required qualifications. Remove any criteria that are not necessary for the job. If some of the required qualifications actually could be learned on the job, move these to a “preferred” list or delete altogether. Also avoid restrictive year requirements (e.g., 5 years experience in…). Instead, include year ranges (3-5 years), indicate that the range is preferred, or do not list a range at all.
TIP #4: AT THE BEGINNING OF THE AD, INCLUDE A SHORT BUT ENGAGING OVERVIEW OF THE JOB.
This overview (1-4 sentences) should include a description of the job’s major function, how it contributes to larger company objectives, and why it is important or how it makes a difference to the company and/or society as a whole (e.g., how does this role contribute to making people’s lives better, solving existing business or social problems). Invitational language such as “Come join a creative team of…..dedicated to……” tends to be particularly effective.
TIP #5: AVOID LONG BULLETED LISTS OF RESPONSIBILITIES OR QUALIFICATIONS.
Long lists like these are difficult to absorb and the minute details tend to mean very little until one is actually in the job. Try to describe the key functions of the job in 5-7 bullets. Grouping 2-3 bullets under larger categories of responsibilities can also be effective (e.g., Technical skills; Management skills; Communication, Presentation, or Relational skills). Try to be consistent in how you format these bullets (e.g., start them all with and introductory phrase such as “will be responsible for…”).
TIP #6: MAKE SURE IMAGERY AND LANGUAGE SIGNAL A BROADLY WELCOMING ENVIRONMENT.
Images and language should include a diverse range of people and appeal to a wide range of interests. Make sure the kinds of things pictured or discussed are not coded in narrow and potentially exclusive ways. For example, things like foosball tables, beer bottles, and Star Trek posters can subtly conjure up masculine stereotypes. It’s not that women do not also like beer, Star Trek, or foosball but a preponderance of these kinds of images or descriptions can convey the sense that this might not be an environment that would “see me as a good fit.”
The examples below are subtler. In these examples, we are not suggesting that one should never use words like “manage,” “resolves,” “analyzes,” “interfaces, ”but that an overuse of these words, especially when referring to interactions with people can depersonalize these and also can be problematic in terms of gendered language.
