When it comes to attracting great candidates, what you say—and how you say it—matters more than you might think. The language used in your job ads directly affects who feels encouraged to apply and who decides to scroll past. From gender-coded words and industry jargon to tone and inclusivity, small shifts in wording can make or break the diversity and quality of your candidate pool and can impact a candidate’s decision to apply.

Here’s how to write smarter, more inclusive job descriptions—and why it’s worth your time.

Gendered Language: The Subtle Cues

Seemingly small word choices can send gender-coded signals that affect who feels encouraged to apply. Many job ads unintentionally lean toward masculine or feminine language. Terms like “competitive,” “driven,” or “dominant” tend to skew male, while words like “supportive” or “nurturing” are seen as more female-coded. This might seem harmless, but research shows that women are less likely to apply to roles using masculine-coded language, even when they’re perfectly qualified.

The solution? Aim for gender-neutral language. Instead of “he will lead the team,” go with “the successful candidate will lead the team.” Tools like gender-decoder apps can help you spot problematic words. Using inclusive language broadens your reach—and shows candidates that your workplace welcomes all.

Jargon and Buzzwords: A Barrier in Disguise

While some industry terms are necessary, too much jargon or internal language can alienate candidates—especially those transitioning from another industry or just starting out. Phrases like “rockstar,” “ninja,” or “wears many hats” might feel fun or edgy, but often confuse or turn off job seekers. And when people don’t understand the ad, they’re unlikely to apply.

Instead, use clear, direct language. If a role requires technical skills, list them plainly—avoid acronyms unless they’re widely understood. This doesn’t mean dumbing things down; it means making your post readable and relevant for the people you want to reach.

Tone: Finding the Sweet Spot

Tone plays a big role in shaping how your organisation is perceived. Too formal, and your job ad may sound cold and bureaucratic. Too casual, and it might feel unprofessional or unclear. Most candidates respond well to a neutral-professional tone—clear, respectful, and friendly. According to a LinkedIn survey, 76% of candidates reported a positive impression of companies with job descriptions written in a neutral tone.

Write as if you’re speaking directly to a potential teammate. “We’re looking for someone who enjoys solving problems and working closely with others,” lands better than, “The incumbent will be responsible for cross-functional collaboration.” Be approachable, but keep it aligned with your company culture.

Inclusive Language: Welcoming a Wider Pool

Inclusivity goes beyond gender. Language around age, ability, culture, and education also plays a role in who feels like they belong. Phrases like “digital native” or “recent graduate” may unintentionally exclude older applicants. Requiring a “native English speaker” when fluency would suffice can deter highly qualified candidates.

Instead of focusing on traits tied to demographics, focus on the skills and outcomes needed for the job. For example, say “proficient in written and spoken English” rather than “native speaker.” And where appropriate, include a statement about your organisation’s commitment to inclusion—it can make a real difference.

Requirements: Keep It Focused

One common mistake is listing every possible qualification and calling it a requirement. This can discourage applicants, especially those from underrepresented groups. Studies show that women, in particular, tend to apply only when they meet 100% of the listed criteria, while men will often apply with closer to 60%.

Be honest about what’s essential. Label anything else as “nice to have” or leave it out. The goal is to invite strong, motivated candidates—not to build an unrealistic checklist that only a few can meet.

Practical Tips to Apply to Your Job Descriptions

• Check for gendered words and replace them with neutral alternatives.
• Avoid unnecessary jargon—write for clarity, not cleverness.
• Aim for a friendly, professional tone that reflects your actual culture.
• Focus on skills, not stereotypes—watch for language that might exclude based on age, race, ability, or background.
• Limit requirements to what’s truly needed—keep the must-haves short and clear.

Why This Matters

Your job ad is often the first impression a candidate gets of your organisation. In a competitive job market, well-written, inclusive job descriptions don’t just reflect better hiring practices—they also improve your chances of attracting the right people.

The best candidates might not apply just because they’re qualified—they’ll apply if they feel like they belong. Your language sets that tone from the start.