Writing for Inclusion – How to Widen Your Talent Pool Without Compromise

Words matter. The way we phrase opportunities can either invite or exclude. And while the intent may be neutral, the impact often isn’t.

According to LinkedIn research, 60% of qualified women choose not to apply to roles that use overly masculine language. That means you could be unintentionally cutting your talent pool in half just by how your job ad sounds.

The Power (and Risk) of Language
Let’s be clear: certain words send signals, whether we realise it or not.

Words that alienate:
• “Rockstar”
• “Ninja”
• “Aggressive”
• “Dominant”
• “Thrive in a high-stakes battlefield”

These terms often correlate with a hyper-masculine, exclusionary tone.

Words that invite:
• “Collaborative”
• “Driven”
• “Curious”
• “Supportive”
• “Results-oriented”

These words tend to appeal broadly and encourage diversity.

How to Write Inclusively Without Compromising Standards
Inclusion isn’t about lowering bars. It’s about removing barriers. Here’s how:
• Use gender-neutral language (e.g., "they" instead of "he/she").
• Focus on essential skills rather than "nice to haves."
• Highlight values and behaviours, not stereotypes.
• Showcase flexible work options or supportive policies if applicable.

Level Up’s Role
We’ve helped clients audit and rewrite hundreds of job ads to remove bias and appeal to a diverse audience. We combine data-driven insights with language expertise to ensure your ads:
• Attract qualified candidates from all backgrounds
• Improve your employer brand reputation
• Help you build stronger, more innovative teams

"Expand your reach but don’t dilute your standards. The right words invite the right people." In the final instalment tomorrow, we’ll wrap up with tips on using technology to streamline your recruitment process and measure success.