AI drafting in job ads: human oversight essential to ensure social mobility inclusion

The language used in job advertisements can significantly shape the applicant pool. Organisations interested in improving diversity and inclusion in their recruitment process need to understand the importance of considering the potential impact of the language used. When drafting a job advertisement, it is particularly important to review the language from the perspective of the candidates the employer aims to attract, and evaluate whether the language used will evoke a positive response in and encourage these candidates to apply for the role, or will create a negative reaction. Sometimes, the negative effect could cause unintended consequences, for example employer reputational damage in both the short and long term.

Language and perception

In today’s globalised world, diversity and inclusion (D&I) in the workplace have become increasingly important. While D&I initiatives aim to promote equality, the language used in job advertisements can often unintentionally exclude certain groups.

A study by Develop Diverse found that when just 0.6% of the words in a job advert are biased, it is enough to stop a candidate from applying. For instance, a recent job listing invited applicants from “working-class, benefit class, criminal class and/or underclass” backgrounds. This language, although well-intentioned, received a strong backlash and a negative response in the media, potentially discouraging the very individuals it aimed to attract.

The power of review

The perspective of the audience is crucial when reviewing communications. There are cases where organisations have successfully revised their language after considering the viewpoint of their target audience, leading to a more diverse pool of applicants.

For example, as part of the UK government’s effort to boost female representation in science, technology, engineering, and maths (STEM) careers, it has trialled the use of gender-neutral language to define STEM apprenticeships to encourage more women to apply. These adverts removed references to his and her, and also struck a better balance of words judged to be masculine, such as “determined” and “boasting”, with feminine ones, such as “co-operative” and “empathic”. This is a clear example of an organisation revising its language after considering the viewpoint of their target audience.

The role of AI

AI plays an increasingly important role in drafting communications. According to a survey by job search website iHire, only 48.6% of employers think their job ads are effective and the most challenging aspect of creating a job advert is knowing what information to include to attract the right talent. The job search site also said that there are several ways AI can help save time writing job postings and improve effectiveness. For example, AI can analyse industry trends and identify the most relevant keywords to include in job ads, optimise postings for search engines, and increase their visibility to potential candidates. AI can also help write different sections of the job ad, such as the company description, job description, requirements and qualifications, and benefits and rewards.

However, it is important to recognise that AI tools lack the ability to understand cultural nuances and can perpetuate biases if not properly supervised. Therefore, human oversight is essential to ensure the language used is inclusive and inviting.

Active inclusion

Efforts to include talent from all parts of society in the recruitment process should not be deterred by the fear of using the wrong language. Instead, this should motivate continuous learning and improvement in communication strategies.

As general guidance, an inclusive job advert uses language that does not discriminate against women, LGBTQI+ people, people with disabilities, people of colour, or other protected groups. It’s also a good practice to emphasise diversity in the workplace, by ways such as including a company mission statement declaring that they encourage applications from underrepresented job seekers. This is an example of active inclusion in job adverts.