Using inclusive job ads for more diverse teams

The power of language is often underestimated. It is an important lever with which consciousness and reality can be changed. We have all been socialised in certain ways and understand words according to patterns we have memorised. For example, the word "compassionate" is perceived as a feminine attribute, and "ambitious" as more of a masculine attribute. "Outstanding" and "young and dynamic" are also words that are perceived differently by people depending on their gender, origin or age, and can evoke unconscious stereotypes.

Stereotypes in job advertisements

Unconscious perceptions can also be identified in job adverts. Studies from the USA and Germany show that 70 percent of job advertisements are formulated in such a way that they are less attractive to women or can even be off-putting. In the STEM fields (science, technology, engineering and mathematics), as many as 92 percent of job ads are written in such a way that they come across more negatively to women. As a result, fewer qualified people can identify with the job advertisement and many people consequently do not apply. Neutral, fair communication in job ads, on the other hand, provides identification opportunities for everyone. Inclusive language shows appreciation and appeals to more people, which can ultimately lead to a more inclusive team and a more diverse organisation.

Two text analysis tools for all ETH employees

In order to create appealing job advertisements, various programmes have been developed that highlight problematic terms and help writers replace them with more inclusive words. At ETH Zurich, two text analysis tools are being tested as part of a pilot project running until October 2022.

The text analysis tools "Textio" for English and "Witty" for both German and English job ads are available to all ETH employees. Learn more and try them out.

"Textio" compares the text of a job ad with similar job ads and gives feedback on which adjustments can statistically improve the number of applications from talented people with diverse backgrounds.

In addition, a pilot is running in collaboration with the Swiss company Witty Works. Witty Works offers a browser plugin that recognises unconscious linguistic stereotypes and supports people with inclusive writing (newsletters, social media, communication in general, etc.).

Currently, selected German job advertisements from the Executive Board and Central Bodies are additionally edited by professional copywriters from Witty Works.