Diversity and inclusion and an augmented writing platform

Diversity and inclusion and an augmented writing platform

Reaching their diversity and inclusion goals is something countless companies strive for. Not only because it’s something society asks for, but also because it positively impacts revenue, employee satisfaction and the company’s reputation. But we know that this is not an easy goal to reach, and that the recruitment process plays an important role here. More specific job descriptions can really make a difference, so an augmented writing platform can be a big help for recruiters. But what is an augmented platform? And what does Textmetrics have to offer when it comes to this innovation?

What is an augmented writing platform?

An augmented writing platform offers you a number of tools that help you write better, more powerful content so you can reach your goals. It can be best described as a technology that serves as a writing coach. In terms of job descriptions, an augmented writing platform can, for example, give you suggestions for more inclusive language while you’re writing. This helps you eliminate gender and age bias from your job posts. In addition, it can give you suggestions for the best tone of voice to use and ways to reduce the difficulty of the words you use, making sure you write at B1 level, for example. That way, you’ll know for sure that your job descriptions aren’t too complex and are understandable for most of your target group.

Textmetrics – Augmented writing platform 

Textmetrics offers a full augmented writing platform to help you create more diverse, inclusive and on-brand content. Our tools use algorithms based on artificial intelligence to read and analyze your content and provide you with real-time suggestions for improvements. As previously mentioned, these improvements include: 

  • using more inclusive language; 
  • eliminating gender and age bias;
  • using the right tone of voice for your brand;
  • and limiting the number of difficult words used, which can make your content too complex and put off potential candidates.

And there’s more. The augmented writing platform offered by Textmetrics can also analyze how well your content—in this case, job descriptions—scores on SEO and indicate what needs to be done to increase their findability on Google. 

Textmetrics’s augmented writing platform doesn’t just make writing your job descriptions a lot easier or save your recruiters time. It also increases the likelihood that more qualified people will apply since your optimized job descriptions will help you reach a much larger portion of your target group than you have so far. What more could you possibly want?

Reduce gender bias for a more diverse workforce

Reduce gender bias for a more diverse workforce

Diversity and inclusion in the workforce come in a number of ways. Gender diversity is one of them, and one that still needs some work. Politically, it’s high on the agenda. Companies want more women in leadership roles. While that’s an admirable goal, it’s one that seems to be hard to reach. And it’s not just a problem in leadership roles. It’s no secret that some industries are dominated by men, and even though companies in these industries say they want a more gender-diverse workforce, little progress seems to have been made so far. So, what can these companies do to speed up their progress?

The gender bias

How inclusive and diverse a workforce is, is linked to the recruitment process. For some reason, in some industries, companies mostly hire men. Gender bias plays an important role here. Gender biases are simplified judgments we make about the characteristics of jobs and the ideal candidates for them. For example, recruiters might think that analytical thinking and emotional thoroughness are typical characteristics of engineers working in construction, so they label these as typically male traits. As a result, recruiters may unconsciously be looking for male candidates. 

Gender bias and gendered language 

Gender bias during the recruitment process doesn’t only occur during the selection process. It starts long before that, with the job descriptions that recruiters write. They use male-coded language that puts women off applying for certain jobs. For example, the job descriptions may contain words like “dominant” and “analyze”, which mostly appeal to men. Research shows that gender bias is stronger in more stereotypically male industries, and chances are that in these job descriptions, there is some gender decoding that needs to be done. 

How innovation can help

If you want a more gender-diverse workforce, you need to let go of the thought that there “just aren’t that many women who want to work in IT or construction” and look at how biased your recruitment process unintentionally is. A good way to start is by looking at the gendered language used in your job descriptions. At Textmetrics, we can help you do just that. We offer an innovative augmented writing platform that uses AI algorithms to help you write job descriptions using a more gender-neutral tone of voice and words that appeal to both men and women. Because when an equal group of candidates apply, it’s a lot easier to discover what women have to offer.

Augmented writing platforms and divers and inclusive recruitment: how does it work?

Augmented writing platforms and divers and inclusive recruitment: how does it work?

To know how augmented writing platforms can be of help in recruitment, and more specifically in preventing gender bias in writing job descriptions, you first need to know what augmented writing tools are. Augmented writing can best be described as a technology that serves as a writing coach, a virtual assistant to write job descriptions. An augmented writing tool analyzes the words you use in your, in this case, job descriptions and gives suggestions for more diversity and inclusion, for example. It ensures that your job post is not only aimed at men but women as well, preventing gender bias. The tone of voice and difficulty of the words you use are also things these tools can give you suggestions for. 

But how do augmented writing platforms work to optimize job descriptions for diversity and inclusion? What problems do they help you solve?  

The problems recruiters face in optimizing job descriptions, without augmented writing platforms

As a recruiter, you may have noticed that writing job descriptions that convince a large group of skilled candidates to apply is not always an easy thing to do. There are a few reasons why it’s hard to reach your target group. Many job descriptions have a more masculine tone of voice (gender bias), which makes it hard to reach the women in your target group. The use of too much jargon is another common issue. Possible applicants need to be able to understand what you’re saying and looking for in a candidate if you want them to apply. 

How can augmented writing tools help you here?

How augmented writing platforms work in recruitment

Augmented writing platforms use artificial intelligence to help you use the right words in your job descriptions. Words that appeal to both men and women, and words that aren’t too difficult to understand. What augmented writing tools don’t do is replace you as a writer. You need to think of them as a supplement, not a standalone, in the process of writing better job descriptions. You need them to reach a larger part of your target group: say 80% instead of the 40% you reach now. Especially if used in combination with writing training, augmented writing tools can help you lift the quality of your job descriptions from good to excellent.

At Textmetrics we offer an augmented writing platform that use algorithms based on artificial intelligence to help you write better job descriptions. Your job post will have a more gender-neutral tone of voice and will use less jargon. We’d love to tell you more about how they can make a difference in your recruitment process!

Capterra names Textmetrics 3rd best Dutch software product

Capterra names Textmetrics 3rd best Dutch software product

The Netherlands is well represented in the software world. Besides many Forbes-2000 companies like Cisco, Oracle, Google, Microsoft and Huawei that are based in this country, there are also many software companies with Dutch roots. Of these companies listed on Capterra, made in NL, we highlight ten that stand out according to user ratings.

Dutch software sector is well represented

The Dutch software sector is a driving force for the country’s economy and contributes about 3% to the GNP. The number of software companies in this country is large—about 27,000 according to research by ABNAMRO.

Dutch software vendors are also well represented on our site. That is why Capterra decided to investigate which Dutch software products on our site are best rated by business users. To be considered for this list the product had to meet the following requirements:

  • The software was developed in the Netherlands;
  • The head office is located in the Netherlands;
  • The software product has a minimum of twenty reviews that are no older than two years;
  • The product has a minimum score of four out of five stars.

Of all the candidates that meet the above criteria, we have highlighted the ten software products that have the best overall score (find the full methodology at the bottom of the article). The overall score is the overall rating of the product.

10 best Dutch software products according to users (in alphabetical order)

  1. Channable
  2. Easygenerator
  3. Easy LMS
  4. Momoyoga
  5. Signrequest
  6. Textmetrics
  7. Topdesk
  8. Webinargeek
  9. Wetransfer
  10. Your Porter App


The table above shows the overall score per product, and below this you can find the scores for more specific aspects, such as ease of use, customer service, features and value for money.

  1. Channable
  • Software: data feed management and SEA automation
  • Founders: Rob van Nuenen, Robert Kreuzer, Stefan Hospes
  • Since: 2014
  • Headquarters: Utrecht
  • Best for: Marketers, website owners and digital recruitment agencies.

Channable is an all-in-one online marketing tool for companies that sell products or services online. On the one hand, the tool can be used to make products more visible and findable by advertising on comparison sites and affiliate networks, and, on the other hand, to sell products on marketplaces like Bol.com, Google Shopping, Marktplaats, Amazon or Ebay.

All ads are managed from one central place, the Datafeed Manager. Product information is loaded via a datafeed, plug-in or API and can then be optimized using rules. The tool makes sure that the format of every export you send to a sales channel meets all the feed specifications of that channel, and all changes you make in Channable are automatically implemented. Channable also allows you to advertise on search engines like Google or Bing and generate dynamic ads based on the items in your data feed.

Channable now has over 3000 customers worldwide including big names such as Samsung, Ikea, Vodafone, Otto, Tui and Lidl. As of January, the company also operates in the US where it has also started a pay-per-click (PPC) price extension.

The tool is cloud-based and delivered as a service (SaaS). A free trial version is available. The subscription price starts at €29 per month for 500 items and 3 channels.   

  1. EasyGenerator
  • Software: cloud-based software for creating courses and e-learnings
  • Founders: Easygenerator is part of ISM eGroup, founded by Karel van der Woude and Jan Kees de Jager
  • Since: 2013
  • Headquarters: Rotterdam, in the Van Nelle Factory
  • Best for: Companies, educational institutions, governments, non-profit organizations

Easygenerator is an e-learning authoring tool, or more specifically, a tool that allows organizations to create learning content in the form of digital interactive courses. It can be used to create courses by using available content blocks, interactive question types and templates that can be customized to your organization’s corporate identity.

All content can be sent directly from the tool to the learning management system (LMS) (which works with SCORM). But also without LMS the content can be published and shared and the results of participants can be tracked.

Easygenerator has over 1000 customers including T-mobile, Kellogg’s, Siemens, Walmart and Drake University. There is a free 14-day trial with access to all features. Prices for a Pro subscription start at $99 per month for 1 author, 15 courses, 250 learners.

  1. EasyLMS
  • Software: Online learning management system (LMS)
  • Founders: Job Kelderman, Jeroen Guldemond and Jan Thij Bakker
  • Since: 2011
  • Headquarters: Delft
  • Best for: organizations of all sizes

Easy LMS is also a tool for creating training courses for students or employees, for example for the onboarding or training of teams. This tool offers solutions for course building as well as for student examination and certification. This can all be done in the style of the organization, with custom fonts, logos and colors, including the emails sent from the system.

The tool offers the ability to manage large amounts of learning materials and assign them to groups. Employers can use it to set up learning paths with content to be completed in a specific order. A personal dashboard gives each employee access to their own learning materials, learning path, exams and results. The interface is available in 24 languages.

Easy LMS has more than a million users in over 130 countries. The company’s customers include Heineken, Unilever, Toyota and Allianz. There is a free trial for 7 days, prices start at €45 per month for 25,000 participant sessions. 

  1. Momoyoga
  • Software: Yoga studio software
  • Founders: Joost Gielen, Ingo Oszkinat
  • Since: 2014
  • Head office: Tilburg
  • Best for: yoga studios and yoga instructors

Momoyoga is management software developed specifically for yoga studios and yoga instructors. This niche product aims to take away administrative processes from entrepreneurs and yoga instructors, so they can spend more time preparing and teaching yoga classes.

Momoyoga offers the possibility to create an online class schedule, set up payment methods and invoice through one online environment. Yoga students can book and pay for their classes online from any computer, tablet or smartphone (also through an app). The tool can be linked to the studio’s website so that the class schedule (available in eight languages) is shown on the website.

Over 600 Dutch yoga studios and 3,200 yoga teachers have already used the software, which is now also being used in Australia, Japan and the United Kingdom. There is a free trial period of 30 days, after that it costs €20 per month, per independent yoga teacher and €25 per month, per yoga studio. 

  1. Signrequest
  • Software: Digital signature software
  • Founder: Geert Jan Persoon
  • Since: 2014
  • Headquarters: Amsterdam
  • Best for: independent professionals, SMEs and corporates

Signrequest offers online signature software for contracts and (legally binding) documents, something which was suddenly very relevant for many organizations during the corona crisis. With SignRequest, it is possible to share documents and then (have them) signed electronically, without having to print, manually sign and scan them again. The goal of Signrequest is to make e-signing as easy as sending an email, and contribute to a digital and paperless society. Signrequest therefore plants a tree for every paid license.

The software is used by over 3.5 million users and is available in 17 languages. Customers include Dance4Live, Oaky, Teamleader, TNW and Meetin. Signrequest’s Servers are located in Europe. A free version is available for 10 documents per month for an unlimited period of time. Subscription prices start at €7 per month per user.

  1. Textmetrics
  • Software: SEO software, Augmented Writing, Recruitment software
  • Founders: Marcel Leeman and Kyrill Poelmans
  • Since: 2014
  • Headquarters: Arnhem
  • Best for: Companies of all sizes engaged in marketing, human resource management, customer service, and more

Textmetrics came up with a software program that can enrich text using artificial intelligence. An AI-driven algorithm first analyzes the text and lexicon, then the augmented writing environment determines which improvements can be made to the text. The style and identity of the organization are taken into account in this process. Among other things, it can also be applied to achieve diversity and inclusion goals. The tool also contributes to writing SEO-friendly texts, resulting in better findability and higher conversion. The software is therefore especially suited for the recruitment and marketing industry.

Major Textmetrics customers include ING, Accenture, Allianz, Randstad and Independer. The tool can be used as a stand-alone online app but also works with plug-ins for WordPress, Word, Drupal, Joomla and Microsoft Outlook, among others, so that users can optimize their content directly in their preferred program.

The user interface is available in Dutch, English and German. Price is on request depending on the size of the organization and degree of use.

  1. Topdesk
  • Software: Service management software: IT service software and facility management software 
  • Founders: Frank Droogsma and Wolter Smit
  • Since: 1997
  • Head office: Delft
  • Best for: For companies of all sizes 

Topdesk is a cloud-based solution for service desks or help desks that supports service departments such as IT, HR and facilities departments. The tool can bring together different service teams on a single platform for better collaboration and customer support. It is a modular system, with special features for both IT service management and facility management. The tool is intended for both customers and agents. For example, it helps IT teams to handle complaints, share knowledge and solve problems. It offers features for scheduling and managing complaints, and assigning incidents within the IT team via Kanban and scheduling boards that track IT team availability and workload.

For customers, Topdesk provides a single point of service, even if they are dealing with different departments. There is a Self-Service Portal where customers can submit their own requests and find answers to frequently asked questions – without the need for an agent.

The company has over 800 employees and boasts 16 offices in 11 countries. The 4,500 organizations that use the software include the national government, the Technical University of Delft, the University of Edinburgh and Royal Flora Holland. Prices are on request and depend on the required features.

  1. WebinarGeek
  • Software: Webinar software
  • Founder: Remco Treuren
  • Since: 2015
  • Headquarters: Zoetermeer
  • Best for: For companies of all sizes 

Webinars, yet another winner of the past year. What would we have done without them! The Dutch WebinarGeek is a tool to organize and host (paid) webinars with up to 4000 participants for marketing strategies, product demos and educational purposes. The tool can be used for real-time interactive online presentations in HD+ quality, pre-recorded broadcasts, on-demand webinars, hybrid and recorded webinars.

Webinargeek achieves interactivity by offering the possibility to organize polls, launch quizzes or tests, incorporate calls-to-action, all kinds of possibilities to capture the participants’ attention and bring the event to life. 

The tool is available from every browser without any downloads and offers the possibility to make analyses about participant viewing behavior to get to know the target group. WebinarGeek is GDPR compliant and can be customized to your own corporate identity.

Well-known customers include Roc of Amsterdam-Flevoland, Afas, Houtsma and Autorespond. WebinarGeek has a free 14-day trial with all premium features. Subscription starts at €12 per month for 25 live viewers and 50 GB of bandwidth.

  1. WeTransfer
  • Software: File sharing software
  • Founders: Bas Beerens, Rinke Visser, Nalden
  • Since: 2009
  • Headquarters: Amsterdam
  • Best for: For companies of all sizes 

WeTransfer is a cloud-based platform for sharing large files, or as WeTransfer prefers to say, for sharing big ideas for more impact. In addition to file sharing, WeTransfer’s focus therefore lies on creativity, and its Paste, Collect and Paper tools complete the set with solutions for presenting, collecting and designing creative ideas.

WeTransfer is simply used with drag-and-drop, no zip file is involved. Documents can be additionally protected with a password, and if you have sent the wrong file there is the possibility to delete it after sending. The paid version offers 1TB of storage space so you can decide for yourself how long the documents to be shared will remain available. This Pro version costs €12 per month and you can send files up to 20GB to a maximum of 50 people. You also get your own website with a customized WeTransfer URL. A free version without storage is also available, allowing you to send files of up to 2GB to up to 10 people, that will remain available for up to 7 days.

  1. Your Porter App
  • Software: Vacation home reservation system
  • Founders: Erinc Arik
  • Since: 2016
  • Headquarters: The Hague
  • Best for: Managers of multiple properties and accounts on different platforms 

Your Porter App is a mobile app for professional hosts on platforms like Airbnb, HomeAway/VRBO, Expedia, TripAdvisor and Wimdu. It allows you to manage multiple properties and accounts on different platforms via the iOS, Android and web apps. Other features include the combined inbox from which all guest messages can be managed from any channel in a single place. Communication with customers can be done through automated messages and auto-replies.

The multi-calendar shows all reservations on one calendar, which can be shared with the cleaning crew or other third parties. Rates and availability on multiple platforms are customizable from within the app and you can also use it to calculate your commission and view reports on bookings.

Your Porter App offers a 21-day free trial. Subscription starts at around €7.40 per month.

So that’s it, the ten best Dutch software products according to business users. Reviews about software and apps play an increasingly important role in consumers’ buying decisions. This year the number of reviews written about software and apps has increased significantly, according to our research. Last year, 7% of the Dutch consumers surveyed said they had reviewed a software product or app. This year that number has increased to 15%. With the acceleration of digitalization, the need to read the experiences of other business users will continue to be a useful tool in making the right software choice.


This top 10 was created based on the reviews of business users, both Dutch and foreign, about the Dutch software products on our site. To qualify for the list, the software must:

  • be developed in the Netherlands;
  • have its headquarters in the Netherlands.

Next, the candidates had to:

  • have a minimum of 20 reviews;
  • the reviews could not be older than 2 years to ensure that the score is actually representative. 

From all the remaining candidates, we then selected the 10 best rated. By best rated we mean:

  • The software products that have the highest overall score, rounded to two decimal places. The total score is the overall rating of the product. 
  • In case of an equal total score, we selected as a second criterion the average score of ease of use, customer service, features and value for money.

Are you ready to implement AI in your recruitment department? Textmetrics is here to help! Get in touch to find out more.

How do you ensure inclusive recruitment and selection?

How do you ensure inclusive recruitment and selection?

How do you ensure inclusive recruitment and selection?

How do you organize your HR policy to attract and retain more women and minorities? We share some practical tips and best practices.

In case of equal suitability, equal opportunities: this is how you ideally organize HR processes. However, it often doesn’t work that way in practice. We are unconsciously tempted to hire people who resemble us (‘mirror-tocracy’) and new candidates are often sought within existing networks (‘old boys network’). Even the choice of words in a job text influences the degree of diversity of the candidates, it turns out in this session – and that goes beyond just requiring (m/f) behind the job title.

Marieke van Herwerden, Head of Recruitment at Arcardis, talks about her company’s D&I policy in the working group. Various measures resulted in an increase in the proportion of women in management positions from 22 percent in 2014 to 33 percent in 2020. Three out of eight members of the management team are women, and half of the members of the Supervisory Board are women. For this, the company received the Diamond Award 2020 from Talent to the Top. Britt Breure, HR director at AFAS, also explains in this session how her company approaches D&I. At AFAS, diversity is actively pursued, with good result: between 2010 and 2020, the share of women rose from 14 to 29 percent.

  1. Radiate diversity

An easy way to start with a more diverse HR policy is to take care of the recruitment page and marketing, says Van Herwerden. “Showing diversity attracts diversity. So make sure you show in all your expressions that you are a diverse company. Man, woman, old, young, different cultural backgrounds, handicaps: everyone belongs”. This is also the message of Arcadis’ #ProudToBeMe campaign earlier this year. “We communicate emphatically: you can take your whole self to work.

The recruitment page at AFAS has also been adapted, says Breure. “We show that we are no longer the white men’s stronghold that we once were. In addition, the CEO speaks out in blogs in favor of diversity and against racism. “This is directly mirrored in the applicants. Where previously it was mainly Johns and Peters who knocked on the door, we now see that a much broader group wants to work here.

  1. Ensure a diverse selection process

Adaptations in the selection process also contribute to diversity. “Strict conditions apply at Arcadis,” says Van Herwerden. “Are there no female candidates for a leadership role? Then the procedure does not start. Another condition is diversity in the selection committee. “That, too, is a tough requirement. If there are no women available from our own team, we ask a woman from another team to join us.

For new management positions at AFAS, we first check whether there is a suitable female candidate. Previously, managers were immediately shown a photo of the applicant. “We have adjusted that. It’s only a small thing, but it can still contribute to diversity. A first impression can be decisive and this prevents people from being immediately judged on their appearance”.

  1. Anchoring diversity in your corporate culture

D&I measures can create resistance. This happened when at Arcadis the recruitment bonus for bringing in a new female employee was made twice as high as that for bringing in a man. “There was a lot to do,” says Van Herwerden. “But now everyone understands why we’re doing this: a culture change doesn’t happen by itself.

“D&I policy involves a lot of emotion,” confirms Breure. That’s why it’s important that diversity is anchored in the corporate culture, she says. “At our monthly Culture Café, the importance of diversity is mentioned every time. In addition, AFAS has an intranet dashboard on which the proportion of women in the company is tracked: another way to keep the subject in the spotlight.

“The more often you talk about it, the more it’s going to live,” says Van Herwerden. She emphasizes the importance of commitment from the top. For example, Arcadis participates in the Pride Amsterdam every year, to which the CEO of Arcadis Global joined last year. The Arcadis Summit also recently attended a ‘meet and greet’ with fifty highly educated status holders. “In this way, as a company, you show that you really value diversity. For a buddy project to support a status holder, we have twice as many registrations for buddies as the number of status holders to be supported. That shows that there is a lot of support for such initiatives”.

  1. Take care of your job postings’ text

Marcel Leeman of Textmetrics joins us to tell us how you can make business communication – such as job postings – more inclusive. Using AI and text technology, Textmetrics gives directions on how to make a text more inclusive. For example, the tool indicates which words are often associated with men and which are more associated with women, warns against phrases that may indicate age discrimination, gives clues about the language level, and offers an ‘accessibility check’ indicating whether the site is suitable for people with a disability. At Arcadis, using Textmetrics software to make job postings more inclusive has led to a 10 percent increase in female applicants.

“Be as precise as possible in what you mean,” is one of Leemans’ tips for an inclusive job posting. ‘Analytical’ can be interpreted as a masculine trait, but this is not the case for precise descriptions such as ‘can distinguish between main and side issues’ and ‘is able to quickly see connections’. Furthermore, he advises against formulating a long list of requirements. “It is well known that women take demands more seriously and are more likely to drop them if they think they cannot meet something”

Finally: does the addition ‘M/F’ behind a job title help to attract women? “At Arcadis we don’t, at the request of the LGBT+ community,” says Van Herwerden. “Not everyone fits in the M or F box”. Even at AFAS they don’t do M/F entries. However, every job description does state: ‘Are you underrepresented in our industry or this job area, and are you therefore hesitating to apply? Don’t give in to doubt, we encourage you to apply!’

Are you ready to implement AI in your recruitment department? Textmetrics is here to help! Get in touch to find out more.