Does your company have ambitious diversity and inclusion goals? Then you probably already know about the important role job descriptions play in achieving them. A workforce can become more diverse when its job descriptions are unbiased. And understandable to everyone in the target group. With the right phrasing, everyone feels spoken to.
The findability of your job description is key. Because the more people you reach, the more potential candidates apply. This is where search engine optimization (SEO) comes in. Up next, we’ll tell you all about the importance of SEO in job descriptions.
Optimize job descriptions for SEO
People looking for a new job almost always turn to Google. It is important to have your job descriptions in the first positions. The same goes for the widely used widget Google for Jobs. A good position there can draw a lot of attention to your job descriptions. To reach those positions, using SEO in job descriptions is a must.
It is important that you know the keywords that potential candidates use when they search for job ads. You can use online tools to research this. In many cases, though, the job title—for example, “front end developer”—is a good keyword to use. To optimize your job descriptions for SEO, you then need to:
- Mention the keyword at the beginning of the title (H1) of the job description.
- Add the keyword to one of the subtitles (H2) of the job description.
- Mention the keyword in the first paragraph of the job description—preferably at the beginning of the paragraph.
- Use the keyword approximately 6 times (based on a job description of 500-600 words).
- Use some synonyms of the keyword in your job description.
SEO in job descriptions: how Textmetrics can help
So, there are quite a few things you need to pay attention to while writing job descriptions. Unfortunately, there is not always enough time for this. Luckily, the Textmetrics platform can be a big help here. It uses algorithms based on artificial intelligence to read and analyze your content. It then provides you with real-time suggestions for improvements, including how to use SEO in job descriptions.
The platform can analyze how well your job descriptions score on SEO. It points out how you can optimize it for Google for Jobs. You’ll still have to write the job ads yourself. But you’ll get the help you need. So your job descriptions have the perfect SEO score.
When we speak about more diversity and inclusion in the workforce, gender diversity is something that almost always comes up. Companies strive for more women in leadership roles, or more women in general, but struggle to succeed in doing so. Gender bias plays an important role here. And it all starts during the recruitment process.
Because to hire more women, these women first have to apply to your jobs. They will only do so if you can appeal to them and convince them that they are the candidate you’re looking for. What is the role of gender bias in recruitment? And how can a gender decoder prevent it?
Gender bias and gendered language
Gender bias in recruitment relates to the simplified judgments we make about the characteristics of jobs and the ideal candidates for them. For example, recruiters might label traits like analytical thinking and emotional thoroughness as typically male. When these traits are needed to excel in a job, they may unconsciously be looking for male candidates.
This gender bias can be spotted in the job descriptions recruiters write through the use of gendered language. They use gendered nouns and pronouns that put women off applying for certain jobs. For example, a job description may contain words like man, mankind, man-made, policeman, the common man and he, while these can easily be replaced by more gender-neutral nouns like person, people, machine-made, police officer, the average person and he or she.
The use of a gender decoder to prevents age bias
One way to prevent yourself from using gendered language, which you often do without even realizing it, is through the use of a gender decoder. It’s a tool that analyses job descriptions to help you understand the hidden implications of the language you have used. It highlights the gendered nouns and pronouns that you might have used, but also words that are associated with masculine or feminine traits, such as aggression for men and compassion for women. Unintentionally, these words contribute to a gender bias.
The Textmetrics platform
The Textmetrics platform has a built-in gender decoder that does exactly what we’ve just described. It analyses your job descriptions and gives you suggestions for a more gender-neutral tone of voice and options for words that appeal to both men and women. By doing so, you give women an equal chance to apply, and it becomes a lot easier to hire them for your jobs.