How to remove bias from job ads
Who do you think is the best person for the job? You might have answered that question before you even start writing your job ad - and without realising it, introduced bias into your hiring process. In fact, 44% of hirers don't currently have strategies within their hiring process to reduce bias.
Bias refers to a disproportionate inclination for or against a person or an idea. It’s often unconscious and can result from the stereotypes, beliefs or attitudes that we aren’t always aware of.
“Unconscious bias happens automatically and is triggered by our brain making quick decisions,” says Nicola Laver, SEEK’s Associate Client Training Manager.
Your job ads send a strong message to candidates about your commitment to creating an inclusive and diverse workforce. With 53% of job seekers saying a company’s approach to diversity and inclusion influences their decision to apply, reducing bias in your hiring process is more important than ever.
How can you ensure they are welcoming to a wide range of candidates? Laver has the following five tips.
1. Write for the role, not for the ‘ideal’ candidate Most job ads tend to be written with a stereotypical candidate in mind, for example construction is often seen as male, and healthcare as female. We also often make assumptions about things like disability or age. To avoid defaulting to stereotypes in your ads, Laver suggests focusing on the requirements of the role. “Before writing your ad, get quite granular about what you actually need from the role,” she says. “If you are recruiting a receptionist role, for instance, can someone in a wheelchair do this role? If so, ensure your language doesn’t exclude them.”
2. Prioritise the candidate viewpoint, not your own Research for SEEK shows that job seekers prefer ads that have clear, direct and simple language. However, Laver says many ads contain organisational jargon, which can disadvantage those who don’t share the same specialised vocabulary. “The same applies to language that conveys a sense of quirkiness,” says Laver. “What does ‘quirky’ mean to candidates who are neuro-diverse? It might make someone who is introverted feel awkward,” she says. “I don’t think there’s a definition of ‘fun’ or ‘quirky’ that resonates with absolutely everyone so, wherever possible, be as specific about your culture as possible.”
Similarly, 53% believe that a company's Diversity and Inclusion commitment within the hiring process would influence them somewhat or a lot.
3. Get right to the point “SEEK analytics shows that anything over six selection criteria can be a turn off for female candidates,” says Laver. This is because on average, women don’t tend to apply for jobs unless they meet all the criteria, whereas men are happy to apply for a job when they meet only some of the criteria. Keeping your job ad concise and role-focused can help you attract quality candidates from a wider talent pool.
4. Choose your adjectives wisely Some words are subconsciously more appealing to men or to women, without being obviously gender biased. "It’s easy to switch these words for ones that appeal to a wider group. For example, hiring someone with an ability to ‘connect’ with clients would still give you an edge over your competitors,” says Laver. If you’re unsure about your wording, you can also use artificial intelligence tools to refine your language and identify hidden bias. AI can analyse your job ad and suggest alternative phrasing to ensure it is inclusive, helping you reach a broader and more diverse candidate pool.
5. Avoid a ‘wishlist’ Why do you want your candidates to have a Masters degree or to live locally? Is it vital to the role? Laver says biases often creep into job ad wishlists, so be careful what you wish for. “A customer service role may require a range of valuable skills, but is a university degree really necessary?” asks Laver. “There is a tendency to write job ads for ‘people like us’,” adds Laver. “It’s wise to reassess your wishlist to make sure you’re not excluding qualified candidates.”
Writing a job ad may seem like a simple task, but it’s crucial to think about what message you’re really sending to your market of potential candidates.
“When you write your next job ad, think about the whole marketplace - Indigenous Australians, people with disabilities, the LGBTIQ+ community - rather than a specific type of candidate,” says Laver. “When you remove bias from your job ads, you broaden your talent pool and let everyone know they’re welcome.”
Source: Independent research conducted by Nature on behalf of SEEK, interviewing 4,000 Kiwis annually. Published December 2025.