Job adverts are crucial for attracting the right candidates, but poorly crafted ads can limit your talent pool and increase the risk of discrimination claims. Here are some top tips for getting it right.

• Start with a clear job description: Before you write the advert, ensure you fully understand the role and its requirements. Focus on the essential skills and experience. This ensures your advert reaches a broader, more diverse audience and doesn't exclude potential candidates unnecessarily.
   
• What to include: Your advert should be clear and concise, using neutral, inclusive language. Clearly outline the qualifications, skills, and experience needed. Avoid vague terms like "appropriate qualifications" which may confuse or discourage applicants, particularly neurodivergent candidates.
  
  Remember to mention the job location, salary (or range), and any flexible working options. Include a brief introduction to your company and specify how candidates should apply. Make sure your advert complies with advertising laws, being truthful and accurate, especially about salary and benefits.
   
• Avoid discriminatory language: The Equality Act 2010 prohibits discrimination in job adverts. Be careful not to include criteria that could indirectly discriminate against certain groups, such as requiring "10 years of continuous experience" which could disadvantage women or younger candidates.
  
  Avoid unnecessary skills or personality traits. For example, instead of asking for “excellent communication skills,” specify the practical tasks involved, like “delivering presentations to clients.” Using gender-neutral terms like "waiting staff" rather than "waiter" can also help prevent discrimination.
   
• The role of Genuine Occupational Requirements (GOR): In some cases, it is legal to specify certain characteristics if they are essential for the job, known as GORs. For example, a public gym may legally require same-sex attendants in changing rooms to protect user privacy.
   
• Positive action: Employers can use positive action to address under-representation by encouraging applications from specific groups, but they cannot limit the job to these groups unless it is justified under GOR.

By crafting job adverts thoughtfully, you increase your chances of attracting the best talent while avoiding legal risks.