How to avoid age bias in recruitment communications
Three ways to create content that’s more inclusive and respectful.
- 5 minute read
- DE&I
- Employer Branding
Ageism can impact people of all ages. In fact, more than 1 in 10 adults in the UK (11%) say they feel that their age has been a discriminating factor in the workplace (CIPHR).
I was a little late to start my career and remember an early experience where the team who’d hired me realised I was older than they’d thought. They accused me of lying during my interview, stating that they had brought me in as young talent. Reflecting on this now, I recognise how problematic these comments were. My work performance was never an issue; I worked hard and excelled in my role, becoming an integral part of the team that many relied on. So why did my age matter? The fact is it didn't.
Why is the language we use important?
Just as we shouldn’t discriminate against others for their gender or disabilities, neither should we consider anyone more or less capable because of their age. And that starts with the language we use to speak to people. When you avoid age bias in your language, as with other types of bias, you open opportunities to engage with and encourage a wider pool of candidates to apply.
What should you watch out for?
There will be clear and obvious words and phrases that you recognise and avoid without much thought. It’s the more subtle ones we need to be aware of.
Let’s start with the basics.
- Unless it’s absolutely relevant to a job role or business area, there is no need to refer to someone’s age.
- If you’re referring to an age group in your writing, then be specific. For example, 15 to 18-year-olds, rather than young people.
It’s important to note that the way you avoid age bias for older generations will be different to what you might consider for younger cohorts. Some words or phrases might deter a certain age-group from applying. So, what factors should you take into consideration? Here are our three things to keep in mind when you want to avoid age bias.
1. Be more flexible and avoid unnecessary job requirements
Consider what’s really needed from your candidates and where you could be less restrictive.
For example, here are three ways ageism can show up in job ads:
- Must have 10 years’ experience.
- Must be adept at using Microsoft Office.
- Must hold a graduate degree in IT.
In the first one, young people may be put off by the number of years’ experience needed. Consider that someone with much less experience may be just as competent or be able to work up into the role if they have the right behaviours and mindset.
Likewise, in the second point, someone who’s not confident with computers could be taught how to use Microsoft Office if there is time to do so.
Finally, when speaking about routes into work, often the right language can widen the candidate pool. For example, is the role only applicable for graduates, or could you include others with a similar level of training or on-the-job experience?
Being more flexible with what’s required of candidates can help to widen the talent pool you have access to.
2. Avoid words with age stereotypes or connotations
Words can have different meanings to different people. It’s always good to stay up to date with how words are being perceived by others as some can date quickly. To get you started, here are a few words to avoid:
Words with stereotypes attached
Millennials, Gen X, baby boomers, senior citizen, elderly, middle-aged or OAP, youngsters, retiree, kid, girl, youths.
Euphemisms/patronising language
Silver surfer, golden years, 80 years young, of a certain age, old and wise, silver tsunami, youth, punk, empty nesters.
3. Consider cultural aspects
In addition to how you describe individuals, it's important to consider how you describe the culture and environment of your business. Certain language can deter potential candidates, making them question whether they would fit into your culture. Some might believe they won't even secure an interview and therefore won't bother applying. It's not about completely avoiding these terms but assessing the emphasis you place on them and balancing this with other aspects of your culture.
Energy-levels: Enthusiastic, energetic, dynamic, ‘work-hard, party-hard’, spirited, active.
Mindset: Innovative, adaptable, tech-savvy.
So, what do you do instead?
When it comes to creating inclusive and respectful comms, avoid the pitfalls of ageism. The more aware you are of language, the more you’ll notice when you write something that could cause an issue.
So, focus on the skills you need, rather than just experience. Think about how you could help support candidates with skills they may lack. Avoid using words with connotations that could offend or deter people from applying and talk about how candidates can add to your culture, rather than simply fit in. If you focus on the behaviours you seek in people, they will know what to expect.
If you’d like more help in creating inclusive and respectful recruitment comms for your business, please get in touch with us at diversity@thirtythree.co.uk
