Our use of language can easily dissuade the very candidates we seek to recruit. Job ads have always been a bone of contention. So many companies never advertise salaries. They are always 'competitive'. They are not a transparent organisation and will therefore pay a range of salaries to get someone in the full knowledge that others at a similar level are paid differently. 

A less obvious job ad issue is the use of particular words.  'Account Director' required to manage a team seems innocuous, but the word manage does not attract women. Research also shows that the word stakeholder does not attract BAME candidates. So, if we want to attract the widest possible pool of relevant talent we need to mind our language.