Employers must avoid biased language in recruitment advertising. Adverts will be illegal if they discourage certain groups (as identified in the discrimination section of this chapter) from applying for the jobs. For example:

'Salesman wanted...'

This is an example of gender bias because the word "man" indicates that women applicants will not be considered for the position. The word 'salesperson" would be acceptable, or alternatively an indication in the advertisement that both men and women may apply.

'Single professional sought...'

This is an example of discrimination on the grounds of marital status and is illegal because the employer is denying applications from qualified married people in favour of those who are unmarried.

In addition to the wording of the adverts, other points to consider, which the codes of practice referred to above recommend, are as follows:

• Always place adverts in publications or areas that are likely to reach both men and women and which do not exclude or disproportionately reduce the number of applicants of a particular racial group.
• Never present men and women in stereotypical roles.
• Be wary of recruiting solely by word of mouth as this may limit members of a certain sex or race from applying.
• If applicants are supplied through trade unions arid members of only one sex or a particular racial group (or a disproportionately high number of them) come forward, discuss this with the unions; an alternative approach may have to be adopted.
• Never make the length of residence in or experience of the UK a requirement of the job.
• If a qualification for the job is required, always state that a fully comparable overseas qualification is an acceptable as a UK one.

What should an advertisement include?

It is good practice to prepare a written description for each job title. From this written description an employer may specify the most important duties and requirements of the vacant post in the advertisement as follows:

the qualifications and experience required;

• any specific skills required;
• experience with specific equipment;
• the salary and benefits offered;
• the person to contact;
• the required references;

If in doubt about whether the advert is appropriate, submit an enquiry to one of our legal advisors to review it before it is published.