Study Suggests Rethinking Language in Creative Job Recruitment

Companies may be inadvertently pushing away top creative talent by using outdated language in their job postings, according to new research. A study from the University of Toronto analyzed over 9,000 job listings and conducted applicant experiments, revealing that terms associated with innate brilliance, often referred to as "genius language," can discourage suitable candidates.

The research found that job descriptions are more than twice as likely to include words like "genius," "visionary," and "unique" than terms such as "curious," "observant," and "experimental." This "genius language" is particularly prevalent when recruiting for creative roles like creative directors, graphic designers, and marketing coordinators.

An online experiment in which 2,000 job seekers viewed the same job posting with different language variations demonstrated that "explorer language"—using terms like "experimentation," "trial and error," and "curiosity"—more effectively attracted applicants. Both male and female applicants were more likely to apply for postings using the "explorer" framing.

Previous studies have linked "brilliance" and "genius" terminology to a more masculine work environment, potentially deterring women from applying. The "explorer language" also encouraged greater demographic diversity among applicants and attracted individuals who scored higher on creative performance tests.

Researchers advise companies to reframe creativity as an action or a process rather than an inherent trait. By adopting an "explorer" approach in job postings, organizations can attract not only more applicants but also the right kind of curious, open-minded individuals who drive innovation.