Job Search Advertising Guide

All ads should be written with the intention of attracting a pool of qualified applicants who are able to accomplish the essential functions of the position. Care should be taken to accurately state requirements of the position in a manner that avoids the use of any potentially discriminating language. In writing the ad:

Provide a brief overview of the responsibilities of the position stating the essential functions. Be concise and communicate clearly.
Avoid wording which would unfairly discriminate against any potential applicants.
All ads placed in external sources must contain language stating that Cornell is an affirmative action employer (e.g. Cornell University is an equal opportunity, affirmative action educator and employer).

Legal Issues

When implementing almost any human resource action, there are certain legal issues that must be considered. Writing and placing employment ads are no exception. It is important that all language in the ad be carefully considered so as not to discriminate against any potential candidate.

Various legislation has been passed making it illegal to discriminate against an individual on the basis of race, color, sex, religion, national origin, age, pregnancy or related condition, sexual orientation, disability, veteran status and marital status. In writing an employment ad, it is very important that this be kept in mind so as to eliminate any language which might indicate preferences or be considered discriminatory against any person except when there is a bona fide occupational qualification for employment.

This could seem like common sense; most people know not to discriminate. But some things that seem innocuous can be perceived as discriminatory, even if discrimination wasn’t intended.

Do's and Don'ts for Advertising Language

Open Position	Ad States:	OK?	Why?	Improved Ad
Lecturer, Women's Studies	“Confident, experienced woman needed to lecture in Women’s Studies.”	NO	Violates Title VII by specifying gender.	“Confident, experienced lecturer needed in Women’s Studies program.”
Receptionist	“Young, polite enthusiastic person needed to answer phone and greet visitors to our office.”	NO	Violates Age Discrimination in Employment Act (ADEA) by specifying applicant must be “young.”	“Polite, enthusiastic person needed to answer phone and greet visitors to our office.”
Receptionist	“Responsible, mature receptionist needed.”	YES	Does NOT violate (ADEA) by saying applicant must be “mature,” often used to discourage younger applicants. ADEA covers only those age 40 and over.
Food Service Worker	“Food service worker needed. Early morning hours. Childless preferred.”	NO	Some ads use “childless” to intentionally screen out women candidates. Can be perceived as discrimination on the basis of gender.	“Food Service worker needed. Must be able to work early morning hours.”
Admissions Officer	“Person needed to interview applicants and evaluate applications. Lots of student contact. No HIV positive, please.”	NO	Violates the Americans with Disabilities Act. HIV and AIDS are considered disabilities.	Don’t mention anything about AIDS or other diseases or handicaps!
Maintenance Worker	“Maintenance man needed. Requires frequent overtime; prefer someone with no school age children."	NO	Discriminates on basis of gender by specifying maintenance man. Also could be perceived as screening out women, who are most likely to have responsibility for children after school.	“Maintenance worker needed. Must be able to work overtime frequently.”

Ad Writing Tips

Title of Position: Use an attention grabbing, descriptive title. A working title may be used as potential applicants may not be familiar with the university's title structure. Be careful to not use any titles that would discourage potential applicants.
Appeal: To generate interest in the opportunity, describe attractive aspects of the department and university.
Key Points: State the University job title, main purpose of the position and key responsibilities.
Minimum Requirements: Describe the minimum education and experience that are required. (For nonacademic positions, refer to the Career Navigator for position descriptions).
Competencies: State the key competencies required for the position. (These will form the basis for evaluation of applicants.)
Preferred Attributes: Include any preferred education/experience or competencies.
“Equivalent Combination:” All ads must have the statement "or equivalent combination" after the required education/experience statement.
Application Deadline: If an application deadline has been identified, state the actual date. If one is stated then it must be followed. If the applicant pool is not sufficient, then the position needs to be re-advertised.

People Leaders

Job Search Advertising Guide