When I first read this article I wasn’t really sure what to think about it, I almost always says guys – in a non-gendered way I hasten to add. But this is only from my perspective. So I looked to try and remove it from my vocabulary. And believe me it’s tough.

It reminded me of that time will.i.am was on the Graham Norton show and kept saying “like” only to be corrected by Miriam Margolyes. Taking a word that is often so heavily relied upon out of your vocabulary is really really difficult.

And I must admit, I’m not there but I am getting closer. I found myself talking about this with a female colleague on the train back from a quarterly review (which went really well by the way). And I got a really puzzled look. 

Until I mentioned the bit around razors. Why have “razors” and “women’s razors” – I think it came from the latest round of Harry’s shaving advertising on the tube – which is probably as gender bias as the Yorkie “It’s not for girls” campaign from the naughties.

Recruitment marketing is an area where if we put in a paragraph that welcomes all types of diversity we’ve done everything we can right?

Wrong. Very wrong.

If you want to attract more diverse people to your job adverts you seriously need to consider he language you use throughout. And have a long hard look at your minimum criteria. Chances are you have far too many for the salary you’re paying.

And some will have things that mean different things to different people – let me ask you – if you have a scale of 0 to 100, 0 being none at all and 100 being a stellar-superstar, what number would you put ‘fantastic’ or good at? - I'd bet 10 people would give you a different number.

So think before you ask for any type of fantastic, great, good, strong types of skills. Different people will measure that word differently.