You are looking for a "Code Ninja" who can "crush" quotas and "dominate" the market. It sounds exciting, high-energy, and aggressive. But without realizing it, you just told 50% of your qualified talent pool not to apply.
Job descriptions are the front door to your company. If that door is painted with subtle (or not-so-subtle) gendered language, you are essentially locking out diverse candidates before you even see their resumes. This phenomenon is often called "Bro-Culture" language, and it is a silent killer of recruitment metrics.
The good news? You don't need expensive consultants to fix this. In 2025, you can use tools like ChatGPT or Claude as a powerful, free unbiased job description generator. This guide will show you exactly how to spot the bias and how to prompt AI to fix it.
1. What is "Bro-Culture" Language?
It isn't just about obvious sexism. "Bro-Culture" language refers to the use of words and phrases that are culturally coded to appeal to masculine stereotypes—specifically a hyper-competitive, aggressive archetype. While these words might seem harmless or simply "enthusiastic" to some, studies show they signal a workplace culture where women or underrepresented groups may not feel they belong.
Common offenders include:
- STOP Ninja / Rockstar / Guru (implies innate genius rather than learned skill)
- STOP Dominate / Crush / Kill (violent, hyper-aggressive imagery)
- STOP Work hard, play hard (often code for "mandatory drinking culture" or "unpaid overtime")
When candidates see this, they don't just see a job; they see a warning sign. They ask: "Will I be respected here? Or is this a frat house?"
2. The "Before and After": AI in Action
Let's look at real-world examples. We used a standard AI model as an unbiased job description generator to transform toxic listings into inclusive magnets for talent.
Example A: The Sales Rep
Before (The "Bro" Version)
"We need a Sales Hunter to stalk big prey and kill the competition. You must have thick skin and a whatever-it-takes attitude to dominate the leaderboard. Join our tribe of warriors!"
Analysis: Uses violent imagery ("kill", "stalk", "hunter") and implies a lack of work-life boundaries ("whatever-it-takes").
After (The AI-Fixed Version)
"We are looking for a Strategic Account Executive to identify new opportunities and grow our market share. You should be resilient and dedicated to achieving goals while supporting your team. Join our collaborative group of professionals."
Analysis: Focuses on outcomes ("grow market share") and professional traits ("resilient", "dedicated") without the aggression.
Example B: The Software Engineer
Before (The "Bro" Version)
"Seeking a 10x Rockstar Ninja who lives and breathes code. Must provide GitHub showing weekend commits. No crybabies. We deploy fast and break things."
After (The AI-Fixed Version)
"Seeking a Senior Developer passionate about clean, efficient code. We value consistent contributions and a problem-solving mindset. We prioritize rapid deployment with a focus on stability and learning."
3. How to Prompt AI to Be Your Generator
You can turn ChatGPT (or your preferred LLM) into an unbiased job description generator by using specific prompts. The key is to ask the AI to act as a DEI (Diversity, Equity, and Inclusion) Consultant.
The "De-Bro" Prompt Template
"Act as a Senior HR Specialist focused on Diversity and Inclusion. I am going to paste a job description below.
1. Analyze the text for 'bro-culture' keywords, gender-coded language, or aggressive phrasing that might discourage women or underrepresented groups from applying.
2. List the problematic phrases and explain why they are issues.
3. Rewrite the job description to be inclusive, professional, and appealing to a diverse candidate pool, while maintaining the core responsibilities.
Here is the text: [PASTE JD HERE]"
4. Beyond Keywords: The "Requirements" Trap
An unbiased job description generator can fix your words, but you must also fix your requirements. There is a famous statistic from a Hewlett Packard internal report noting that men apply for a job when they meet only 60% of the qualifications, but women apply only if they meet 100% of them.
The Fix: Separate your requirements into "Must-Haves" and "Nice-to-Haves."
"If you list 15 'Required' skills, you aren't filtering for the best talent; you are filtering for the most over-confident talent. That is rarely the same thing."
5. Why This Saves Money (The ROI)
Why does this matter to the bottom line? Because limiting your applicant pool increases your "Time to Fill."
If a role sits empty for 3 months because you are only attracting a specific demographic, you are losing money every day. By using an unbiased job description generator approach, you widen the funnel. More applicants = faster hiring = less lost productivity.
Curious about the cost of vacancies? Check our True Cost of Employee Calculator to see how overhead and salary gaps impact your budget.
6. Frequently Asked Questions
Does removing "competitive" words lower the bar?
No. You can still ask for "high performance," "goal-oriented," and "proven track record." The goal is to remove needless aggression, not competence. A "Strategic Account Manager" hits targets just as well as a "Sales Ninja," often with better teamwork.
Are there free tools besides ChatGPT?
Yes. Tools like the Gender Decoder for Job Ads (a free online tool) allow you to paste text to scan for coded words. However, Generative AI is superior because it rewrites the text for you rather than just highlighting errors.
Conclusion
The language you use shapes the company you build. If you want a diverse, innovative, and resilient team, you cannot use recruitment tactics from the 1990s. Using AI as an unbiased job description generator is one of the highest-leverage "Practical AI" moves you can make.
It costs nothing, takes seconds, and opens the door to the talent you’ve been missing.
Need a Head Start?
Don't start from scratch. Download our pack of pre-written, bias-checked HR templates.