In recruiting, we know that casting the right bait in the right locations is key to attracting top talent. Whether we are vetting incoming candidates or actively sourcing passive ones, everyone eventually comes into contact with the proposed job description, and this makes all the difference.

Job descriptions are a kind of necessary evil. Writing them is universally despised, but it’s also the only way to concisely explain what you need and who you are looking for. In today’s competitive, equity-focused talent market, employers cannot afford to make a mistake. Too often, we write unconsciously gender-biased descriptions and lose good people along the way. Businesses must gain a new level of awareness and write in a way that appeals to both men and women.

Motivation is critical to the success of any company. A motivated employee will work harder, and better, than one who is unmotivated. And this doesn’t necessarily have anything to do with character. It doesn’t mean an unmotivated employee is intentionally slacking, it’s just that humans work better when they’re motivated. Motivation affects attitude, energy, creativity, and production. This is why good leaders motivate their people, and great leaders motivate people in the specific ways that work for each of them. Let me explain.