A spokesperson for Phoenix Group told Insider that words like"enthusiastic" can deter people from applying, if they feel like it's aimed at a younger generation and feel excluded.
"We haven't taken the step to ban specific words, but we will be looking to replace words such as"innovative," with specific competencies such as"contributing new ideas" or"problem solving''," they said. Phoenix's decision is part of a broader effort to remove bias from its recruitment process. Measures include scanning applications for gender or ethnicity bias, said the spokesperson.
The company also plans to ensure that adverts are placed more broadly so that they're not just seen by younger people. In 2017, its CEO Andy Briggs was appointed as the UK government's Business Champion for Older Workers, a voluntary role that involves raising awareness and helps support businesses to hire and retrain older workers.
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