Rockstar: Our Journey with Inclusive Language

Words matter. As a writer, I’m reminded of this almost every day- a big part of my job depends heavily on the way I choose to communicate my thoughts with the outside word. In the way that words can bring people back to good places, to happy childhood memories, or all those amazing vacations, they can also take us back to bad ones. Word choice and tone can build community and spark constructive dialogue, but they can also alienate and isolate.

Until a few days ago, I thought I had a pretty good handle on what I should and shouldn’t say when talking on behalf of our organization. Rules of engagement when speaking for our brand seemed obvious. We’re members of the communities we serve, right? Our vocabulary and our customs should intuitively align if you’re passionate about what you do.

Unfortunately, that’s often not the case.

Many of us were hired as “rock stars.” I remember using that exact language in my cover letter and my interview. It turns out that a lot of companies, especially companies in tech, use words like “rock star” to signify people who are problem solvers, resourceful, and display other high achieving personality traits.

However, words like these, including ninja, hacker, and hero, can alienate certain groups by giving the appearance of a hyper-competitive, super-exclusive atmosphere. Women in particular opt out of hiring opportunities at higher percentages specifically because they don’t feel like they fit certain terms that reference more masculine/dominant actions and competencies. Beyond gender, wording within job descriptions can alienate other marginalized groups, including minorities, by depicting a non-inclusive company culture. In an industry like technology, where diversity levels are already far below par, including terms that alienate these populations can drive well-intentioned companies even farther behind.

We recently used “rock star” to advertise our job openings. We recognize that, as spokespeople for diversity and inclusion, we also need to reflect on our own practices. Your feedback has helped us grow, and we’re thankful for the opportunity to do so. If you’re passionate, creative, and ready to change the face of tech, check out our job openings. We’d love to have you on our team.