Many technology businesses are trying to do the right thing by hiring for diversity. I’ve seen a few examples of job ads from companies who clearly have so little experience writing job ads, or spend so little time thinking about what the ad is saying, that they end up offending their target readership.
If you want to attract the right people to your business, you have to be the kind of business that those people would be proud to work for. Attention to detail in a job ad, especially in software development, is at least as important as attention to detail in a CV/resume. It’s important to pay attention to gender, sexual orientation, and culture in your job description.