TextioTwitter raised the bar for the conversation around diversity in the technology industry on Friday, not just releasing its own women and minority statistics — but publicly setting goals for where the company wants to be by next year.

Tech giants everywhere have been revealing their not-so-diverse numbers for a while now, but Twitter is one of the first to give the world a way to measure success and hold the company accountable if things don’t change.

To help make sure that doesn’t happen, the company has tapped Textio, a six-person Seattle startup, to sift through its job postings and root out any unconscious biases. Textio’s software finds phrases that appeal certain demographics and highlights them so recruiters can properly target their job postings.

It’s a big endorsement for a tiny Seattle startup that just released its bias-sniffing software in June.

Textio founder and CEO Kieran Snyder said there’s all sorts of obvious things that make women less likely to apply for a job, like sports references or the word “ninja.” The bigger problem, she said, are the little things you wouldn’t even notice, but that drive certain demographics away.

Textio CEO Kieran Snyder
Textio CEO Kieran Snyder

For example, men are more likely to be drawn to a job posting that contains the phrase “manage a team,” while women tend to be attracted by the phrase “develop a team.” More men will apply to a job that requires a “proven track record,” while women will apply to those employers looking for someone with “passion for learning.”

In total, Textio says it has identified 20,000 common phrases that can be used to attract whichever demographic you’re after.

“There are a lot of fairly obvious ones, but the truth is companies move beyond those,” Snyder said. “It’s about looking down to see what happens when real people read those listings.”

Recruiters run job listings through Textio’s platform before they advertise a job. Phrases that attract everyone turn green, those that attract men turn blue and women turn purple. Words that are universally disliked by potential applicants turn red.

In Twitter’s case, the company will be using Textio to try to increase the number of women within the company, so it will likely be aiming for a lot of purple job descriptions.

Twitter’s new goals say it wants to be 35 percent female across the company by 2016, an increase of 1 percent from 2015. It’s also aiming for 16 percent female in tech roles (up from 13 percent) and 25 percent female in leadership roles (up from 22 percent). That’s in addition to the company’s new goals for underrepresented minorities.

Certain divisions within other organizations, like Microsoft, Major League Baseball and Barclays Bank, have subscribed to Textio’s service since the tool became commercially available in June. Twitter is the first company to publicly use the service across its entire organization, though Snyder said Textio will be announcing another tech giant that’s using its tool sometime in the future.

“Twitter is one of the most forward thinking companies in this space,” Snyder said. “People pay attention to what they do, not just because they’re famous in tech, but because they’re forward thinking.”

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