Making a good first impression isn’t merely the concern of job applicants. As an employer, job adverts provide the first opportunity to catch the attention of suitable candidates. I love this article from our partners, JobLookup.
In the current employment market, where many companies are experiencing a skills shortage and job seekers have reassessed their work-life balance priorities post-pandemic, creating well-written, inclusive job adverts is important because:
- it can maintain or even improve a company’s reputation as a fair and inclusive employer.
- it guards against discrimination disputes and adheres to UK employment law.
- it attracts a more diverse workforce, which has been shown to increase profitability and improve performance.
- it improves the overall candidate experience – for more on this topic, read Why candidate experience is essential
The process of creating job adverts with diversity and inclusion, however, isn’t simply about using the right words. Instead, it begins with education.
Build an understanding of diversity and inclusion
The first step in making diversity and inclusion key considerations in your recruitment process is to ensure that all employees understand what those two concepts mean.
Diversity is a concept of difference, specifically difference that is relative to each individual. That difference might be gender, ethnicity, age, level of education, or physical ability. Diversity at work is reflected in a workforce that has a varied demographic.
Inclusion is the extent to which an individual feels valued, recognised, and accepted within a group or community. Inclusion at work relates to how an employee feels they fit in, are valued by, and are part of the company they work for.
Building an understanding of diversity and inclusion at work must always start at the top with the most senior levels of management and be filtered down from there. Diversity and inclusion are not simply a concern for management and recruitment personnel. Instead, these concepts must form a key part of company culture and policy.
Start with the job description
The basis for any job advert is the job description which outlines the roles and responsibilities of that vacancy. A job advert created with diversity and inclusion in mind therefore requires a job description that is built around those two factors.
Beyond describing what the job entails, consideration should be given for the elements of diversity that may relate to employees, for instance:
- age
- gender
- disability
- ethnicity and religion
- education
- marital and parental status
The language used in the job description should be neutral. There should be no preference towards one group over another, for instance, using pronouns of one gender or terms that are only understood by a particular age group. Phrases which discriminate against any demographic or perpetuate a stereotype should be avoided. Localised language, that will be understood by all relevant candidates, should be used.
Gender coded language, which suggests a particular gender rather than overtly stating one gender over another, can be tricker to identify. Many personal tendencies, such as aggression, competitiveness, or sensitivity are generally linked with one gender over another. Descriptions of the type of ideal candidate or the work environment must be checked to guard against gender coded terms and phrases. Gender neutral job titles, for instance, waiter instead of waitress, door attendant instead of doorman, or supervisor instead of foreman, should be used.
The job description should be written in plain language, which is accessible to candidates with varying levels of literacy. Keep sentences and paragraphs short. Avoid the use of jargon and technical terms, unless relevant to understanding the role.
Job ‘requirements’ should always be queried. Are they essential to carry out the job or instead simply a factor that is preferred? For instance, does the candidate need a car for the job, or a driving licence? Could they use other forms of transport instead?
Turn the job description into a job advert
The job advert should follow the same diversity and inclusion rules as the job description:
- use neutral language that does not prefer or discriminate against any particular demographic
- use localised language that will be easily understood by all relevant candidates
- use plain, succinct, and jargon-free language
The purpose of the job advert is to provide sufficient information to attract relevant candidates and explain how they can apply for the vacancy. Drawing from the job description, the job advert will generally include job title, salary, location, remote/flexible working availability and other benefits, an introduction to the company, brief outline of the job, requirements, and how to apply.
Make the job advert accessible
Accessibility goes beyond advertising a vacancy where candidates can easily find it, although posting the advert in a diverse range of places is more likely to attract an equally diverse range of candidates.
Make the job advert accessible to candidates who may have difficulties reading written adverts by:
- using a font and text colour that is accessible to candidates who have dyslexia. Sans serif fonts are easier to read, and bold is preferable over italics or underlining for emphasis.
- using larger text.
- offering an audio alternative.
- offering a Braille alternative.
The British Dyslexic Association provides a handy guide on writing dyslexia-friendly text.
Make sure that both the application process and lines of communication are equally accessible. Make it easy for any relevant candidate to take the next step.
It can also be helpful to include accommodations for candidates called to interview, for instance, an extended interview time or video interview instead of in-person.
Add a diversity and inclusion statement
A diversity and inclusion statement expresses the employer’s intent to embrace diversity and inclusion in the company’s culture and recruitment policy. As part of a job posting, this statement doesn’t have to be lengthy, often 20 to 75 words is sufficient. The statement should be plainly worded, accessible, and designed to leave candidates with a clear understanding of the employer’s appoach . It should also be honest and truthfully reflect the employer’s DEI (diversity, equity, and inclusion) strategy.
A longer version of the diversity and inclusion statement can form a key part of the company website, perhaps enhanced by employee experiences.
Regularly review job adverts
It can be easy to fall back on or fall into the same old patterns when writing job adverts. It is therefore essential to regularly review job adverts to make sure that they appeal to relevant candidates, give an accurate impression of the company’s culture, and are worded with diversity and inclusion in mind.
Final Thoughts
The main factor in creating job adverts with diversity and inclusion in mind is to challenge one’s own assumptions. Using neutral language that is inclusive and accessible is often more difficult to achieve than it initially might seem. However, in a job market where candidates not only want a job, but also an employer who will recognise them as the valued and talented individual that they are, job adverts must work hard to leave a good first impression.
Author biography:
Fi Phillips, Freelance Copywriter working with JobLookup. Fi specialises in blog posts and web articles about the world of work and business. She is especially interested in how the pandemic has changed our attitudes to work-life balance and career development.
