1. Make sure its clear, accessible and inclusive
Keep it simple
Clear, well-structured job descriptions benefit everyone. But there are a few groups who stand to benefit significantly from these improvements.
- Candidates reading the job description for the first time – clear and simple language makes the ad easier to understand and skim, so candidates can understand if the role is for them.
- People who have sight or hearing impairments – clear headings, descriptive alt text for images and captions or transcripts for audio content improve accessibility and comprehension.
- Neurodivergent individuals – consistent, less complex and less dense content reduces cognitive load and enhances readability.
Use inclusive pronouns
Ditch “he/she” and go with “they” or use job titles to make your advert gender-neutral and easier to read.
Avoid coded language
Words like “assertive” and “competitive” can discourage women from applying, while “collaborative” and “supportive” might deter men. Tools like the Gender Decoder can help identify biased language.
Always state the salary
Listing the salary range (e.g. £30K–£35K) promotes pay transparency and reduces the gender and racial wage gap. Avoid vague terms like “competitive salary” or “DOE” (depending on experience), which tend to disadvantage women and Black, Asian and other Global Majority Groups during salary negotiations.
2. Prioritise skills and inclusion over exclusionary hiring habits
Focus on skills, not just experience
Instead of asking for someone who has done the job before, focus on whether they have the skills and knowledge to succeed. Many talented people, particularly those from underrepresented backgrounds, have been overlooked for promotions because their managers couldn’t “see them” in leadership roles.
Drop unnecessary degree requirements
A university degree isn’t accessible to everyone. If specific knowledge is required, consider listing “journalism degree or equivalent experience” instead of just “must have a journalism degree.”
Expand where you advertise
If you’re only posting on the same old job boards, you’ll get the same applicants. Try platforms focused on diverse hiring like Black Young Professionals, 2020Change, Pink Jobs or The Return Hub.
3. Back it up with action and accountability
No woke-washing
Diversity statements mean nothing if they aren’t backed by real action. Don’t use inclusive language as a marketing trick – make sure your hiring and workplace culture actually reflect those values.
Co-design the ad
If you’re trying to attract a more diverse workforce, involve people from those backgrounds in writing the job advert. Pay them for their time, listen to their insights, embed what they have to say into your hiring process.
Be honest about the diversity challenges you face
No workplace is perfect. Instead of pretending yours is, acknowledge the gaps and outline your commitment to improvement. Link to your EDI (Equality, Diversity and Inclusion) policies, gender and ethnicity pay gap reports or other relevant initiatives.