5 tips for writing job ads that feel inclusive to everyone

Reckon your job adverts feel inclusive to everyone?

You’d be in the minority if they did.

Pre-pandemic figures suggested that as little as 13% of job ads included diverse and inclusive language.

But even the relatively recent shift to remote working hasn’t opened things up. Just last year, up to 96% of job adverts at FTSE 100 companies still used gender-biassed language; that's despite over half (56%) of employees believing their company has a gender-neutral approach to staffing.

Clearly not, then.

Feels like a bit of a minefield to get things right, doesn’t it? Don’t worry, we’ve got you covered. Here are 5 tips for writing job ads that feel inclusive to everyone.

1. Never assume anything

First things first, try to avoid using language that assumes the candidate’s gender. So instead of using “he” or “she”, go for words like “they”, “their” or “the candidate”.

Additionally, according to Harvard research , masculine language - such as adjectives like “competitive” and “determined” - result in women “perceiving that they would not belong in the work environment”. On the flip side, the research also suggests that words like “collaborative” and cooperative” tend to attract more women than men.

But even with the best of intentions, can you really catch everything before your advert goes live?

It's OK, you don't have to do it alone. Today, there are plenty of free tools out there that can help. For example, Gender Decoder will review your job descriptions to ensure that any stereotypically gender-coded language is either reduced or removed.

2. Avoid discriminatory language

To create a job advert that feels welcoming to all prospective candidates - whatever their age, race, religion, sexual orientation or disability - it’s crucial to avoid any language that feels discriminatory. So be mindful of cultural references and idioms that might feel unfamiliar to some candidates.

Whilst always staying mindful of gendered words, try and avoid inadvertently discriminating with the following:

• Racial or ethnic bias - For instance, use "proficient in English" over "native English speaker" - but only if absolutely necessary.
• Ageist language - instead of saying "young and dynamic", try using "energetic and motivated".
• Educational requirements - these can end up excluding perfectly-qualified candidates who’ve learned their skills by other means.
• Stereotypes - avoid language like "work hard, play hard"; that’s just a surefire way to exclude anyone who’s trying to find some work-life balance .
• Ableist language - for example, instead of saying "able-bodied" use "physically capable" instead.

3. Don’t overlook disabilities

Well, when it comes to discriminating against disabilities in job ads, it’s often less about what you say and more about what you don’t. For example, do your advertisements explicitly say the organisation welcomes disabled applicants?

It should. And also try to include all the relevant information around accessibility, e.g. whether the workplace is wheelchair accessible.

This shouldn’t just be exclusive to those with physical disabilities, though. The most inclusive employers use their job ads to encourage neurodivergent prospects to apply as well.

Even the smallest tweak like including a statement saying “we welcome disabled applicants” is a positive step in the right direction.

4. Stay clear on salaries

The gender pay gap for all employees currently stands at 14.9%; disappointingly, this has actually widened since the last time we reported on it .

To put this percentage into context, that means women effectively work for free two months of the year. Pretty shocking.

Start by advertising salary bands in job adverts. This can go some way in closing the gender pay gap by breaking the cycle of asking applicants how much they earn - before, inevitably, paying differential rates.

Not sure what's fair? No problem. We’ve put together a list of the current average for tech salaries here.

5. Focus on flexibility

Finally, you just can't overlook the importance of flexibility.

In fact, reports suggest that the number of workers searching for flexible jobs has almost tripled this year; that’s rising from 29,796 in December 2022 to 88,968 in January 2023.

So try to ensure your job ad offers flexible working arrangements like remote or hybrid working and flexi-time. This will help you attract a more diverse pool of candidates, including those with caregiving responsibilities or disabilities.

The last word on welcoming ads

Above all else, just try and keep your job advert human and authentic. That’s the best way to ensure they entice instead of intimidate.

And you don't need to reinvent the wheel. Use free templates and tone-of-voice checklists to keep you on the right track, whilst avoiding any unnecessary “company speak”.

Not sure if you’re on the right lines? Just send it over to someone outside the organisation to see if they understand what the job’s all about.

Just remember: emphasise the job requirements, not the person. Challenge your perception of what you think an “essential” skill is. After all, we learn from each other’s differences - not our reflections. At the end of the day, there's just no denying that diversity makes businesses better . But only if they apply.

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If you would like to read about the topic in more detail, go to the full blog post here!

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