“This is why it’s important organisations focus on writing inclusive job descriptions and specifications to attract a broader pool of talent,” said Chris Willsher, Regional Director at Reed.
To explore how businesses can craft more inclusive job descriptions, we spoke with recruitment experts across Reed, who shared actionable strategies for making job postings resonate with a more diverse audience.
1. Avoid gendered language
The language used in job descriptions can significantly impact who applies. Research shows certain words and phrases may discourage people from underrepresented groups, particularly women, from applying. Words like "aggressive" and "dominant" are often associated with male stereotypes and can subtly alienate female candidates.
Chris emphasised the importance of being mindful of gendered language, adding that employers can inadvertently signal that their culture aligns more with male stereotypes.
“Words like 'collaborative,' 'inclusive,' and 'supportive' tend to appeal to all genders,” he said, “whereas terms like 'competitive' or 'dominant' may inadvertently deter women or non-binary individuals for applying for your roles."
He suggested using a language decoding tool to help identify biased language such as this one, or even the free version of ChatGPT to identify any words that may need to be neutralised.
2. When it comes to experience and qualifications – use inclusive language
Companies often ask for extensive qualifications or specific years of experience in job descriptions, which can disproportionately discourage women and minority candidates. According to research from LinkedIn, women apply for jobs only if they meet 100% of the qualifications, whereas men will apply if they meet about 60%.
Michelle Topley, Permanent Recruitment Consultant in Reed’s Norwich office, in the UK, advises organisations, where possible, to rethink how they frame qualifications.
“Where possible, it’s important hiring managers focus on the skills and competencies needed to succeed in the role, rather than creating strict list of requirements,” she said.
“You need to really ask yourself if a qualification is 100% necessary for the vacancy you have, or is it just on your nice-to-have wish list?
“Don’t get me wrong, there are roles that need certain qualifications, especially in the legal field that I recruit for, but in the current climate where skills gaps are prevalent, you need to think about upskilling – can you train this person to do the job? So many talented people won’t even apply if they don’t tick every one of your boxes.”
3. Promote flexible working options
Flexible work arrangements are more important than ever for candidates, especially those balancing caregiving responsibilities or dealing with other personal challenges. Advertising flexible work options prominently in job descriptions can open the door to a more diverse talent pool.
Shaq Hills, a Business Manager – Practice Specialist based in Reed’s Reading branch, in the UK, specialises in accountancy and finance practice recruitment. He said companies which are truly committed to inclusion need to make sure job specifications and descriptions reflect that you really understand how diverse individuals have different needs.
He said: “Not every business can offer flexible working, but most can have a stab at offering some form of flexibility. By doing this you are highlighting that as a business you are committed to employee wellbeing, by offering a ‘positive’ work-life balance.
“This is a major draw, particularly for women, older workers and those with disabilities. If you offer it, make it a prominent feature."
4. Remove bias in job titles
Job titles can often carry hidden biases, which may prevent certain groups from applying. Titles like "salesman" or "chairman" reflect outdated, male-centric norms, while titles such as "guru" or "rockstar" - not that we recruit for many rockstars - may skew younger and discourage older applicants from applying.
Rebecca Moore, Business Manager for the Northampton Reed office, in the UK, said neutral job titles that don’t encourage bias and attract as many candidates as possible to your job are vital.
She said: “Some job titles are simply outdated, and anything with the word ‘man’ on the end should certainly not be entertained. They need to be clear; do exactly what it says on the tin, and welcome people from all walks of life.
“A great example of this is the job title 'software engineer' – it really is neutral and widely understood in the tech space. If you were trying to be more vibrant and out there you may want to call the role 'coding ninja' – but you must really think hard about it as something like this may alienate potential candidates who feel they don’t fit into the cultural stereotype that the word ‘ninja’ signifies.”
5. Include your commitment to diversity
Explicitly stating a company’s commitment to EDI&B in job descriptions signals to candidates that an organisation values a wide range of perspectives and experiences. A simple paragraph outlining your EDI&B initiatives or your dedication to creating an inclusive environment can make a significant impact on potential applicants.
London-based Area Manager and public sector HR recruiter, Bukola Odofin, is an advocate of company’s having a clear employee value proposition that fully embodies a company’s culture, goals and commitments.
She said: "Your commitment to diversity shouldn’t just be a vague statement at the bottom of the job description, it should be part of your employee value proposition.
“This proposition should be woven into the job and clearly highlighted in any description or specification that is written. On top of this, where possible clearly define how the vacancy contributes to building an inclusive environment within your company and mention any specific inclusion and diversity initiatives you have."
6. Encourage applications from underrepresented groups
Sometimes, simply encouraging people from underrepresented groups to apply can broaden the pool of candidates. Job postings can include phrases like, “We encourage candidates from diverse backgrounds to apply,” which can reassure applicants that the company genuinely values diversity.
Chris Willsher, Regional Director at Reed, said one way of encouraging applications from underrepresented sectors is to advertise roles on platforms which are popular with individuals from those groups.
“You can’t attract underrepresented groups to your roles without highlighting your commitment to diversity on your website and in job descriptions, and offering training programmes, internships, and mentorship opportunities aimed at underrepresented individuals,” he said.
“Another way of encouraging applications is to promote employee referrals from diverse backgrounds and provide unconscious bias training for hiring managers to ensure a fair recruitment process. These strategies help create an inclusive environment that attracts a wide range of applicants.”
7. Highlight personal development opportunities
Inclusive job descriptions should also highlight growth opportunities within a company. When businesses emphasise that they support employee development and provide clear career pathways, they attract candidates who not only want a job but want to belong to a workplace that invests in their future.
“If you really want to demonstrate you value your people you need to really emphasise your commitment to learning and growth,” said Hayley Bee, Technology Practice Lead in Newcastle’s Reed office, in the UK.
She added: “I specialise in technology recruitment where skill shortages are rife, so by highlighting that you invest in your employees’ development on both a personal and professional level, you can really show that you value your people.
“Candidates from marginalised backgrounds do look for signs that a company will offer them room to grow and flourish, particularly if they’ve been in previous work environments where this hasn’t been the case."
Crafting inclusive job descriptions is not a one-time effort. It requires ongoing reflection, feedback, and refinement. The way you write your job description sends a powerful message about your company, meaning you need to ensure the message you are sending out is one that demonstrates you value inclusion.
If you’re looking to hire, our network of specialist recruiters can assist you in creating job descriptions to reach a wide pool of talent for your role. Get in touch with one of our experts today.
