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Crafting compelling and inclusive job adverts | 5 top tips

Written by Danielle Fargnoli on 25 January 2024

Diversity and inclusion are crucial components of a thriving and successful organisation. Having a diverse workforce enables innovation and creativity, better decision-making, increases employee engagement and morale, and demonstrates your organisation’s commitment to responsible and ethical business practices.

This diversity and inclusion should be evident not only to existing employees but to those considering your organisation, too. This is where a well-crafted job advert pays dividends.

Indeed, a thoughtfully constructed ad goes beyond listing qualifications and requirements; it communicates your company culture and commitment to diversity and inclusion. Not only does this improve hiring success by appealing to individuals from different backgrounds, but it also fosters a workplace environment that values and embraces diversity. This, in turn, contributes to building a more dynamic and innovative team, ultimately enhancing the overall success and reputation of your organisation.

With this in mind, here are five key strategies for constructing a compelling job advert that accurately captures your organisation’s commitment to an inclusive and diverse workforce.

1. Set the tone

Begin the advert with an inclusive and welcoming tone. Avoid using language that may inadvertently discourage certain groups from applying, be conscious of gender-neutral language, and steer clear of terms that may carry unconscious biases. 

This doesn’t have to tie you up in knots, it can be as simple as: “XYZ Company is seeking talented individuals from all backgrounds to join our innovative team. We encourage applicants of all genders, ethnicities, and abilities to apply.”

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2. Highlight inclusive benefits and practices

Utilise the benefits section to talk about your company’s commitment to diversity and inclusion. Showcase inclusive policies such as flexible working hours, parental leave, and employee resource groups that reflect various backgrounds and experiences.

If you have an EDI committee, highlight this to further underscore your commitment. At WorkNest, for example, our Inclusion Alliance is crucially important to our people agenda. Acting as an EDI focus group, this team of colleagues convenes monthly to discuss EDI matters, represent employees across different departments, and help shape our EDI initiatives.

In addition, if you provide EDI training, this is worth mentioning, as it underscores your dedication to developing a culturally competent and aware workforce where individuals are able to challenge biases, embrace diversity, and actively contribute to a more inclusive and equitable workplace.

3. Develop inclusive job descriptions

Create job descriptions that focus on skills and competencies, such as strong analytical skills, effective communication, and the ability to work in a team, rather than specific backgrounds or demographics.

This approach not only draws a more diverse pool of candidates but also helps in selecting individuals based on their abilities and potential.

4. Incorporate employee testimonials

Consider including testimonials from diverse employees who share their positive experiences within your organisation. Allow these testimonials to highlight the inclusive culture, growth opportunities, and support they have received. 

Prospective candidates are often influenced by the experiences of their potential future colleagues, making this a powerful tool to convey the real-world inclusivity of your workplace. 

By featuring authentic stories, you not only demonstrate your commitment to diversity but also provide tangible examples of a supportive and welcoming environment that goes beyond words in attracting a diverse pool of talent.

5. Emphasise equal opportunities

Clearly communicate that your company is an equal opportunity employer. This ensures that individuals from all walks of life feel encouraged to apply, knowing they will be evaluated solely based on their skills and qualifications. 

For example, “XYZ Company is an equal opportunity employer. We celebrate diversity and are committed to creating an inclusive workplace where all employees feel valued and respected. We encourage applications from candidates of all backgrounds.”

Final thoughts

Ultimately, creating an effective job advert involves more than just listing qualifications. It’s an opportunity to showcase your company’s commitment to diversity and inclusion. By implementing these strategies, you not only attract a broader range of candidates but also contribute to building a workplace that values and celebrates differences.

However, it’s crucial to recognise that inclusive job adverts should not be viewed solely as a tool for talent attraction; rather, action must precede words. True commitment to EDI extends beyond recruitment strategies; it necessitates ongoing efforts and initiatives within the organisation. These initiatives should be geared towards fostering a culture of equity and belonging in the workplace, something which you can then shout about proudly in your job advertisements.

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