Inclusive Job Ads: Wording That Widens Your Applicant Pool

An inclusive job ad describes the work and the real requirements in plain language, states the pay, avoids wording that signals a preference for one group and makes it easy to ask for adjustments. The main areas to check are gendered or coded words, age cues, inflated requirements, language about disability and health, culture fit phrases and the application process. Research by Gaucher, Friesen and Kay (2011) found that masculine-coded wording in ads can make roles seem less appealing to women, so it is worth checking. Rules on discriminatory advertising differ by country, so use this as practical guidance and take advice where it matters. The goal is a wider pool of qualified people, not a box ticked.

Most of the fixes make the ad clearer for everyone.

Words and phrases to check

Question each phrase and ask what the person must do, then say that.

Requirements: fewer and more honest

Long lists of requirements put people off, particularly those who think they must meet every one. Cut to what the job needs from day one, separate what can be learned and avoid fixed years of experience unless there is a reason. See job description writing and screening criteria scorecard. If a degree is not required for the work, do not require it.

Pay and conditions

State the pay range, the working pattern and any flexibility. Some places require pay ranges in postings; where not, publishing one helps candidates decide and reduces wasted effort. Say whether remote or hybrid work is possible, what the hours are and what support you offer.

Adjustments and access

Include a line: "We welcome applications from everyone and will make reasonable adjustments to the process. Let us know what you need." See reasonable adjustments in hiring. Do not ask candidates to disclose a health condition in the advert or the form.

Example rewrite

Before: "We're looking for a rockstar sales ninja to join our young, dynamic team. Must be a native English speaker with 10+ years' experience, a dominant personality and a strong cultural fit. Must be able to work long hours."

After: "We're hiring an account executive to sell our scheduling software to mid-sized companies. You will run discovery calls, manage a pipeline of about 30 accounts and close deals of 20,000 to 60,000. We're looking for strong written and spoken English, experience in B2B sales, and the ability to work independently. The role is hybrid, with core hours from 10 to 4. Salary 48,000 to 58,000 plus commission. We welcome all applicants and will make adjustments to the process on request."

The second says what the work is, what is required, what is offered and how to ask for help.

The application process

An inclusive ad leads to an application that is accessible.

• A short form that works on a phone. See job application form design.
• Several ways to apply, such as a resume upload without an account.
• A named contact for questions.
• Information on stages and timelines. See candidate experience.

Where to post

Posting in several places widens the pool. See where to post jobs and candidate sourcing. Avoid relying on referrals alone, which tend to reproduce your current network.

Test it

• Ask two colleagues from different backgrounds to read the ad and say what they think the job is, and whether anything puts them off.
• Run it through a wording checker if you like, but do not rely on one. Tools can flag words without understanding context.
• Track who applies and who passes each stage, where lawful. See the four-fifths rule.

Automated tools and ads

If you use software to write or screen, check for biased wording and for proxies in criteria. See AI bias in hiring. A scorecard keyed to the ad's real requirements helps keep screening consistent with the ad.

A short wording checklist

Before you publish, read the ad once for each of these questions.

1. Does every requirement describe something the person will do from day one?
2. Would a capable person with a different background see themselves in it?
3. Is there anything that signals an age, a gender or a way of life?
4. Is the pay stated, and are the working pattern and flexibility clear?
5. Does it say how to ask for adjustments, and who to contact?

If any answer is no, fix that line first. Most ads need only a few changes to improve, and the changes tend to make the posting shorter.