How to Create an Inclusive Job Ad: Practical Steps for Attracting Diverse Talent

In today’s increasingly conscious workforce, the way organisations attract and engage talent has never been more critical. One of the most important — and often overlooked — elements in building a diverse and inclusive workforce starts right at the beginning: your job advertisement.

A truly inclusive job ad goes beyond simply listing responsibilities and requirements. It reflects your company’s values, welcomes a diverse audience, and signals to every potential candidate that they are seen, respected, and encouraged to apply. And the benefits aren’t just cultural — according to McKinsey, companies with greater diversity are 36% more likely to outperform their less-diverse peers financially.

So how do you craft a job posting that attracts a wide range of talent while staying true to your brand? Here are seven strategies that make a real difference.

1. Use Gender-Neutral and Inclusive Language

The words you choose matter — a lot. Seemingly harmless adjectives like “aggressive,” “ninja,” or “dominant” may subtly reinforce stereotypes and discourage applications from women or non-binary individuals. Inclusive terms such as “collaborative,” “adaptable,” or “team-focused” tend to resonate more broadly across genders and backgrounds.

💡 Tip: Use free tools like a gender decoder or ChatGPT to audit your job ads for biased language.

2. Rethink How You Frame Qualifications

One of the biggest hurdles for candidates from underrepresented groups is overly rigid job requirements. Research from LinkedIn found that women are less likely to apply for roles unless they meet 100% of the listed qualifications, compared to men who will apply if they meet around 60%.

Instead of compiling a long list of “must-haves,” focus on core skills and competencies that are truly essential. Clearly distinguish between “required” and “nice-to-have” experience.

Ask yourself: Is this qualification essential to job performance, or just part of our legacy requirements?

3. Make Flexible Working Options Clear

Flexible working is no longer a perk — it’s a fundamental expectation for many candidates, especially those with caregiving responsibilities, health considerations, or other personal commitments.

Whether it's remote work, hybrid schedules, compressed hours, or job sharing, highlighting flexibility prominently in your job ad not only supports inclusion but also demonstrates your commitment to employee wellbeing and work-life balance.

Even if full flexibility isn’t possible, showing some effort goes a long way.

4. Neutralise Your Job Titles

Job titles can unknowingly alienate groups of people. Titles like “salesman,” “chairman,” or even trendy labels like “rockstar” or “coding ninja” may carry cultural or ageist implications that deter potential applicants.

Stick to clear, professional, and universally understood titles — such as “Software Engineer” or “Customer Support Specialist” — that reflect the role without implying gender, age, or cultural norms.

5. Make Your Diversity Commitment More Than a Disclaimer

Don’t relegate your EDI&B (Equality, Diversity, Inclusion & Belonging) values to a generic sentence at the bottom of your job ad. Instead, weave them into the narrative of the role and your broader employee value proposition.

Let candidates know why inclusion matters to your organisation and how this role contributes to building an equitable workplace. Include details about your internal initiatives, ERGs (employee resource groups), or partnerships with diversity-focused organisations.

Example:

“We’re proud to support a workplace where everyone belongs. Our DE&I council works actively to foster a culture of representation, inclusion, and opportunity.”

6. Proactively Welcome Underrepresented Groups

Sometimes, a simple invitation makes all the difference. Including a line like:

“We strongly encourage applications from people of all backgrounds, especially from underrepresented communities including women, ethnic minorities, disabled individuals, and LGBTQ+ professionals.”

…can help candidates feel more confident in applying, especially those who may otherwise second-guess their place in your company.

Support this with visible DEI initiatives, inclusive imagery on your careers site, mentoring opportunities, and leadership development for underrepresented talent.

7. Highlight Personal and Career Development Opportunities

Marginalised candidates — particularly those who have faced systemic barriers in the workplace — are often looking for signs that an employer will invest in their long-term success.

Mention any of the following to show your commitment:

• Internal training and upskilling
• Coaching or mentorship programmes
• Defined career pathways
• Support for continuous learning

This signals that your company doesn't just hire diverse talent — it nurtures and advances them.

Final Thoughts: Inclusion Starts With Intention

Crafting inclusive job ads is not a tick-box exercise — it's a continuous process of learning, reflection, and improvement. Every word in your job description sends a message about who belongs in your workplace. Make sure that message is clear, welcoming, and intentional.

If you're unsure where to start, consider partnering with inclusive hiring consultants or use inclusive writing frameworks as part of your recruitment workflow.