How to write more inclusive job descriptions

Attracting a diverse array of applicants is vital for creating a competitive and happy workplace. Here’s how to achieve this with inclusive job descriptions that also improve the quality of applications.

A diverse group of colleagues having a meeting in a modern office environment

Diversity and inclusion are no longer just aspirational goals, they’re essentials. That’s because a truly inclusive workforce means more creativity, better problem-solving, and a stronger connection to a broad customer base. But hiring efforts start well before the interview — they begin with the job advert itself.

By writing more inclusive job descriptions, you can significantly expand your talent pool and improve your chances of attracting high-quality applicants from underrepresented backgrounds.

In this article, we’re going through the steps you can take to write job descriptions with more inclusive language that help your organisation appeal to more underrepresented groups.

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The importance of diversity and inclusion in the workplace

Recruiters understand that quality outweighs quantity when it comes to hiring, but the reality doesn’t always reflect that goal. In fact, only 30% of recruiters report receiving high-quality applications for their most recent hire, and one major reason is the use of poorly written or unintentionally exclusive job descriptions.

It’s not just a matter of fairness; inclusive job descriptions have been shown to attract more applicants from underrepresented groups. Even more importantly, these candidates often bring fresh, highly relevant skills and perspectives that add real value to the business.

However, many potential applicants are put off before they even click “apply.” Research shows that up to 39% of candidates may avoid applying for roles at organisations that don’t appear inclusive.

On the other side of the hiring process, unconscious bias can further narrow the talent pool. For example, 23% of recruiters automatically reject candidates with unexplained CV gaps, a criterion that can disproportionately impact individuals from diverse or non-traditional backgrounds.

Benefits of an inclusive approach to hiring

Employers can experience a range of tangible benefits if they successfully work to improve diversity and inclusion. This can include:

Better levels of engagement and retention: If your workers feel more at home and comfortable at work, they are more likely to be engaged, as they know that their input will be listened to and appreciated, rather than cast aside. This has the extra benefit of reducing staff turnover too. Staff that feel engaged in their work, and accepted in their workplace, are less likely to jump ship, and leaders know this, with 85% saying employee engagement is a strategic priority.
Improved understanding of customers: If your workplace doesn’t reflect your customer base in terms of demographics, there’s a good chance many customers aren’t being served as well as they should be. By increasing the diversity of your employees, your organisation can acquire an improved understanding of its customer base, which can in turn result in better sales and brand image.
Increased innovation and productivity: If a group of people all think the same way, then they’re less likely to find new ways of doing things. On the flip side, if they bring together different ways of thinking, then they are more likely to approach problems from a new direction and come up with innovative solutions. Diversity and inclusion can therefore boost innovation and productivity in the workplace.
Higher profitability: All the above can add up to one thing — an improved bottom line. With happier and more engaged staff, innovative and creative thinking, and customers who feel heard and understood, you can start to see an improvement in terms of both sales and profits.

Best practices for writing job descriptions to attract diverse candidates

Want to improve your job advert conversion rate while reducing the volume of low-fit applications? Follow these inclusive strategies.

1. Use gender-neutral language

Overly masculine or feminine wording can turn away great candidates. In fact, studies show that removing gender-coded terms increases applications by more than 30%.

As a result, employers should look to avoid gender-coded words to ensure more inclusivity in their job descriptions, such as:

Aggressive
Dominant
Nurturing
Empathetic

Instead, focusing on deploying more gender-neutral terns, like:

Collaborative
Results-driven
Team-focused
Adaptable

2. Work to eliminate racial and cultural bias

Similarly to avoiding gender-coded words, being mindful of racial bias in language is crucial. Remember, certain phrases or requirements may unintentionally discourage candidates from different racial or ethnic backgrounds from applying.

For example, many job descriptions include requirements related to cultural fit such as “strong cultural alignment,” which can suggest a preference for candidates who match the current workplace makeup.

Using terms such as “aligns with company values” or “adds to company culture” can remove any risk of racial or ethnic biases creeping in.

3. Avoid overly technical or industry-specific jargon

Jargon in job ads often creates unnecessary barriers. Even well-qualified candidates may scroll past your listing if they don’t recognise certain acronyms or sector-specific terms.

While 70% of applications are rejected due to a lack of relevant skills, jargon can falsely suggest a skills gap where none actually exists. At the same time, 64% of recruiters rely on clear, detailed job descriptions to improve the quality of applications they receive.

A good rule of thumb? Write your job ad as if you’re explaining the role to someone outside your industry. This simple shift in approach can help attract a broader, more diverse pool of qualified applicants.

4. Reassess “must-have” criteria

While some roles do require specific qualifications, many don’t. However, they’re still advertised with strict degree requirements. This can exclude capable candidates who lack a university education but possess the right skills and experience.

Rigid job criteria can also shrink your talent pool. For instance, almost 1 in 4 (23%) recruiters say they eliminate candidates with unexplained CV gaps, a factor that can disproportionately affect diverse applicants. Similarly, 30% of recruiters prioritise significant tenure at previous roles, and 28% look for experience at top-tier employers, potentially overlooking high-potential candidates from non-traditional backgrounds.

By listing only truly essential qualifications, and focusing more on skills-based hiring, you open the door to a wider, more diverse pool of candidates. Pairing this with learning and development opportunities allows you to nurture talent rather than just filter it.

5. Be transparent about your inclusion efforts

It’s great if you have diversity and inclusion within your organisation already, but if you don’t shout about it, candidates might not know it’s there. If, for example, you have extra benefits or policies to support parents, you should include this in job descriptions.

Furthermore, according to Totaljobs’ research, around 62% of workers want their employer to offer a more diverse array of benefits. As a result, sharing details of an inclusive benefits package can help attract a diverse array of applicants. This can include things like: