In today’s competitive job market, attracting the best talent is a top priority for any business. But what if your job advertisement is unintentionally deterring a significant portion of the workforce? Accessibility in recruitment isn't just about compliance; it's about casting a wider net to find the most capable and diverse talent. An accessible job ad ensures your opening is genuinely open to everyone, regardless of their background, physical ability, or cognitive difference.
For too long, job ads have relied on jargon, inflexible requirements, and outdated language that can inadvertently exclude brilliant candidates. In the UK, with the Equality Act 2010 establishing clear guidelines on discrimination, creating accessible and inclusive job ads isn't just an ethical choice—it’s a legal and business imperative. This guide will walk you through the key principles of writing a job ad that speaks to all potential candidates, helping you build a stronger, more diverse team.
Before diving into the specifics, it's crucial to understand why this matters for your business's bottom line. Accessible recruitment is a powerful strategy that yields tangible benefits.
1. Expanding Your Talent Pool: Approximately 1 in 5 working-age adults in the UK has a disability. By making your job ads accessible, you instantly open your doors to a vast, skilled, and often overlooked talent pool. Research consistently shows that diverse teams are more innovative, resilient, and better at problem-solving. By removing barriers, you dramatically increase your chances of finding the perfect person for the job.
2. Enhancing Your Employer Brand: Companies known for their commitment to diversity and inclusion are more attractive to candidates. A welcoming and accessible job ad signals that your company is a modern, forward-thinking, and respectful place to work. This not only helps you attract talent from underrepresented groups but also appeals to all job seekers who value inclusive workplaces.
3. Fostering Innovation and Productivity: A workforce with diverse perspectives and experiences is better equipped to serve a diverse customer base. Employees with disabilities, for instance, often bring unique problem-solving skills and a fresh outlook developed from navigating a world that isn't always built for them. This diversity of thought can lead to more creative solutions and drive business growth.
4. Upholding Legal and Ethical Commitments: Under the Equality Act 2010, employers in the UK have a legal duty to make "reasonable adjustments" for disabled employees. By proactively addressing accessibility in your job ads and throughout the hiring process, you not only comply with the law but also demonstrate a genuine commitment to creating an equitable workplace.
An accessible job ad is clear, concise, and considerate. It focuses on what truly matters: the skills, experience, and potential of the candidate. Here’s how you can transform your job postings.
Many job ads are filled with industry-specific acronyms, technical jargon, or buzzwords that can be confusing or intimidating. A candidate with a disability using a screen reader or a neurodivergent applicant who prefers direct language may find this text difficult to parse.
Do: Use simple, straightforward language. Explain complex terms if they are absolutely necessary.
Don't: Assume everyone understands your company's internal acronyms or industry slang. A phrase like "a proven self-starter with a collaborative mindset" is clearer than "a proactive synergy-driver."
The language you use can be a powerful tool for inclusion or a subtle form of exclusion. Avoid phrases that could alienate qualified candidates.
Avoid gendered terms: Use gender-neutral titles like "project manager" instead of "foreman" and refer to the successful candidate as "they" or "the candidate" instead of "he" or "she."
Avoid ableist language: Phrases like "hit the ground running" can be off-putting for individuals with disabilities. Focus on the required outcomes, not the means of achieving them. For example, instead of "must be able to lift 50lbs," state "must be able to manage the physical demands of the role, which may involve lifting heavy items."
Focus on 'We' and 'You': Frame the ad around the candidate and what you can offer them, rather than a list of demands. Use phrases like "You will be responsible for..." and "We are looking for..." to create a more inviting tone.
This is one of the most common pitfalls in job advertising. Many employers list a long, aspirational wish list of qualifications, which can deter excellent candidates who don't tick every single box.
Differentiate between 'Essential' and 'Desirable': Clearly separate the non-negotiable skills from those that would be a bonus. Be honest with yourself—is a university degree truly essential for success in the role, or is relevant experience equally, if not more, valuable?
Focus on Skills, Not Credentials: A job description should focus on the skills needed to perform the job, not a list of qualifications. For example, instead of "must have a degree in marketing," write "demonstrable experience in digital marketing."
The format of your job ad is just as important as its content. A visually stunning but inaccessible ad is useless to a candidate using a screen reader.
Use Clear Formatting: Use clear headings, bullet points, and short paragraphs. Avoid dense blocks of text.
Mind Your Colour and Font: Use a font that is easy to read and has a high contrast with the background color. Avoid light text on a light background or dark text on a dark background.
Provide Alt-Text for Images: If you include images or logos, ensure they have descriptive alt-text so screen readers can describe them to the user.
This is a critical element for UK-based job ads, and it's a powerful signal of your commitment to inclusion. Explicitly state that you are an inclusive employer and are open to making reasonable adjustments.
Add a clear statement: Include a line such as: "We are committed to creating a diverse and inclusive workplace. We welcome applications from all qualified candidates, and we are happy to discuss any reasonable adjustments you may need to support you in the application or interview process."
Provide contact information: Offer a clear way for candidates to discreetly request adjustments, for example, by providing an email address for a dedicated HR contact or a link to a form. This gives them the confidence to apply, knowing their needs will be met without judgment.
An accessible job ad is a fantastic start, but your commitment to inclusion must extend beyond the initial post. To truly build an accessible hiring process, consider the following:
Accessible Interview Process: Ensure your interview location is physically accessible and that you offer alternative formats, such as video interviews. Be prepared to provide an interpreter, extra time, or a quiet space if requested.
Diverse Interview Panel: Having a diverse interview panel can help reduce unconscious bias and make candidates from all backgrounds feel more comfortable.
Training for Hiring Managers: Equip your hiring managers with the knowledge and tools to conduct inclusive interviews and to recognize the value of transferable skills.
Creating accessible job ads is not a tedious task to be checked off a list; it is a fundamental part of building a successful, innovative, and equitable company. By taking these simple steps, you are not just fulfilling a legal obligation—you are making a conscious choice to connect with the widest possible pool of talent.
By focusing on clear, inclusive language and a genuine commitment to accessibility, you send a message that your company values all people and their potential. The result will be a stronger, more diverse team, a better workplace culture, and a significant competitive advantage.
Start today and make your next job opening truly open to everyone.
