In today's dynamic UK job market, attracting top talent is more challenging than ever. To stand out, employers must do more than just offer a competitive salary and benefits. They need to show potential candidates that their company is a welcoming, fair, and inclusive place to work. One of the most powerful and often overlooked tools for achieving this is the language used in your job advertisements.
Inclusive language is not just a box to tick for corporate social responsibility; it's a strategic necessity. A well-crafted, inclusive job ad can significantly broaden your talent pool, improve your brand reputation, and ultimately help you build a stronger, more innovative team. This guide will walk you through the principles of inclusive language, highlighting common pitfalls and providing practical tips tailored for the UK market.
The UK is a vibrant, diverse nation, and its workforce reflects this rich tapestry of backgrounds, experiences, and perspectives. In this environment, an outdated or non-inclusive job ad can be a major disadvantage.
1. The Law and Your Reputation: The Equality Act 2010 is the cornerstone of anti-discrimination legislation in Great Britain. It protects individuals from discrimination based on nine "protected characteristics," including age, disability, gender reassignment, marriage and civil partnership, pregnancy and maternity, race, religion or belief, sex, and sexual orientation. Using biased language, even unintentionally, can risk a breach of these laws and severely damage your employer brand.
2. Accessing a Broader Talent Pool: Research consistently shows that certain words and phrases can unintentionally put off diverse groups of candidates. For example, highly masculine-coded language (e.g., "aggressive," "dominant," "leader") can discourage women from applying. Similarly, ageist terms might deter highly experienced individuals. By using neutral, inclusive language, you signal that your ad is for anyone with the right skills, not just a narrow demographic. This is crucial in a talent-short market.
3. The Link to Innovation and Performance: Diverse teams—in gender, age, ethnicity, and background—are proven to be more innovative, better at problem-solving, and more profitable. A diverse range of perspectives leads to more creative solutions and a better understanding of a diverse customer base. Inclusive language is the first step to building that team.
This section provides practical, actionable advice on how to spot and fix non-inclusive language in your job ads.
Gendered terms can make a role seem exclusive to a specific gender, even if this isn't the intention.
Avoid: "Salesman," "foreman," "policeman," "waiter/waitress."
Use: "Salesperson," "supervisor," "police officer," "server" or "front-of-house staff."
Avoid: Masculine-coded adjectives like "dominant," "aggressive," "leader," "rockstar."
Use: Neutral and positive alternatives like "highly driven," "proactive," "strong performer," "high-achiever."
Age discrimination is illegal under the Equality Act. Phrases that suggest a preference for younger employees can put off experienced candidates, whose wisdom and institutional knowledge are invaluable.
Avoid: "Digital native," "recent graduate," "young and energetic," "fast-paced, high-pressure environment."
Use: Focus on skills and attributes: "agile learner," "ability to quickly adapt to new technologies," "all experience levels are welcome," "a collaborative and dynamic team environment."
Tip: Instead of stating a number of years of experience (e.g., "5+ years of experience"), try to describe the level of expertise you need (e.g., "proven experience in managing large-scale projects").
While not always intentional, certain words can make a job seem inaccessible to people with disabilities.
Avoid: "Walk-in interviews," "stand-out candidate," "hit the ground running."
Use: "Interviews will be held at our accessible office" or specify virtual interviews. "Exceptional candidate," "ready to contribute from day one."
Explicitly state: Be proactive in your inclusion. Mention that you are open to making reasonable adjustments to the application and interview process. For example: "If you require any reasonable adjustments to the recruitment process, please let us know."
While industry jargon is common, using too many acronyms or highly specific terms can exclude talented candidates from different sectors. In the era of the "Great Reshuffle," where people are changing industries more than ever, this is a significant barrier.
Avoid: Using acronyms without explanation (e.g., "We need an expert in L&D for our B2B SaaS platform").
Use: Clear, descriptive language. Spell out acronyms and explain key concepts. This signals that you are open to candidates from all backgrounds.
Creating an inclusive job ad is about more than just swapping out a few words. It requires a holistic approach to how you present the role and your company.
The job title is the first thing a candidate sees and can significantly influence who applies.
Use standard, clear titles: Avoid quirky, internal-only job titles (e.g., "Digital Ninja" or "Marketing Guru"). These can be confusing and exclude candidates who are searching for more traditional titles like "Digital Marketing Specialist."
Avoid seniority-based titles where possible: If a role is open to a range of experience, a title like "Software Engineer" is more inclusive than "Senior Software Engineer" in the initial ad.
The requirements section is where many companies unintentionally narrow their talent pool.
Clearly distinguish essential skills: Be ruthless about what is truly a "must-have" for the job. Do you really need a degree, or do you need a candidate with a specific set of skills that a degree often provides?
Avoid lengthy lists: Long lists of requirements can discourage qualified candidates, especially women and minority groups, who may not apply unless they meet 100% of the criteria. Focus on the core competencies needed to succeed in the role.
An inclusive company culture is a major selling point. But simply saying "we are a diverse and inclusive company" is no longer enough. You need to provide evidence.
Highlight employee resource groups (ERGs): Mentioning your ERGs for women, LGBTQ+ employees, or BAME staff demonstrates a tangible commitment to diversity.
Showcase your policies: If you offer flexible working, enhanced parental leave, or mental health support, mention it. These policies show that you support your employees' well-being and life outside of work.
Use diverse imagery: On your careers page, use photos of your actual employees from a wide range of backgrounds. This helps candidates see themselves as part of your team.
For a job ad on MyJobsi.co.uk, you should always keep the local context in mind.
Reference the Equality Act: Explicitly stating that you are an Equal Opportunity Employer and committed to fair hiring practices shows that you are aware of your legal obligations and ethical responsibilities.
Mind your spelling: Use UK English spelling for words like "organise," "programme," and "analyse."
Use UK-specific terms: Use CV instead of "resume" and refer to specific UK regions or cities (e.g., "London," "Birmingham," "Scotland") to improve targeting.
Recruitment is a powerful lever for building a fair, innovative, and successful organization. By simply taking the time to review and revise the language in your job ads, you can remove invisible barriers and open your doors to a wider, more diverse pool of talent.
Inclusive language is a simple, no-cost change that can have a profound impact on your business. It's the first step in creating a truly inclusive hiring process and building a workforce that reflects the diverse world we live in. Start today by reviewing your current job ads, and let MyJobsi.co.uk help you connect with the best talent the UK has to offer.
