Work Kits
Writing Inclusive Job Ads
A Playbook
Welcome to this
Human Resources playbook.
This website and accompanying templates walk you through the process of generating an inclusive job ad.
1
Scroll down
For content on why and how to practice Diversity,
Equity, and Inclusion as early as the first stage of hiring.
2
Learn by doing
Open the two accompanying template to follow
along step-by-step. By the end of this playbook,
you’ll have a job description and job ad ready to go!
3
Get the TL;DR
A checklist at the end of the playbook summarizes the steps to make sure everything’s covered.
4
Set the pace
Jump to sections, return to the work kit, or come back the playbook later, using the handy navigation bars.
If you’re looking to attract diverse talent for your organization, words matter.
And there’s no better place to start than job descriptions.
55% of candidates
consider job descriptions among the most helpful when deciding if a company is a good fit. [1]
All DEI, every day
DEI, or Diversity, Equity, and Inclusion, has become an essential part of the workplace, and HR brings it to life on a day-to-day basis - starting with the first touchpoint of potential candidates with the company. In the early stages of recruitment, there’s a wealth of ways to incorporate DEI.
Diversity
Attracting diverse candidates and broadening talent pools by using inclusive language
in job posts
Equity
Removing barriers for underrepresented talent
by avoiding inherently
biased job requirements
Inclusion
Sharing how work experiences are intentionally made inclusive for all and allow all candidates to put their best self forward
Inclusive hiring means taking steps to create conversations and experiences that enable all candidates and interviewers to participate fully in the hiring process.
Through inclusive hiring you’ll build more diverse and inclusive teams, which in turn:
Unlocks innovation and strategic thinking
Builds psychological safety and engagement
Reduces bias and groupthink
Contributes to building a better future for all!
Further Reading
“Organizations with inclusive cultures are 8x more likely to achieve better business outcomes.” [2]
Part 1: Job Descriptions
Your careers site and job ads are the first experiences that candidates have with your organization, so it’s important to get them right. Job descriptions, or JDs, aren't just a list of job requirements and responsibilities; they're your alignment tool, connecting the open role to your company’s mission and values, and to the candidate’s personal goals and values.
Importantly, it’s the perfect place to communicate your commitment to diversity, equity, and inclusion.
Writing Inclusive
Job Descriptions
Language is one of the most important aspects when it comes to being inclusive. When used considerately, words have the power to include, but when used inappropriately, language can be hurtful, cause discomfort, or leave people feeling isolated.
Luckily, we’ve got you covered. Start writing your Inclusive Job Description using this Canva template, open it in one tab and write a job description step by step as you read
through this playbook.
Anatomy of a Job Description
Inclusive Job Title
Work Flexibility
Role Alignment
Role Description
Role Qualifications
Career Path
Step 1: Start with an inclusive job title
Basic, right? But job titles are very prone to unconscious bias - particularly for gender and age - and may discourage candidates from entering your hiring process.
Biased
“Salesman”
Implies the position is for male applicants only
“Junior” or “Senior Product Specialist”
Implies preference for particular age groups
vs.
Better
“Salesperson,” “Sales Representative”
Non-gender-coded and open to all
“Experienced Product Specialist”
Emphasizes qualifications over age
Guard against words with unconscious bias of all forms. Age and gender are just a few examples. We’ve put together a quick guide to inclusive writing to help you with word choice and spotting other types of bias.
Your turn!
Go back to the tab with your open template. Write an appropriate job title on your template.
Write it here
Step 2: Be specific about flexibility
The move to flexible work has a huge impact on workplace inclusion. Work flexibility, or how and when the work can be done, is an important factor for many candidates.
On-site
Requires daily reporting to a physical office
Hybrid
A mix of office days and
work-from-home days
Remote
Fully off-site; can work
from anywhere
Offering flexible working will significantly broaden your talent pool. For instance, candidates who are parents or have caring responsibilities are more likely to apply for hybrid work setups, while folks based outside the city would prefer remote positions over on-site ones that require a long daily commute. For candidates living with disabilities, chronic illness, or accessibility needs, remote work is essential. Having access to workplace flexibility information for a role may be the decider between applying and not applying for your role.
Resource: Remote Working Policy Template
Further Reading
“Including gendered words in job advertisements could make the position seem less appealing to a certain gender, limiting the applicant pool for these jobs.” [4]
Your turn!
Go back to the tab with your open template. Define the job flexiility in the space provided.
Write it here
Step 3: Align the role
...To the Company
For businesses to thrive, every team member needs to work towards the same mission,
vision, and goals. This means that every
new role must have a business justification.
The key questions to answer at this stage are:
- Why does the organization need this role?
- How will this role help the organization achieve its mission and goals?
...To the team
From the big picture, we can get a bit more granular. The chosen candidate will be adding diversity to a team that has its own way of contributing to the company. Sharing that
team’s particular mission and vision will not only demonstrate where the role sits, but also where the candidate can provide missing perspectives to the team as well as the larger organization’s vision and strategy.
...To the individual
As we zoom into the role itself, we again align
it to the overall goals and mission. This time, talk about particulars: The products and projects that candidates can expect to work on as their unique contributions to the team and the company.
Resource: Remote Working Policy Template
DEI practices can be
as diverse as the talents we seek. Explore our Inclusive Language Guide template
as a foundation, then make it your own, infusing it with your organization’s values and DNA.
Inclusive Tip: Use the “We” voice
This early in the hiring process, it’s critical that we exercise our inclusive language muscles. Using the pronouns “we” and “us” instead of “you” breaks down walls and puts the recruiter on the side of the candidate. Thinking collectively unlocks inclusion and diversity.
Your turn!
Go back to the tab with your open template. Fill out the next few sections below.
Write it here
Step 4: Describe the role
Paint a picture of the kind of work the job entails, so candidates can visualize the role better. Outlining initial goals can help set expectations both internally - for the team the role sits in, and externally - for potential candidates.
Although this seems like a straightforward enumeration of goals and typical tasks, the language you use matters. Intimidating words filled with jargon point towards exclusion rather than inclusion. You’ll attract a more diverse pool of talent with statements that are goal-oriented, conversational, and compelling.
Aside from the quality of the statements, quantity
is also a factor. The more items there are on a list, the less important each of them becomes. Choose just four or five key qualities or skills to better emphasize how essential they are to the role.
See it in action
Goal-oriented and conversational
Limiting to only the most essential points
No jargon or intimidating language
Your turn!
Go back to the tab with your open template. Identify initial goals and expectations in the appropriate sections below.
Write it here
Step 5: Define the required skills
To hire inclusively and attract a broad and diverse pool of candidates, focus on skills – rather than education, experience, or background which tend to exclude minorities and underrepresented groups. The shift to skills-based hiring is seeing more and more employers hire for skills over education or prior experience. Challenge your thinking about required qualifications like degrees and instead, think about the skills that will make a candidate successful in the role.
Did you know?
Women often wait until they check off every single box before applying for a job, giving a hard pass to a job posting if they spot an unknown software.
Job requirements
Restrictive: Forces candidates to evaluate themselves against predefined checklists
Focused on the past: Reduces the value
of candidates on what they have achieved
in previous jobs; excludes fresh graduates
Exclusionary: Women and
underrepresented talent often wait until
they check off every single box before applying for a job, giving a hard pass to a job posting if they spot an unknown software.
vs.
Impact descriptions
Expansive: Allows candidates
to visualize how to use their unique
experiences and talents to achieve goals
Looks to the future: Highlights
what candidates are expected to
achieve as they grow into their roles
Inclusive: Opens the job to those
who can demonstrate they have the skills
and experience to be successful in the role.
Check for bias
On Canva: Open the Magic Write feature, paste your text, input “Make this more inclusive,” then select “Generate.” Feel free to experiment with other prompts, too!
Also try: Textio
Textio is a platform that helps detect and remove bias through language algortithms and bias interruption software.
Your turn!
Go back to the tab with your open template. Practice writing impact descriptions using prompts.
Write it here
Step 6: Chart a path for growth
The final section of the job description is optional but recommended. It’s all about growth opportunities and giving employees an idea of how they can progress in their careers. This is about promotional opportunities but also learning opportunities and ways that candidates may build their skills and careers with you over time. Remember, career growth doesn’t have to be linear!
Your turn!
Go back to the tab with your open template. Map out growth opportunities in the final section.
Write it here
Part 2: Job Ads
Now we move on to the public-facing version of the JD: The job post itself.
What’s the difference?
Job Description
Internal document
In-depth
Provides clarity on the role
vs.
Job Ad
External facing
Short, punchy
Attracts potential candidates
Since we’ve already laid out most of the content in the Job Description in an inclusive way, the Job Ad should be much easier and quicker to put together.
Writing an Inclusive Job Ad
To ensure we are attracting a diverse talent pool, let's use this template to write an Inclusive Job Ad that appeals to a broad range of candidates.
Keep the template open in one tab and craft
the job ad step by step as you read through
this playbook.
Anatomy of a Job Ad
Inclusive Job Title
Work Flexibility
From the Job Description
Additional Sections
From the Job Description
Additional Section
From the Job Description
Step 1: Translate content from the JD
Minor tweaks can give your JD the glow up it needs for external audiences. If you’ve done your work right and put on your DEI hat from the start, this part will be easier. That said, your JD may be lengthy and contain internal jargon not meant for the job ad.
Make your Job Ad more enticing and ready for public audiences with these tips:
1
Change up the headers so they’re a little more conversational and compelling to read.
2
Choose snippets from the JD that are relevant to the headings.
3
Summarize the information per section and give it some personality!
4
Call to action. Prompt audiences
to engage with your content. Whether
it’s to like, share, comment, or click
on a landing page, make sure the action
is appropriate to the platform.
Magic Tip ✨
Use Magic Write to summarize or rewrite your job description faster.
Simply type “/” to access the tool. Make sure to proofread and
edit after!
Your turn!
Transfer the relevant parts from your JD to the Job Ad template. Then, rewrite them to better represent your organization and attract the right candidates.
Job Description
Job Ad
Job Title
Location,
Schedule, and
Work Setup
What You’ll Do
What We’re
Looking For
About the Team
Step 2: Add finishing touches for maximum impact
Add an enticing intro
Jobseeking is a two-way street, so treat it like a conversation. Imagine speaking to a future teammate; this job post is your way of breaking the ice. Make them feel welcome and get them excited about the prospect of working together - as early as this first encounter!
See it in action
Inject inclusion into
your greeting
Invite candidates while sharing your mission
Show appreciation for their efforts
and make it worth their time
Give a sneak peek of the benefits
You’ve shared your expectations, now it’s time to meet theirs. Let them know what perks and experiences set
your company apart.
Resource: Benefits Program Presentation
Get all your benefits in
one place so it’s easy to pick highlights for your
job ad.
See it in action
Hint at the good stuff
Take a human-first approach
DEI practices at work!
Demonstrate your commitment to Inclusive Hiring
Conclude the job ad with important details that exemplify your inclusive hiring process. Be overt about your commitment to inclusive hiring - this sends a strong message of a company committed to inclusion that welcomes and encourage diverse perspectives.
See it in action
Emphasize your inclusive, bias-free hiring process
DEI practices at work!
Set expectations
Your turn!
Go back to the tab with your open template. Add an introduction, benefits, and conclusion.
Write it here
Step 3: Put it all together
You’ve got the words, now it’s time to paint the picture. Take the text from Doc to web! Package
the information in a way that is digestible and representative of your organization and its values.
This step is all about accessibility, or the ability for all people to access, navigate, and use environments with ease. In the case of an online job post, we need to make sure people with accessibility needs are able
to view the content. And while we consider the needs of candidates with visual impairments or poor internet, in truth, ensuring accessibility benefits everyone.
Here are some best practices:
1
Prioritize accessibility and representation in your job site
- Consider representation in the imagery that you use. Swap out stock photos with authentic images of your diverse team - with their permission, of course!
- Give your best effort to adhere to web content accessibility guidelines or WCAG.
- Video and audio: Include transcripts or closed captions
- Images: Set up alternative text
- Color: Ensure good contrast and colorblind-accessible palettes
Web Content Accessibility Guide (WCAG). What is it?
The WCAG sets the international standard for making web content accessible to people with disabilities. While the information that the WCAG provides is primarily for folks in web development, its content also serves as a reliable guide for anyone who uploads information online.
2
Bring the words to life - for all
types of eyes
Use large, easy-to-read fonts, and break text into bite-sized chunks, adding bullet points where possible. This helps neurodivergent candidates understand and absorb the information better.
See it in action
Add alt text
Tip: On Canva, simply right click on
the photo to pull up the Alt text feature
Choose large,
easy-to-read fonts
Authentically show how diverse your team already is
Alt: “A man of South Asian descent in a white shirt, smiling”
Use simple formatting, such as headers or
bold text instead of underlining or italicizing
Clear and visible call to action
3
A word on EEO statements
Adding an Equal Employment Opportunity statement is an easy way to demonstrate compliance with rules established by lawmakers on equal employment opportunities - but it’s not the best way. In truth, they come across as insincere legal jargon. If you must add an EEO, phrase it in a way that is authentic to your organization, embodying your commitment in easily understandable and approachable language.
Final Checklist
Alignment
Is your job description aligned with the goals of the company, team, and individual?
Consistency
Does the job ad content match the job description?
Inclusive Language
Did you check for bias and ensure the language and content are inclusive and respectful?
Accessible Format
Does the job ad posting adhere to accessibility guidelines?
Tone and Voice
Does the tone of your job ad reflect the values and personality of your company?
Congratulations. If you answered yes to everything, you’re ready to post!
Templates and Resources
The job ad is just the beginning. Explore more HR resources to make inclusive hiring and talent recruitment easier!
More templates
A job ad is short and snappy by design. It should have everything a jobseeker needs to decide on applying - that’s it.
For everything else, there are links and platforms. We’ve curated a few templates to get you started.
Diversity, Equity, and Inclusion Presentation
Workplace Inclusivity Instagram Post
Intro to Hiring for Recruiters Presentation
Job Ad Facebook Post
Company Hype Video
Job Ad Facebook Video
Looking for more templates?
Check out a range of high-quality recruitment templates, conveniently housed in Canva’s library.
Write it right
A quick guide to inclusive writing
From word choice to phrasing, how something is said or written is just as important as what it means. Triple-check your job titles and descriptions to ensure no good candidates fall through the cracks.
Watch out for | Biased | Better |
Gender coding Using words associated with the male or female gender | “Salesman” | “Sales Specialist” “Salesperson” “Sales Officer” |
Male-coded: Ambitious, confident, decisive, driven, head-strong, outspoken Female-coded: Agreeable, compassionate, empathetic, nurturing, sensitive, supportive | Use more neutral adjectives, such as exceptional, organized, proactive, detail-oriented, etc. | |
Age and experience bias Implying generational preference | “Digital native” | “Proficiency in digital skills” or “ability to adopt or learn new technology” |
Cultural or racial bias Implying exclusion based on race, nationality, or beliefs | “Seeking a native English speaker”, or “Fluent in English” | No mention of language skills if they are not directly relevant to the position. |
“Hats or head coverings of any kind are prohibited in the office.” | More general dress codes, such as “Business professional” | |
PWD discrimination Failing to consider the differently-abled |
|
|
|
| |
Industry jargon | “We’re seeking a candidate who can analyze our P&L and leverage those metrics to achieve our KPIs” | “We are seeking candidates who can analyze and leverage our profit and loss statements to meet our targets.” |
References
- DellaBartolomea, M. (2020) Dei hiring: How to create inclusive job descriptions, InclusionHub Digital Inclusion Resources.
- Deloitte - Juliet Bourke and Bernadette Dillon, “The diversity and inclusion revolution: Eight powerful truths,” Deloitte Review 22, January 22, 2018
- McKinsey Classics
- Gaucher, D., Friesen, J., & Kay, A. C.
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