“Dynamic rockstar wanted” may sound enthusiastic, but it tells an applicant little about the work. A long list of credentials can be equally unhelpful when nobody has checked which ones the role actually requires.
An inclusive advertisement helps people assess whether they can contribute. It replaces vague signals about belonging with a clear description of responsibilities, conditions and the selection process.
Begin with the work that needs doing
Describe the main outcomes and ordinary tasks in plain language. Explain who the person will work with and what support or training is available. Avoid presenting every occasional duty as an equally central part of the job.
For example, “coordinate appointments and keep the booking record accurate” is more useful than “excellent people person”. If a particular communication skill matters, describe the situation in which it will be used and how it will be assessed.
Challenge the requirements list
The CIPD guide to inclusive recruitment discusses role design, job advertisements and objective selection criteria. Use that as a prompt to distinguish essential requirements from preferences that have accumulated through copied advertisements.
Ask why each qualification, number of years or location requirement is necessary. Where equivalent experience is acceptable, say so clearly. Where a requirement is genuinely essential, explain it accurately instead of hiding it beneath a welcoming slogan.
Explain the conditions people need to weigh
Be clear about working arrangements, location, hours and any genuine travel or physical requirements, following applicable local law. Do not promise flexibility that the role or organisation has not agreed to provide.
Describe the application stages and how candidates can request adjustments or ask an access question. Give a working contact route and make sure someone knows how to respond. A sentence about inclusion has little value if the process behind it is inaccessible.
Test the advert with a reader outside the team
Ask them to explain the role, the essentials and the next step after one reading. If they cannot, simplify the wording. Check internal acronyms and phrases that assume knowledge of the organisation.
Keep the selection criteria aligned with the advertisement after applications arrive. Otherwise, a clear invitation can turn into a different and less transparent test.
The result should help suitable candidates recognise an opportunity and help others make an informed decision not to apply. Clarity respects both groups, and gives the hiring team a firmer basis for evaluating the work-related evidence it receives.