Rewriting Job briefs for Equity and Inclusion

Job boards, in my view, are becoming increasingly redundant. They once served a purpose, casting a wide net to attract applicants, but in today’s market, they rarely reach the talent we actually want to engage. Candidates are no longer scrolling through endless listings; they’re seeking purpose, clarity, and authenticity.

That’s why I believe in the power of the job brief. A job brief isn’t a generic advertisement; it’s a thoughtful, narrative-style overview that gives candidates real insight into the opportunity. It tells the story behind the role, the context, the impact, and the “why” that makes it matter. Whether shared in a targeted approach or through a current job post, a job brief helps people feel connected to the mission before they even apply. It’s how we move from transactional hiring to meaningful engagement, from job ads that attract the masses to job briefs that inspire the right people.

Too often, job ads unintentionally exclude great talent. They’re filled with jargon, bias, or “nice-to-haves” that disproportionately filter out neurodiverse candidates and career changers. If we want equity in hiring, we must start where opportunity begins: the words we write.

Audit Your Language, Every Word Sends a Message

Language shapes perception. Words like “rockstar,” “dominant,” or “ninja” may sound exciting, but they signal a masculine-coded environment. Meanwhile, phrases like “collaborative,” “committed,” or “supportive” can attract a more diverse pool of applicants without lowering standards.

Actionable steps:

• Use inclusive language tools (like Textio or Gender Decoder) to scan for biased phrasing.
• Avoid unnecessary corporate jargon, it can alienate those outside your industry bubble.
• Replace personality stereotypes (“outgoing self-starter”) with measurable skills (“comfortable managing multiple priorities”).

Stop Writing for “The Perfect Candidate”

Many job descriptions read like wish lists for unicorns that don’t exist. When you stack “requirements” high enough, you unintentionally create self-doubt, especially among underrepresented groups who statistically apply only when they meet nearly 100% of the criteria.

Reframe your requirements:

• Split sections into “Must-Haves” and “Nice-to-Haves.”
• Replace years of experience with demonstrable capability: “Proven ability to lead cross-functional projects” instead of “10+ years of experience.”
• Focus on what success looks like in the role, not a rigid list of credentials.

This small change widens your reach and invites talent with potential, not just pedigree.

Show Belonging, Don’t Just State It

Every company claims to value diversity, but equity comes from proof, not platitudes. Candidates want to see inclusion in action.

Make it tangible:

• Add a brief section describing how your teams support diversity through ERGs, mentorship programs, or inclusive leadership training.
• Highlight flexible work policies, accessibility support, and growth pathways, real indicators of inclusion.

Include a short statement like:

“We know diverse teams build better outcomes. If you don’t meet every qualification but believe you can add value, we want to hear from you.”

Belonging starts long before someone joins; it starts the moment they read your job brief.

Design for Accessibility

Equitable hiring isn’t just about what you say, but how people experience it.

Build accessible job briefs:

• Use plain, readable fonts and proper contrast for digital accessibility.
• Ensure your application system works with screen readers.
• Avoid jargon-heavy titles like “Guru” or “Evangelist”; use clear, searchable terms.

Accessibility is inclusion in action; it’s the difference between being open to everyone and being open to everyone who can navigate your system.

Rethink Tone: Inspire, Don’t Intimidate

The most inclusive job briefs sound like an invitation, not a test.

Instead of “We demand excellence,” try “We strive for excellence.”
Instead of “Only the best need apply,” try “We value curiosity, growth, and collaboration.”

Your tone should reflect your culture’s true values, not an outdated idea of competitiveness. Equity thrives in environments that feel safe, welcoming, and real.

Test, Measure, and Iterate

Writing job briefs for equity isn’t a one-time fix; it’s a continuous practice.

Measure what matters:

• Track the diversity of your applicant pool by role and department.
• Compare conversion rates from job view to application.
• Ask new hires what drew them in and what almost turned them away.

Every job ad or job brief is a promise. It tells candidates how you see people and how you expect to treat them. If your job ads or briefs only attract those who already see themselves reflected in your organisation, you’re not expanding opportunity, you’re reinforcing sameness.