How to Improve Your Job Cards to Attract More Inclusive Applications

For many candidates, trying to make head or tail of job descriptions is one of the most frustrating parts of looking for a job. Long lists of requirements tell you nothing about the job, the company or its culture. Plus, it can be difficult to commit to applying when you don’t even know what the benefits or salary look like.

This is a problem for every job seeker. But, it’s amplified for those who are from less represented backgrounds - whether that be their gender identity, race, ethnicity, nationality, religion, sexuality, disability, economic background, age, or any intersection between.

At Otta, our operations team members go through upwards of 4,500 job cards a week. This means we know what job descriptions tend to look like, and we can recognise those that flow better and are likely to generate engagement. With that in mind, we took a look at what works best, and how better job cards contribute to better DEI in hiring.

Because diverse hiring is better hiring.

Let's talk about risk

Balancing risk vs reward plays a part in every person’s choices. When applying for a job, we balance the reward of the job vs the risk of putting time, effort and money into applying when we might be rejected.

The problem is, risk is not fairly distributed. For someone in a more privileged position, there is more emphasis on reward and less on risk. For a less privileged person, there is more emphasis on risk and less on reward.

Because applying for a job is more risky, less privileged people are less likely to apply unless they believe they have a good shot at getting the job.

That’s why poorly thought out job descriptions can encourage a lack of diversity in applications. Because candidates from less represented backgrounds tend to have lower privilege. So, they are more likely to rule a job out because they decide it is too risky.

How can we change this?

If employers make it clear that all applicants are welcomed and will be treated fairly, this will naturally increase the diversity of applications. They can also make sure that every candidate has the information they need to better judge the reward and the risk - thereby encouraging all qualified candidates to apply.

The problem with lists

When putting together a job description, hiring managers often compile long lists that describe their ideal candidate. This is not a bad starting point. But, if these unedited lists end up on the job listing, it can stop certain candidates from applying.

This is because:

Opportunity and access are not fairly distributed

A long list of requirements that has not been edited down might include education at certain establishments, experience at certain types of business or very specific skills. 

Thing is, many capable candidates will not tick these checkboxes because they have not had the opportunity to study or work at these places, or access to certain training.

There is a “confidence gap” between those from more represented backgrounds and those from less represented backgrounds

There is, of course, a massive spread in “confidence” across all people regardless of their background. But, we do know that, in general, people from less represented backgrounds judge their own skills more harshly. 

This means they are more likely to rule themselves out because they do not meet some of the requirements. Longer lists simply make for a higher chance this will happen.

Try instead:

To attract a more diverse range of candidates, ditch the long lists of must-haves and nice-to-haves. Instead, include a clear description of the responsibilities of the role. This gives candidates a better look at the qualities they need to do the job. So, they can judge whether they would be fit, rather than whether they would make it through an application.

Alongside this, try a curated list of requirements to highlight the skills that are needed from day one. These skills should be things a candidate can prove during an application process, whether through qualifications or a past example. If there are things that would make an application stand out, but are not necessary, consider adding a “Desirable” section to let candidates know.

Honesty is the best policy

Traditional job listings are known for being aloof. Companies often hold benefits and salary close to the chest, and an offer can depend a lot on what a candidate asks for. This is bad practice, because it makes it harder to judge whether a job is worth applying for. This disproportionately discourages less privileged candidates.

This is because:

Candidates with specific needs might not apply if they don’t think the company will meet those needs

Some candidates may have needs that must be met in order to succeed at work. For example, there are many reasons a person may need flexible time off - care responsibilities, healthcare appointments, mental health days to name a few.

Even if a company offers the benefits a candidate needs, if this is not made obvious then they might not bother to apply.

Less represented candidates ask for less if they have to negotiate

According to research, both women and minority groups ask for, and are therefore offered, a lower salary. This could be for a number of reasons. But, no matter the cause, this means that excluding salaries from job ads encourages pay disparity.

Try instead:

Encourage applications from ALL candidates, regardless of their situation, by being upfront about benefits from the start. Include them on job ads, not just a careers page, because that may be the first thing a candidate sees. And take special care to highlight flexibility options, which affect a large number of less represented candidates.

On top of this, consider laying out the application process. Candidates who have other commitments may be discouraged from applying if they don’t know how much time and effort the process will take. A step-by-step process can help them make a more informed decision whether to apply.

Finally, think about Salary Transparency. Though it may seem a tricky road to take, we know it is what candidates want - and it is an important step in putting an end to the pay gap. Many businesses, including Attest, have had success implementing Salary Transparency schemes.

Tell your story

Oftentimes, there is very little information about a company included on its job ads. There may be a quick paragraph about what they do, but nothing that really tells candidates what it is like to work there. Employer Branding, which does just this, is becoming an increasingly relevant tool to engage candidates. In fact, leaving it out of a hiring strategy could mean missing out on great candidates.

This is because:

Candidates want to know the company before they apply

Today’s candidates care more about the companies they work for. They are looking for shared values, meaningful impact and a compatible leadership style.

The majority of candidates rank DEI as a must-have

Regardless of background, many candidates say that a Diverse, Equitable and Inclusive workplace is a necessity. This is especially true for less represented candidates, who may not see the point in applying if they do not believe they will be treated fairly as an applicant or employee.

Try instead:

Be mindful of Employer Branding on jobs ads and how it affects the way candidates view your business. Focussing on DEI, consider a dedicated statement that sets out the company’s successes and initiatives, as well as future goals and how processes will be improved. As before, honesty is paramount. An overly boastful or unrealistic statement will set off alarm bells and do more harm than good.

Take a look over everything on the listing - such as a mission statement, values and the way the company describes itself. Check that these align with Employer Branding and broader DEI strategy. If values aren’t usually included, consider adding them.

If possible, get current employees to endorse the company. If any DEI initiatives have already been successful, perhaps an employee can talk about how it has affected their day-to-day, or how it made their own candidate experience better? People are more likely to trust these “real people” accounts than what a company says about itself.

In conclusion

Job cards are the first thing candidates see, so they should be considered as part of your DEI hiring strategy. There are a number of ways to do this, which means hiring teams can find an approach that works best for them and the business.

Things to try:

• Clear role descriptions

• Curated requirements

• Upfront benefits & flexibility

• Describe the application process

• Salary Transparency 

• Employer Branding

• Endorsements

Not everything will work for every company, but making small changes to job ads can have a meaningful impact on DEI efforts.

At Otta, we are keen to make sure that candidates from all backgrounds want to apply for jobs on our platform. So, we enable companies to create job cards with space for all of the above. This way, they can engage diverse applicants and build the strongest team.

Looking for more inclusive hiring tips like these? Check out 20 Things You Should Do To Hire Inclusively (But Probably Aren’t), a guide we created in partnership with FairHQ, filled with actionable tips you can implement or remind your team about this week, to create a more inclusive and equitable hiring process.