Being inclusive and demonstrating diversity and representation in your recruitment marketing is essential when you’re aiming to attract the right people. When candidates are looking for a new job, it’s not just about the title, salary, or benefits. It’s about the feeling: “Do I fit in here? Is this a place where I can be myself?”
According to Randstad’s international Workmonitor survey, 39% of job seekers say they would not accept a job at a company that doesn’t actively work with diversity and inclusion. 38% would turn down a job if the company’s values don’t align with their own on social and environmental issues – and among Gen Z, that number rises to 47%.
Inclusive content in recruitment marketing is not a nice-to-have. It’s a must if you want to attract the talent of tomorrow.
Why representation in content matters
Working with representation in your content isn’t about “checking the diversity box.” It’s a strategic tool that:
- Signals to candidates that they are welcome: When a potential employee sees someone like themselves in your images or stories, they’re more likely to feel a connection to your company.
- Challenges norms and reduces unconscious bias: Inclusive choices in imagery and text help broaden the perception of who “fits in” – both externally and internally.
- Strengthens your employer brand: An inclusive workplace isn’t just attractive to outsiders – it also builds pride and engagement within the organization.
Common pitfalls in inclusive content
One common mistake in recruitment marketing is what can be called “copy-paste” representation – where the same type of person appears in all communication, often through generic stock images lacking authenticity. This makes the content feel impersonal and may suggest that diversity is being staged.
Another pitfall is using diversity as decoration, meaning representation is only visible in specific campaigns or theme weeks, rather than being an integrated part of ongoing content. This can come off as superficial or as a performance of inclusion rather than a genuine practice.
Stereotyping is also common, where certain groups are portrayed in ways that reinforce – rather than challenge – existing prejudices. This could include anything from the language used to the roles and traits assigned to different people in text and imagery. Creating inclusive content requires awareness, variety, and authenticity at every step.
5 tips for creating inclusive content
1. Review Your Image Library – Who Is (and Isn’t) Represented?
Look at your current content and ask: Does it reflect the diversity within your organization or the diversity you want to attract? This goes beyond ethnicity or gender – consider age, disabilities, body types, and expressions too.
2. Use Inclusive Language
Avoid exclusionary phrases and gender-coded terms. Stereotypically masculine words are often tied to performance (e.g., “competitive” or “brave”), while feminine-coded words relate to social traits (e.g., “caring” or “helpful”). Instead, use inclusive, neutral terms that emphasize collaboration, growth, and purpose.
- Instead of: Competitive → Say: Goal-oriented or results-driven
- Instead of: Drive → Say: Committed or proactive
- Instead of: Independent → Say: Confident in the role or responsible
- Instead of: Strong leader → Say: Attentive and clear in leadership
- Instead of: Humble → Say: Collaborative or open to others’ ideas
- Instead of: Rockstar / Ninja → Say: Expert, specialist, or key talent
- Instead of: Takes space → Say: Comfortable expressing opinions or communicative
- Instead of: Caring → Say: Relationship-builder or empathetic
- Instead of: Handles a fast pace → Say: Skilled in prioritization or solution-focused
3. Highlight Internal Voices
Feature a range of employee voices in your content, with different backgrounds and experiences. Genuine employee stories build credibility and expand the image of your culture.
4. Consider Accessibility
Text contrast, video captions, and alt text for images make your content more accessible to everyone. This is not only about complying with regulations – it’s about meeting the varied needs of your audience.
5. Involve Your Audience
Let members of your target audience give feedback on your material. These might be internal D&I ambassadors, employee networks, or external partners.
Representation isn’t a campaign – It’s a culture
Creating inclusive content in recruitment marketing is ultimately about showing who you truly are. Representation and diversity are vital not just to reflect society, but to attract the right talent in an era where candidates prioritize values, belonging, and authenticity.
By intentionally working with imagery, language, accessibility, and employee perspectives, you not only build a stronger employer brand – you open the door for more people to feel welcome, included, and seen. Inclusion starts to make a real impact only when it becomes a natural part of your everyday communication.
Want more actionable tools to make your Employer Branding strategy more inclusive and bias-free? Download our checklist with 7 steps to a more inclusive Employer Branding strategy here.
