First Impressions Matter: Leveraging Your Website to Recruit a Diverse Workforce – Part 1

Imagine this

At GlobalTech, a leading software company with ambitious diversity goals, the HR team is facing a persistent problem.

Despite their efforts to attract diverse talent, their applicant pool remains predominantly homogenous. Job postings are shared across multiple platforms, yet few candidates from underrepresented groups apply.

After reviewing feedback from a highly respected consultant, here is what they discovered. First, the careers page is cluttered and difficult to navigate, making it hard for candidates to find relevant information. Second, there’s no clear mention of the company’s DEI values or initiatives, leaving candidates uncertain about the organization’s commitment to diversity. Furthermore, the website lacks essential accessibility features, making it difficult for candidates with disabilities to engage with the content.

No wonder talented individuals from diverse backgrounds were bypassing opportunities at GlobalTech. Their website, often the first touchpoint for potential candidates, sent a clear message that diversity and inclusion were not a priority. This was undermining the company’s commitment to building a diverse workforce.

In the following sections, I’ll outline key strategies to transform your website into a powerful tool that actively promotes diversity and attracts a broader range of talent.

1.     Understand That Your Website Is a Reflection of Your Organizational Culture

A website serves as the digital face of an organization, often creating the first impression for potential employees.

The design, aesthetics, and content are not just about visual appeal—they also signal the organization’s values and culture.

For companies committed to diversity, equity, and inclusion (DEI), their websites must reflect these principles. From the choice of imagery to messaging, a well-designed website can showcase an organization's commitment to welcoming talent from all backgrounds.

Three Strategies for Ensuring Your Website Reflects an Authentic Culture:

➡️ Replace generic stock photos with real images of your diverse workforce to visually represent the company's inclusive culture. Ensure that a variety of identities—race, gender, ability, and age—are depicted naturally and authentically.

➡️ Place diversity-focused messaging prominently across the site. Ensure that DEI is included in your company’s mission and value statements and ensure these statements are visible on the homepage, “About Us,” and career sections.

➡️ Make sure the website meets web accessibility standards (e.g., WCAG 2.1) so it is navigable for all users, including those with disabilities. Features like alternative text for images, screen-reader compatibility, and customizable contrast options should be integrated to signal inclusivity.

2.     Make Sure to Craft Content That Speaks to Diverse Audiences

Inclusive language is a powerful tool that shapes how potential applicants perceive an organization’s values and culture.

Crafting content that speaks to diverse audiences is essential for ensuring that all individuals—regardless of their background—feel welcomed and encouraged to apply.

By using language that is gender-neutral, culturally sensitive, and free of bias, organizations can demonstrate their commitment to diversity, equity, and inclusion. Thoughtful, inclusive communication helps attract talent from a wide range of backgrounds, ultimately strengthening the workforce.

Three Strategies for Ensuring Inclusive Language:

➡️ Use gender-neutral terms in job descriptions and website content. Avoid words that are traditionally associated with one gender, such as “aggressive” or “rockstar,” which can deter certain applicants.

➡️ Ensure that language reflects cultural sensitivity and avoids jargon, idioms, or references that may alienate international or non-native speakers. Translate key content for regions with diverse linguistic demographics.

➡️ Make sure inclusion is a core part of your messaging by emphasizing that all backgrounds, experiences, and perspectives are valued. Use phrasing that invites diverse perspectives such as

• "We embrace diversity and encourage individuals from all backgrounds to apply."
• "We are committed to creating an inclusive environment where people from every background are welcome."
• "We invite candidates of all experiences and perspectives to join our diverse and supportive team."

3.     Make Use of Accessibility Features

In today’s digital landscape, ensuring websites are accessible to everyone, including users with disabilities, is a crucial aspect of fostering inclusivity.

ADA compliance and accessibility features not only provide equal access but also reflect an organization’s commitment to diversity and inclusion.

A website designed with accessibility in mind allows all users, regardless of physical or cognitive ability, to navigate content with ease.

By implementing key accessibility features such as screen reader compatibility, alternative text for images, and keyboard-friendly navigation, organizations can create a more welcoming and inclusive environment for all potential applicants.

Three Strategies for Implementing Accessibility Features:

➡️ Structure website content with proper HTML tags (e.g., header tags, alt-text for images) so that screen readers can accurately interpret the content for visually impaired users.

➡️ Design the website so users can navigate entirely with a keyboard, ensuring that those who cannot use a mouse can still fully access the site. This includes ensuring all forms, menus, and buttons are accessible via the “Tab” key.

➡️ Incorporate features that allow users to adjust the contrast and font size to accommodate individuals with low vision or visual impairments. This ensures the website is readable for all users.

4.     Showcase Diversity Through Visual Content

Visual content is a powerful way to communicate an organization’s commitment to diversity and inclusion.

The images and videos displayed on a website can either reinforce a culture of openness or unintentionally signal exclusivity.

By showcasing diverse teams and highlighting real employees from various backgrounds, organizations can visually demonstrate that they value and embrace differences.

Thoughtful representation in visual content not only attracts diverse talent but also strengthens an organization's overall brand by authentically reflecting its inclusive culture.

Three Strategies for Showcasing Diversity Through Visual Content:

➡️ Use images and videos of actual employees instead of stock photos to represent your workforce authentically. Highlight team members from diverse racial, gender, cultural, and ability backgrounds in various roles across the organization.

➡️ Incorporate visual content that features ERG activities and events, demonstrating support for underrepresented groups within the company.

➡️ Ensure that leadership and senior management are represented in visual content to reflect a diverse and inclusive leadership team.

In our next issue, we’ll dive deeper into additional strategies for creating an inclusive website that effectively attracts and engages diverse talent.

Stay tuned for actionable insights to enhance your digital presence and foster a more inclusive candidate experience.