In Part 1 of this series, we emphasized the importance of aligning a company's website with its DEI values to attract diverse talent.

We highlighted challenges faced by organizations, like cluttered navigation, lack of visible DEI messaging, and accessibility issues, which can discourage candidates from underrepresented groups.

The article also offered strategies to ensure websites reflect an inclusive culture such as using authentic images of diverse employees, promoting accessibility features, and employing inclusive language.

These efforts help organizations create a welcoming digital presence that resonates with candidates from varied backgrounds.

Catch up on Part 1 of our series, First Impressions Matter: Leveraging Your Website to Recruit a Diverse Workforce, by clicking here.

In this issue, we’ll explore additional strategies to enhance your website's effectiveness in driving diverse talent acquisition. For example:

1.     Highlight Your DEI+ Commitment on Your Career Page

When potential applicants visit a company’s website, they look for signs that the organization values diversity, equity, and inclusion (DEI+) as part of its core culture.

By prominently featuring DEI+ commitments, initiatives, and progress on this page, companies can attract a broader pool of diverse talent who seek inclusive work environments.

Showcasing these values on your career page not only enhances employer branding but also helps build trust with candidates from underrepresented backgrounds.

 Three Strategies for Highlighting Your DEI+ Commitment on Your Career Page:

➡️ Develop a section within the career page that specifically highlights the organization’s DEI+ values, goals, and initiatives. This can include information on diversity councils, employee resource groups (ERGs), mentorship programs, and more.

➡️ Showcase any diversity-related awards, certifications, or recognitions the company has received to build credibility and demonstrate the organization’s serious commitment to DEI+.

➡️ Publish diversity data and progress toward DEI+ goals to provide transparency and accountability. This builds trust with candidates who value clear evidence of DEI+ efforts.

2.     Ensure Diverse Talent Finds You through SEO

In the digital age, search engine optimization (SEO) plays a crucial role in helping diverse talent discover employment opportunities.

A well-optimized website ensures that job seekers from underrepresented groups can easily find your career page and learn about your organization’s commitment to DEI+.

Optimizing your website for SEO with a DEI+ lens ensures that your diversity efforts resonate beyond your internal culture and reach the candidates who align with your values.

Three SEO Strategies for Attracting Diverse Talent:

➡️ Use relevant, diversity-related keywords in job descriptions, career pages, and meta tags to ensure your content ranks higher when diverse talent searches for inclusive employers. Include terms like “equal opportunity,” “inclusive workplace,” and “diversity-driven hiring.”

➡️ Develop content tailored to specific geographic regions that reflects local diversity and addresses regional needs. This ensures that your job opportunities are visible to diverse candidates in different markets.

➡️ Highlight your organization’s DEI+ initiatives in blog posts, press releases, and company news. Ensure these are optimized for SEO by using relevant keywords and linking them to your career page.

3.     Craft Inclusive Job Descriptions

Inclusive job descriptions play a vital role in attracting diverse talent and creating a welcoming hiring process.

The language used in job postings can either encourage candidates from varied backgrounds to apply or unintentionally deter them.

By carefully selecting words that avoid bias, promote inclusiveness, and reflect the organization’s commitment to diversity, companies can reach a wider pool of applicants and foster a sense of belonging from the first point of contact.

Writing inclusive job descriptions demonstrates that the organization values diversity in its workforce and creates opportunities for everyone.

 Three Ways You Can Write Inclusive Job Descriptions:

➡️Use gender-neutral language by replacing gender-specific terms like “he” or “she” with neutral alternatives such as “they” or “the candidate.” Instead of phrases like “We are looking for a strong leader,” say, “We are seeking a collaborative leader who inspires and motivates others,” making the language accessible to all genders.

➡️ Eliminate overly technical jargon or experience requirements that may discourage underrepresented groups. For instance, instead of “Must have 10 years of experience in X,” use “Relevant experience in X is preferred.” This opens the door for candidates with nontraditional or varied career paths.

➡️ Include a statement at the end of job postings that emphasizes the company’s dedication to diversity. For example, “We are an equal opportunity employer and welcome applicants from all backgrounds, experiences, and abilities,” making it clear that the organization prioritizes diversity and inclusion.

4.     Feature Diverse Employees’ Voices through Storytelling

Authentic storytelling is a powerful way to showcase an organization's commitment to DEI+ by highlighting the real experiences of its employees.

Featuring diverse employee voices allows companies to humanize their brand and build deeper connections with potential talent.

These stories offer a glimpse into the lived experiences of individuals from diverse backgrounds, demonstrating how they thrive within the company and how their unique perspectives are valued.

By amplifying diverse voices, organizations can foster an inclusive narrative that resonates with underrepresented groups and strengthens their employer brand.

 Three Strategies to Feature Diverse Employees’ Voices:

➡️ Regularly feature diverse employees in written or video interviews where they share their career journeys, experiences, and contributions to the organization. Highlight their unique backgrounds and how the company supports their professional growth.

➡️ Use social media platforms to share short stories or quotes from employees about their experiences working at the company. This content should reflect diverse perspectives and can be shared regularly to reach a wider audience.

➡️ Highlight the efforts and voices of employees involved in Employee Resource Groups (ERGs) and other diversity-focused initiatives. Share their stories of leadership, community building, and advocacy within the company.

5.     Showcase Equity in Career Development

A key element of fostering an inclusive workplace is providing clear, equitable pathways to career development.

When candidates from diverse backgrounds see opportunities for advancement, mentorship, and leadership growth, it strengthens their trust in the organization.

Showcasing equitable career development initiatives demonstrates that the company is committed to the success of all employees, regardless of their background.

This transparency not only helps attract diverse talent but also promotes retention by ensuring that every individual has the support and resources they need to progress within the organization.

Three Strategies for Showcasing Equity in Career Development:

➡️ Make leadership development programs, especially those targeting underrepresented groups, highly visible on the website and internal platforms. Emphasize the availability of mentorship opportunities that actively support diverse employees in their career progression.

➡️ Clearly outline the criteria for promotion and advancement, ensuring that the process is transparent and based on merit. Publicizing these criteria fosters a sense of fairness and helps employees (and candidates) from all backgrounds understand the pathways available to them.

➡️ Regularly feature the success stories of employees from underrepresented groups who have advanced within the company. Use these stories to highlight how the organization supports career growth and development through its DEI+ programs.

Final Thoughts

In today’s competitive job market, attracting diverse talent is not just about having strong DEI+ policies—it’s about how those commitments are communicated, starting with your website.

A thoughtfully designed and inclusive website acts as a powerful tool in demonstrating an organization’s values and culture, showcasing that it genuinely welcomes individuals from all backgrounds.

By ensuring easy navigation, using inclusive language, highlighting DEI+ efforts, and making the site accessible to all users, companies can break down barriers that may prevent underrepresented talent from applying.

Overall, understand that your website is the gateway to your organization. Ensuring it authentically reflects your DEI+ goals is crucial to attracting and building a genuinely diverse workforce.