Messaging that Resonates with All Types of Candidates

Creating job postings and career sites that speak to a wide range of candidates can be a challenge for employers. The workforce is diverse, made up of people from different backgrounds, educational levels, and industries. Whether you’re targeting college graduates, high school graduates, blue-collar workers, or white-collar professionals, it’s important to craft messaging that appeals to everyone.

By taking a few thoughtful steps, you can create inclusive messaging that attracts a broad spectrum of candidates while maintaining the tone and values of your company.

1. Focus on Clear and Inclusive Language
One of the most important aspects of job postings and corporate messaging is using clear and simple language. Avoid industry jargon, technical terms, or corporate buzzwords that might confuse or alienate potential applicants. Instead, opt for plain language that everyone can understand. Be direct about what the job entails, the qualifications required, and the benefits offered.

Inclusive language is key to attracting candidates from diverse backgrounds. For example, words like “team players,” “reliable,” and “self-motivated” are universally understood and don’t cater to one specific group. Be mindful to avoid language that could unintentionally discourage certain candidates from applying, such as terms that imply age, gender, or educational bias.

2. Highlight Skills, Not Just Qualifications
When posting job descriptions, it’s tempting to focus heavily on educational requirements, like “Bachelor’s degree required” or “MBA preferred.” However, this can discourage skilled candidates who may not have formal degrees but have the experience and abilities to succeed in the role.

Instead, try focusing on the skills and experience needed for the job. For example, “strong communication skills” or “experience with hands-on problem-solving” are qualities that candidates from all types of educational and professional backgrounds may possess.

Highlighting these attributes will help draw in a broader talent pool, including those who have taken non-traditional career paths.

3. Emphasize the Company’s Values
Every candidate, regardless of their background or industry, wants to feel that their work will be meaningful and that they will belong to an organization with values they can relate to. Use your job postings and career site to emphasize the values that define your company’s culture.

For instance, if your company values collaboration, work-life balance, or career development, make sure to communicate that. Mentioning opportunities for growth and development resonates across different worker types, whether it’s someone looking for their first job or someone seeking to take the next step in their career. 

4. Show the Benefits for All
A competitive benefits package is a major draw for all types of candidates. In your job postings, emphasize benefits that are appealing across the board. Flexible hours, health insurance, career advancement opportunities, and paid time off are just a few perks that appeal to a wide audience. Be sure to clearly outline the benefits and explain why they are advantageous for everyone.

5. Showcase Diverse Employee Stories
Nothing resonates more with potential candidates than seeing people like themselves thriving in your company. Use your corporate career site and social media channels to highlight success stories from employees across all levels. Whether it’s a recent college graduate starting their first professional job or a skilled tradesperson advancing in their career, showcasing the diversity of your team helps to inspire confidence and trust. 

Finally, to attract a wide range of candidates, employers must focus on inclusive messaging that emphasizes skills, values, and benefits. By keeping language simple and highlighting what truly matters–skills, company culture, and growth opportunities–you can ensure your messaging resonates with all types of candidates, helping you build a diverse and talented workforce.