Widening the Door: A Pre-Publication Wording Review for UK Job Adverts
A vacancy notice is a gate. Most organisations do not set out to close it. Wording carried over from an old template, criteria copied from a predecessor's person specification, an application route built around a single online form: each can narrow the field before anyone has read a CV. Recruitment is covered by the Equality Act 2010, and a short review before publication is a proportionate way to reduce avoidable barriers.
In 2026, many candidates will first meet a vacancy on a phone screen, often in a few seconds. That makes precision more important, not less. The aim is not to remove personality from an advert or to replace a hiring manager's judgement. It is to make sure the advert describes the job accurately, states the criteria that will actually be assessed, and shows clearly how adjustments can be requested.
A review, not a purge
This is a check on clarity, not a list of banned words. Two readers are enough: someone from recruitment who knows the process, and someone outside the team who can notice assumptions that insiders no longer see. Twenty minutes is usually sufficient. Record the decisions in a short note and keep the approved version with the advert file. That way, the next vacancy starts from a better template rather than from memory.
Seven checks before publication
1. Is the advert describing a job or an idealised person?
Phrases such as 'high energy', 'resilient' and 'thrives under pressure' are common, but they often describe a way of working rather than the work itself. They can imply that support is unwelcome or that only one style of working will be tolerated. Describe the demands and the arrangements instead. For example: 'This role involves managing several overlapping deadlines each week. We will discuss how work is planned and prioritised, including any adjustments.'
2. Are the essential criteria genuinely essential?
Inflated requirements are one of the quietest forms of exclusion. A degree-level qualification may be listed where equivalent experience would do. A full driving licence may appear where travel can be arranged. A particular software package may be named where transferable experience is enough. Separate essential from desirable criteria, and state how each will be assessed. If a criterion is not needed on day one, say so.
3. Does 'fit' carry hidden assumptions?
'Culture fit' and 'work hard, play hard' are vague. They can reward similarity rather than capability. Replace them with observable behaviours: how the team communicates, how decisions are made, what collaboration looks like in practice. An advert should help a candidate decide whether they can do the job well, not whether they resemble the current team.
4. Can the application be made in more than one way?
An online portal is efficient, but it should not be the only route. Check for CAPTCHA barriers, timed sections, upload-only fields and forms that time out. Offer an alternative: a named contact, an email address for a written application, or a phone number for a conversation about the process. If the online route is retained, make sure it meets accessibility standards and that help is available before the deadline, not after it.
5. Is the adjustments offer specific and visible?
A general equal opportunities statement is not enough on its own. Say what a candidate can do and who to contact. A short paragraph in the 'How to apply' section is more useful than a line in the footer. For example: 'If you need an adjustment for the application or interview, contact the recruitment team at [email] or [phone]. You do not need to disclose a disability to ask.' State that requests will not affect assessment. Mention alternative formats if they are available.
6. Are the practical details complete?
Candidates need enough information to judge whether the role is feasible. That includes the main location, hybrid expectations, travel requirements, interview format, working hours and any known access features. If the interview can be held remotely, say so. If the building has step-free access, say so. If parking or public transport links are limited, say so plainly. Omitting these details does not widen the pool; it simply pushes the conversation later.
7. Does the process match the promises in the advert?
An advert that invites an informal conversation needs a contact who will respond. A guaranteed interview scheme needs its eligibility criteria stated accurately. A stated response time needs to be met. The review should cover the route as well as the text: where the advert is published, how enquiries are handled, and who checks that adjustments requested at application stage are actually put in place for interview.
Rewrites that widen the field
| Original wording | Why it can exclude | A clearer alternative |
|---|---|---|
| 'Fast-paced, high-pressure environment' | Implies sustained intensity without support; may deter disabled candidates and carers | 'Busy period from March to June. Workload planning and adjustments are discussed at interview.' |
| 'Excellent written and verbal communication' | A blanket requirement that may not reflect the actual tasks | 'Able to explain technical findings to non-specialists through written reports and short presentations. Adjustments are available.' |
| 'Must be fully flexible' | Can exclude people with caring responsibilities or health conditions | 'Core hours are 10am to 3pm, with occasional evening meetings at reasonable notice. Flexible working requests are considered.' |
| 'Digital native' | Carries age-related assumptions and says little about the task | 'Confident using spreadsheets and email. Training is provided on our case-management system.' |
| 'Clean driving licence essential' | Often listed when travel can be arranged | 'Some site visits are required. Travel can be arranged; a driving licence is not essential.' |
These are illustrations, not a substitute for reviewing the specific role. The test is whether the wording describes the job accurately and whether a disabled candidate can see how the recruitment process would work for them.
Signposting adjustments without the afterthought
The adjustments offer should sit close to the application instructions and be written in plain English. Name a team or role as well as an individual, so the contact survives annual leave and staff changes. Offer more than one channel. Make clear that a candidate can ask without disclosing a diagnosis or giving detailed medical information. If the organisation operates a guaranteed interview scheme, explain who is eligible and what the scheme covers. If it does not, do not imply that one exists.
A visible offer also helps candidates who are not disabled but who need a different format, a quieter interview room or a later start time. Adjustments are not a special favour; they are part of running a fair process.
Making the check routine
Embed the review in the existing sign-off rather than adding a separate approval stage. The hiring manager drafts, recruitment reviews against the seven checks, and the advert is logged with the date and reviewer. Keep a small library of preferred phrases and examples. Sample a few adverts each quarter to see whether old wording is creeping back. After appointment, Access to Work can be a useful source of advice on support in the workplace, but it is not a substitute for reasonable adjustments during recruitment.
The advert as a statement of intent
An organisation's values are read long before an interview. A vacancy that describes the work clearly, separates essential criteria from inherited assumptions, offers more than one way to apply and states plainly how to ask for adjustments is not a compliance afterthought. It is a practical invitation. The seven checks take less time than shortlisting a single unsuitable application, and they widen the door for candidates who might otherwise assume the door was closed.
