Despite nearly eight out of ten employers expressing a desire to promote diversity in recruitment, few actually have a strategy in place. This is one of the key findings from this year’s National Recruitment Survey*. The results reveal a significant gap between ambition and real action – a gap employers cannot afford to ignore in today’s talent-driven market.

– We often talk about finding the right person for the right job, but we sometimes forget to ask ourselves: Who had the opportunity to get there? Diversity starts with the courage to change our structures – from how we write job ads to how we define competence, says Tina Männik, Strategic Client Advisor at Keeparo and Jobbland.

Diversity Matters – But Where Is the Action?

According to the survey, 78 percent of recruiters agree that diversity should be promoted in recruitment. However, concrete efforts remain limited. The most common method used is competency-based recruitment, which does reduce the risk of discrimination but is not, on its own, a sufficiently proactive approach to foster inclusion.

Even more concerning is that nearly one-third of respondents say they either do nothing or don’t know if their organization is working with diversity at all. Many rely on the assumption that “it happens naturally” or that simply “advertising broadly” is enough.

It’s not.

Promoting diversity requires strategy – not chance

To move from words to action, diversity must be integrated into every step of the recruitment process.

– Diversity and employer branding aren’t about goodwill – they’re business-critical. But for real impact, efforts must be embedded in the organization, measurable over time, and clearly communicated, says Tina Männik.

How to Create Inclusive Recruitment and Employer Branding – Eight Concrete Steps:

1. Define an Inclusive EVP (Employer Value Proposition)

A clear and authentic employer value proposition that reflects inclusion and diversity is the foundation of all employer branding. Only 21 percent of employers plan to work on this in 2025 – representing a significant opportunity for improvement.

2. Use Gender-Neutral and Inclusive Language in Job Ads and Titles

62 percent of recruiters already support this, but it requires a review of templates, tone of voice, and visual identity. Showcase diversity through imagery and storytelling in ads and career pages. Language plays a key role in determining who feels welcome to apply.

3. Optimize the Application Process for Accessibility

While 64 percent of respondents believe candidates should be able to apply via mobile, only 42 percent plan to offer mobile-friendly application forms. Lowering barriers through CV-free applications or skills-based forms makes the process more inclusive. Consider allowing video or audio submissions as alternatives to written applications.

4. Ensure Representation in All Content

Your external communications should reflect diversity. Use real employees of varying ages, gender expressions, ethnic backgrounds, body types, and abilities. If your organization currently lacks diversity, highlight your ambition: feature initiatives, employee resource groups (e.g., LGBTQ+, neurodiversity), or partnerships aimed at increasing inclusion. Avoid stereotypes in visuals and copy, and conduct a “diversity check” before publishing.

5. Introduce Pay Transparency

Pay transparency increases perceived fairness and reduces the risk of gender- and ethnicity-based pay disparities. It also attracts more candidates, especially women and underrepresented groups who are more likely to apply for roles with clear salary information. Demonstrating structural awareness and a commitment to equity strengthens your employer brand.

6. Measure and Track Progress – Internally and Externally

Only 16 percent plan to measure how their employer brand is perceived externally. To assess the effectiveness of your diversity efforts, you need continuous measurement – both internally and externally: who applies, who advances, who receives offers? Complement this with surveys among candidates and employees.

7. Train, Educate, and Challenge Internal Structures

You can’t carry the diversity agenda alone – it needs to be embedded throughout the organization. A diversity strategy must include education on unconscious bias, training in inclusive interview techniques, and the courage to challenge internal norms and preferences. Set measurable goals and track diversity in sourcing, hiring, and retention. Useful metrics may include diversity among shortlisted candidates, conversion rates between selection stages for different groups, perceived inclusion, share of managers from underrepresented groups, and diversity in recruitment teams.

8. Be Transparent and Accountable

Candidates want to see what you're doing – not just what you claim to stand for. Publish your diversity goals and commitments on your career site, and share both your progress and the work still ahead.

Diversity and Employer Branding Go Hand in Hand

A strong employer brand and inclusive recruitment are two sides of the same coin. Diversity is not just a values issue – it’s a competitive advantage. Organizations with greater diversity in teams and leadership perform better, are more innovative, and make more nuanced decisions. As candidates increasingly choose employers based on values and inclusion, a clear diversity strategy is key to attracting and retaining the right talent.

It’s time to move beyond good intentions. Real change only happens when diversity becomes a conscious, strategic effort – fully integrated into both recruitment and employer branding.

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Want to talk strategies for diversity and inclusion in employer branding? Get in touch with us!‍

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*The survey was conducted by Kantar Sifo on behalf of Jobbland and Keeparo. Respondents came from across Sweden and represented organizations of varying sizes and industries, in both the private and public sectors.