Inclusion in recruiting: how accessibility can give you a competitive edge

Imagine if your company could be 25% more productive and generate 2.6 times higher profits – wow, just like that? No, simply by breaking down barriers in recruiting. Sounds unrealistic? Also no, because the reality is as follows: according to a recent Accenture study, these are exactly the key figures of companies that truly live inclusion. 

But here comes the catch: 

Every second application from people with disabilities fails due to processes that are not barrier-free – from exclusive career pages to stressful job interviews. As you read this, companies are losing out on talented individuals who drive innovation, creatively overcome crises and demonstrably increase team loyalty.  

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So the question is not, ‘Can we afford inclusion?’ But rather, ‘Can we afford to ignore it?’  

This article will show you how to seize these opportunities.

Overview, opportunities and legal aspects

Accessibility in recruiting is therefore not only a question of social justice. And in case you didn't know: in Germany alone, there are 10.4 million people with disabilities. This means that almost one in eight people is affected – and they are often unfairly excluded. Accessibility ensures that doors are opened to a talent pool that has often been overlooked. Companies that appeal to this group benefit from:

• A larger talent pool: Many talented people with disabilities are highly qualified but excluded by barriers. Companies that enable accessibility gain access to these skills.
• Better problem-solving skills: diverse teams, including people with disabilities, have been shown to be more creative and solve complex challenges more effectively.
• Sustainable growth: studies show that diversity increases innovative strength (read our article linked here) and ensures long-term economic growth. 

Problem solving as defaultLet's take a closer look. Put yourself in the shoes of a person with a disability. They face obstacles every day in the form of the most mundane tasks. Every day anew. As a result, they enrich teams with unique perspectives and abilities that they have developed through dealing with challenges. Their strengths are:

• Creativity and adaptability: Dealing with obstacles on a daily basis has made them solution-oriented and innovative. These people therefore often have a ‘hands-on’ mentality. Many groundbreaking inventions, such as the typewriter or subtitles, arose from the desire for accessibility.
• Loyalty: companies that create the appropriate accessibility can count on a high level of loyalty from these employees. All for one – one for all!
• Team spirit: they are adept at actively approaching people and practising forbearance – thus strengthening cooperation within the team.
• Negotiating skills: their ability to represent their own interests diplomatically is often exceptional.
• Motivation: They want to prove that they are just as capable as others – and often exceed expectations in doing so. A job often also gives them a sense of purpose and the feeling of being fully involved in life again.

Legal framework: what you need to knowIn June 2025, the Accessibility Strengthening Act (BFSG) will become law in Germany. However, this applies to digital products and services of the German private sector – with the exception of micro-enterprises that employ fewer than ten people or have an annual turnover of less than two million euros. This applies to products and services such as computers, mobile phones, self-service terminals, banking services, online shops and apps. If the careers page is part of the company website that offers the aforementioned products or services in e-commerce, then the law applies. We are primarily talking here about banks/banking services, telecommunications services, online shops and transport companies.Nevertheless, we are developing into a society in which people with disabilities should be able to participate without restriction. So start recruiting now. And although recruiting is not explicitly affected by the Accessibility Strengthening Act (BFSG) for everyone, there are important legal regulations that support inclusion and accessibility:

• Allgemeines Gleichbehandlungsgesetz (AGG) (General Equal Treatment Act): The AGG protects against discrimination on the grounds of disability. Job advertisements and application processes must be designed in such a way that they do not create any disadvantages.
• UN-Behindertenrechtskonvention (UN-BRK) (UN Convention on the Rights of Persons with Disabilities): Germany has committed itself to promoting accessibility and equal opportunities for people with disabilities. This sets the direction for best practices, even if there are no direct sanctions.

Why act now?Companies that do not actively promote accessibility and inclusion risk being left behind in the long term – whether in the form of legal risks (which will come), a limited talent pool or a weaker market position. In addition, initiatives such as the Disability Equality Index in the US show that customers, partners and investors are increasingly paying attention to inclusion.So, accessible recruiting and digital accessibility are not only nice-to-haves. It is an important decision that makes companies more profitable, resilient and future-proof. And that's what we all want, after all. Seizing the opportunity now will result in not only securing the best talent but also a strong position in an increasingly inclusive economy. Next, let's look at how you can best approach this.

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Accessible career pages + tools to help you

Accessible careers pages are the first step towards inclusive recruiting. They not only signal to applicants with disabilities that they are welcome, but also enable them to find out more and apply with ease. According to myAbility, it is often overlooked that an accessible careers page benefits all users – in addition to improving accessibility, it also improves the overall user experience.

Complicated navigation or difficult-to-access content can cause talent to abandon a company at the first contact. By addressing this, companies not only increase their reach, but also create a positive first impression.

What does a barrier-free careers page look like?

A truly accessible careers site will take the following into account:

• Easy navigation: A clear and logical structure helps all users to quickly find their way around.
• Readability: Large, high-contrast fonts and the ability to capture content with screen readers are essential.
• Simple language: Complex terms or convoluted sentences can create barriers – simple formulations, on the other hand, make content understandable.
• Alternative formats: Videos with subtitles, images with alt text and documents in accessible formats provide all users with access to important information.

Tools that support implementation

The development of accessible career sites can be simplified by specialised tools and solutions:

• WAVE (Web Accessibility Evaluation Tool): Checks websites for accessibility and provides specific suggestions for improvement.
• axe DevTools: a plug-in for automated accessibility testing directly in the browser.
• Adobe Acrobat Pro: supports the creation of accessible PDFs.
• Siteimprove: continuously monitors accessibility and provides suggestions for optimisation.
• myAbility.org: a platform that helps companies develop inclusive processes and career pages.

Best practices in action

Successful companies show how it's done:

• Communicating inclusion: Make it clear and visible on the careers page that accessibility is part of the corporate culture.
• Accessible application form: A simply designed, flexible form that supports various input aids is essential.
• Feedback options: Applicants should have the opportunity to report barriers so that they can be quickly resolved.

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Barrier-free Recruiting / Inklusive Recruiting

Barrier-free recruiting ensures that all applicants, regardless of physical, sensory or cognitive limitations, have equal opportunities in the application process. Now that you know about the many advantages of an inclusive approach, it's time to get started.The most important do's and don'ts in disability-inclusive recruitment

Do’s:

‍Make job ads inclusive

• Avoid jargon and complicated wording.
• Use terms such as ‘barrier-free workplace’ or ‘we welcome applications from people with disabilities’.

Kommunikation anpassen

• Offer a range of contact options (e.g. email, phone or chat).
• Make sure that recruiters are trained to communicate with people with disabilities.

Ensure digital accessibility

• The applicant tracking system (ATS) should be compatible with screen readers.
• All forms and documents must be accessible and easy to fill out.

Seek feedback

• Ask applicants if they need support during the process or have encountered barriers.
• Use the feedback for continuous improvement.

Don’ts:

• Making stereotypical assumptions: Don't assume what activities people with disabilities can or cannot do.
• Using standard solutions: Not every disability is the same. Flexibility and an individual approach are needed.
• Ignoring barriers: Even small hurdles, such as forms that are difficult to read, can put off potential talent.

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Remember:

Inclusive recruiting opens up a new and often overlooked talent pool for you – and to ensure equal opportunities in an unjust world, you not only promote diversity, but also equal opportunities in an unjust world. By applying our advice and being willing to continuously improve processes, your application process will become more inclusive and open doors to previously untapped talent.If you want to outsource barrier-free recruiting with weekly reports or need support in this area, feel free to contact us and we will explain how your company can benefit from this strategy.