DEI Recruitment Branding That Attracts Top Talent

How to build an inclusive employer brand in Canada

Your employer brand is talking—even when you're not saying a word. For job seekers from diverse backgrounds, it’s the deciding factor between “I want in” and “Hard pass.”

And here’s the truth: If your diversity, equity, and inclusion (DEI) values aren’t visible in your hiring brand, you’re not just missing out on candidates—you’re losing them.

Let’s change that.

What DEI recruitment branding means (and why it matters)

DEI recruitment branding is how you show—through actions and words—that your organization values equity and belonging from the very first touchpoint with job seekers. That includes your inclusive job ads, your career site, your LinkedIn presence, and even the interview process.

And a side note: we believe in saying the words diversity, equity, and inclusion whenever you can—because of the weight they carry. You’ll notice we often use “DEI,” and that’s intentional. If we didn’t, we’d never show up in Google—and what’s the point of saying the right things if no one can find them?

And it matters.

According to a Monster survey , 86% of job seekers say a company’s DEI reputation matters to them, and 62% would turn down a job offer from a company that doesn’t support DEI.

An intentional DEI brand tells diverse candidates:

“You’re seen. You’re welcome. You belong here.”

Signs your current recruitment brand isn’t inclusive

Even well-meaning companies can get this wrong. Here’s how to know your brand might need a DEI glow-up:

• You rarely attract applicants from traditionally marginalized groups

• Your job ads use language like “rockstar,” “aggressive,” or “fast-paced” with no mention of flexibility or support

• Your team photos show a single demographic

• You don’t showcase employee stories from diverse voices

• Your hiring process is a mystery - candidates don’t know what to expect

• You list “DEI commitment” in the footer of job ads but have no visible proof

5 ways to strengthen your DEI recruitment brand

1. Make your DEI goals public

CultureAlly recommends listing specific goals like representation benchmarks or DEI training stats. That level of transparency builds trust.

2. Use inclusive language in every job ad

From tone to terminology, inclusive job descriptions  matter. Use tools like Textio optimize inclusive recruitment content.

3. Showcase real stories and voices

Feature employees from diverse backgrounds on your social media, hiring pages, and in employee testimonial videos.

4. Diversify where you post jobs

Use job boards that prioritize inclusion, such as HireDiverse, and share your roles with diverse job seekers.

5. Train your hiring managers

Ongoing interviewer training helps teams identify blind spots and evaluate candidates equitably .

DEI is a journey—branding helps you stay on the path

Diversity, equity and inclusion recruitment branding isn’t just marketing. It’s alignment. When your brand reflects your DEI values, candidates can feel the difference.

Whether you’re just starting out or ready to deepen your approach, remember: consistency matters more than perfection. Share your wins, own your challenges, and keep showing up.

Because when you build a hiring brand rooted in inclusion, you don’t just attract talent—you retain it.

About HireDiverse 

We’re Canada’s diversity and inclusion-focused job board.  We reach diverse candidates across Canada through intentional outreach and inclusive messaging. Post jobs to highlight your organization’s commitment to diversity, equity, and inclusion.