Life is certainly not easy for us companies at the moment. In addition to long-standing complaints such as the shortage of skilled workers, expensive energy and strict ESG guidelines, a president has now taken office in the USA who 95% of German companies expect to have a negative impact – practically no one in Germany likes Donald, let alone his 20% import tax. An absolute madness – for Germany and the rest of the world. And now a law to strengthen accessibility for companies?
In fact, this is a ray of hope – not only for the 10.4 million people with disabilities in Germany. That's right, that is about one in eight people. However, we must also say that the law does not apply to all companies, but to companies in the German private sector that offer digital products and services – and we are talking about 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. That primarily are banks/banking services, telecommunications services, online shops and transport companies. An exception to this are micro-enterprises that employ fewer than ten people or have an annual turnover of less than two million euros. At the same time, it is quite disadvantageous if you do not start with accessible recruiting immediately – regardless of what your company does.
Accenture proves it: inclusive companies are 25% more productive and achieve 2.6 times higher profits. This article is a plea for inclusive recruiting and equips you with the necessary knowledge to do so.
Why inclusive companies are more successful
The impressive figures presented by Accenture in its study ‘Getting to Equal: The Disability Inclusion Advantage’ are no coincidence. Companies that actively integrate accessibility and inclusion into their strategies benefit in many ways – but what is behind these successes?
A broader talent pool
By making your application processes accessible, you open your doors to a huge pool of talented professionals. People with disabilities often have exceptional problem-solving skills, resilience and creativity – skills that are invaluable in a complex business world. As we said, there are 10.4 million people with disabilities in Germany.
Promoting innovation through diversity
Diverse teams are demonstrably more innovative, as we have already described. Different perspectives and experiences lead to more creative solutions and strengthen companies' ability to adapt. According to Deloitte, companies with diverse teams are 30% more innovative. By including people with disabilities, organisations gain new perspectives on products, services and processes.
Authenticity drives customer loyalty
Today's market expects more than just good products – it demands authentic brands that live and breathe values such as inclusion and social responsibility. 84% of U.S. consumers have a more positive perception of companies that promote inclusion, and 80% prefer to buy from these brands. In Germany, this trend will intensify as the focus on ESG criteria increases.
Productivity and loyalty
Inclusive companies create a working environment in which all employees feel safe and valued – not only people with disabilities. But they are all the more loyal, and it is not uncommon for these people to want to prove something to themselves. This increases productivity (on average by 25%) and leads to higher employee retention. Accenture shows that companies with an inclusive culture have 30% lower fluctuation. This not only saves recruiting costs, but also contributes to a stronger corporate culture in the long term.
Save costs through accessible digitalisation
Accessible technologies are not only necessary for people with disabilities – they often improve user-friendliness for everyone. Companies that make their digital offerings accessible at an early stage avoid the costs of subsequent improvements and reduce legal risks – which are highly likely to arise in the future. In the long term, this leads to more efficient processes and higher customer satisfaction.
Setting an example: inclusion as a competitive advantage
Inclusion in recruitment is becoming a strategic advantage due to the shortage of professionals. Companies that prioritise accessibility position themselves as progressive, future-oriented employers, and thus not only attract talent but also favourability. This is particularly true for the younger Generation Z, who pay more attention to such things.
How to make your careers site accessible for disabled job seekers
Accessibility starts with your careers site. You are the figurehead of an inclusive company and also send a clear signal: everyone is welcome here. But how do you implement this in practice? Here are the most important aspects:
Ensure technical accessibility
Implement WCAG standards
The Web Content Accessibility Guidelines (WCAG) provide clear guidelines on how to make websites accessible.
Key points:
- Alternative texts for images: Make sure that all images have alternative texts (alt text) so that screen readers can interpret them.
- Keyboard navigation: All functions should also be usable without a mouse.
- Optimise contrast: Sufficient colour contrast (at least 4.5:1) makes it easier for people with visual impairments to read.
- Subtitles and transcripts: Subtitles or full transcripts should be provided for embedded video and audio content.
Compatibility with screen readers
Test your site with popular screen reader software (such as NVDA or JAWS) to ensure content can be read accurately. Here is a tool to test.
Present content clearly and understandably
Use simple language
Avoid complicated technical terms and long, convoluted sentences. Clear and concise language helps all users to grasp information more quickly.Offer plain language
Add content in plain language to your site to appeal to people with cognitive limitations.
Create visual clarity
A tidy, clear structure with distinct sections, sufficient white space and large buttons significantly improve the user experience.
Accessible application forms
Customisable forms
- Make sure that forms are easy to fill out, even with assistive technologies.
- Use labels that clearly indicate what information is required and avoid complex input requirements.
Error messages clearly formulated
Provide precise information if a form field has been filled out incorrectly and offer direct correction help.
Multiple contact options:
Not everyone can use online forms easily. Consider adding alternative application options such as email or phone.
Provide accessibility information and accommodations
Offer accommodations in the application process
Make it clear that applicants can request adjustments, such as longer processing times or alternative interview formats. A clearly visible notice such as ‘Accessible options available – please contact us’ shows your openness.
Central point of contact
Provide a direct point of contact with a person trained to answer accessibility-related questions.
How to implement accessible recruiting in practice
Let's move on to the final act: accessible recruiting. Here are some concise, practical steps, with an introductory sentence on the importance of each step:
Make job postings inclusive
The same rules apply to job ads as to career pages. They are often the first point of contact with your company. Inviting and accessible ads signal openness and professionalism.
- Clear and simple language: Avoid technical jargon and formulate in a way that is easy to understand.
- Inclusive language: Make explicit reference to adjustment options, e.g. ‘We welcome applications from people with disabilities’.
- Barrier-free presentation: alt text, high contrast and mobile optimisation ensure accessibility.
Optimise digital application tools
We have already presented some accessible tools. These tools make the application process accessible to everyone and reduce technical hurdles.
- Barrier-free forms: few mandatory fields, screen reader compatible and intuitive navigation.
- Offer support: Provide precise error messages and contact options for technical assistance.
- Regular testing: Use tools such as Wave Accessibility to identify vulnerabilities.
Adapt interviews and assessments
A flexible and customisable process ensures fair opportunities regardless of individual limitations.
- Offer flexibility: virtual, hybrid or adapted interview formats (e.g. captions).
- Fair tests: extra time or alternative procedures for assessment centres.
- Raise awareness: train HR teams to be sensitive to the needs of people with disabilities.
Communication and feedback
Open and clear communication shows applicants that you take accessibility seriously.
- Open notes: actively inform applicants about accessible options.
- Provide contact persons: personal contact for questions and adjustments.
- Use feedback: get feedback from applicants for continuous optimisation.
Conclusion: Inclusive application processes – now.
The Accessibility Strengthening Act (BFSG) is quickly approaching. Even if it does not apply to everyone. But what is also clear is that we are moving just as quickly towards an increasingly inclusive economy. And do we need Accenture to tell us that inclusive and accessible companies are significantly more productive and profitable? So the question is not ‘Can we afford inclusion?’ but rather, ‘Can we afford to ignore it?’ Start now. For the sake of our society. And your company. Because right now, this pool of new talent is virtually untouched and at the highest probability of siphoning off the most outstanding talent.
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