Diversity Job Boards: Genuine Progress or Just Good PR?
Diversity in the workplace isn’t just a trending topic — it’s a reflection of how seriously employers take fairness, representation, and belonging. According to Mercer’s Global Talent Trends Report, diversity, equity and inclusion (DEI) ranked third among organisations’ priorities in 2023 — its highest position yet.
But while everyone’s talking about it, not everyone’s doing it well. For every employer genuinely trying to build a fairer, more representative workplace, there are others still treating diversity like a marketing exercise. And the same can be said for some diversity media.
Diversity job boards — not all created equal
There’s been a boom in “diversity job boards” over the past few years. Some are fantastic — platforms like Vercida are genuine advocates, with accessible, inclusive sites that flex to support candidates with a range of diverse needs. They practise what they preach.
But there are also plenty of others that simply spotted a commercial opportunity. You can usually tell by their lack of community engagement, limited accessibility features, and focus on volume over value. Unfortunately, diversity sells, and some have jumped on the bandwagon to make a quick British pound.
That’s why, when clients ask me about diversity job boards, I always make one thing clear: they’re not designed for big conversions.
The real role of diversity media
Diversity media should be seen as part of your visibility strategy, not your performance strategy. It’s about being seen in the right spaces — by the right audiences — and showing that your organisation values inclusion enough to show up authentically.
Here’s what it is good for:
Representation and awareness. Being visible in trusted, inclusive spaces helps candidates see themselves reflected in your organisation.
Building credibility. Advertising alongside employers who share your values helps reinforce your brand’s intentions.
Long-term trust. You’re telling a story about who you are — and backing it up with action.
It’s not a silver bullet for hiring, and it shouldn’t be. No amount of advertising can fix a hiring process that isn’t inclusive to begin with.
Diversity starts behind the scenes
Most employers exploring diversity job boards are already doing the right things internally — creating fair, accessible hiring processes and making genuine efforts to support diverse talent once they’re through the door.
That’s the real foundation. Diversity media should build on those efforts, not cover for their absence. When your internal culture already reflects inclusion — from recruitment processes that accommodate neurodiverse candidates to policies that support trans and non-binary employees — visibility campaigns simply help to amplify the reality.
When those foundations aren’t there, even the best media plan will ring hollow. And today’s candidates can tell the difference.
How to spot a genuine diversity partner
When choosing where to advertise, look for media partners that live their values:
Accessible platforms. Like Vercida, who design their site to adapt to diverse user needs.
Meaningful content. They go beyond job listings to share advice, success stories and advocacy.
Evidence of impact. They care about outcomes, not just traffic.
If the platform demonstrates inclusion in both form and function, that’s where your brand belongs.
The takeaway
Diversity job boards have a role to play — but not as your main source of hires. Their real value lies in representation, awareness, and authenticity.
The foundations of diversity don’t sit in your job media plan; they sit in your hiring practices, workplace culture, and leadership accountability. When those things are right, the media you choose simply helps tell the story more widely.
Because true diversity isn’t about where you advertise — it’s about what happens once someone applies.
Ready to build a better recruitment mix?
At Further Media, we help employers balance reach with reputation — using credible diversity media as part of a wider, authentic employer brand strategy.
Because inclusion isn’t a campaign. It’s a commitment.
