Many companies loudly proclaim their commitment to diversity and inclusion – while at the same time designing application processes that are full of hurdles for millions of potential candidates. The reality is that an estimated 100 million people with disabilities live in the EU, and 10.4 million people with disabilities live in Germany. However, this huge talent pool often remains untapped. In 2025, highly qualified candidates with disabilities who click on ‘Apply now’ will often encounter digital barriers instead of welcome signals.
As paradoxical as it sounds, many companies invest large sums in employer branding and glossy diversity campaigns – and then scare away the very diversity they want to attract with inaccessible application forms and career pages. A lack of accessibility leads to frustration among affected applicants – and directly to a negative image of the employer. In times of skilled labour shortages, no company can afford such contradictions. Inclusion in recruiting is a tangible competitive factor. A barrier-free application process is becoming a touchstone for credible employer branding – and that is exactly what this article is about.
Larger talent pipeline – more applicants through inclusive processes
Many companies are desperately looking for qualified professionals – and at the same time unconsciously excluding entire groups of applicants. Accessibility is still the exception in recruiting. Tiny technical details often determine whether someone submits an application or gives up in frustration. For people with disabilities, chronic illnesses or neurodivergent profiles, digital barriers in the application process are part of everyday life.
This is precisely where there is a high level of untapped potential. Around 10.4 million people in Germany live with a recognised disability. In addition, there are millions more whose limitations are not officially recorded – but have a significant impact on their everyday lives. Making it easier for these talented individuals to access opportunities not only opens up a larger pool of candidates. It also sends a clear message: you are welcome. And not just in communication, but in practice.
CareerTeam sums it up: Barrier-free recruiting processes help companies ‘reach a broader field of talent’ – beyond traditional target groups. Because inclusion also works for people with temporary limitations, for parents with caregiving responsibilities or for neurodiverse talent. Every bit of access counts.
And it pays off. According to Accenture, companies that focus on barrier-free recruiting report more qualified applications, higher productivity and increased team loyalty (Accenture 2023). Because diversity begins with access. And access begins with accessibility.
Better reputation – companies with a diversity strategy are more attractive
Employer branding thrives not on promises, but on credibility. Many career sites show diverse stock photos and talk about equal opportunities – but what happens when an applicant with a disability actually applies online? Is the process truly barrier-free? Or does diversity end with the images?
Authenticity is crucial, especially for young talent. According to Deloitte, over 70% of Gen Zers consider whether inclusion is not only communicated but also practised when choosing an employer. A barrier-free application process acts as a reality check. It shows how serious a company really is about diversity.
Companies that consistently implement this approach not only gain the trust of applicants. They also send a clear signal to customers, investors and employees: we are serious about inclusion. And we design our organisation so that everyone can play a part.
This strengthens the company's reputation both internally and externally. Those who credibly stand up for diversity are perceived as forward-looking, reflective and responsible – qualities that not only attract talent but also promote long-term business relationships.
Higher employee retention – inclusion strengthens the sense of belonging
People stay where they feel seen. Not just tolerated, but meant. Not only invited, but truly included.
A barrier-free application process is often the first moment when this feeling arises – or does not. Is consideration already being given here? Is compensation for disadvantages offered without having to justify oneself? Such signals stick. And they have a lasting effect.
After all, the way a company treats applicants says a lot about how it treats its employees. Companies that pay attention to accessibility in their recruitment process often create better conditions in their day-to-day work – through inclusive meeting formats, flexible working methods and an open climate for feedback.
The result: greater identification, stronger loyalty and lower staff turnover. Ernst & Young describes how a sense of belonging measurably increases loyalty and motivation (EY 2023). Teams that feel secure are more productive. People who can contribute stay longer.
Inclusion doesn't start on the first day of work – it starts with the first impression. And if you make a good first impression, you lay the foundation for genuine loyalty.
Increase innovative strength – diverse teams bring more perspectives
Innovation does not arise from uniformity. It arises where differences are allowed to collide – professionally, culturally, and personally. Promoting diversity in teams creates space for new ideas. But to ensure that this diversity enters the company, the application process must be open. And that means barrier-free.
An inclusive recruiting process opens doors to perspectives that were often left out in the past. People with disabilities, neurodivergent talents or older candidates bring different experiences to the table – and often different solutions. Studies show that diverse teams make more informed decisions, are more creative and more economically successful (McKinsey 2020).
CareerTeam writes: ‘Barrier-free processes not only increase fairness – they measurably improve the innovative ability of teams.’ Because access determines who applies – and diversity begins with access.
Compliance with legal requirements – GDPR & equality laws
Accessibility is not a nice extra. It is required by law. And the requirements are increasing.
With the Barrier-Free Access Act (BFSG), new requirements for the accessibility of digital products and services will apply from June 2025.
These apply in particular to services aimed directly at consumers, such as online shops or digital banking and transport services. Whether career pages and online application forms also fall under this regulation depends on the individual case. Employers whose digital application processes are linked to consumer-related services may need to make improvements.
Regardless of the legal obligation, companies that actively promote accessibility strengthen their employer branding.
At the same time, the AGG obliges companies not to discriminate against anyone in the application process – not even through technical barriers (Federal Anti-Discrimination Agency 2024). The GDPR also requires that sensitive data such as health information be processed with special protection (DSK 2023).
But it's not just about compliance. It's about attitude. Companies that proactively implement accessibility are saying: We're not waiting until we have to. We're acting because we want to.
Conclusion: Inclusion as a strategic advantage – not a footnote
Accessibility in recruiting is not a special topic. It is a quality feature of modern human resources work. Those who create access win. They gain diversity, visibility and trust. And to ensure that, they also gain employer attractiveness.
The five reasons mentioned above show that an inclusive application process is more than an ethical statement – it pays off directly in terms of employer branding, employee retention and innovative strength. At the same time, it meets legal standards and demonstrates attitude.
Would you like to optimise your candidate journey as part of your employer branding – from the initial job advertisement to onboarding? Foxio supports you with strategic advice, digital solutions and a deep understanding of modern talent acquisition. Let's find out together how your recruiting processes can become not only more efficient, but also more human and inclusive.
Sources:
- Accenture (2023): Companies that Lead in Disability Inclusion Outperform Peers Financially
- Federal Anti-Discrimination Agency (2024): AGG & digital accessibility in the application process
- CareerTeam (2025): Barrier-free application processes – How to reach a wider pool of talent.
- Data Protection Conference (DSK) (2023): Guidance on the GDPR in recruiting
- EY (2023): Empowering a diverse workforce by creating a sense of belonging.
- European Council (2025): Facts and figures on disability in the EU. https://www.consilium.europa.eu
- Gallup (2024): State of the Global Workplace – Report
- McKinsey & Company (2020): Diversity Wins – How Inclusion Matters.
- Federal Ministry of Labour and Social Affairs (BMAS) (2021): The Accessibility Enhancement Act at a glance
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