Rethinking language in volunteering
4th June 2025
For Volunteers’ Week, our Learning and Development Manager Victoria explores the role of language in the volunteer recruitment process and how it can help future volunteers know that befriending is for them.
During our Journey Across Befriending roadshow event in Glasgow this March, we had the opportunity to listen in on conversations among befriending staff from a variety of projects. A common theme emerged: the power of language in shaping how we talk about befriending roles, describe the people we support, and – crucially – how we recruit volunteers.
Volunteer recruitment is a recurring topic at our networking events, and for good reason. It remains a top priority for many community organisations within our network. But while recruitment strategies are regularly discussed, the role of language in shaping those strategies often deserves deeper consideration.
Why language matters in recruitment
Words do more than convey information—they set the tone, shape perceptions, and reflect an organisation’s values. The language we use in recruitment can either invite someone in or unintentionally push them away. It influences whether someone feels welcomed, respected, and included—and ultimately, whether they decide to get involved.
Using inclusive, clear, and empowering language builds trust and widens the pool of potential volunteers. It sends a message that everyone is welcome, regardless of background or experience.
Practical shifts in language
Across the network, we’ve seen several practical examples of how thoughtful word choice can improve the recruitment experience. During Vital Skills: Recruiting Volunteers, here are some examples that have been shared by attendees:
1
From “recruitment” to “invitation”
Rather than saying we’re “recruiting volunteers,” consider “inviting” people to get involved. While “recruit” can sound formal or judgmental, “invite” feels more personal and welcoming.
2
From “apply” to “register interest”
Asking someone to “apply” may feel too formal or imply a high barrier to entry. “Registering interest” allows potential volunteers to express curiosity without immediate commitment, creating a more open and accessible starting point.
3
Consider how you refer to your service users
There is wide variation in the terms used to describe those who access befriending services: participant, befriendee, client, service user, customer. Each organisation needs to choose terminology that reflects its values and is easy for new volunteers and service users to understand.
4
Give a clear call to action
Projects have found success with clear calls to action, like a “Volunteer” or “Get Involved” button on their websites. The latter can cover multiple engagement options—volunteering, fundraising, sponsorship—and help visitors find their path into the organisation.
Strength-based and inclusive language
We recommend that organisations focus on language that highlights individuals’ strengths and differences. Utilise straightforward language and steer clear of technical jargon. Inclusive language not only reflects your values but also builds a more welcoming environment.
Consider the languages spoken in the communities you work with and offer translations where possible, including BSL.
Visuals also matter. Use diverse images and videos to reflect the communities you serve and the diversity of your current (and future) volunteers.
Rethinking “training”
Another topic that surfaced during our Glasgow event in March was the language around volunteer training. While training is an essential part of preparation and support, the word itself can sound intimidating or overly formal. Some organisations have rephrased this to focus on support, growth, and connection:
“Volunteers will receive support and build confidence in their skills.”
“Volunteers will have the opportunity to develop skills and access support for their role.”
“Volunteers will come together to learn about the organisation, meet others, and build confidence.”
These alternatives feel more approachable and help potential volunteers see the value in the process without feeling overwhelmed.
Final Thoughts
The way we talk about volunteering shapes how people experience it, before they’ve even begun. Language is a powerful tool for building inclusive, welcoming organisations. By choosing our words with care, we not only open more doors but also ensure that those who come through them feel that they belong.
About Volunteers’ Week
Volunteers’ Week is an annual UK-wide campaign to celebrate and recognise the contributions of volunteers. The campaign highlights the diversity and unity of volunteer work across the UK. Visit their website for resources, volunteers stories and ways to get involved.