More than ever, organizations are starting to make a difference in their diversity, equity and inclusion (DEI) efforts in the workplace. Faced with complex challenges, such as deficient data collection and under-resourcing, true, effective systemic change largely has yet to occur.
When it comes to promoting your DEI and work culture, here are some important considerations.
Gather data on diversity recruiting efforts
It's not enough to tout your successes in DEI, especially if there is little substance to back them up. Today, candidates, employees, customers and investors demand action so your leadership team needs to be on board and on point. You also need to have data to substantiate your points. It's only then you can begin thinking about your organization's "point of view." Ask yourself:
- What has worked especially well?
- What do my employees value most?
- How do the stories you tell connect with your overarching goals?
- Who should tell these stories, and how?
It's about knowing what differentiates you and what makes your workplace a positive, inclusive environment people would want to work for and should.
Once you've gathered this information, confirmed it with your employee base and set time to revisit the message framework, it's time to deploy your diversity story.
Tell your diversity story authentically
If you're telling your DEI story simply to say that you have one, you're not doing it for the wrong reasons. That lack of authenticity will show and be recognized by the very people you hope to engage.
A fundamental tenet of DEI is letting employees who live it tell their own stories in their own words. When your story is told from the mouths of those who live it in your workplace, every day, it shows respect and helps build trust and authenticity provided you're doing DEI right.
When telling your story internally and externally, you also need to consider the metrics, initiatives and programs that speak to your organization's DEI journey holistically. And you need to use them as proof points.
Make your career site stand out with diversity content
WeWork dedicates an entire page on its career site to Inclusion and Diversity, and it's navigable from the site's main navigation. From talent attraction to employee development and advancement, WeWork uses the page to clearly outline its DEI initiatives job seekers know what to expect. Think about how DEI is supported and plays out in your workplace. Then, dedicate time and space to sharing that in a visible, foundational way.
A career site is often the first chance you have to make an impact. Using it to show your organization lives out meaningful core values supporting its employees can make all the difference in the world.
Remember the importance of your CRM
Having a targeted talent pool pipeline lets you communicate various DEI initiatives in relevant channels, allowing you an opportunity to not only connect with talent but also to share information about new hires and initiatives like employee resource groups (ERGs),
A good CRM lets you build diverse internal and external talent pipelines and communicate your DEI goals directly within email campaigns.
Engage Individual People with Targeted Messaging
Social posts, web copy and blogs highlighting important internal and external events and programs are critical steps towards creating an equitable and attractive culture, but that's simply not enough to instill real, lasting change.
DEI is not a here and there kind of thing. Candidates should be able to seamlessly move across different channels, from Facebook and LinkedIn to job descriptions and web pages, with consistent core messaging that is relevant and engaging.
Does your organization provide events, programs, talent communities and affinity groups specifically for DEI candidates? These are great things to promote.
Are there statistics available to clarify your alignment with their unique goals, aspirations (and even pain points)? And what are you doing to improve those stats? There's a story to tell there, too.
Be sure your DEI initiatives consider every angle and be transparent about what action your organization is taking in your messaging with candidates and employees.
