Even though we know that support for diversity and inclusion is gradually increasing within workplaces, in practice, the situation is nuanced. For some companies, support for diversity is a core value, yet as we know, for other companies, there still doesn’t appear to be much action behind the outward marketing message of general support for diverse employees.
In an era of measurement, all companies really need to show that they are sincere in every aspect of what they do – increasingly they are being held to account by the markets they serve. The best measurement of success is also the employees themselves, who are increasingly voting with their feet and will be more than happy to jump ship if the company they serve is not adequately supporting them.
Diversity and the employee experience
It is often said that your employees are your best brand ambassadors. If they’re genuinely engaged with your company, they’ll be proud to represent you even when they don’t have to. Testimonials from current employees can be hugely valuable, and glowing testimonials from ex-employees have massive credibility.
The level of employee engagement within your organisation is a good reflector of of your employees’ experience. How deeply your employees engage within your organisation is a direct reflection of how they are treated within it, and the extent to which you place diversity at the core of your employees’ experience. Connecting with your employees needs to be a constant part of the way in which your company operates. There is plenty of guidance available about how best to increase your employee engagement. For example, see https://www.learningbank.io/employee-journey.
And bear in mind that however worthy they may be, public statements about diversity and inclusion at your company which have been put out by your company’s marketing division might be viewed with scepticism, both by those within the company and outside it. Was the employee quoted coerced into saying that this company is a great place to work? Are they really leading the field in terms of DE&I, or is this just marketing promo? By contrast, private statements made by individuals about their own positive experiences within the company carry a lot more credibility.
Diversity and the customer experience
All companies have a legal obligation to support diversity in the customer experience. As with employee engagement, there are lots of great resources available to help companies engage with a diverse customer base. Often, however, the simplest way to find out what your potential customers want to see from you is just to ask them. Remember, unlike employees, customers have no reason to hold back when telling you what they think.
There are plenty of ways to obtain customer feedback from social media polls to proper surveys. It is also wise to make it as easy as possible for your employees to feedback on what they hear from customers. Frontline employees will often have excellent insight into what customers see as your strengths and weaknesses.
Diversity and marketing
Advertising your diversity and inclusion principles is a proven way to attract new customers. It is not just about major corporations are promoting diversity in their Christmas marketing campaigns, but something which is well worth factoring into your marketing campaigns all year round.
By showcasing your support for diversity and inclusion both internally and externally, your company can only benefit. What will you do to showcase your own organisation’s diversity and inclusion principles this year?
