How to Incorporate Diversity Into Your Employer Branding Strategy
Just as it’s important for organizations to have a brand strategy that attracts consumers to their company, it’s just as important to have an effective employer branding strategy that gets potential talent interested in working for them. This is a vital step in attracting the best talent because, according to Glassdoor, 77% of people consider a company’s culture and 79% consider mission and purpose before they even apply for a position in the organization. Also, 73% of people won’t even bother applying for a job at a company that doesn’t hold the same values that they do.
And one of the top values that job seekers care about is diversity and inclusion. A survey by The Manifest reveals that 70% of job seekers want to work for an organization that is committed to diversity and inclusion. With this in mind, it’s important to incorporate diversity into your employer branding strategy. Continue reading for tips on how your organization can accomplish this.
5 Ways to Promote Your Employer Brand
When companies have a commitment to diversity and inclusion, it’s important for them to make it known far and wide so potential candidates get the message that these organizations share the same values they do. Some of the ways you can publicize diversity and inclusion in your company is through:
1. Careers Site
Your company’s careers site may be one of the first interactions that prospective employees have with your organization, so it’s important to make your diversity initiatives clear on this page. If you have employee resource groups, mentoring for underrepresented workers, and policies that would appeal to untapped populations, the careers site is one of the places you should showcase them.
If your company has a podcast, you can use your platform to discuss topics related to diversity, equity, and inclusion and the work you’re doing to promote these principles in your organization. For example, here at Untapped, we produce a weekly podcast, “Untapped,” where we have conversations with D&I leaders who discuss what their organizations are doing to address diversity.
3. Social Media
Social media accounts can be a great place to show a day in the life of your organization. Post pictures of company events, videos of employees giving testimonials about what it’s like to work there, and updates on the company’s D&I goals. This way, the talent you’re looking for will see that your company walks the walk of diversity, not just talks the talk. And if you don’t have people from underrepresented backgrounds working at your company already, you can use your social media to express your desire to attract employees from different communities.
4. Job Descriptions
Job advertisements need to include language that will attract untapped talent. Ways you can do this include writing job descriptions that keep business jargon to a minimum and avoid terms that demonstrate gender and racial bias, since they may alienate some qualified candidates. Also, there are tools you can use that will analyze the text of job descriptions to ensure they are diversity-friendly.
By entering into partnerships with groups that cater to the needs of underrepresented communities, you can connect with potential candidates while demonstrating that you support diversity, equity, and inclusion. For example, an engineering firm that wants to attract more minorities and women can cultivate relationships with organizations like the National Society of Black Engineers, the Society of Women Engineers, the Society of Mexican American Engineers and Scientists, and the American Indian Science and Engineering Society.
Download the Diversity Recruiting Trends 2022 Guide
Building and Promoting Your Employer Brand Internally
While the external efforts you make to promote your employer brand are important, don’t forget to push your brand internally as well. Since your employees can be some of your best brand ambassadors, it’s important to educate them about your D&I strategies so they can help you bring in good talent. Some ways you can build your employer brand in-house are by keeping workers updated through newsletters and other communications, getting input from employees about what historically underserved communities may want and need from an organization they work for, and tailoring messages specifically for employees that are a reflection of the company culture.
In addition, companies should remember that part of their branding includes keeping their current employees happy. Providing access to opportunities that help them grow as professionals, offering the benefits they care about, and creating a culture of diversity and inclusion are ways to ensure that your workers will sing the organization’s praises and make job seekers interested in joining them.
An employer branding strategy that promotes diversity can go a long way toward attracting the best talent, as well as consumers who would rather do business with organizations that share the same values they do. Also, educating the community, as well as your own workers, about the diversity initiatives you’ve created, can go a long way toward building trust and loyalty that every brand needs to thrive.
Hundreds of company partners are using our platform to connect, source, and engage top underrepresented talent, and even more are already a part of our Communities.