Diversity and Inclusion
Confused about the debate on Diversity? Try calling it ‘Inclusion’!
Was it the early Nineties when the concept of Equal Opportunities was replaced by the concept of Diversity as the touchstone for dealing with all issues of race and gender for Human Resources departments, Marketing teams and lowly Creative Directors such as myself?
Now the concept of Diversity is itself crumbling under political attack from many of the very people who created it. And stretching Diversity to include Religion, Sexual Orientation and Age seems to have pushed it to breaking point.
If you’re looking for a new, easy-to-grasp, easy-to-express, positive outlook on diversity, meet ‘Inclusion’.
The basic concept behind Inclusion, as I read it, is: ‘Embracing difference adds to the capability of the whole.’ It is therefore a business imperative as well as a social ethic and, for this reason, it is – perhaps – much more easily ‘embraced’ itself.
So what do we think at SMRS?
Our general approach at SMRS, too, is to ‘embrace’ diversity; that is to say that we do not see diversity as ‘separate’ from our mainstream activities, but as an integral part of all the recruitment solutions that we provide to clients. Just as the main plank of diversity practice should be ‘inclusion’, so diversity itself should be ‘included’ in all recruitment thinking, strategy, practice and measurement.
Diversity is about respecting individuality and enabling all individuals to make the most of their talents. It is therefore about practice, not policy. Nor is diversity an ‘extra’ or a ‘cost’. It is added value to your business.
Your objectives, not our prescriptions
For SMRS, each one of our clients is unique. Accordingly, our approach to diversity issues is tailored to your business needs, your diversity strategy and your desired outcomes.
Furthermore, we recognize that this area is best approached in partnership with our clients, sharing our respective expertise, knowledge and resources.
Inclusion
At every stage, we have to ask ourselves, are our recruitment solutions, branding solutions and internal communications inclusive?
Inclusive messages
Common practice has been either to place advertisements in targeted media, (following the idea that what is important is ‘The medium not the message’) or to devise specific ‘equalities’ advertisements.
We believe that EVERY communication from an employer needs to be inclusive if that organization is to be seen as an Employer of Choice across all social groups.
Inclusive media
Targeted media target only those people who do define themselves by their gender, ethnicity, age, sexual orientation or physical and mental ability. These channels are often more useful in sending a message to communities than in recruiting from them. Inclusive media choices are those that broadcast inclusive messages to the wider community.
Outreach
If you want to target specific under-represented groups, you need to get into the heart of their communities (media) or into their mindset (message). The pitfall is that resulting advertising can be seen to be tokenist or patronizing. Tone is therefore all-important.
Response mechanisms
How many people are excluded by lack of access to the internet, or by cultural rejection of the press? The more channels and response mechanisms made available, the better.
Internal Communications
Good internal communication is vital to the practice of diversity within an organization. Managers and colleagues must feel that diversity issues are fundamental business issues and ingrained in the culture.
Being an Employer of Choice
Being recognised as an inclusive employer is a key component of being recognised as an Employer of Choice. We can assist you to build a reputation as an Employer of Choice across all communities and with existing staff as well as potential recruits.
Again, it is important to ensure consistent, inclusive messages in all communications. However, it is also worth considering whether to devise a Diversity Sub-brand within your Employer of Choice strategy.
From Research to Testing
We don’t pretend to know what return-to-work parents in inner cities think about their prospects or think about the Co-op. Nor do we presume to understand what BME over-forties feel about their career choices. We begin not with presumptions, but with research.
Nor do we presume that a clever, powerful creative solution will work with a specific target audience, just because it makes us proud to have thought it up. Only testing with that audience will confirm likely effectiveness. It will also weed out anything that could be considered tokenist or patronising.
Focus groups are not the sole method for testing assumptions, reviewing current recruitment practices and testing proposed solutions, but they are probably the most effective. Our in-house consultant can advise on and manage all of your diversity research needs.
Our belief is that best practice in diversity requires us to ‘See it from their point of view, say it in their language, ask them whether they would respond to it.’
Results
All SMRS activities are measured by the results generated. Diversity is no exception.