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Diversity can Improve your Employment Brand*

Author: John Torrance-Nesbitt, MBA*Registered with Copyrights

Diversity can Improve your Employment Brand

Improve your Diversity, improve your Employment Brand Many companies today are incorporating Diversity into

their core business practices Creating Diversity statements Diversity Training for Senior Management and employees Diversity Recruiting efforts Diversity Supplier programs Employee Affinity Groups, etc.

However, most companies have not considered incorporating Diversity into the development of their Employment Brand

Goal The desired goal of a Diversity effort is to create

an environment that allows each employee to contribute whatever he or she is capable of contributing

The desired goal of an Employment Brand is to create an image [and perception] that makes people want to work for the firm because it is a well-managed firm where workers are continually learning and growing. Once the image is set, it generally results in a steady flow of applicants*

*Dr. John Sullivan, “Building an Employment Brand”, July 1999*Dr. John Sullivan, “Building an Employment Brand”, July 1999

Goal The desired goal of a both of these is for the firm

to become an “Employer of Choice/Best Place to Work”

Steps Diversity can aid the building of a company’s

Employment Brand Diversity can help to create an image and perception of

a company where diverse candidates (and Employees who are diverse) would want to work and stay

Diversity can improve your employee engagement

Steps Diversity can define your culture and in turn benefit the

Employment Brand Diversity can create (and reinforce) a message of the

firm as a Diversity-driven Employer and a “great place to work” for Diverse candidates

If your Employees experience exactly how your firm would like to be represented in the area of Diversity, then you will have a ready pool of Employment Brand Ambassadors

High Diversity AwarenessLow Employment Brand Awareness

Preferred State

High Diversity AwarenessHigh Employment Brand

Awareness

Undesirable State

Low DUndesirable State

Low Diversity AwarenessLow Employment Brand

AwarenessLow Employment Brand Awareness

Low Diversity AwarenessHigh Low Diversity Awareness

High Employment Brand Awareness

Employment Brand Awareness

HIGH

Low

HIGHLOW Employment Branding Awareness

Diversity/Employment Brand Awareness Matrix

Your Your EmploymentEmployment Brand Diversity Review Brand Diversity Review

Questions Is your Company a Diversity Champion Has you firm created a work experience for Employees

revolving around Diversity and its concepts? Does your Firm have a set of messages and actions

which convey a set of behavior patterns to Employees and Applicants on Diversity?

Your Your EmploymentEmployment Brand Diversity Review Brand Diversity Review

Questions Is your Employer Brand communicating everything you

want it to around Diversity? Are you sending a consistent picture of your firm as a Diversity-driven place to work?

Are your diverse Employees enthusiastic about recommending your firm as a “great place to work” for all

Your Your EmploymentEmployment Brand Diversity Review Brand Diversity Review

Questions Are you sending a consistent picture of your firm as a Are you sending a consistent picture of your firm as a

Diversity-driven place to work?Diversity-driven place to work? Are your diverse Employees enthusiastic about Are your diverse Employees enthusiastic about

recommending your firm as a “great place to work” for recommending your firm as a “great place to work” for allall

Steps When expertly managed, your “Diversity Employment

Brand” will give you the tools to communicate with Employees and Applicants at every turn

If you are not managing a part of your Employment Brand through Diversity, then you will be at a disadvantage in the war for talent!

Steps If you are not managing a part of your Employment Brand

through Diversity, then you will be at a disadvantage in the war for talent!

It will give applicants a reason “to look” and it can attract new talentIt will give applicants a reason “to look” and it can attract new talent It will drawn in recruits who will be most likely to succeed in a Diverse It will drawn in recruits who will be most likely to succeed in a Diverse

organizationorganization It will give new Employees a reason to engage deeplyIt will give new Employees a reason to engage deeply It will give all Employees a reason to believeIt will give all Employees a reason to believe It will help retain those Employees who are most aligned with your It will help retain those Employees who are most aligned with your

Firm’s Diverse cultureFirm’s Diverse culture

Why this is Important

Steps If you are not managing a part of your Employment Brand

through Diversity, then you will be at a disadvantage in the war for talent!

When expertly managed, your “Diversity Employment Brand” will give you the tools to communicate with Employees and Applicants at every turn It will give applicants a reason “to look” and it can attract new

talent It will draw in recruits who will be more likely to succeed in a

Diverse organization

Steps When expertly managed, your “Diversity Employment Brand”

will give you the tools to communicate with Employees and Applicants at every turn It will give applicants a reason “to look” and it can attract new talent It will draw in recruits who will be more likely to succeed in a Diverse

organization It will give Employees a reason to engage deeply It will give all Employees a reason to believe It will help retain those Employees who are most aligned with your

Firm’s Diverse culture