Diversity as a Driver of your Employment Brand

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Recommending a Strategy
Diversity can Improve your Employment Brand

• Ideas for Today and Tomorrow

Author John Torrance-Nesbitt, MBA Registered
with Copyrights
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Diversity can Improve your Employment
BrandImprove 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

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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
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Goal

• The desired goal of a both of these is for the
  firm to become an Employer of Choice/Best Place
  to Work

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Steps

• Diversity can aid the building of a companys
  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

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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

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Diversity/Employment Brand Awareness Matrix
High Diversity Awareness Low Employment Brand Awareness Preferred State High Diversity Awareness High Employment Brand Awareness
Undesirable State Low DUndesirable State Low Diversity Awareness Low Employment Brand Awareness Low Employment Brand Awareness Low Diversity Awareness High Low Diversity Awareness High Employment Brand Awareness Employment Brand Awareness
HIGH
Low
HIGH
LOW
Employment Branding Awareness
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Your Employment 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?

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Your Employment 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

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Your Employment Brand Diversity Review

• Questions
• 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

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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!

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Steps
Why this is Important

• 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 talent
• It will drawn in recruits who will be most likely
  to succeed in a Diverse organization
• It will give new 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 Firms Diverse culture

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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

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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 Firms Diverse culture