The business case for diversity has long been made. More recently, companies are realising that the real returns begin much closer in, beyond box-ticking. As a result, inclusivity communications have found their way to the top of the agenda, as more organisations are starting to put inclusion first. So why isn’t it working?
Despite best intentions, efforts of companies to cultivate genuine equality in the workplace are falling short. Inclusion, it turns out, is a tricky thing to get right.
Despite best intentions, efforts of companies to cultivate genuine equality in the workplace are falling short.
This is where taking a brand-lead approach can help. We find that when organisations take the time to learn what really resonates with their employees, and craft meaningful messages around them, even the toughest culture communications cut through.
Inclusive messaging is often exclusive by default
Take this example. A company wants to tackle bias for their LGBTQ community. Sounds simple enough. Leaders and line managers receive extensive training programs. The correct pronouns are learnt. Measures for discipline, put in place. On paper, it should work.
But the truth is, organisations are not the things you can measure on paper. They are people. And its people are a complex patchwork of personalities. Spotlighting minority groups and trying to mass educate – the problem with these measures is that ultimately there’s always someone else on the implied ‘receiving end’. Continuously drumming home the do’s and don’ts will only create swathes of disgruntled employees who feel singled out or side lined for something they didn’t do. For H.R departments, it’s like bailing water from a sinking boat.
So, what can organisations do to tackle this? Blaming and shaming is not the answer. The best diversity training money can buy won’t do anything to tackle the real issue. Inclusion must mean inclusion for all, not just the minority groups. And yet, all too often, inclusive messaging is exclusive by default.
Inclusion must mean inclusion for all, not just the minority groups.
Creative engagement from simple truths
In trying to resolve this dizzying paradox, we’re reminded of a quote by satirist Scott Adams: “everybody is somebody else’s weirdo.” So, what’s normal to you, might be weird to someone else. And conversely, what’s weird, strange, uncommon to you, might be other people’s ordinary. It’s a simple idea. But perhaps speaking through simple truths in the quest to hit home on something as tricky as culture is the way forward.
Acknowledging that we are all different in some way might, ironically, be the bridge that links us. Such a simple shift in perspective. But the results could be incredible. Suddenly there’s room for empathy. Room for understanding. If we welcome the weirdo in us all, might we not feel more accepting of others?
Let’s face it, inclusivity can be difficult for people to understand. And for those who feel on the end of pointed figures, it can be difficult to accept. You can’t simply police bias out of people. You have to make a concerted effort to generate genuine mutual empathy at an instinctive, human level.
For that, we need to be a lot more creative in the way we communicate and engage with employees on the topic. We should be offering the same level of imagination and strategic thinking to our internal engagement campaigns as we do with external, customer facing advertising. Shifting from rigid, company mandates to a more positive and inspiring approach is the only way to inspire genuine connection and empathy within the workforce.
We need to be a lot more creative in the way we communicate and engage with employees on the topic.
Take inclusion away from foggy corporate expressions. Avoid setting out endless rules and guidance that constrict people’s natural compassion. And just get back to basics, with a simple truth told in an inspiring and surprising way.
Creating Sense™
A workforce that feels happy and accepted improves productivity, acting as an accelerator for business transformation. Not to mention, brand engagement around the things people really care about stimulates brand advocacy. So how do we go about truly creating and embedding this mindset?
This is where the symbiotic relationship between brand and internal communications delivers its greatest value. Rather than relying on rigid guidelines, excessive training and finger pointing, organizations must cultivate a culture of empathy, understanding, and kindness. And this begins at strategic brand and communications level. Finding out what really matters to people, and crafting powerful internal brand awareness campaigns and stakeholder communication – these are the things that make a difference when trying to inspire behaviour change from within. The rewards? The opportunities for business and brand are enormous.
At SDA, we support organisations big and small by creating sense™ through their brand. If you want to know more about how to cultivate a genuinely inclusive workplace for all, get in touch.
