Your how-to guide to diversity and employer branding

Becoming an inclusive workplace is top priority for organisations across the consumer product sector – not least because it’s a great way to engage, attract, and retain top talent!

It’s no secret that more UK workers than ever before are prioritising opportunities that align with their values. That’s why it’s important to consider diversity and employer branding in tandem…

• Why is employer branding important?
• How does workplace diversity influence employer brand?
• How does diversity add value to an organisation?
• How do you create an inclusive employer brand?
• Committing to diversity and employer brand.

Why is employer branding important?

Employer brand shapes how your organisation is perceived by both current and potential employees. So, while a strong employer brand fosters employee engagement, attracts top talent, and reduces turnover, a weak or negative employee brand can do the exact opposite.

Ultimately, employee brand acts as a magnet for the type of talent you want to attract. And, by drawing in and retaining individuals who align with the company’s values and culture, employer brand can contribute to a more productive and successful workforce.

In a world where diversity, equity and inclusion are more important than ever, it’s little wonder that diversity has become central to many successful employer brands.

How does workplace diversity influence employer branding?

By bringing together varied perspectives, experiences and talents, a diverse workplace enhances employee morale and engagement. Genuinely happy employees and strong company performance automatically make your organisation more attractive to the market’s top professionals.

But there’s more to it than that! People really do want to know that their workplace is authentically committed to fairness and equal opportunity.

That’s why a strong commitment to diversity is so effective at shaping employer brand. Not only does it lead to positive business outcomes, but it also signals a forward-thinking and open-minded company. And that can go a long way in helping you stand out in today’s competitive landscape.

How does diversity add value to an organisation?

If you still need some convincing, one look at the research should do it.

According to McKinsey & Company:

• 70% of modern professionals will actively seek out opportunities with companies committed to diversity, equity and inclusion.
• 32% of people on the job market would not apply to an organisation that lacked diversity.
• The more diverse a company is, the more productive it is likely to be – meaning they’re more likely to attract the high-achievers.

How do you create an inclusive employer branding?

Of course, bringing together diversity and employer branding will require strategy and support.

The strategy side of things will largely be about enhancing your organisation’s commitment to inclusivity and fairness. When it comes to getting the support you need to effectively communicate this as part of your employer brand, our specialist experience can come in very handy…

We have a proven track record of not only sourcing top talent, but improving employer brand, candidate journey, and talent acquisition strategies.

Here are six of the recommendations we regularly make to our client partners.

6 tips for creating an inclusive employer brand

Creating an inclusive employer brand is an ongoing process that requires dedication and continuous effort.

By integrating these six points, you’ll be well on your way to establishing an employer brand that resonates with diverse audiences:

1. Define Your Values: Start by identifying the core values that underpin your organisation, and highlighting these values in your communications. This is a great way to demonstrate your commitment to creating an inclusive workplace.
2. Inclusive Policies: Write or enhance your policies to emphasise equal treatment, fair opportunities, and a commitment to anti-discrimination, and be sure to communicate them effectively.
3. Training and Education: Provide ongoing training on topics like unconscious bias, cultural competence, and inclusive language.
4. Open Dialogue: Encourage open conversations about diversity, equity and inclusion, by creating spaces internally where employees can safely share their experiences, ideas, and concerns.
5. External Communications: Add value to conversations around diversity in your industry through your external comms, including social media, marketing materials, and careers page.
6. Diverse Recruitment: Implement unbiased recruitment practices that allow you to assess candidates based solely on experience, skillsets and potential, rather than background or identity.

Committing to diversity and employer branding

Are you a consumer product organisation aiming to improve diversity and boost employer brand? We can help.

Book in a demo of Advocate 360, our innovative digital shortlisting platform, which guarantees inclusivity in the hiring process and an improved candidate experience. Or, get in touch with our directors to find out more about how our truly inclusive hiring practices can add value to your organisation’s next recruitment project:

Chris Dickenson: chris.dickenson@advocate-group.co.uk

Lee McNally: lee.mcnally@advocate-group.co.uk