Getting to the Heart of Diversity, Equity and Inclusion
By Vicki Bohlsen, President
With the U.S. experiencing the largest social upheaval in history, people are paying attention to how companies are telling their stories and who they are including or excluding. When it comes to diversity, equity and inclusion (DEI), organizations must respond internally (in hiring and human resources practices) and externally (marketing and communications).
This is done through a company’s storytelling and, more specifically, the words and visuals they choose. An organization does not want their hiring or communication practices to discriminate or marginalize specific groups of people; rather, the communications should reflect the people the organization works for and with.
But this is sometimes more easily said than… perceived. I didn’t say “done,” because in this case, perception is key.
For instance, when you go to Bohlsen Group’s website, you see a team that appears to be homogenous. We also haven’t posted a statement or stance about any particular social movement. We haven’t done this because we care about the systemic underpinnings of what makes this world we live in so confusing and volatile. We prefer to showcase our deep concern and care by showcasing our work for the clients we choose to serve who are using their businesses as a force for good to make an impact in their specific area.
The work we do is primarily with organizations that are also smaller in size, like us. This can pose some challenges that are unique when you want to showcase empathy, understanding and support not just for your mission but for overall social change.
Like social change, addressing DEI takes consistency and time. This is not a fad and shouldn’t be treated as such. So, here are some tips to keep at your fingertips.
1. Determine your brand’s place. Develop a DEI strategy that is truly representative of your purpose and update your internal and external communications plans to reflect it.
2. If you are struggling with this, involve stakeholders in the conversation.
3. If you uncover areas where you need to improve (real or perceived), make a plan and create a timeline for the change to be completed.
4. Recognize the importance of inclusive language in supporting DEI efforts. Find a guide that your organization universally references. It’s not what you say, it’s how it’s heard.
5. Always consider the psychographics of target audiences and whether or not you are being inclusive to diverse groups in your communication efforts.
Last but not least, don’t lose your authenticity along the way. It can be overwhelmingly tricky – and, even, frustrating – when you are auditing your DEI practices and processes. Only your organization knows your heart and that should be reflected in your brand.