Improving inclusivity in the workplace with modern employer branding [Susanna Keynote]

Improving and developing inclusivity in the workplace is one of the key focus areas in today’s work-life. However, it is also a multifaceted task with many challenges and requires a systematic approach with top-management buy-in, humanity and humility to succeed.

I was invited to share my experiences and ideas on how the Magnetic Employer Branding Method™️ specifically can help shape a more inclusive future in workplaces.

This keynote was held at the virtual She is Tech Conference on Jan 25th, 2024 organised by Ukranian-based Intellias and sponsored by UN Women.

Key Takeaways – Inclusiveness in the workplace

  • Inclusiveness in the workplace is a business necessity, not just a moral imperative.
  • Becoming an inclusive workplace is a transformation process of your company culture.
  • Building the Magnetic Employer Brand goes beyond marketing as this method holds your organisation accountable for inclusiveness and your other desired employer brand perceptions.

Seven reasons why inclusiveness is a business necessity

  1. More diverse perspectives
  2. Wider talent pool
  3. Better employee satisfaction
  4. Improved financial performance
  5. Better market and customer representation
  6. Positive impact on the corporate reputation
  7. Meeting regulatory compliance

Becoming an inclusive workplace is a transformation process of your company culture

How different organisations approach DEI – diversity, equity and inclusiveness development – varies worldwide.

From an employer brand’s standpoint, seeing it as a culture change process can make the development more concrete and tangible because it starts with the assessment of your current ways of work.

Look at your organisational processes, procedures, decision-making, hiring, recruitment criteria, recruitment marketing, rules and regulations, promotion and rewarding practices to start with to find out where your weaknesses are in terms of inclusivity in the workplace.

The Magnetic Employer Branding Method™️ and inclusivity in the workplace

In 2017, I introduced the first version of the Magnetic Employer Branding Method™️. One of the fundamental elements making this employer branding method unique is the concept of the strategic company culture that I defined at the time.

Often, company culture is seen more as the benefits culture.

When an organisation starts a culture development project, it easily becomes a collaborative discussion of what would make it more fun to work here.

The chosen development areas are mostly about tangible elements such as office décor, after-work activities and other benefits and rewards, making it feel more fun at work for the staff.

The strategic company culture looks at the business strategy and translates the strategic requirements and expectations into organisational behaviour.

How do we need to organise ourselves and our ways of work to meet the strategic goals, succeed as a business and create value for our customers?

Suddenly, you need to connect your culture to behavioristic expectations and requirements that support leading your employees successfully towards goals and enabling them to make the most of their skills and talents for the good of the customer, the company, the workplace and themselves.

This is why employer branding based on this method can be expected to be valuable in developing a more inclusive workplace in your industry.

The benefits of developing inclusivity in the workplace through company culture

As you develop inclusivity in the workplace with a focus on the company culture and employee experiences, a transformation process kicks in.

This ”Wheel of Deliverables” results in measurable business value, as stated in the seven reasons why inclusiveness is a business necessity.

Inviting diverse perspectives makes ALL people feel more welcome and included, improving their engagement. They care more because leaders show they also care more.

This then cultivates the organisation’s appeal as a workplace, improving employee retention and commitment to delivering goals, value for customers, and commitment to setting an example of how we work here.

And impacts your employer brand appeal inside out.

Building the Magnetic Employer Brand goes beyond marketing, holding your organisation accountable for inclusivity in the workplace

With this method, the employer brand delivering your business competitive advantage is linked to your employee experiences about inclusivity in the workplace. If you fail to provide an inclusive workplace, your employees will voice their experiences, and your employer branding will stop getting the stories you want and need.

All your employer brand marketing messages are based on actual employee experiences as a testament to how well the organisation works towards delivering value for the customer, company and your people. If your inclusiveness promises fail, this can soon be seen in the lack of interest from the employees to participate in the business storytelling process and deliver their best value for the customer.

If you start faking your employer brand stories, your people will call you on it immediately. Lack of authenticity in employer branding shows through employee satisfaction, engagement and commitment to goals. Your talent attraction and retention abilities start failing.

If inclusiveness is your goal, you’ve made the culture change; the Magnetic Employer Branding Method™️ is a sound system for strengthening the cultural change with the support of change communication that builds your employer brand simultaneously.

Should you apply the Magnetic Employer Branding Method™️ in your organisation? Book a virtual meeting with us to discuss if our proprietary method is what you are looking for.

Check out this recent podcast episode on How to Successfully Develop DEI in the Workplace with DEI expert Heidi Pech as our guest.

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