Five steps to inclusive branding

- If I ask you what DE&I means at your company and how that's reflected in your policies and processes, could you give me an honest answer? This is one of the most common questions that job seekers are asking employers. Oftentimes, they're not expecting perfection, but they are expecting to see tangible progress towards your DEI commitments. In this lesson, I'll share ColorVizion Lab's inclusive employer branding framework to help you think of ways to center inclusion at every step of your talent journey. Your employer brand is a living element that is brought to life through words, images, and experiences. The first step of our inclusive employer branding framework is to implement an inclusive culture. An inclusive workplace culture is the backbone of your employer brand strategy. The positive stories you tell about your employees experience is what will attract diverse candidates to your company. Creating an environment where employees of all backgrounds feel welcome is a critical first step towards recruiting and retaining a diverse workforce. The next part of our framework is to align company values with your DEI commitments. Most organizations have some mention of diversity, equity, and inclusion stated in their values. You'll typically see something like, we value diversity and inclusion, or we treat everyone fairly. That sounds nice, but what does that mean for your company and how do you live out those values in tangible ways? Here's an example of a value statement that aligns with your DEI commitments. Commitment to equitable treatment and elimination of discrimination in all its forms at all organizational levels. In the workplace, this looks like leaders adjusting compensation to ensure that despite gender, employees in the same role are earning equal pay. The next time you review your company's values, make sure they align with your commitments to diversity, equity, and inclusion. The third part of our inclusive employer branding framework is to build trust through messaging and imagery. Employer communication involves so much more than job descriptions and website copy. It's the way you celebrate employees. What you write in your job offer letters, how you announce new initiatives to employees, and so much more. Using words and imagery that authentically represent the reality of your company will forge trust with job seekers. The last thing you want is to shock an employee with a workplace that's completely different from what you advertise online. The first three parts of our framework are intended to attract diverse talent, but an inclusive employer brand is also meant to develop, engage, and retain diverse talent. The fourth part of our framework is to deliver an inclusive employee experience. The initial impression after an employee is hired is an important part of the overall employee experience. Think about your onboarding touchpoints and ask yourself questions like, is our workplace set up for employees to bond with coworkers? Do they have a full understanding of what success looks like in their role? Is everyone equally able to achieve success at our company? The last part of our inclusive employer branding framework is to engage employees in your employer brand. When employees are having a positive experience, they'll naturally become brand advocates for your company. Provide them with the tools and knowledge to promote your employer brand externally. After all, employer marketing is most authentic when it's coming directly from your own employees. That's it. Those are the five elements of ColorVizion Lab's inclusive employer branding framework. Our approach is proven to help companies authentically engage with diverse talent. You can now get started by auditing your workplace culture to uncover any inequities that may threaten your employee experience.