Diversity, Employer Branding

Celebrating Diversity Makes Your Company More Attractive

Research shows companies plan to spend more on diversity and inclusion programs this year, in an effort to attract job candidates.

Source: PeopleImages / Digital Vision / Getty

That same research, conducted by job site Glassdoor, suggests it will be money well spent. Nearly one in five hiring decision makers, 18 percent, say that diversity and inclusion initiatives are among the top elements that have the greatest influence on a candidate’s decision to join their organization.

Initiatives often focus on full-scale, formal programs to attract diverse job candidates, provide career support, and improve employee retention. While many such programs are highly successful, such as those implemented by companies to advance women in the workplace, not every diversity initiative has to be large.

Sometimes small initiatives have an impact as well.

Joining In

Calling attention to events, for example, and participating in celebration send a positive message.

Black History Month, celebrated in the United States each February since 1976, recognizes the achievements of African Americans and their contribution to U.S. history. It is an ideal time for companies to join the national conversation.

How can companies do this? Thanks to social media, it’s easy.

Last month, Cox Enterprises, a communications, media, and automotive services company based in Atlanta, Georgia, tweeted: “We proudly support @100BMofATL’s Collegiate 100 initiative. The project offers life skills, leadership development, group mentoring and more! #InvestInYouth #BlackHistoryMonth [with the three fists icon representing different shades of brown]”

The tweet includes a photo of Collegiate members and a link to the Collegiate 100 website.

With this tweet, Cox participated in and celebrated Black History Month—and it sent a message about the company and its commitment to diversity.

Children’s educational book publisher Scholastic is another company that tweeted about Black History Month: “February is #BlackHistoryMonth [fist icon]. Celebrate all month long with books for all ages, and these teaching resources –>”

The tweet includes a photo of three children’s books – and a link to more information about the books: A Girl Named Rosa: The True Story of Rosa Parks by Denise Lewis Patrick and illustrated by Melissa Manwill; The Story of Ruby Bridges by Robert Coles and illustrated by George Ford; Martin Rising: Requiem for a King by Andrea Davis-Pinkney and illustrated by Brian Pinkney.

With that one tweet, Scholastic reached job seekers; potential customers, including teachers and parents; and authors seeking a publisher—all of whom will associate the company with diversity.

Other Reasons to Celebrate

Black History Month occurs only once each year. But other diversity “events,” large and small, are also worth celebrating.

Cox Automotive recently tweeted about women in the company: “There are many reasons why we love this story! Highlighting the role of women in the automotive industry while promoting wellness and personal development. Kudos to these @CoxAutomotive women! #TeamCox”

The tweet includes a photo of 10 women who work for the company and a link to an article about them.

Paula Paula Santonocito, Contributing Editor for Recruiting Daily Advisor, is a business journalist specializing in employment issues. She is the author of more than 1,000 articles on a wide range of human resource and career topics, with an emphasis on recruiting and hiring. Her articles have been featured in many global and domestic publications and information outlets, referenced in academic and legal publications as well as books, and translated into several languages.