Employer Brand and the Impact of Diversity (Employer Brand 2016)
We mentioned in an earlier blog that Diversity is potentially a big issue in Employer Branding and that we feel that it’s the big issues that will set your Employer Brand apart from your competition.
Diversity has been a long time program for HR, but how does it translate across to Employer Branding. In order to gain an expert perspective we’ve asked Global Recruiting, Diversity and Employer Brand specialist Johnny Torrance-Nesbitt to share his knowledge and insights into Diversity and its relationship with Employer Brand.
In order to gain a sense for how engaged Diversity is with the Employment Brand, let’s look at some global organisations who have been ranked high for Diversity Management. In a 2013 survey, Diversity Inc pulled together the Top 50 Companies for Diversity, not surprisingly, the list is mostly composed of Global firms on it (with only a slight few with solely US operations).
These recognizable Global organisations all have very defined and strong worldwide Global Employment Brands and a number of them have won Best Employer Awards. The 14th annual survey by *DiversityInc is based on four key areas of diversity management.
- CEO Commitment: accountability for results, personal communications, visibility
- Human Capital: five levels of management, promotions in and into management
- Corporate and Organizational Communications: mentoring, resource groups, philanthropy, consistency/effectiveness of diversity-management initiatives
- Supplier Diversity: spend with BME companies, as well as companies owned by LGBT people,
people with disabilities, veterans
|The DiversityInc Top 50 List 2013*|
3. Kaiser Permanente
4. Ernst & Young
5. MasterCard Worldwide
6. Novartis Pharmaceuticals Corp
7. Procter & Gamble
8. Prudential Financial
10. Johnson & Johnson
12. Merck & Co.
16. Marriott International
18. Kraft Foods
22. Cox Communications
25. Wells Fargo
|26. General Mills
29. Northrop Grumman
30. New York Life
32. Kellogg Company
33. Time Warner
34. Rockwell Collins
35. Eli Lilly and Company
36. Allstate Insurance Company
38. The Coca-Cola Company
39. The Walt Disney Company
43. TD Bank
45. Bristol-Myers Squibb
46. Wyndham Worldwide
47. Verizon Communications
48. Toyota Motor North America
Clearly these 50 organisations have very strong Employment Brands (not to mention product and/or service brands), but in many ways, it is very hard to differentiate their Diversity Brands from their Employment Brands. What we can see is they are respected and honored for their commitment to Diversity and that feeds into their overall corporate profile and reputation.
In closing, in order to properly evaluate an organisation’s Diversity’s profile, I suggest that you conduct what I have call a “Diversity Brand Review”© to assess how “Diversity friendly” your organisation actually is. For that purpose, I have developed a set of review questions:
- Is your organisation a Diversity Champion?
- Has your organisation signed a Diversity Charter” - a short document voluntarily signed by a company or a public institution in the European Union?
- Has your organisation created a work experience for Employees revolving around Diversity and its concepts?
- Is your Employer Brand communicating everything you want it to around Diversity?
- Are you sending a consistent picture of your firm as a Diversity-driven place to work?
- Are your diverse Employees enthusiastic about recommending your organisation as a “great place to work” for all?
- Are you sending a consistent picture of your organisation as a Diversity-driven place to work?
- Has your organisation won any Diversity Awards or lost any Diversity Awards?
In closing, we can clearly see how critical Diversity is for companies with strong global employment brands. And I contend that if you are not managing a part of your Employment Brand through Diversity, then you will be at a disadvantage in the war for talent and lose an opportunity for a competitive advantage!
Many thanks to Johnny for his wisdom and direction on Employer Brand differentiation through Diversity policy. We wholeheartedly agree that the future war for talent will be won and lost in the way your corporate strategy delivers on the big issues such as diversity.
To support Employer Branding professionals understand, rate and explore their current Employer branding through Diversity position we’ve asked Johnny to create an Employer Branding and Diversity Checklist.
This checklist will give you invaluable insight into your Diversity and Inclusion policies and procedures, how they affect your recruitment and retention and ultimately how can you make that influence your Employer Brand strategy.
Johnny Torrance-Nesbitt, MBA is an award-winning Global HR professional across several industries and with outstanding successes in Global University Relations, Employment Branding and Global Talent Acquisition, and Diversity Strategies most notably at several leading global Fortune 500 businesses such as Monsanto, Lockheed Martin, and the dot.com start-up, Unext/Cardean University in Chicago and London, England. He built the Employment Branding function at Monsanto (from the round up) and led its Best Place to Work Awards efforts (which culminated in back-to-back consecutive first time wins for Monsanto of the prestigious Fortune Magazine “100 Best Companies to work for” ®) Awards and volunteered to be a Diversity Trainer (training being conducted by Management Dynamics & Scendis) and built and led University Relations (with Global reach).
In his MBA Program he took one of the first graduate B-school courses in “Managing Diversity” taught by Dr. Nancy DiTomaso. After graduate business school, he completed the competitive MBA Corporate Finance Training Program at the First National Bank of Chicago (now part of J.P. Morgan Chase – Chicago), spending time analyzing large multinationals and then joined First Chicago’s Capital Markets Unit as an Capital Markets Associate calling on foreign banks in New York City such as: Banque Worms Capital Corp (a subsidiary of Deutsche Bank AG), Kredietbank, Societe Generale, and Banco Central et.al.
Phil Owers has spent the last 17 years working with the world’s best known global brands to help them attract and retain the very best talent. He recognises and understands the large amount of time and money that is invested in the development of an Employer Brand, and that that investment is at risk every time the brand is deployed.
Phil’s company Papirfly enables multinational organisations to Activate and Control their Employer Brand, simply, efficiently and in any language, with just one hour’s training. Click here to see a short video now.
“Image courtesy of Stuart Miles/FreeDigitalPhotos.net”.