The benefits of a diverse workforce are countless. Diversity within the workforce brings more innovation, increased adaptability, a variety of viewpoints, more effective execution, improved customer service, a broader range of services, a more trusted employer brand, and increased revenues. According to McKinsey, companies in the top quartile for racial and ethnic diversity are 35 percent more likely to have financial returns above their respective national industry medians. According to Fortune, the 50 companies on the 2016 Best Workplaces for Diversity list average 24% higher year-over-year revenue growth than non-list winners.
Your workforce diversity can mean many different things including ethnicity, gender, age, sexual preference, military background, education level, race, cultural background, and physical abilities and disabilities. As the population demographics are changing, diversity continues to increase and become more important. The traditional "majority" is quickly losing that majority status. When that shift for the U.S. as a whole takes place by 2044, the Census Bureau predicts no one racial or ethnic group will dominate the U.S. in terms of size, NPR's Hansi Lo Wang reports. And women in the executive leadership positions in corporate America are still underrepresented. In 2016, women held 23 (4.6%) of CEO positions at S&P 500 companies.
Today’s employees want a more diverse workforce. Astonishing to some, many millennials in particular are prioritizing diversity over compensation. More than half of millennials would gladly take a pay cut to work for an employer who shares their values, and nearly half of millennials (47 percent) actively look for diversity and inclusion programs in their prospective employers before finalizing a job decision.
The need for diversity in the workplace continues to grow. And it’s not just because it’s the right thing to do. An employer brand that reflects diversity will also attract the best employees to your company.
Does your workforce represent this new world? Here are nine strategies to attract more diverse candidates:
- Create career site pages for engaging each diverse audience. Recruitment marketing platforms allow you create targeted sub-pages, also known as microsites, to your main career site that can be focused towards your diversity candidates. This showcases your commitment to a diverse workforce and allows you to provide compelling and relevant content to diverse candidates, rather than a one-size-fits-all approach. You can also tailor email campaigns and landing pages to the diverse candidates within your internal and external talent sources. If you are looking for candidates with military skills, a great way to enhance your offering to this strategic audience is to include a skills translator in your job search. Skills translators allow you to speak their language (MOS Code) and help those military candidates match their skills and experience with your needs.
- Establish diversity messaging and branding from the top-down. Branding isn’t simply adding a single mention of diversity on a career site. To really be a diversity employer, diversity needs to be integrated and inherent throughout the entire company. And employees will see the difference right away. Work with your head of diversity to incorporate messaging and a candidate experience that will resonate with your diverse candidates.
- Create relevant content for each diverse audience. Build up diversity content on your careers page by including things such as diversity images, diversity awards such as Forbes Best Employers for Diversity, employee spotlights representing your diverse workforce, and a diversity mission statement. Know what’s important to your diverse groups as you develop this content. For example, studies show that what’s important to men versus women is different. For many women having a good manager and family-life balance is important. For men, the number one priority is compensation.
- Build your own proprietary database of diverse candidates. As an organization automates the process of acquiring diverse candidates, the proprietary CRM database becomes stocked with a more diverse talent pool. As this diverse talent pool grows and gets optimized, becoming a valuable resource for everyday hiring, it increases the diversity of candidates available for each job. Diverse candidates become visible to recruiters, helping ensure diversity and inclusion program goals are met.
- Make your strategic audiences and diversity candidates easily identifiable for outbound marketing efforts. A comprehensive CRM (candidate relationship management) with your own proprietary candidate base will offer you full capability to segment your audiences so you can run campaigns to these targeted audiences with relevant content and messaging. The message and content you send to one segment will be very different than what you send to another.
- Offer opt-in talent networks for diversity audiences. Talent networks for diversity groups will enable you to stay in contact with those diverse candidates, share relevant information and job opportunities, and build a relationship. When the right job comes up for that candidate, you will have proactively nurtured the relationship and they’ll be ready to apply.
- Autobroadcast to diverse job boards. A good recruitment marketing solution will automatically post jobs to job boards, social networks, and agencies without the intervention of a recruiter. Therefore it is simple to set it up so that each time a requisition is opened, it automatically gets posted to diversity sources starting a flow of diverse applicants from minute one. Talemetry, for example, partners with Direct Employers, America's Job Exchange, Veterans in Healthcare, Max Outreach, and HCBU to help our clients source and engage diverse candidates.
- Diversity sourcing. A capable recruitment marketing platform will initiate outbound candidate searches based on what job family a requisition belongs to. In this case, the system can initiate a search of diversity resume databases and automatically email invitations to apply to diverse candidates once a job requisition is opened. This kind of centralized, automated sourcing ensures a diverse candidate pool for every open job, without relying on manual sourcing from your recruiters.
- Measure and track where your best diverse candidates are coming from with source to hire analytics. A good recruitment marketing platform will provide metrics for every source, program, and campaign to understand where your diversity candidates are coming from and which sources are resulting in diversity hires.
With strategies in place to attract diverse candidates, you’ll have a better pool of candidates to deliver on your organizational strategies. The fact is that modern recruitment marketing platforms, with their combination of job advertising, sourcing, CRM, candidate experience, and analytics capabilities, offer a highly effective platform for managing, growing, and accurately measuring diversity hiring. Good luck with your diversity recruiting efforts!