More than ever, employees are expecting the workplace to be diverse and inclusive, but employers are struggling to keep up. Sara MacGregor, LEAP Create managing director, and Roger Cayless, creative director, explore how businesses can reshape their company culture without risking brand identity.

It shouldn’t come as a surprise, but as businesses increase the diversity of their teams, they benefit from the innovation and creativity that having a range of perspectives provides. Yet for many people from underrepresented groups, what should be a red-carpet invitation from companies keen to increase inclusivity, still feels like a daunting, bouncer-heavy encounter for access. So, what’s going on? 

Mandatory gender pay-gap reporting paints a slowly improving picture for women in the workplace, but UK companies voluntarily disclosing ethnicity representation and pay gap data has seen a sharp decline. It’s possible that a new generation of ethnic minority candidates starting careers, especially within STEM industries, is behind the reluctance to report, as junior recruitment can skew overall pay gap figures. But being transparent about the state of play in terms of representation is not only vital in demonstrating a commitment to diversity, it’s a question of brand identity. 

For companies looking to attract a wider pool of candidates, social media offers increasingly powerful tools for targeted communications, enabling employers to place their offer in front of the groups who are underrepresented within their business. All too often this is precisely what they do – putting their brand in front of new audiences without thinking about whether it carries any appeal. And of course, this works, or fails, the other way round too: expending large amounts of energy and money, perhaps with the artful eye of a creative agency, to reimagine a more inclusive presentation of a brand, only to roll this out along standard recruitment channels.

Putting it bluntly, there’s not much point being seen if people can’t see themselves in your brand. And if they can’t see you at all, whether your brand sees them or not is academic. As directors at LEAP Create we each have a specialism that is ineffective without the other’s. Roger’s creative work is dead on (non) arrival without Sara’s organisational know-how, and Sara’s skill with audience delivery is sunk without Roger’s persuasive messaging. So, our teams work towards a Sara/Roger balance. But does this Goldilocks blend of creative industry and targeted delivery give clients everything they need? Well, not quite.      

The conscious and unconscious blueprints that are ingrained within brand identity reflect business cultures. Getting our Sara/Roger balance is no good if the reality of a company is far removed from the messaging they use. That’s why we believe agencies like LEAP Create have a role to play in cultural change within industries. As brand experts we can help reshape how companies present themselves, of course. But the most successful partnerships are built around a real commitment to break recruitment moulds to reshape company cultures. We don’t want to just help clients talk the right talk – we want to help them walk the walk.

Working with progressive clients has been instructive for us. Clients who are determined to increase diversity in industries that are stubbornly male and white, gives real integrity to our work for them. We can target messaging that is inspiring and engaging, knowing that they are doing everything they can to provide career support for women and other underrepresented groups, and an environment that not only values their voice but is willing to be shaped by it.  

It’s a virtuous circle. Employees who have had a great experience within organisations are keen to contribute to recruitment assets, and help us craft genuine creative work that inspires others to apply, confident that they are truly seen by the company. And it has inspired us to support the charity stemettes.org; a social initiative that is breaking moulds and rebalancing the recruitment landscape for underrepresented groups.

Our message to companies wanting to recruit more inclusively is to be open, honest and put people first. You may have a way to go on inclusivity, but be clear about where you are, the steps you are taking and the steps you want to take. Give candidates the full picture and, crucially, the support they need when they join you to make a difference. In a business world that is moving from top-down, hard-moulded decision making to fluid, agile practices, embracing cultural flex will improve your workplace and burnish your brand.