Gender Equity: Beyond the Campaign

Today, DE&I initiatives and teams are facing more scrutiny than ever before. And regulatory changes like the current rollback on DE&I in the US, mean that many organisations are questioning how to maintain their commitments while navigating shifting landscapes. For some, it comes down to changing the way they frame their initiatives and communications. For others, now is the time to double down on their DE&I efforts to keep the momentum going. No matter the approach though, it’s how you communicate your commitment that matters.

Every year, as International Women’s Day rolls around, we see an increase in online chatter criticising the performative campaigns – that talk the talk, but don’t walk the walk. And consumers and candidates alike, can see through these tokenistic gestures, especially if said brand or organisation isn’t following through with their intentions. It isn’t enough to have your efforts for gender equity simply written down. They need to be translated into policy, into your culture and communications. So, if you have done your homework, made the business case and set yourself some realistic goals, how do you now accelerate your actions and ensure you’re making progress?

Here are our top 5 tips for making sure you’re delivering a sustained effort on gender equity:

• Be transparent and honest. Don’t be afraid to say that you’re on a journey. It’s the fact that you’re doing something that’s important. Our research shows that 80% of candidates care about a company’s DE&I commitment and 85% of women said those commitments influence their job choice. Candidates, particularly Gen Z, are looking for more transparency and authenticity in communications. And companies which acknowledge that there is work to be done, are more likely to be trusted.
• Ensure you’re collaborating across teams. Your efforts with gender equity need to reach across the whole business and become part of the culture of your organisation. So, getting employer branding, HR, DEI and communications teams working together ensures that messaging is built into everything you say and do.
• Think long-term with your content. Avoid one-off campaigns and instead opt to embed gender inclusion into your content strategy. You’ll ensure that both employees and potential hires see that you mean business and create consistent messaging all year round.
• Remember to consider intersectionality. You can’t work on gender equity in isolation from other inclusion agendas – race, disability, class – they all have an impact on each other. Use an intersectional approach to understand and reflect the complex and differing experiences of the women you want to communicate with.
• Investigate any gaps in your communications. Even if you’ve built your DE&I messages into your EVP and your employer brand, it’s important to make sure that’s being translated properly into your online communications – from the tone and language you’re using to the accessibility of your content.

Whatever stage of your DE&I journey you’re at, you can rely on our expert teams to help you find confidence in your efforts. We offer DE&I support and inclusive communications audits to help organisations assess where they stand right now and how to improve. Our Unlocked audit provides actionable recommendations to ensure that your employer brand authentically reflects your commitment to gender equity. From refining messaging to aligning recruitment processes, we help businesses build an inclusive narrative that resonates with top talent.

Want to feel more confident in what you have to say? Speak to us to find out how we can help you deliver inclusive communications which drive meaningful change. Get in touch: diversity@thirtythree.co.uk