12.5 Build a successful employer brand that is attractive to female candidates and individuals with diverse social identities
Content
Description of Best Practices
Showcase the company as having an equitable and inclusive culture, highlighting initiatives that support gender equality and D&I
Communicate about the equitable corporate brand, placing women employees with diverse social identities in brand ambassador/
spokesperson positions to enhance credibility
Create a website that clearly communicates gender equality and D&I as a company value and provide examples on how the company acts on these values
Create a profile on various job and recruiting websites to openly state why gender equality and D&I are important to your company, disclosing targets and/or strategies on gender equality and D&I (in addition to the company website or career page)
Be present at regional job fairs, career days at universities, etc. to attract talent
Use creative gender-responsive approaches and messages to communicate your employer brand[1] and engage current and potential employees (e.g., storytelling, videos, etc.)
Ensure female and male employees with diverse social identities are provided with equal opportunities to represent the company at public fora
Challenges of Implementation
Strategic importance of corporate branding may be underestimated
Setting up an employer branding strategy demands time and effort, which may be challenging to prioritize in a resource-constrained environment
Results of a successful corporate branding strategy do not show immediately and may require patience to sustain efforts while waiting for longer-term results
What Success Looks Like
General public image of the company as employer of choice for women and men with diverse social identities is increased
Current female and male employees involved in the employer branding process
Credibility is increased and more diverse female talent is accessed
Female candidates and individuals with diverse social identities increasingly apply for positions at the company because they are convinced that gender equality and D&I is part of the company’s values, mission, vision, and culture
Family and friends of female talents are supportive of them working at the company due to increased perception as good employer for women
Resources and Tools
Example: #WeSeeEqual (Procter & Gamble)
Example: Women’s Perspective (Shell Global)
Report/Study: Diversity and Inclusion Needs to Be More Than a Brand Message to Impact Talent Attraction (ADP)
Video: GE #BalanceTheEquation Campaign: "What If Scientists Were Celebrities?" (General Electric, GE)
[1] EMPLOYER BRAND. Describes a company's reputation and popularity from a potential employer's perspective and describes the values a company gives to its employees. (Source: TalentLyft, What is Employer Brand?)