Diversity continues to be a hot topic in 2019. Talent Attraction (TA) and Employer Branding (EB) leaders are still fighting the war on diverse talent acquisition despite increased efforts to deliver a rivalling diversity recruiting strategy.
A robust diversity recruiting strategy remains a prominent challenge for recruitment professionals, especially as 85% of employers acknowledging their efforts need improvement.
But with challenge comes opportunity
The frustration that comes with falling short of creating a stellar diversity recruiting strategy is only worsened in this climate where it’s the principal focus. Diversity is the rage, and justifiably so. Consider this: the satisfaction of minority workers is boosted by a 15% increase in representation1. Diversity also yields high returns for company performance: those in the top quartile for gender diversity are 15% more likely to report financial returns that sit above the national industry median2.
Ultimately, by being able to tap into this niche talent pool, you will be able to differentiate your company from others in your sector and create a company built on diversity.
Why Does Diverse Talent Fail to Be Enticed?
The starting point in all of this is recognising why the acquisition of diverse talent is a problem to begin with.
In an effort to find out why these strategies are failing, we conducted our own research across the UK, US and France.
We surveyed 200 TA & EB leaders and found that 57% believed that candidates were lost after visiting their website before applying.
Given that these candidates are lost after visiting the websites of these businesses, it begs the question: was it something these businesses said?
As it turns out, it’s what these businesses didn’t say that is putting candidates off, specifically what they have failed to communicate correctly.
And the same can be said of your business. What are you failing to communicate correctly?
The answer is twofold:
You’re not answering the question,
You’re not answering it in the right format.
Both these variables lie within your company's control, and so you have the opportunity to overhaul your current approach.
The Demand for Granularity is Your Recruitment Opportunity
Guess what? We found that granular responses are highly sought after. These granular questions broadly fit into three categories depending on which groups are asking them:
Eligibility – these concerns are shared by candidates that: come from non-traditional educational backgrounds, are older than the average graduate or have convictions.
Fit – is a candidate's skill set applicable to any available positions? These concerns may be voiced by ex-military and veterans.
Work environment – within this category of questions are circumstance-specific queries. For example, women wonder whether networks exist for them, and members of the LGBTQ+ community ask about the openness of fellow community members in the workplace.
This lack of granularity renders the careers website useless when candidates are seeking answers to highly group-specific questions. This is problematic – particularly as our survey of 1,000 PathMotion candidates globally revealed that 60% navigate to the careers site to determine whether a company really delivers on its diversity recruiting strategy. What they find instead are stock images and contrived testimonials that fail to hit the mark.
In addition to defining the type of content candidates are seeking, we determined the format in which they want it delivered. According to our research, 54% of candidates believed that personal stories are the best tool to frame the context of fair policies – and this can be disseminated at scale, from advocacy programmes carried out in university campuses and events to online discussions that connect diverse candidates to your diverse workforce in real time, all the time.
If any of this sounds familiar, you are inadvertently catfishing your diverse talent and, in the process, foiling all attempts to deliver a concrete recruiting strategy. As a result, candidates from diverse groups cut ties early in the recruitment pipeline.
Want to find out what your candidates want to hear from you? Download our eBook on Diversity Recruiting now
Realising this content and format gap provides you the opportunity to rethink how your company approaches recruiting diverse talent. So, what can you do?
Reboot your Approach using the Diversity Challenge
Perfect policies take time to be crafted – but your diversity recruiting strategy need not. Think about refining rather than rebooting your current approach. Instead, you can use the questions candidates want answers to in the format they want to consume in order to create a comprehensive strategy for diverse recruitment. This can be achieved by taking three concrete actions:
Offer your candidates specific answers – we determined the questions that the candidates want answers to, now let’s consider the answers they find more compelling. It’s no surprise that the policies that candidates want to see in action3 correlate with the type of questions they ask on the PathMotion platform. So, encourage employees to create shared content that truly covers what’s on candidates’ minds.
Tell an authentic story – we have established that candidates seek specific answers, but how should those answers be displayed? As it turns out, narrative is king. When information is told in a compelling and meaningful way, an authentic employer brand is built. In an age where authenticity matters, careful execution is paramount. Leverage your employees for this - after all, candidates believe that employees are the most trusted people to speak to about a company4.
Use scalable employee advocacy platforms – Your existing diverse workforce are already instrumental in your current advocacy programmes. Their visibility at in-person events is instrumental in fostering a sense of representation for candidates. Yet, the impact of diverse employees can be further propagated – by using online tools, your existing programs can be scaled. By positioning your diverse employees online, candidates can have their questions answered in real time, at all times.
The diversity challenge presents a lucrative recruitment opportunity. Your current corporate messaging and stock photo tokenism do little to encourage a range of applicants to apply. Instead, you need to provide candidates with the answers they are seeking by leveraging the diversity of your existing workforce and creating content that resonates. This is the diversity recruitment strategy you need to employ and believe in.
Our eBook Diversity Recruiting: What's on Candidates' Minds? details the diversity challenge as we’ve gained insights from TA/EB leaders and candidates themselves. We break down the three-pronged approach to building a robust diversity recruiting strategy that combines the power of hard data with transparency and relatable, personal storytelling. The question you should be asking next is: “What am I waiting for?”