Our new Communications Manager, Lianne, joins with some tips for impactful IWD campaigns.
It’s my first week at Bowline as our new Communications Manager, hello!
And it just so happens its International Women’s Day (IWD) this weekend, one of my favourite days of the year. So, I thought writing about it was the perfect opportunity to introduce myself.
The UK has celebrated IWD for over 100 years, but in the workplace, it’s a relatively new concept. It was one of the first Diversity, Equity and Inclusion (DEI) awareness days to become commonplace in the UK. But how can businesses make an impact when any mention of DEI is so under the microscope?
DEI initiatives are dropping like dominos – one global business after another – driven by shifting political strata and public opinion. For many it’s a grim sign of the times. But silence from the big players is an opportunity for values-driven organisations who understand DEI to step on the gas. My advice: speak louder and clearer than ever before.
In my experience, IWD content – or any DEI content – that resonates, inspires and drives your audience to change, shares a few common principles, regardless of your industry…
Share real stories
When there’s scepticism in the air, any campaign or initiative must be unmistakably authentic. The best content puts people, stories and experiences at the focal point of the work.
When your audience encounters your content, whether they be employees, customers, or prospects, your goal is to leave them thinking and feeling differently. The only way to connect like this is through old fashioned storytelling.
Talk to your employees, mine the shining examples where individuals have overcome challenges, acted as supportive allies, lobbied for better accessibility, championed inclusive working practices and improved the working environment in the process.
Find the people whose working lives have been enhanced by inclusion, openness and better understanding, and use content styles and channels that encourage sharing and discussion.
Be open and honest
Some of the decline of DEI is down to a lack of transparency, or measured progress. We all know businesses or leaders who publicly highlight societal issues and inequalities without the back up of an action plan or measurable results.
Whether you’re in a good position to share results or not, honesty is the key. Smoke screening little or no change in DEI with well-meaning sentiments, isn’t doing the work DEI set out to achieve. It’s much better to be open, share the challenges, and bring your audience along for the journey, even if you aren’t on target.
By leading with sincerity, your audience can see you’re taking to the challenge seriously, and once you’re holding your company accountable, your employees can hold it accountable too, uniting everyone towards change.
Communicate like a human
Whether you’re writing a message for your employees from your CEO, a social media post for your corporate channels or a webinar presentation, your DEI materials must look and feel human.
So much of getting DEI and cultural change right lies in empathy and understanding. When you’re writing, or creating visual content, empathy must be at the heart of everything. Ask yourself: how this will be received? How do my audience feel now? What kind of response are we likely to get taking everything into consideration?
Carry on leading the way
It could be seen that many global businesses are pivoting, downsizing or shelving DEI altogether out of fear. The climate is changing, and organisations don’t want to be left in the cold – but if your business is truly values-driven, the trend doesn’t matter.
More importantly, there are people who need businesses to carry on showing their values and standing up for what matters, those who feel marginalised, prejudiced and excluded. Start your DEI calendar with a strong and bold IWD, and as always, continue to share your progress, values and stories throughout the year.
I feel lucky to be joining Bowline, and a group of colleagues and clients who understand the value of these principles – looking forward to working with you in the future!
