PPB July 2018

by Jen Alexander WATER COOLER OutsideThe Demographic Box Viewing diversity as a business strategy has immeasurable benefits for your bottom line. by Julie Kwan If your company’s standard protocol for increasing workplace diversity stops at the demographic questions on an application, it may be time to rethink how you recruit new employees. Amazon’s board of directors is doing just that. The online giant made news, and upset its employees, when it opposed a proposal by shareholders to formally consider female and minority board candidates. After the uproar, the board reversed its decision and adopted a rule that mirrors a policy implemented by the National Football League. The NFL’s Rooney Rule requires teams to interview minority candidates for head coaching and senior football operation jobs. The hope is that Amazon’s new strategy will add diversity of thought to the board, and thus better represent the diversity found in its client base. Building a diverse workforce enhances a company in multiple ways, and turning your workplace diversity efforts into a business strategy can have numerous benefits for the team: 1 You’ll attract a more diverse client base. When it comes to sales, customers are more likely to buy from companies they can relate to. Having a diverse salesforce can help you expand your client base and reach people you may not have been able to reach before. 2 You’ll build your brand as an employer. Working with a diverse group of people is becoming increasingly important to workers. This is particularly true with Millennials and Generation Z. A diverse workforce signals to them that your work environment is inclusive and collaborative. 3 You’ll foster creativity and innovation. Employees who are of a different gender, age group, race, educational background, etc. can bring a different perspective to the conversation. 4 You’ll be better prepared for the future. No matter the size of your business, it’s important to plan for the future. What’s going to happen to your business when you move on? Whether you’re planning to ensure your business lives on or to ensure your customers continue to receive great care—or both—who will be your successor? Invest in your talent pool now: Identify the employees who have what it will take to drive your business forward and help them develop their leadership skills. Your business can benefit when you build diversity into your strategy, and you can begin to develop that strategy by examining the current level of diversity in your organization. Does your workforce include people of different genders, generations, races or backgrounds? If so, you’re off to a good start. If not, now is a good time to consider a diversity management strategy to increase your competitive advantage. Julie Kwan is the diversity and learning engagement manager at PPAI. Contact her at JulieK@ppai.org or 972-258-3018. AD-ITIVES HowSweet It Is London gin maker deploys ‘scent’sory advertising to market a new product. London tube stations are known more for their iconic ‘Mind the Gap’ signage than they are for their smell—but London spirits company Pernod Ricard U.K. aims to make commuting more pleasant while also boosting awareness for its new gin variety. Pernod installed strawberry- scented posters throughout the Oxford Circus underground station as part of its launch campaign for Beefeater Pink, a rosy twist on Beefeater London Dry Gin. The posters were designed by independent agency Impero in collaboration with media partners Posterscope, Havas and Exterion. Four exit corridors and a vinyl- wrapped escalator will emanate the scent of the summer fruit for just two weeks. Pernod says the campaign is designed to attract the attention of Millennial commuters, who not only show an affinity for the soft color but also tend to choose food and drink that look as good as they (supposedly) taste. 62 | JULY 2018 | THINK