PPB June 2020

spending patterns. Combined with their socially and environmentally responsible values, Generation Z will be much more judicious when evaluating the companies they spend their money with. Your company’s values and reputation could be the difference in winning their business. What can you do today to attract the right attention from the market and recruit the right employees into your organization? The first article in this three-part series in the April issue, “Think Beyond Diversity. Focus On Company Culture,” established that diversity acknowledges that we all have differences, which makes every human being uniquely different. Inclusion is the cultivation of an environment where every person feels welcome, and equity says that each person must be given what they need to succeed. It also challenged readers to go beyond diversity to focus on company culture and walked through the process of assessing, defining and establishing a company culture. The second article in this series in the May issue, “Empower Your People To Thrive,” discussed the idea that your business succeeds when your employees succeed. It walked readers through the process of assessing and building a healthy, inclusive workplace that engages current employees and empowers them to flourish. Introducing the ARTS of diversity, equity and inclusion, the article focused on the internally facing ARTS categories to train and sustain current employees. The hard work of establishing your company’s culture and training and sustaining your current employees results in a healthier organization. Having done the internal work, now turn your attention outward by focusing on the externally facing ARTS categories to attract the community and recruit new employees. This brings new business and new hires into the organization. Review the current strategies you have in place to do this. How does each strategy impact the organization? Is each strategy producing desirable results? As you review your answers to these questions, what areas need attention, correction, adjustment or enhancement? In some cases, it may make sense to identify a new strategy to implement. In other cases, it may be more important to address a strategy that is already in place. To help you prioritize your focus areas, ask a few questions: • What is the community’s level of awareness of my company? • What is my company’s reputation in the local community or market? • In what areas could the organization benefit from increased demographic, experiential or cognitive diversity? • What positions are vacant, need to change or should be created to better accomplish the organization’s goals? • What are the positions that are difficult to fill? Why? Attracting The Community Your company’s reputation in the community and marketplace is important. If you have a reputation as a great place to work, you will attract potential employees. The more potential employees you attract, the greater likelihood of having a pool of prospective employees with diverse and colorful backgrounds to interview the next time there is a vacancy. If your company is known for being involved in the local community, focusing on sustainability or any other desirable social cause, you will attract potential customers and fans. The more a company is involved, the greater likelihood there is for the company to gain additional exposure and, consequently, to attract more customers and fans in the future. Here are a few strategies to consider: • Tell the story of your business through short videos, testimonials, blogs, etc. • Develop your social media presence • Connect with the community by supporting nonprofits, local events, etc. • Partner with local schools and colleges to educate and employ the next generation Recruiting New Employees Recruiting a diverse workforce does not mean hiring someone because of their demographic diversity. It is not about checking a box to say that your company employs people who reflect a variety of Attract Recruit Train Sustain Focus on the ARTS to: Diversity | FEATURE | JUNE 2020 | 79