The #1 Reason Untapped Job Seekers Are NOT Applying to Your Organization
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This week, we are celebrating the launch of our newest Increase Diversity 101 virtual workshop entitled How to Increase Racial Diversity in Overwhelmingly White Industries and Organizations. It is one of the top questions I am asked by employers, especially ones that have made bold, public commitment to increase diversity in the workplace.
Are you coming up on the annual review of this workplace initiative and realizing that very little progress has been made? If so, you are in good company because some of the top organizations are finding themselves in the same position and it likely has more to do with your employment brand than you think.
If your organization has been successful and intentional with the development of an employment brand that attracts, ask yourself WHO is it attracting? How is your organization perceived by job seekers in general? Now, how is your organization perceived by job seekers from historically underrepresented populations?
The number one reason candidates from untapped populations are not applying to your organization is because your employment brand is either NOT attracting them or is detracting them. Even with the biggest brands, attraction may not be an issue in general, but the audiences you are attracting could be. Just because you are receiving loads of applications does not mean that you have an attractive employer brand that supports recruitment marketing and workplace diversity, especially to individuals from marginalized communities.
One of the biggest mistakes I see employers make is that they fail to see how their environment and employment brand is hindering their ability to attract candidates from historically underrepresented populations. Even with good intentions, many organizations fail to audit for impact. When you do not audit for impact, you miss critical data and feedback on why marginalized communities are not applying to your company. And you miss the opportunity to course correct as you are working toward your initiative to increase diversity.
According to Accenture's Getting to Equal 2020 The Hidden Value of Culture Makers report, “Two-thirds of leaders (68%) feel they create empowering environments—in which employees can be themselves, raise concerns and innovate without fear of failure— but just one third (36%) of employees agree.” In other words, there is a considerable discrepancy between what employers think is working and what employees (and future candidates) see as an issue.
Job seekers look for proof of inclusion within the environment of a prospective employer. They go searching for employee reviews on career sites such as Glassdoor to confirm if you are an authentic ally. Are you practicing inclusive recruitment? If you do not invest in an employment brand that also attracts marginalized populations, that leaves you in a position to miss out on great talent who could help your company stay relevant and innovative.
So, my next question to you is, have you audited your environment? Who is your company attracting? Have you analyzed applications by race, gender, age, military status, etc.? What patterns emerge when you do? What story does the data tell? What problems can you identify in the hiring process?
You will likely discover that the numerous applications you are receiving are from particular populations (i.e., specific communities that see themselves represented in your brand). Demonstrating that your environment directly impacts your employer brand and, ultimately, your ability to increase diversity.
To increase diversity, you need to be intentional and specific about the direction you would like to go in. Increasing diversity will be a challenge until you know what your environment says about your employment brand and how that is impacting your ability to attract candidates from historically underrepresented populations.
If you are interested in learning more, check out our newest Increase Diversity 101 virtual workshop: How to Increase Racial Diversity in Overwhelmingly White Industries and Organizations. We will unpack how your employer brand has led to underrepresentation and steps you can take to increase racial diversity.
Join us in the comments section: What do you think organizations can do to attract candidates from historically underrepresented populations?
👉🏾Check out our Increase Diversity 101 Virtual Workshop Series.
✅We will use the weekly #IncreaseDiversity newsletter platform to do five things:
Challenge organizations to dig more deeply when it comes to diversity recruiting and retention programs
Clarify misconceptions or demystify complex topics related to diversity recruiting
Share best practices in diversity recruiting and retention
Answer frequently asked questions related to diversity recruiting and retention
Build a safe learning community for hiring professionals
✅ Need support implementing an effective diversity recruiting program at your organization? Visit www.JenniferTardy.com to learn about consulting and training programs.
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