“There are a lot of reasons to implement diversity, but it’s also just the right thing to do,” said John Bryant, Kellogg President and CEO, when asked about the company’s policy on diversity in the workplace. Along with appealing to a more diverse customer base and attracting top talent, diversity in corporate video (and the workplace) is important for businesses who wish to adapt to changing demographics, shifting values, and influential models. Here’s why:
COLLABORATION IS KEY
Your corporate video is like a window into your company’s culture. And at the heart of your business and brand is just one thing — its people. Whether it’s two of you side-by-side in a starter studio or a 100-employee strong office, collaboration is at the very core of any great team.
In an Entelo blog some time back, the author cited Steve Jobs’ belief that a great company culture is built around a focused, collaborative team. “We’re great at figuring out how to divide things up into these great teams that we have, and all work on the same thing, touch bases frequently, and bring it all together into a product. We do that really well,” said Jobs. Collaboration requires us to be imaginative and creative, as well as adaptive; traits that are equally important for penetrating any market.
A DIVERSE CULTURE ATTRACTS TOP TALENT
We’ve said it before, but we’ll say it again. A corporate video is more than a promotional tool for your audience; it is also a vehicle for attracting top talent. And today, top talent gravitates toward diversity. People see brands that embrace diversity as being more modern and socially aware, as well as open, flexible and creative. Core values that are universal in scope have mass appeal—both in the marketplace but also among talent pools. Embracing your diversity with a powerful corporate video is a great way to send a message about who you are to potential team members.
DIVERSITY EMBRACES THE TIDES OF CHANGE
The last ten years have brought enormous change to our world. Globalization and the increasing numbers of people living and working outside their home country–by choice or due to a lack thereof–has really changed the way we look at brands and what they sell. In a keynote speech given by John Bryant, he discussed the company’s branding strategy and how critical diversity is to its messaging. “Diversity and inclusion is critical to the success of this company…We serve the consumers around the world…we need to understand those consumers and the face of those consumers is changing every year. Our growth is among Latinos and African-Americans; the nuclear family has changed…you need to build a brand and tap into the emotions of your consumers and the only way to do that is to understand them on a deep level.”
Shifting demographics and values, as well as influential models like Kellogg’s and many others whose names we might not know yet, are at the heart of a new movement towards diversity. And not only does this diversity foster respect, inclusion and understanding–it appeals to a broader and more diverse customer base. Demographics within both our workplace and our audience are shifting. In order to be successful, modern brands must adapt to this new landscape.
COMPANIES DOING IT RIGHT
In this corporate video from HubSpot, the company decided to focus on their internal culture. The video follows a number of HubSpot employees who talk about their work environment and some of their favourite aspects of working for the company (free snacks come to mind). And while we never actually hear the word “diversity” in this video, we don’t need to. It’s obvious within the first 15 seconds that HubSpot is a company who values the cross-pollination of ideas from a diverse employee base.
Whether you dig their venti Frappucino or not, we’ve got to tip our hats to Starbucks. In this video, Inclusion at Starbucks, we see how the company has persevered to “challenge the status quo.” As it’s stated on the website, Starbucks seeks “to inspire and nurture the human spirit – understanding that each person brings a distinct life experience to the table.” It is a culture that has been welcomed by both staff and customers, raising the bar for other companies like it to do the same.
TALK TO US
If you’re interested in showcasing your company’s diversity in a corporate video but don’t know where to begin, feel free to contact us. A collective of creative-minded professionals, we love meeting new people.