By Natanya Khashan | January 22, 2019

In our last blog post on diversity and inclusion (D&I) and social media, we went through a checklist for an inclusive social media presence. This week, we explore different ways you can use social media platforms to actually further your D&I strategy by promoting it internally and externally in the new year.

Further your #diversity and #inclusion strategy by promoting it on #socialmedia. Click To Tweet

Showcase Diversity in Your Organization on Social Media

Highlight your diverse workforce on social media by showing the faces of your organization. Give your followers a glimpse at your current workforce by choosing images that reflect people of different racial/ethnic backgrounds, gender identities, generations, and differently-abled individuals. If you have Employee Resource Groups (ERGs), tap them for ideas on how to share their core values. Give them the ability to contribute to your organization’s social media efforts when out volunteering or at conferences.


Post Job Openings on Your Social Media Platforms

Social media allows us to connect with people across the globe within milliseconds. Posting your job openings on social media will provide a much farther reach, resulting in a wider range of candidates. Be conscious of targeted advertising or using tools like Facebook Jobs when sharing job openings to ensure you are not excluding anyone from applying through microtargeting. When posting images with job posts, demonstrating diversity in roles where they may not yet be in your organization (for example, in IT) can signal intent. Sourcing images from resources included in our last post as well as WOCinTech Chat are great to use.


Promote Diversity and Inclusion Inside Your Organization

Using internal social media tools like Yammer or Slack can help employees bond and bridge across backgrounds, identity markers, and geography. Sharing articles to help unite people and engage your entire workforce around D&I can help to further your organization’s initiatives. For Slack, add a custom emoji for users to add to their status as support for D&I initiatives and customize your “loading” messages to remind users about key D&I takeaways.


Measure Your Social Culture

Access to real-time analytics has transformed the way we track progress and utilize data. A broad range of tools are available to measure how your brand is being talked about, who is interacting with it, and how you’re stacking up against competitors.


Use Social Media as an Educational Tool

Social media can serve as a great educational tool when used to listen to the perspectives of diverse followers, customers, and audiences. Keeping ourselves in a bubble ensures that we only cultivate networks of people like us, inhibiting our ability to reach all potential customers. Joining Twitter chats, being aware of hashtag activism campaigns like #MeToo and #OscarsSoWhite helps keep you informed and aware of how a broad range of people are reacting to topical issues.


As a reminder, recognize that social media doesn’t drive itself. Before jumping on these recommendations, equip your social media teams with the tools to be engaging and inclusive on social media. Cook Ross’ PAUSE model used in our Unconscious Bias workshops is a great support tool for those who must react quickly and decisively. In addition, your teams need to be capable of articulating why D&I is important to your organization. Principal Consultant, Rosalyn Taylor O’Neale, provides helpful guidance for framing D&I initiatives. Social media is not only meant to promote your brand, it serves as an opportunity to enlighten people to new perspectives, encourage conversations, and facilitate change.


#Socialmedia doesn't drive itself. Equip your social media teams with the tools to fight #bias and further #diversity and #inclusion. Click To Tweet

As Cook Ross’ Marketing and Events Specialist, Natanya develops and implements a strategic marketing plan to broaden the organization’s reach and coordinates all of Cook Ross’ special events and open workshops.