When it comes to using the web site to communicate diversity, many will argue that placing diversity on the home page is critical. However, there are several other techniques that companies can use to ensure they are communicating their stances toward diversity.
1) Be sure to properly label diversity information. Many companies use other words that leave their stakeholders wondering or guessing. Simply avoid this by calling the link diversity.
2) If you have a diversity council, committee or task force, be sure to discuss their roles and responsibilities on the web site.
3) Be sure to include images of diverse people on the entire web site, and not just the diversity page. Also, be sure not to use stock photography. This gives off the wrong impression. By simply taking actually photographs of staff, you not only show but prove you are diverse company.
4) If you have any activities associated with diversity, please list and describe them on the web site. Whether it is a workshop or an award, those who are committed to diversity often are not ashamed or afraid to highlight their activities.
5) If a company has a diversity statement, please be sure it is given equal weight as mission or vision statements. It should not just be placed on the diversity page, but on other pages on the web site that speak to the company’s overall activities and beliefs.
6) Be careful where the diversity link is placed. Remember that diversity is not about equal employment opportunity or quotas, so it should not really be placed under jobs or careers. It is actually better suited for inclusion under links that are tailored toward informing stakeholders about the company.
8) Work with graphic designers, public relations professionals, human resource officers and others in the company to develop the diversity pages. Diversity is a dynamic issue and should not be simply dealt with by the web designer or the human resources officer. Diversity is about inclusion, celebrating differences and seeking diverse opinions and input. Therefore, information about diversity should be developed and written by a committee of people who understand how important it is to the company.
9) Be sure to update your information on diversity. It should change, because diversity is not simply a statement a company creates and never deals with again. It is a policy and a way of conducting business. Therefore, a company who is truly committed to diversity should have new information to share or milestones to report to stakeholders. If not, than the company probably should rethink its diversity practices.
10) Finally, do not be afraid to show diversity in different ways. Whether it is through pictures or graphics, diversity does not have to be black text on a white web page. Think creatively about using the web site as a tool to really communicate with your audience. Limited Brands provides a great example of how to graphically show diversity.
