Communicating the essence of Diversity glocally: HSBC and Bosch
Diversity strives to make the most of differences through a better understanding of the power of individual potential effectively combined. Communicating the essence of D&I through distinct messages interally is key to stimulate engagement and support for the change needed. Two of the largest global companies have delivered spot-on: HSBC and Bosch.
HSBC, the world’s largest retail bank, has been famous for it’s outstanding corporate communication, which put it among the 50 most expensive brands globally. The UK-based finance giant launched a new D&I communication campaign Focus on what matters in October 2011. Reaching about 300,000 employees in more than 80 countries has been the challenge when aiming at building a culture where all employees are valued, respected and where their opinions count, regardless of and due to their background. The campaign was developed in co-operation with employees from around the world and in partnership with Group Marketing. In essence, Focus on what matters challenges the many unconscious assumptions we make about people. The campaign’s messages were thus designed to be thought-provoking and adaptable to address all aspects of difference. For instance, one poster shows and says: Chinese – Strong Provincial Accent – Future CEO; along with “When you’re recruiting for senior management – what do you look at?”. This way, the campaign makes strong points about bias and meritocracy. Feedback was solicited through surveys and blogs. Additionally, a package of measures was launched including local events and the campaign was taken external on, e.g., the recruitment site and for International Women’s Day. Now, in 2012, the campaign builds upon the previous messaging asking employees: ‘How will you focus on what matters?’ Their comments will be shared via a blog on the global staff website and on other forums. HSBC’s Diversity & Inclusion strategy includes foci on improving gender and ethnic diversity at senior executive levels while awareness is raised around all D&I related issues. The only things that should matter for employee success is their potential and ability to do their job.
Likewise the global automotive giant Bosch (300,000 employees) has developed a worldwide campaign called „Diversity is our advantage“ promoting a more diverse and inclusive workforce. Due to the company’s manufacturing profile, communication starts at the entrances to their sites: Employees see posters with larger-than-life silhouettes of people on their way to work. In staircases, on doors and even on the bar to the parking lot, the campaign slogan reminds employees of Diversity. Through illustrations, Bosch also points to existing gaps, e.g. on gender equality at senior levels in Germany, and posters show how diversity can lead to better solutions, e.g. through involving women in product development of a small cordless electric drill called Ixo.
D&I experts know the benefits of diverse workforces in combination with Inlcusion and meritocracy. What we need to do is let people know in a way they understand and in a way that also mentions the existing barriers to leveraging differences – because it is still not engrained in our genes or values.
