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Attracting BIPOC (Black, Indigenous and People of Color) candidates requires intentional, holistic and inclusive recruitment marketing practices. If your organization prioritizes diversity, equity and inclusion (DEI), you’ll want to showcase that to promote your employer brand as a safe place for employees from all backgrounds to be themselves and feel safe.
Many recruiting technology vendors talk about DEI from the perspective of creating more inclusive job descriptions, but that leaves a lot of questions about how to create diverse job pipelines.
Channels run:
Web | Email | Text | Video
KPIs affected:
Pipeline diversity | Interview slate diversity
Workforce diversity
Subject: How [organization] supports BIPOC employees
Body: Hi [candidate first name],
Because you’ve expressed interest in information on our DEI content in the past, I wanted to highlight our philosophy when it comes to promoting diversity, equity and inclusion at [organization]. Here is a summary:
If you want to read more, check out this blog post on our commitment to DEI. [link]
Best,
[Signature]
Subject: Actions we at [organization] take to support DEI
Body: Hi [candidate first name],
It’s not enough to put a DEI statement on a career website. We at [organization] believe that true diversity, equity and inclusion has to be more than just lip service. I wanted to let you know about the recent actions we’ve taken to support that philosophy:
Check out our DEI page on the career site for more information. [link]
Best,
[Signature]
Subject: Amplifying BIPOC voices
Body: Hi [candidate first name],
At [organization], we don’t want to just provide resources for BIPOC employees to succeed. We want to amplify their voices and get diverse perspectives in all aspects of our business. That’s why we continuously communicate with our ERGs that support BIPOC folks to see what we can improve.
Here is a video from one of the members on how they feel as a BIPOC employee at [organization]: [link or embed]
Best,
[Signature]
Hey [candidate first name],
We at [organization] value nurturing BIPOC employees and embedding equity at every point of the employee lifecycle. DEI is a top priority every day. Here are some topics we train our managers on so they can understand how to support BIPOC employees:
Learn more about our DEI philosophy in this video [link].
To make your campaigns more engaging and provide an authentic take on life as a BIPOC employee at your organization, make sure to include some video content. Here are some ideas for questions to ask employees as prompts for the videos:
Continue to create and post content related to DEI. It’s especially important to provide the employee perspective when talking about how your organization supports people from historically excluded groups. Many employers focus on DEI as an employer value proposition but miss the opportunity to authentically demonstrate the actions the organization takes to support the statements. You can start your campaigns with more general content, then get very specific about the steps you take to create a diverse, inclusive and equitable environment.
