2. Visual Diversity
People have an easier time imagining themselves somewhere when they can see they are represented. You can do this through pictures or even better, through videos.
BDC has a great example on their careers page. The videos give a clear idea of what it’s like to work at BDC and of the diverse group of people who already work there.
In a study called “Target Practice”, researchers found that minority and female applicants also pay attention to how they were represented: were there any women in senior or leadership positions? Did minorities feature in important roles or only at the entry level? This gives people a clue about whether they will have opportunities for advancement or not.
Stock Photos vs. Real Photos
When your website is marketing to other businesses or consumers, stock photos can fill a great role. However, jobseekers who are visiting your careers page want to see what you’re really like – I’d take real photos every time, like these ones from King Arthur Flour:
What if you’re not racially diverse?
Unless your workplace consists entirely of clones, there’s going to be important differences between members of your staff. Consider the other types of diversity you might be able to represent visually – age, gender identity, disability, etc.
If you still don’t see diversity, talk about how your company is inclusive, and encourages everyone to bring their whole selves to work, like the example above from Jeni’s.
The “Target Practice” study also shows that female and minority applicants are likely to apply to companies who admitted that they weren’t as diverse as they would like, but wanted their help.
It’s refreshing when honesty works!