Employer Branding, How To Use Glassdoor, Job Advertising

What Job Seekers Really Think of Your Diversity Stats

Workplace diversity has been a hot topic this year as several tech companies have released their diversity numbers for the first time. Companies like Facebook, Amazon, Google and Apple have published the demographic data of their workforce. At Glassdoor we’re all for this type of transparency but we wanted to know just how much it really matters. In the Glassdoor Diversity Hiring Survey, we turned to our community to find out the importance of diversity when deciding where to work, and if employers are doing enough to foster a diverse workforce.

It’s not just compensation job seekers are looking at

A full two-thirds (67 percent) of active and passive job seekers said that a diverse workforce is an important factor when evaluating companies and job offers. That means that whether or not your company is interested in increasing its diversity, chances are that candidates are evaluating diversity when they research your company and during the interview process.

We broke down that data, and as you might expect, a diverse workforce is more important to minority groups. The survey found that 72 percent of women consider workforce diversity important versus 62 percent of men. It also found that 89 percent of black respondents, 80 percent of Asians, and 70 percent of Latinos said it was important to them. What’s more, a significant majority of white respondents say workforce diversity is important. So whether you’re hiring for diversity or not, diversity should be something you take into account when evaluating your entire recruiting process.

Your employees think you should be doing more

So candidates care, but what about employees? The survey revealed that more than half (57 percent) of people think their company should be doing more to increase diversity among its workforce. One in ten (14 percent) don’t think their company needs to do more.

Many folks think that diversity needs to be reflected at the top. Two in five (41 percent) surveyed did not think their company had a diverse executive team.

When we asked who at their company was in the best position to increase diversity, the top three answers were: Hiring managers (45 percent), the CEO (42 percent), HR (40 percent). Interestingly, 23 percent of people said that employees themselves were responsible for increasing diversity, reinforcing the importance of employees as ambassadors of a company’s brand. In addition, 21 percent named the company’s board of directors and just 3 percent said President Obama was responsible.

Employees aren’t aware of diversity initiatives

Perhaps part of the reason that the majority of people think their company should be doing more is because they aren’t aware of initiatives within their company. Only one-third of people polled said they knew of any diversity initiatives where they work. An additional 21 percent said they are uncertain. So your employees may not be your best brand advocates when it comes to diversity. Remember that your employees are a significant part of your employer brand. Candidates may look for signs of diversity on your site and in your online profiles, but they will also talk to their friends and read reviews on Glassdoor to find out how diverse a company is. If a diverse workforce is important to your company, make sure your employees know about your initiatives. Involve them in as many efforts as you can. It will not only get employees more involved and more invested in your company, but it will help you recruit even more diverse talent.

Tips for employers on diversity hiring

So what should employers be doing to both increase diversity and highlight their efforts? Here at Glassdoor, we’ve worked with a number of employers on their diversity hiring efforts and they typically give the following advice:

  1. Demonstrate your commitment to diversity internally first. Be transparent. Evaluate your workforce and executive team demographics, figure out where the gaps are, then let your employees know. Successful companies create internal programs, resources and networking groups to support their employees. Listen and respond to the employees you already have and they can help you retain and recruit new and diverse talent.
  2. Actively recruit for diversity by targeting your audience. Diversity initiatives should be more than rainbow-faced photos on your careers page. Whether it’s a Women in Tech group or an LGBT Summit, make sure your recruiting efforts are reaching groups where they’re comfortable. This also extends online. Today’s ad targeting technology allows you to target specific groups with job ads or display campaigns that not only reach your target audience, but also brand your company as one that cares about diversity. Glassdoor has worked with a number of companies on diversity campaigns. For more information, see our job ads page.
  3. Communicate with your employees and candidates about your initiatives. Your employees can be your best evangelists if they know what efforts your company is doing to increase diversity. Highlighting initiatives internally can also have the added benefit of creating a tighter community within your workforce.

Curious to see how salaries and employee satisfaction compare by gender at 25 of the biggest tech companies? See the results on the Glassdoor Blog.

Is diversity hiring a key part of your overall recruiting strategy?

Diversity Matters
Diversity Matters

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