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Who Has the Best Website for Diversity?

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What makes a good corporate website for diversity?A corporate website makes your diversity statement—good or bad. The website communicates not only how important diversity is to business success, but how well your company has integrated diversity and inclusion into your business goals.

Based on analysis of DiversityInc Top 50 data, we find that the most successful consumer-facing companies implement the following best practices:

Homepage & Layout

  • A diversity presence is on the homepage or one click away: 100 percent of DiversityInc Top 50 companies do this.
  • “About the Company” section should include a link to the diversity page: 82 percent of DiversityInc Top 50 companies do this.
  • A search of keywords (“diversity”, “diversity statement”, “CEO statement on diversity”) should quickly get the reader to diversity content.
Diversity Content
  • Diversity content should directly connect D&I with business results internally and externally.
  • Diversity content should include the CEO’s personal diversity statement and reasons a diverse and inclusive management team and workforce is mission critical to business goals; 94 percent of DiversityInc Top 50 companies include a CEO personal quote and have a corporate-vision statement that incorporates diversity.
Visuals & Branding

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  • Images throughout the website (not only in the diversity section) should be of individuals (preferably employees) from underrepresented groups in leadership roles and/or connecting with company brands.
  • To be well esteemed, a company needs to be branded. Examples of innovations and other accomplishments derived from D&I should get the spotlight.
  • People with disabilities should be able to easily navigate your site.

Among DiversityInc Top 50 companies within the consumer-products sector, Procter & Gamble and the Kellogg Company are standouts.

On Procter & Gamble’s homepage, clicking on Purpose and People takes you to a page that makes the company’s business case for D&I.

Our shared Purpose attracts and unites an extraordinary group of people, P&Gers, around the world—the most diverse workforce in P&G history. Together, we represent around 150 nationalities. Our recruiting and development philosophy to ‘build from within’ fosters a strong culture of trust and shared experiences. Our diversity, our shared culture and our unified Purpose are the defining elements that enable P&G to touch lives and improve life every day.

In P&G’s 2011/2012 Diversity & Inclusion Annual Report, Chairman and CEO Bob McDonald links P&G’s mission—“to touch and improve lives, now and for generations to come”—to innovation and diversity and inclusion. Images throughout P&G’s website connect the company and its brands to underrepresented groups.

Similarly, John Bryant, President and CEO of Kellogg, makes his company’s case in The Kellogg Diversity & Inclusion Story:

Promoting inclusion is essential to our business as well. An actively inclusive, welcoming and respectful work environment promotes employee engagement, drives innovation, improves retention and boosts productivity—all of which contribute directly to our bottom line.

From the Kellogg Company homepage, clicking Corporate Responsibility gets you to the area of the website that includes Kellogg’s D&I page. This section presents the company’s major workplace and marketplace D&I efforts, its results with diverse suppliers, and where it is in its thinking and actions around diversity and inclusion. About Kellogg Company provides images that connect the company, its brands and its people with underrepresented groups. D&I best practices are employed to improve consumer, retailer and supplier relationships, and to establish Kellogg as an employer of choice.

Both CEOs state that mission-critical work gets done with D&I throughout their organizations. Both companies’ websites exhibit thought, commitment and results.

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