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For years, brands have co-opted Black culture in a performative effort to appeal to a population who previously ignored or didn’t find their products relatable. From the recent over-utilization of “pushin P” to apparel brands adopting Megan Thee Stallion’s “Hot Girl Summer,” digital blackface has become ever apparent as brands rush to post culturally relevant content.
While some brands continue to get it wrong, there are those who get it right. The differentiator? A keen knowledge on the intersection of culture, your audience’s beliefs, your brand’s identity and, most importantly, having people from that cultural background who are empowered to strategize and execute alongside key decision makers. As the country becomes more and more diverse, a brand’s cultural success revolves around having the right voices at the table.
A battle cry for Black talent
With the aftermath of the George Floyd murder and companies issuing ineffective and insensitive campaigns or statements that further amplified the issue, a battle cry for Black talent emerged spanning coast to coast. Every company rushed to distribute their DEI statements in hopes of positioning their brand as an employer of choice. Programs were implemented to recruit Black talent, but the biggest misstep emerged when they began losing that talent quicker than they were able to recruit them.
Instead of understanding employee sentiments and woes internally and creating an inclusive and equitable environment first, companies rushed to bring in additional talent. This only exacerbated internal issues and the company now had a new problem—retention of Black employees.
Retention, though the most overlooked aspect of DEI, is actually the most important. Your employees should be your company’s evangelists. If they love the work they do and feel a sense of belonging within the company, they’ll refer their friends and sing praises across their social channels. But, if they hate it, they’ll dissuade others from joining while also looking for their next way out.
Here are four things you can begin doing today to retain your Black talent.
Measure the ascension of Black employees
Oftentimes, Black employees leave your company because they don’t see growth opportunities for them, nor for anyone in a higher position that looks like them. It’s important to begin your retention journey by understanding how well you’re currently doing.
Take a moment to look at your Black employment numbers by their level, department and average tenure at your company. You’ll begin to see where your company is struggling with retention. After understanding this data, go the extra mile to really talk with your Black employees about their experiences at the company and where improvement opportunities are.
Make cultural programming mandatory for all employees
Where companies and internal employee resource groups are getting it wrong is when they’re creating cultural programming and only those that look like them show up to the event.
As a Black woman, I likely experience the issues we’re talking about on a day-to-day basis. That means neither I nor the people that look like me should be the majority sitting in the room. We already know about these issues. The programs need to educate others on our experiences as a way to unlock empathy internally.
Understand diversity training is not a one-time thing
Too often companies will invite a third-party vendor to host a training and then wear this false badge of accomplishment. The truth is that, just like training for a marathon or competition, you don’t practice for one day and then expect to place first. It’s a gradual process where day by day you’re getting stronger.
The same goes for any type of internal training you do—especially those that are culturally focused as things are constantly changing. Regular diversity trainings on microaggressions, unconscious biases and more are key to unlocking a deeper understanding among employees and truly creating an inclusive and equitable workplace.
Ensure pay equity in all roles
Pay Black employees their value and make sure that their “perceived value” is in line with what you’re paying their counterparts who are doing the same amount of work. Period.
This article is part of The Black History Month Voice Series, intended to educate marketers and advertisers and spotlight issues, nuances and challenges the industry should be aware of when marketing to the Black community. Be sure to check out more articles throughout the month here.
