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Define your goals and values
Diversity and inclusion is a wildly broad term. Like many such terms, it can really encompass anything to do with employee experience, engagement and purpose within the workplace. So, the first step is to obviously define your terms. If you're too catch-all, chances are your content will fail as it'll be vague and unhelpful. By painting the diversity within your teams with a too-broad brush, the resulting content may actually be offensive, in the long-term.
Celebrate each individual community within your culture. Celebrate the diversity and the contribution they make to the makeup of your organisation, but understand that equality does not mean treating everyone the same, when different demographics have different needs. What are the pillars of D&I? Are we talking about gender, race, religion, disability, sexuality? What behaviors are you trying to encourage? Start with your desired outcomes. What do you want people to gain from the content? Put them in bold, at the top of your plan, and work backward from there. And, keep it simple. People skim read, so break up the content with key headings, perhaps the outcome aims you established.
Know your audience and their needs
A fundamental understanding of your desired audience is absolutely key. For example, if you’re writing a new policy for the visually impaired, and want to convey this to your workforce, publishing it exclusively in a small font against a busy background is the antithesis of being truly inclusive and effective. Creating a lecture on neurodiversity, but hosting it in a busy and noisy room is similarly a misstep that can be resolved by keeping your target audience in mind. Put yourself in the shoes of your people. You should ideally ask them first what would be the most effective way to convey the information they need.
Showcase your diverse team and culture
When creating effective content, the blatant core need is perspective. Without key voices in the content, it'll be boring and generic. If you're writing a piece of D&I content for your company, why not ask members of different communities to tell their stories, their learnings and their knowledge? Instead of saying 'Don't use this offensive term', tell a story about the outcome of using derogative language, from someone who has had to suffer through it. Change hearts and minds, don't just give vague orders. This is how you make content emotive. The human perspective.
Collaborate with diverse partners and influencers
Starting from within your organisation when looking for individuals to partner with on content creation around diversity and inclusion is an important place to start, however it can be hugely beneficial to bring in guests from other organisations or advocacy groups to either create content or even present at an all-hands about their experiences. As I've said previously, the best way to sway hearts and minds is by hearing the complexities of lived experience as someone from a minority community or under-represented demographic.
Diversify your content formats and channels
Simply writing an article and publishing it on an internal platform is simply not good enough. No one will read it, and your effort will have been wasted. Now you have some valuable content, you need to own its journey. That may mean publishing in multiple formats, sending on socials or manipulating into multimedia content. How do you spot things that others create? What are the key barriers between your audience and the content? It's your job to think like them and remove these barriers. Also, diversity and inclusion means creating a plethora of options for those with specific needs. Follow through on your own message and make the content accessible.
Solicit and act on feedback
Remember, nothing you do will be valuable at all unless there are clear outcomes and shifts in culture and behaviour. There's no point gaining insight from under-represented communities if nothing changes as a result. When you gain insight and start conversations, it's fundamentally vital that you act on what you hear. You must role-model what good looks like, or find key people in the organisation to act as key role models, showcasing your desired outcome. If this isn't achieved and people have placed trust in you, you'll damage your culture.
