December 2, 2022
Numerous businesses aim to improve diversity and inclusion in their workforce. At the beginning of 2022, over 35% of HR leaders said diversity is one of their top five priorities for the year. And there’s no reason it shouldn’t be – diversity and inclusion in the workforce help organizations grow in a number of ways.
From boosting your organization’s productivity to ensuring continuous innovation and attracting quality applications when you’re sourcing talent – a healthy diversity pushes
However, when it comes to diversity recruiting, a majority of recruiters are either not prepared for achieving such goals or lack the necessary guidance to hire and retain diverse talent effectively.
The first step towards building a diverse workforce is using the right diversity recruiting metrics to accurately measure the results and analyze the existing gaps. The biggest reason of having multiple diversity metrics is to cater to the unique requirements of each organization.
Recruitment in modern times is heavily inclined toward chasing top-quality talent regardless of gender, ethnicity, background, and culture. With goals like rapid staffing and multifold growth, it’s becoming even more tricky to execute and evaluate diversity recruitment at an organizational level.
But you don’t need to worry as you’re already here. We will break down diversity recruitment, it’s importance, and the top X diversity recruiting metrics you need to keep in mind. As a recruiter, this discussion will not only give you insights to improve your recruitment but also ensure your organization’s long-term growth.
Diversity hiring refers to practicing recruitment and hiring in a way that is unaffected by biases related to a candidate’s gender, race, age, religion, ethnicity, cultural background, and any characteristics that are irrelevant to their talent or job performance.
Recruiters often struggle in removing these biases thoroughly as unconscious and learned stereotypes are often deeply rooted in human behavior. The goal of incorporating diversity hiring practices and then measuring them using relevant metrics is to ensure a fair and equal recruiting process is followed for all candidates.
Gone are the days when diversity in the workforce was just seen as an aesthetic factor that was ‘nice to have’ for organizations. As continuous improvement and innovation happen with the viewpoints of many, it’s now a necessity for driving growth attracting better candidates, and retaining top talent.
As a recruiter, you need to ensure that your diversity-led recruitment strategy feels welcoming for all candidates belonging to numerous backgrounds. Hence, you can build a diverse workforce that helps your organization with assured innovation and profitable growth.
And all of these are not mere claims or expert opinions, statistics tell a similar story. Take a look:
Let’s now move forward to the top tips of diversity recruitment for producing optimal recruitment outcomes in your organization.
The idea behind diversity hiring is pretty straightforward: to hire candidates only on the basis of their job performance capabilities while mitigating any kind of bias. But unlike other hiring goals, assuring healthy diversity in recruiting is not an easy task.
Even after setting up diversity recruiting goals, organizations need help in delivering them. Regardless of the scale of a business or team size, every organization must follow these do’s and dont’s while practicing and measuring diversity recruiting:
It’s essential to measure your current team’s diversity before hopping on to fresh diversity recruitment goals. Recruiter capacity planning and numerous other factors come into the picture at this stage of recruiting.
To measure your current diversity, you can either analyze the stored data or ask your employees to fill up anonymous survey forms. Make sure you convey the goals of improving the diversity at your organization clearly. This will help you boost the response rate and more importantly – people will be more than willing to refer relevant candidates.
Contrary to popular opinion, numerous factors apart from a candidate’s gender and race are taken into account while following diversity hiring plans. While multiple characteristics do make your job a tad bit more tricky, they play a significant role in skyrocketing an organization’s profitability and growth.
Here are the top variables contributing to the diversity of a workforce:
Attracting quality candidates isn’t easy today. It’s vital for recruiters to openly share their diversity recruitment practices and policies that go behind the scenes. Some of the policies that immensely help in talent attraction and retention are:
A major chunk of the workforce considers diversity and inclusion as the primary requirements when choosing the employer to work with. However, claiming that you value diversity and present equal rights to everyone – doesn’t work.
Your commitment and efforts towards diversity hiring and inclusion should be clearly visible to the world, and especially to your audience as an employer. When you actively promote your diversity and inclusion goals, the chance of receiving applications from top talent significantly increases.
Here are some of the activities you can consistently do for the same objective:
This is one of the most under-utilized tips for removing the unconscious bias present in almost everyone. Screening tests help you as a recruiter to divert your focus on the aspects that matter – including the skills, experience, and knowledge of the candidate.
To evaluate your candidates’ skills based on the tasks they will be performing in the job, you need to remove the following biases which are usually noticed in recruitment processes:
To prevent your diversity hiring plans from being affected by these unconscious biases, you can add an objective screening test for the entire recruiting team.
In order to accomplish your diversity recruitment objectives, your complete recruitment team needs to be on the same grounds as you. While screening tests help you assess their current unconscious biases, you now need to guide your team members about diversity recruitment.
Diving a bit deeper, the core aim is to educate them about the different parameters that contribute to the efficiency of diversity hiring. From unconscious biases to diversity policies, results of misconduct, and more – diversity training for your recruiting team should cover it all.
If you have been in the talent acquisition space for quite some time now, you would probably know how important it is to measure the right recruitment metrics. If you don’t measure, there’s no scope for improvement. Similarly, for your diversity recruiting initiatives, you need to take care of specific metrics. Here are the top 7 most commonly used and meaningful diversity recruiting metrics:
First things first, you need to assess how many target candidates is your team reaching out to for each of the open roles. How many underrepresented candidates are responding to the outreach? How many of those are you screening with a phone round?
This metric primarily tells you if your outreach is targeting the right talent, if your message is right, and if you can know in case the process needs to be reworked. Ensure you record the data consistently and analyze it at least once every month to know if your team is reaching out to a diverse talent pool.
The diversity of your recruitment team – from sourcing experts to interviewers, significantly matters when it comes to effectively hiring diverse talent. The team and especially the interviewing panel should have people of different demographics like age, gender, race, educational background, and skills and experience.
The higher the diversity in your recruitment team, the more effectively you will be able to remove unconscious bias. Additionally, it makes the candidates feel more involved, relatable, and convenient in the interviews.
To check if you’re hiring enough diverse talent, you need to compare the diversity of applicants to the overall diversity of people you are hiring. If the figures around target demographics vary significantly, it’s a clear indication your recruitment process is biased and needs to be rectified.
As you try to improve this metric and bring both the figures close, keep track of this ratio while continuously hiring candidates. Remember - the core aim is to remove bias and look for ways to do the same for optimizing the diversity of your talent pool.
Conversion rates at each stage of the recruitment funnel tell you the efficiency of your diversity recruitment efforts. To find out if underrepresented candidates are being successfully recruited, conversion rates at various stages are always vital. Here are the metrics that come under this umbrella:
Conversion rates directly tell you if the recruitment funnel is reflecting biases.
From leadership positions to entry-level roles, organizations need to have talent coming from diverse backgrounds at all levels. This is a critical metric to be considered for organizations as it conveys that everyone can learn from people who are underrepresented.
A study by McKinsey showed women of color accounted for only 4% of C-suite executives. To start off with, you have to measure the percentage of employees with different demographics working at various levels and departments of the organization.
DEI employee surveys (Diversity, Equity, and Inclusion) can help you boost your diversity across various departments and levels.
Measuring the efficiency of each channel while sourcing and recruiting diverse candidates is another essential step for analyzing and improving diversity recruitment. Choose the top talent sourcing channels like social media, job boards, events, and referrals – and consistently measure the effectiveness of each of them.
The idea is to take data-backed decisions and double down on the channels that work the best for your talent acquisition.
In order to truly understand the effectiveness of a recruitment practice or initiative, we should priorly analyze how the candidates are feeling about it. In the case of diversity hiring, candidate experience (CX) is even more vital as we are aiming to serve better, fair, and equal opportunities for all.
Conduct a survey among your candidates asking them both qualitative and quantitative questions. Some examples of the questions you can include in it are:
Amidst today’s noisy digital world, brands find it challenging to create meaningful connections with their customer base and target audience. Getting the target consumer’s attention and persuading them to buy from you gets even trickier. Hence, content marketing has become more crucial than ever for brands to attract, educate, and retain customers.
Content creation is a top priority for 80% of marketers, and there is no reason it shouldn’t be. Consistent, high-quality, and engaging content impacts your audience’s decisions through education and persuasion.
Depending on your business goals and requirements, the role of Content Marketers you hire will vary. The primary responsibilities revolve around forming consistent brand messaging and deciding upon a unique and identifiable voice, style, and pitch across various distribution channels.
From raising brand awareness to attracting a relevant audience to your website, boosting social media presence and engagement, generating leads, and building brand loyalty – content marketing drives all the growth efforts for your brand. When done effectively, it can help you:
While content marketing is a broad role with numerous areas of expertise involved, it’s vital to thoroughly understand your company’s current marketing goals and the related requirements. In this blog, we will dive deep into the step-by-step approach to hiring a Content Marketer.
A Content Marketer must be deeply passionate about telling your brand’s story to the world. The objective is to educate and nurture the target audience to establish brand authority using thought-leadership and drive more people to buy from you.
As a candidate is expected to be a mediator between the brand and the target audience, they are primarily responsible for planning, creating, and sharing valuable content to grow their company’s awareness and engagement to bring more business.
To be more specific, the role of a Content Marketer requires a perfect blend of creativity and attention to detail in an individual. It’s a balancing role, as they need to ensure creating content that resonates and strengthens business relationships, using strategies that position your business as authentic and problem-solving.
Take a look at the core responsibilities of a Content Marketer that most businesses expect them to take over:
While the practices discussed above are primary responsibilities of a Content Marketer, they also need to be proactive with
Content marketing has become the key to driving growth for businesses. Unlike a few years ago, it’s not possible now to get away with a one-person team for content marketing. You need deeply trained individuals for specialist roles.
Let’s now dive into the step-by-step approach of hiring a Content Marketer. But before you even source your first candidate, you should have a clear expectation of the skillset and experience to look out for top content marketing candidates.
Apart from having relevant industry experience, a good Content Marketer must possess the following skills.
A Content Marketer’s prior skillset should be writing excellent attention-grabbing content. From long-form blog posts to website copy, ad copies, social media content, video scripts, emails, newsletters, e-books, whitepapers, and more – a Content Marketer should be able to adapt to the business’s specific requirements and create quality content.
Identifying user behavior is vital for framing the story in the right direction. So a Content Marketer must know how to identify and analyze the needs and pain points to develop a buyer persona. User research can be performed through social listening, relevant communities, in-person calls with customers, analyzing sales call recordings, and more.
Creating valuable thought-leadership content isn’t enough. Researching the right set of keywords is an essential skill to further educate your target audience on the Whys, Hows and Whats of your business, and have your website rank on Google.
Content that’s not backed by relevant data points does not build enough trust. Experienced content marketing professionals would always prefer data over hollow claims. No doubt that only data doesn’t help a content piece succeed, but it’s essential..
A Content Marketer is also expected to break down and analyze the pain points to turn keyword research into content ideas. So a professional must be able to identify and solve content gaps.
Further, they must know how to create a content calendar, decide the different types of content, and choose relevant platforms to publish and schedule marketing campaigns.
Creating a valuable content piece, for example - an ebook, isn’t enough. Your content marketing team needs to promote it proactively for bringing enough attention and engagement.
Setting up goals and plans is one thing, but continuously executing, measuring, and analyzing content performance is another. A Content Marketer should always be monitoring key performance parameters to figure out the upcoming plans with the necessary updates required.
Not to forget - stakeholders and marketing heads need the performance reports regularly. So Content Marketers must be able to collect and comprehend all the data to make it worth presenting.
Let’s sort out the priorities first, and decide the type of content marketing candidates you want to recruit. From exceptional research skills to storytelling, communication skills, relationship building, audience engagement, and more capabilities must be comprehensively considered. Identify and break down the skill requirements for Content Marketers:
Forming a candidate persona by answering all these questions would ensure you are not shooting in the dark while sourcing candidates. Further, it helps you determine the traits of the ideal candidate, and plan your sourcing and recruitment strategy further.
Next step is determining your role requirements suiting primarily to organizational needs and business goals. A content marketing professional is expected to own the entire content strategy, creation, and distribution. But what about your business’s unique requirements?
You might need someone comfortable with frequently creating long-form content pieces like blogs, ebooks, or whitepapers, or creating engaging video content based on your industry trends.
Talk to various relevant stakeholders for seeking the complete detailed company requirements for the role.
Before you enter the recruitment funnel, outline your talent acquisition process. Identify various strategies, channels, and other informational insights you would need – and maintain a collaborative document.
As you update the tactics and tweak your recruitment process for meeting hiring requirements optimally – keep your document up to date.
Once you have finalized the role requirements with respect to your current content marketing goals and team, you can start sourcing candidates. Preparing the job description is the first task you’ll need to do.
Here are the necessary components you must have in your job description:
The job of a Content Marketer is to perform competitor research, create user persona, and write plagiarism-free content for blog articles, social media, and the company website. They need to stay updated on the latest SEO techniques.
Once you have the tailored job description in hand, it’s now time to do the groundwork and source candidates. Create an attractive job post to promote your job across job boards and social channels.
Prepare an impactful job post and also execute paid job ad campaigns if required. The next step would be promoting your jobs on various job boards and hiring platforms. You can leverage the following platforms for hiring Content Marketers:
Not to forget - almost 3/4th of the workforce includes passive candidates, so you cannot miss out on passive talent sourcing as well. Reach out to qualified candidates on communities, LinkedIn, Twitter, and even Facebook to offer them suitable opportunities.
Once you have filtered candidates based on their experience and skills listed on their profile, it’s time to evaluate them deeply. Ask them to create a content strategy for your website, along with a value-adding content piece like a small blog. The topic of the article must fall within the scope of the strategy.
Interview the candidates whose profiles got shortlisted. Keep in mind the parameters covering skills, relevant experience, and personality traits of candidates.
Reach out to selected Content Marketers and communicate about the compensation.
Further, extend your offer letter to all the candidates who have been selected. In the case of passive sourcing, extend to only those who were aligned with you on the compensation and are willing to move forward.
Ensure having a deadline for the joining date and mention the necessary documents required by your recruiting team.
Inbound candidate sourcing doesn’t work effectively anymore. Do you also find challenges in closing quality candidates through job posts even after spending on ads?
Don’t worry, passive candidate sourcing can be an optimal solution for hiring top content marketing candidates.
Nurturebox is a one-stop talent sourcing and engagement platform which is powered by automation. Here’s how you can source product managers from LinkedIn using Nurturebox: