DEI and ESG messaging in a changed world

How impact is a part of the message.

By now, internal and external communicators are familiar with navigating tricky messaging techniques around DEI and ESG.

Regine Nelson, internal communications and employee engagement lead at Couchbase, said during Ragan’s Employee Culture Communications Conference that communicators don’t have to change the policies themselves, but rather, how they communicate their impact.

“Some of DEI is rooted in the perception of exclusion, not the intention,” she said. “When we propose that DEI in particular is for minority groups as a whole, then we create unintended exclusionary practices and initiatives, and it creates a very bad brand and PR problem for ESG and DEI.”

As an example, Nelson points to the nursing field, where men are actually the underrepresented group. Men are not what most people think of when DEI is discussed, nor does it make headlines.

But there are some value-based practices businesses can look to in order to change the messaging, and the narrative, around these hot button issues.

Cultivate inclusivity

Offer employees a sense of resourceful empowerment. This begins with leaders and they can start by providing visible support and constant communication to employees, Nelson said.

You could also share DEI and ESG wins at town halls or all hands meetings or use pulse surveys to track perception and belonging, she said.

Articulate the “why” behind policy changes or new initiatives while being open to skepticism and questions. Address these head on with full transparency, she said. Provide mentorship opportunities to make sure all employees feel heard.

“Managers are the first line of defense for employees on this front and they should meet regularly with their teams and individuals for feedback opportunities,” Nelson said.

Curating a monthly spotlight on an employee or initiative that’s performing well through your organization’s intranet or messaging platform is also a good way to gauge belonging, she added.

Measure what matters

Use quantitative data, like engagement scores, environmental impact and diversity statistics as well as qualitative data, like employee stories, testimonials and feedback to show how DEI and ESG strategies impact stakeholders.

Employee surveys can also create metrics you can share inside the organization. It is OK to address social responsibility, inclusivity, ethical practices and employee well-being as long as you can show the ROI on these principles. Demonstrate that your principles return valuable outcomes.

“Integrate, equip leaders, communicate and don’t wait to reaffirm your values. This should be done in everything you do,” Nelson said.

Watch the full presentation and learn more from Ragan Training here.

Courtney Blackann is a communications reporter. Connect with her on LinkedIn or email her at courtneyb@ragan.com. 

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