EY places an unparalleled emphasis on diversity and inclusion – specifically, belonging. But with busy consultants and a strong client focus, how could the firm make sure messages landed, representing the majority as well as the minority – and steer away from feeling tokenistic?
By setting the tone from the top and working with a broad group of stakeholders to source the most inspirational stories that also share a firm belief: that everyone belongs at EY. Its employee networks help bring the campaign full circle. These groups play an important part in driving behaviour change and help source interesting and barrier-breaking stories from the grassroots.
Deliberately, the content touches on themes of diversity, using an intersectional approach that focuses on the whole person, not just one element of their identity. Each story seeks to help the reader to make new connections and overcome previous misconceptions.
The results
Since the beginning of the campaign, average readership has increased 125%. From February to December 2021, the campaign amassed more than 46,000 combined views.
At a recent EY employee network event, the audience spontaneously cited ‘belonging’ as the top theme when asked ‘what does community mean to you, in one word?’.
Employee feedback has been very positive:
“I wanted to let you know that I’ve had multiple people contact me in the past few days asking about the Mental Health First Aider course.”
“Just to say this is an excellent newsletter – thoughtful, insightful and extremely relevant in today’s environment.”
“I must say I really enjoy the newsletter – it’s a great source of inspiration, optimism and being able to be vulnerable.”
