Does your marketing team reflect the diversity of your customers? Should it?

Are you able to say that your marketing team is genuinely diverse? Can you honestly see that your campaigns are inclusive of all cultures, abilities, age and genders? If not, there’s a substantial chance that you could be damaging the future creativity and significance of your business.

The 2020 Marketing Week Career and Salary Survey noted that an astounding 88% of the 3,883 respondents identify as white, with just 4% identifying as mixed race, 5% Asian and 2% black. Additionally, over half of the survey respondents, (60.9%), are female, but it’s clear to see that as more senior roles come into the mix, the lower the female presence in evidence. The survey also shows that of the 39.9% of respondents from companies with a marketer, over half of people in the role, (51.8%) are male, compared to 48.2% who are female. [1]

So, what can be done in order to counteract the imbalance? Understanding that equality and diversity in the workplace is critical will help your marketing team to relate to customers and, in turn, customers will feel valued, listened to and considered. And it begins with the job application process.

In ensuring that the process gives everyone the equal opportunity to apply for a marketing role and share their experiences from different backgrounds and perspectives, you automatically open your marketing team to viewpoints that it may have never considered before. Not only does this stimulate creativity and productivity within the workplace but helps to pre-empt any misunderstandings or potential cultural mistakes.

Many organisations, both large and small, have at some point misjudged the tone of their campaigns. And through these mistakes, the hardest lessons have been learnt. Take for example, the cosmetics brand, Estee Lauder. In January 2018, it released a new foundation collection called Double Wear Nude Fresh Makeup SPF25. Even though the collection held over 30 shades, many of them were catered for women who have pale, light skin, meaning that women of colour didn’t even have a choice.[2] It could be said that if more people of colour had been included in the product inception and marketing process, Estee Lauder could have avoided this damaging blunder and consolidated its relationship with a far broader, more diverse audience.

With this in mind, it’s clear to see that ensuring your marketing team reflects the diversity of your customers is vitally important. It provides a very clear message as to how your marketing team and the business overall values them and their custom. Possibly the best way to consider whether your marketing team could be more diverse is to remember that everyone, including you, is a customer. So, putting yourself in that position, would you be content with the way in which your business is marketing a product? That should be able to give you an answer. Essentially, it comes down to one thing; inclusion and diversity means inclusion for all. Once this is recognised, you unlock a whole new world of creative talent and potential.

The constant pressure of development together with the level of challenge that many of today’s management teams must meet should not mask the opportunities that lay ahead. Discover the possibilities and contact our industry-leading team here at RC&A to find out how we can alleviate the pressure inherent in senior creative resourcing in your organisation.

[1] https://www.marketingweek.com/career-salary-survey-2020-marketing-diversity-crisis/
[2] https://www.inc.com/brit-morse/2018-biggest-marketing-branding-fails.html

 

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  • Tom Salvat, CEO, CONCURED
    "As a fast-growing start up, we need great people with a tough set of skills to find. They need to be hungry, experienced and fit the culture of a business that is always adapting and growing. Finding these people using Linkedin and other job boards is tough, time-consuming and rarely bears fruit. Ross has always been able to uncover gems for us, and we are benefiting greatly from his skills at CONCURED. Ross has a rare ability to really understand the business, the culture and the people that will nail the role. I couldn't recommend him highly enough, and he is the only recruiter we deal with"      
    - Tom Salvat, CEO, CONCURED
    Tom Salvat, CEO, CONCURED
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    I am writing to express my gratitude to Ross Clifford & Associates who helped me successfully secure the role of Enterprise Sales Executive at Concured. Ross was extremely professional and understood the specifics of the job I required. I especially appreciated his fast response, transparent communication, and coordination in a timely and efficient manner.
    - Tariq Mahmood, Enterprise Sales, Concured AI Content Marketing
    Tariq Mahmood, Enterprise Sales, Concured AI Content Marketing
  • Jessica Cole, Editor – Redwood London.
    Ross is one of the friendliest recruiters I've dealt with. He was always attentive, quick to respond and ready to help with any questions I had. He's very professional, and not at all superficial like so many other recruiters out there. I would highly recommend him.
    - Jessica Cole, Editor – Redwood London.
    Jessica Cole, Editor – Redwood London.
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    “We look for commercial people with a rare blend of talents. They need to be able to advise our blue-chip clients on thought leadership strategy. They need to be highly strategic and purposeful in uncovering opportunity. And they need the hunger it takes to thrive in a rapidly evolving business. RC&A were quick to understand our needs, they only delivered high-quality people for interview, and succeeded in getting us a winning candidate incredibly fast.”  
    - Gareth Lofthouse, Founding Partner, Longitude.
    Gareth Lofthouse, Founding Partner, Longitude.
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    I can't rate or recommend Ross highly enough. He brings a thoughtful, personal approach to the process, carefully matching opportunities with candidates, through a good understanding of their priorities and skills. Throughout, he keeps candidates up to date in an open, honest way. A genuine pleasure to work with.
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    Johnny Meredith, Senior New Business Manager, The Bio Agency.
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    Ross is the best recruitment agent I have worked with, he stayed in contact, kept me informed and was with me every step of the process. He also checked in with me during my first couple of weeks in my new role to make sure I was settling in. I wouldn't hesitate to recommend him.
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    Karen Troman, Office Manager & HR Co-ordinator, VoucherCodes.co.uk part of RetailMeNot
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    I have worked with Ross over 4 years now and he has always delivered a really high standard of candidate both at senior and junior level. His online knowledge is second to none and all the candidates he has put forward over the years have only good things to say about Ross and his work ethic.
    - Neil Kettleborough, CRO & Co Founder, Chalk Social
    Neil Kettleborough, CRO & Co Founder, Chalk Social
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    Ross is a fantastic recruitment consultant -  extremely professional, meticulous, patient and supportive. Throughout the process, I felt he represented me really well and genuinely cared about my career and finding the right role. Thanks to Ross I am now in a role I love, working with a brilliant team. Very highly recommended!
    - Helen Rosemier, Commercial Director, Professional & Financial Services Practice, Longitude
    Helen Rosemier, Commercial Director, Professional & Financial Services Practice, Longitude

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