According to LinkedIn, 38% of recruiters say finding diverse candidates is the biggest barrier to increasing diversity in recruitment. But crafting messages for your outreach that resonate with diverse audiences can be easier said than done. Even when you’re fully committed to building and nurturing diverse talent pools, you still have to implement the right strategies to ensure your sourcing efforts don’t unintentionally alienate or turn the ideal candidates away.
The process of building a diverse pipeline of talent starts with the ability to find and engage underrepresented communities via inclusive outreach. Thorough research of your target audience, using multiple channels like LinkedIn, phone, SMS etc. and tracking the right metrics are just some examples of best practices that can help you tap into new networks and improve your chances of finding the perfect fit for your open positions.
If you’re looking for more ways to improve the inclusivity of your outreach content to maximize your chances of engaging with the best candidates, you’ve come to the right place. Take a look at our five top tips to fostering inclusion in your outreach content below:
1. Understand your audience
Before you start writing outreach messages, it's essential to understand your target audience. Thoroughly research the demographic information of your desired candidate pool. This information can help you tailor the message's tone and language to resonate with your audience. Take care not to stereotype or make assumptions about the group you're targeting.
2. Use inclusive language
Using inclusive language in your outreach can make an enormous difference in your messaging. Inclusive language means using words and phrases that do not exclude specific groups of people. Use gender-neutral pronouns like 'they' instead of 'he or she.' Use non-binary job titles like 'Engineer' instead of using gender-specific titles like 'Salesman' or 'Saleswoman.' Using inclusive language will show that you are aware and respectful of the diverse nature of your audience.
To avoid sending subtle signals that you’re not looking to employ certain individuals, consider dispensing with gendered pronouns altogether. Try using "you" instead, as it gives talent the impression that they're being spoken to directly in an inclusive manner. For example, instead of saying "he will design, code, and test," say "you will design, code, and test". This also helps create content that is personalized and speaks directly to the target individual.
3. Be specific and concise
Your message must have a clear purpose and avoid using unnecessary jargon. Potential candidates likely receive several recruitment messages daily, which can be overwhelming. Ensure that the message you craft explains exactly why you are reaching out and what you are hoping to achieve. Avoid using generic phrases like 'I would like to connect with you’ and ‘I hope this email finds you well’, which can come across as spammy and lack authenticity. The more specific and transparent you are, the better chances you have of candidates responding positively.
4. Use different channels
When it comes to communication, each person has their preferred way of connecting. Some favor LinkedIn, while others prefer email or phone conversations. No matter the method, it’s essential to adopt a multichannel approach to outreach. By leveraging LinkedIn requests, InMails, email, SMS, phone calls, and more, you can increase your chances of connecting with a diverse group of candidates.
5. Analyze the data to measure inclusivity
It's important to monitor the effectiveness of your outreach efforts and gauge whether your campaigns are resonating with diverse audiences. If you haven't been tracking your diversity metrics, it's never too late to start. After putting in the effort to implement the best practices mentioned in points 1-4, make sure to track your progress. Conducting A/B tests can also help you in refining your messaging and adapt your outreach strategies to move the dial on your diversity metrics.
As well as keeping track of the number of female and ethnically diverse candidates you reach out to, our platform also includes a non-binary gender stat that appears when SourceWhale AI detects non-binary candidates. This provides a more detailed picture and accurate representation of diversity in your outreach efforts. Including non-binary individuals in your diversity tracking can help attract a wider pool of qualified candidates, while promoting inclusivity in your recruitment process.
Our prediction is determined by a combination of a few things:
1. The contact's first and last name
2. The contact's picture (if they have one)
3. Pronoun recognition (e.g. they/them) after the contact's name or how they describe themselves on their bio/resume (this is how we determine the non-binary stat)
It is important to note that at no point do we tag an individual with a potentially determined race or gender. SourceWhale merely shows your overall metrics at an aggregate level and we are essentially doing the same thing you would do if you were asked to estimate diversity metrics. However, neither you doing it manually nor SourceWhale doing it on your behalf will replace any official diversity and inclusion form a specific candidate fills in when they apply for a role where they may identify as a different gender or have hidden diversity traits.
Curious to learn how SourceWhale helped T-Mobile exceed the average representation in the industry from a diversity perspective by allowing it to contact a wider pool of talent? Read full case study by clicking here.