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EXTRA MATERIAL / SECTION 1
SECTION 1 – CONCEPTS
In this section, we look at the concepts of diversity and inclusion. We go through how they relate to each other. We look at some examples of how a business can be positively affected by including diversity – and examples of the exact opposite. At the end of the section, the team work together to develop a definition of why the inclusion of diversity needs to be prioritized in their particular team.
REAL-LIFE EXAMPLES – WHEN INCLUSION DIDN’T HAPPEN
CORRECT CONTENT BUT WRONG PLACEMENT HINDERED JOB SEARCH
Type of organization: Private B2C
A company wanted to attract new types of candidates for shop assistant jobs. Recruiters at the company’s head office really tried to produce a job ad that would reach a broader target group. With the help of various tools and experts, they adjusted the official title of the role, worked on the language of the job description, and widened the background and knowledge that the role required. No takers. The only place the recruitment team published the ad was on LinkedIn. However, people in the target group they hoped would apply for the job did not have LinkedIn accounts. The recruitment team only grasped this when one of the recruiters finally thought of visiting one of their own stores to get advice. Existing store staff suggested they publish the job ad in one of the city’s free newspapers. And when they did this the applications came flooding in.
SAME PROCESS BUT DIFFERENT CONTEXT LED TO CORROSION
Type of organization: Private B2B
Customer complaints suddenly increased in a new market segment. Entirely new (and inexplicable) errors and omissions were reported to the company – trucks with corrosion damages. No customers in the markets near the company’s headquarters had ever reported similar complaints. And the extensive test phase had gone as planned and was carried out as it always was in the environment and context in which the headquarters were located. Eventually, a group responsible for the test phase visited the new market to see what had gone wrong. None of the group had visited the region before but they quickly identified where they’ve failed. In the new market, customers washed their cars in salt water because that was what they had ready and easiest access to. A very different set of circumstances to the home region. If the team had visited the region before the market launch or consulted someone from the local office in the region, they would probably have been able to adapt the test phase before the complaints started.
OUTDATED FRAMES OF REFERENCE TURNED INTO RACISM
Type of organization: Private B2C
A consumer company had quickly and successfully restructured its sales platform so that customers could shop online. The company was known for its strong presence on local markets. Given that a large proportion of sales were now centralized online, the digital platform needed to be at least as relevant as the company’s bricks and mortar stores. To help customers find the right geographical site, various categories were developed that would make navigation easy for consumers. Web development work was carried out in northern Europe and soon the company was receiving complaints from disgruntled customers. On the menu where customers could choose which region they wanted to buy clothes from, different geographical regions were presented: Europe, South America, North America, Africa, Oceania and the Orient. It was the latter that caused offence as this word has racist and colonial undertones for people from the region, something that had been missed by northern European programmers. This category was quickly replaced by “Asia”, which of course should have been done from the beginning, but nobody in the group reacted to it.
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REFLECTIONS SECTION 1
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