Context
In recent years, the topics of diversity and inclusion have gained increasing relevance across society. In the corporate world, both ESG and Diversity & Inclusion have become essential factors for attracting talent, business partners, and customers, directly influencing competitiveness and reputation. A study by consultancy PCW revealed that 75% of companies consider diversity a priority.
But how does one truly begin a movement for diversity and inclusion within an organization? From the inside out, of course! The first step is to win over employees and transform them into brand ambassadors, contributing to brand advocacy. In this context, Internal Communication becomes a key tool to inform, engage, and foster dialogue, effectively promoting the topic among internal teams.
In 2021, OEC – a heavy construction company from the Novonor Group – began its journey toward becoming a more diverse and inclusive company with the creation of a D&I Program and the launch of a Diversity and Inclusion Policy. Imagem Corporativa was selected as the agency to support this challenge.
Strategy
A Diversity & Inclusion Program should engage the entire organization. The first step in the strategy was mapping target audiences to ensure clear and directed communication tailored to different internal profiles. Three priority audiences were identified:
- Leadership
- Administrative employees (office staff)
- Operational employees (construction sites)
Additionally, Imagem Corporativa suggested three pillars to guide the internal communication strategy for the D&I Program:
- Awareness: Focusing on raising awareness about the importance and benefits of fostering a more diverse and inclusive workplace.
- Education and Development: Considering that D&I was a relatively new topic within the company, it was crucial to promote employee development on various related issues.
- Sustainability: Cultural change is a process, and ongoing communication is essential. After launching the D&I Program and Policy, periodic content was proposed to reinforce the topic within the company.
Key Deliverables and Results
- Campaign: “Respect transforms. Here, we value differences and build, as a team, a better workplace.” The central idea was to emphasize that, in the company’s new culture, everyone has an active responsibility in the journey of diversity and inclusion.
- Awareness Event for Leadership: Engaging OEC leaders to become the first agents of change and role models, addressing situations misaligned with the company’s new values. This event brought together around 220 executives.
- Content Package: Disseminated through email marketing, intranet, and posters at construction sites, covering D&I-related concepts such as human rights, minorities, stereotypes, unconscious bias, and equity. The posters potentially impacted 8,000 employees at construction sites.
- Photo Shoot: Featuring 28 employees from various locations in Brazil and photos contributed by subsidiaries in Angola, Ghana, Panama, Peru, the Dominican Republic, and the United States.
- Manifesto Video: Showcasing 14 employees reaffirming OEC’s commitment to diversity and inclusion.
- Diversity and Inclusion Policy Layout: Distributed to all employees.
- Enhanced Summer Internship Program: A more diverse and inclusive edition of the well-known program, celebrating its 10th edition. The theme was “Join this team that values differences.” In 25 days, the program received over 7,000 applications and achieved its most diverse selection to date. For the first time, the number of women hired exceeded men, and one of the construction sites exclusively hired women.
