Leading by Example: Public DEI Messaging

By: Emma Edoga, Chad Peddie, and Keli P. Wilson, and DiversIQ

What Content Is Typically Communicated on the Diversity Webpages of S&P 100 Companies?

In Part I of our three-part blog series, we found that 92% of S&P 100 companies have a webpage link to messaging and communications about their diversity, equity, and inclusion (DEI) program. Most S&P 100 companies are using this website to signal the importance of DEI. While it is evident that these S&P 100 companies find it important to have a diversity webpage, it is also valuable to understand the array of content being included on these webpages. 

DCI was interested in examining the typical content and messaging communicated on the diversity webpages. As in Part I, DCI utilized the data fields provided by DiversIQ to support this content analysis. DCI examined the content included on diversity webpages for 24 companies¹ within the S&P 100 and determined the frequently used phrases for communicating about DEI. We found that companies are primarily using the words “diversity”, “equity”, and “inclusion” when communicating about DEI, but many companies also utilize words such as “equality”, “belonging”, and “collaboration”. Through our content analysis, we also developed three overarching themes that encompass what content is typically included on their diversity webpages. 

Many S&P 100 companies highlight an introductory statement about DEI at the company. Typically, this included companies stating their commitment to DEI and defining what DEI means and looks like at their organization. A direct quote is often included from the CEO or other senior leaders to demonstrate dedication to DEI at the organization and stress the importance of DEI to organizational success. These organizations also focus on including engaging content, such as company videos highlighting their DEI efforts, as well as personal stories from employees. Employees shared how important DEI is to them and how they feel that their organization supports them and their DEI-related passions. Another prominent emergence within DEI webpages is a company statement that DEI is integral to how they run their business, with organizations including phrasing such as “DEI is embedded into everything we do”, it’s “fundamental to who we are”, and that they embed DEI and belonging “throughout all aspects of the business and all levels of the company”. 

Many S&P 100 companies dedicate a substantial portion of their diversity webpages to demonstrating how DEI is executed within their organizations. Typically, these pages outline the company's DEI strategy along with its specific business objectives, illustrating their plans for fostering a diverse and inclusive workplace. Organizations may also display DEI values or frameworks to highlight their priorities and define the behaviors and characteristics expected from employees to support DEI efforts. These elements are often featured in standard company reports linked on diversity webpages. Additionally, some companies provide links to press releases or articles about diversity-related news and events. 

Another crucial focus is showcasing ongoing DEI initiatives and programs to give visitors insight into the company's efforts and progress toward fulfilling its DEI commitments. Commonly highlighted initiatives include diversity leadership councils, unconscious bias training, internal diversity conferences or summits, and leadership development programs for individuals historically excluded from leadership roles. One prominent initiative shared by most companies reviewed is the establishment of employee resource groups (ERGs) or affinity groups. These groups, formed based on shared characteristics or life experiences, aim to foster support and community, provide mentorship and career development, and strengthen professional networks. 

Lastly, some companies transparently showcase their demographic data or EEO-1 report data. This information reveals the overall demographic composition of the organization, often broken down by race/ethnicity or gender across different job levels or functions. While only a few companies share this data on their websites, it represents a valuable trend toward greater self-accountability and transparency. When workforce diversity falls short of a company's aspirations, presenting this data alongside their diversity strategy and objectives is crucial. This allows potential employees to see the organization's commitment to progress. 

Finally, many of these companies shift their focus externally regarding DEI for their organization. We found this illustrated through content that demonstrates companies’ commitment to DEI outside of their organization. For example, companies stated how they focus on supporting their local communities to foster equity and inclusion. Some companies included a statement demonstrating their commitment to racial justice, specifically utilizing terms such as “systemic racism”, “anti-hate”, and “racial equity”². Within these statements, companies also outlined how they are supporting communities of color, both within and outside their organization. Additionally, companies featured their commitment to supplier diversity and collaboration with external DEI partners and organizations. This is often a means to create diverse recruitment pipelines, but to also support societal workforce initiatives aimed at equity and inclusion. To further demonstrate evidence of a positive diversity climate, these companies also highlighted diversity-related awards and recognition on their website, such as awards from the Human Rights Campaign, Fair360, or Great Place to Work. 

What are the major takeaways? 

Within this subset of S&P 100 companies, we were able to develop an understanding of what content is generally included on their diversity webpages. Overall, these companies are consistent in the content they highlight on their webpages, with some variation in the quantity and quality of content among the companies. It is positive to see that, even amidst a growing societal backlash against DEI, practically all these organizations remain dedicated to highlighting their commitment to DEI. This illustrates the ways in which they prioritize and realize the benefits of diversity, as well as create inclusive company cultures. Ultimately, regardless of what is stated on the website, it is critical to ensure the DEI program is effective, legally sound, and a benefit to all. 

Recommendations 

Based on a combination of our content analysis and empirical research, we provide some recommendations for organizing content on your diversity webpages. 

1. Show, don’t tell. When determining content to showcase on your diversity webpage, ensure that the content is evidence-based and shows observers how you are actively and authentically committed to DEI. This can be done through highlighting organizational practices and initiatives, DEI strategies and plans, demographic data, and diversity awards. Showing, rather than just telling, has been found to yield positive outcomes, such as favorable feelings regarding fitting in, increased authenticity, and increased organizational attraction (Bradley et al., 2024)³.
2. Be authentic and transparent. Potential candidates value honesty in diversity messaging. When potential employees perceive that a company is being dishonest about their DEI efforts, it can lead to distrust and decreased feelings of belonging (Wilton et al., 2020)⁴. First, ensure that your organization’s commitment to DEI is core to your values and culture. Be genuine about highlighting the steps your organization takes to foster DEI and be open about the opportunities needed for improvement. In addition to highlighting those areas of opportunity, be sure to also demonstrate how the organization plans to work towards improving. 
3. Ensure that content is easily accessible. If possible, it may be good to highlight most of your DEI content on one page. With this, visitors can easily find information and do not have to search extensively or click multiple links to find information regarding your DEI efforts. However, if you do prefer including links to other aspects regarding DEI, just make sure that the links are clearly visible and labeled appropriately so visitors can know what they are viewing. 
4. Make it personal. Include content that demonstrates what DEI means for actual employees at your organization and what benefits they gain from it. Include quotes from senior leadership about diversity, highlight personal employee stories, showcase positive workplace experiences of employees, and draw attention to events and programs done to support DEI efforts, such as activities planned by ERGs. 
5. Highlight external commitments to inclusivity. Today, potential candidates not only care about the internal reputation of their future employers, but also the external reputation. Individuals wish to work for organizations that have a positive impact on their local communities and society in general. It would be good to demonstrate the ways in which your organization may support local communities, especially those that are underserved, create recruiting partnerships with external organizations that serve underrepresented groups, and engage in actions that have a positive societal impact.  

In the final installment of this three-part blog series, we will share what climate considerations may influence the quality and quantity of DEI commitments shared by a company.  

References

¹ The 24 companies were chosen to be a representative sample, based on location of DEI content on the company website and GICS sector.

² Companies stating their commitment to racial justice may likely be in response to the global racial justice protests of 2020.

³ Citation: Bradley, C., Moergen, K. J., Roumpi, D., & Simon, L. S. (2024). Don't just tell me, show me: Impacting perceptions of organizational attraction and fit using activating LGBT diversity signals. Personnel Psychology, 77(3), 1025-1053. 

⁴ Show don’t tell: Diversity dishonesty harms racial/ethnic minorities at work. Personality and Social Psychology Bulletin, 46(8), 1171-1185.