To Advance Diversity, Set Goals, Measure and Respond

quotWe have transparency around our goalsquot Holloway explains quotHow we achieve those goals is measured all year long We look at diversity as a business component Itamp160is woven through every aspect of our businessquotMuch like companies set goals for sales or earnings Holloway said organizations should create goals for DEI Then those goals should be regularly measured to gage success or shortcomings However just as a business39 other objectives shift and change diversity is not a onetime goal but rather something fluid that needs to be continually developed To get there she recommends companies follow four Cs be courageous be current be collaborative and be continuousHolloway leads by example Each year Intersection sets diversity goals and regularly updates its staff on progress at town hall meetings and through an online diversity dashboard Holloway also compiles quarterly diversity reports analyzing gender ethnicity and race composition as well as hiring promotions and even who has leftWhen a business achieves a robust mix of gender race and ethnicity within itsamp160ranks it makes for a more successful company Holloway contends because it better reflects the communities that they work in their customers and business partnersamp160Intersection works with local municipalities transit authorities airports and other public entities to manage their outofhome advertising and customer communications assets Some of those contracts require Intersection to contract with female or BIPOCowned businesses but the company also seeks out diverse partnersHolloway said that Intersection is mindful of reflecting the communities where it does businessamp160quotHow and where we do business is really impacted by who we are servingquot she notes quotThe messaging on our screens is going to reach different communitiesquotSince last year39s Black Lives Matter protests and calls for racial equity media companies and ad agencies have elevated their DEI commitments particularly in regard to hiring and advancing BIPOC candidates But change is coming slowly One common refrain from hiring managers is they want to hire more minority candidates but have trouble finding qualified candidates Holloway39s answer is they need to reorient that outlookquotIf we fish in the same ponds you39re going to attain the same types of peoplequot she said quotMy question is always 39Where are you looking and how are you looking39quotOnce companies identify their needs she recommends they find partners that represent those specialties So when looking for engineers contact the National Society of Black Engineers For programmers or data scientists reach out to Women Who Code quotThere are organizations and resources that you can tap intoquot she says quotYou have to expand your resources and sourcing poolquotBut the process doesn39t end there When companies successfully hire diverse candidates they need to develop and advance them or risk losing them to attrition Holloway said companies need to listen closely to their employees39 needs and concerns and offer continuous supportAt Intersection employees participate in regular town hall meetings and the staff shares ideas for where they want support and action from last summer39s Black Lives Matter protests to recent Stop Asian Hate initiatives after a spate of attacks on Asian Americans quotWe hear them respond and take actionquot Holloway saidSince the COVID19 pandemic erupted in March 2020 most of Intersection39s staff has been working from home Holloway said the company is dialed into their changing needs When employees asked for more health and wellbeing support Intersection responded with thirdparty resources on mental health nutrition and selfcare as well as afterhours social events They also engaged a financial partner to answer questions on investing and savings quotThis is a unique time and we have provided some unique solutionsquot Holloway explainsBeing an allremote operation has also allowed Intersection to broaden its pool of job candidates including graduates from Historically Black Colleges and Universities and those who don39t live near one of Intersection39s physical officesWhen it comes to setting the agenda for DEI Holloway says the directives need to come from the CSuite More companies are hiring DEI executives which is a positive step but she asserts that CEOs and top execs need to prioritize diversity When they do that commitment filters through an organizationIntersection39s CEO Ari Buchalter is a fierce advocate for the company39s DEI initiatives as are Chief Marketing Officer Esther Raphael and Chief Revenue Officer Michael Rosen They see the important connection between DEI their brand and driving revenuequotIt is important when everyone at every level of an organization understands that DEI is a priority and how their role connects to that priorityquot Holloway says quotIf you can get everyone to connect to their line of sight in that then you39ll have successquotHolloway adds thatamp160businesses also need to eliminate what she calls quotthe frozen middlequot of management Even if businesses successfully hire women and minorities for entry level positions and in the best cases executive positions she says there is often a gaping diversity hole among middle managers These midlevel executives play a critical role in business operations and hiring decisions If more women and BIPOC advance from entry level to manager positions they39ll infuse a company with their cultural perspectives and priorities and be more inclusive when they make hiring decisionsquotDEI needs to be woven through an organizationquot Holloway concludes quotrather than being a bottomup approachquotClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNetamp160

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