Imagine how you would react if you walked into a room and everyone was dressed the same, spoke the same, and after a while you realise that they even have the same way of thinking.

As people we understand the importance of individuality - we know that our audience is made up of other people, and in order for us to get the attention we need or deserve, standing out from the crowd is key. To achieve this we must ask: “What qualities do I have that will make me unique?”

Organisations adapt this slightly in their approach to their clients. It changes from, “What do we offer that is unique?” to, “What can we or should we offer that will be unique or a differentiator from our competitors?”

Leading global organisations have recognised that product diversity which is aligned to their organisational brand gives them that critical competitive edge. These organisations pay immense attention to ensuring that this is a business success factor.

Why do companies pay such close attention to their product or service offering being aligned to their distinguished brand – but less attention to the fact that their employee base is as important to securing a portion of the over-saturated market?

A brand is not just about a clever logo, mission statement or witty punch line. It is a promise – a promise that consists of a set of values created by the organisation and expected by their client.

South Africa is the well-known, much loved “rainbow nation”, but how many organisations have successfully implemented that approach to their employee compliment? Research indicates that the biggest reason for this not being as successful as we would like it to be is due to the lack of available unique and local approaches to diversity.

Diversity can add value, and should perhaps form part of your organisation’s value sets.

Let’s move beyond race, gender and disability. What about cultural diversity? If your organisation’s aim is to have an impact on international markets, then cultural diversity is imperative to understanding that. What about diversity in age? Having a workforce that is not funnelled by generation X or Y vision can be crucial in assisting an organisation to meet its goals by allowing for different perspectives, thoughts and ideas.

And what about innovation? An innovative approach is vital for any organisation to meet its true potential and add to their competitive edge. When there is a team of diverse people working toward the same goal, the potential wealth of ideas is tremendous. Collective views and opinions always make for a better solution.

Diversity has the potential to deliver both negative and positive impacts in organisations. It’s a process that needs to be managed well. Part of the brand promise is your employer brand which consists of an employee’s experience and how he or she perceives the organisation. Successfully transforming employees into ‘brand enthusiasts’ or ‘diversity enthusiasts’ is a complex change management initiative that requires training, knowledge and expertise for success.

 

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Written by: Bernice Bowmaker Falconer

Published by: People Dynamics

Date: September 2011