inclusive internal communication: best practices to …...2 3 inclusive internal communication: best...
TRANSCRIPT
Inclusive internal communication: best practices to engage every employee
2 3
Inclusive internal communication: best practices to engage every employee Inclusive internal communication: best practices to engage every employee
L anguage and communication are some of the most powerful tools
we have at our disposal. However, even the most subtle of changes in how we use them can have a huge impact.
Hitting the right tone and developing internal communications that will speak to our staff as individuals is no small task. It’s possible to exclude or simply imply inferiority without even realizing it: the accidental use of a pronoun, an unintentional stereotype. A single word can change meaning or evoke a reaction we hadn’t anticipated.
We now understand that diversity and inclusion are critical for the success of an organization. Creating cultures of respect and community where every individual is valued is proven to deliver a multitude of benefits: and getting your internal communication right is crucial.
If you’re committed to delivering on your diversity and inclusion strategy, understanding the role of language in your internal communication is critical. We explore the best practices to bring a more mindful approach to how you speak with your employees.
Language can break barriers: but it can also – even inadvertently - create them. Ensure you’re engaging your whole audience and creating a culture of respect with inclusive internal communication.
4 5
Inclusive internal communication: best practices to engage every employee Inclusive internal communication: best practices to engage every employee
The difference between diversity and inclusion
Although the two terms are often grouped or used interchangeably, there’s a distinct difference between diversity and inclusion. Each is individually important: but it’s also possible to have a diverse workplace that isn’t inclusive, and vice-versa.
Diversity is the state of being diverse: those aspects that make us different or unique.
These characteristics and experiences will include (but are not limited to) race, gender, ethnicity, sexual orientation, disability, religious and cultural background, familial status, age, socio-economic status, political beliefs, and more. These shape how we define our identities as individuals, and how we experience the world around us.
Inclusion on the other hand, is the act of including someone or something.
In the context of the organization, it’s about creating that all-important environment of respect in which every individual is welcomed, valued, and empowered to be their authentic selves. It’s those practices and approaches made by the organization to ensure everyone is treated equally, regardless of their unique differences: which, in turn, will nurture a sense of belonging.
Arguably, inclusion is even more important than diversity because it creates a culture and environment in which every individual feels welcome and able to flourish. Without that inclusive culture, employees who join your organization but don’t feel comfortable or a part of it will quickly leave.
The process of inclusion engages each individual and makes people feel valued as being essential to the success of the organization. Evidence shows that when people feel valued, they function at full capacity and feel part of the organization’s mission. This culture shift creates higher performing organizations where motivation and morale soar.
Global Diversity Practice
6 7
Inclusive internal communication: best practices to engage every employee Inclusive internal communication: best practices to engage every employee
Stereotyped
Excluded
Abnormal or negatively different
Offended, patronized, or trivialized
Unvalued or less important than others
Biased against or judged
As though they have fewer rights or opportunities
Crafting inclusive communications
One of the biggest challenges we see around inclusive communication is the balance of adopting appropriate language, while navigating the changing preferences of “politically correct” factions or groups.
Simply put, how do we know we’re using the right terminology or phrasing? And how do we create communications that recognize and treat people as individuals… who are equal?
While there are best practices to follow, inclusive communication is not about simply creating a checklist to follow. It’s a continual act of empathy and taking a mindful approach to the language and approach you use. Connecting with your audience means listening and thinking about those different attributes that make them unique, and how that shapes their experiences.
It’s also something we have to continually revisit and often, challenge ourselves about. Many assumptions, prejudices, and stereotypes are perpetuated over time and formed by our own experiences, social groups, and interactions: they can be deeply ingrained and even subconscious.
Writing that isn’t inclusive can trigger a range of responses, making people feel:
8 9
Inclusive internal communication: best practices to engage every employee Inclusive internal communication: best practices to engage every employee
Your employees are individuals. There are many complexities and parts that make up our identity, and not everyone is comfortable being sorted into a defined category or group. Open, honest, and non-judgmental conversations about diversity and inclusion will show you’re listening and help you tailor communication accordingly.
If those responsible for developing your internal communications overwhelmingly fall into a particular group, no amount of best practice will make your comms inclusive. Empower your employees by giving them a voice and a place in your corporate comms.
Whether it’s ensuring you have representation on your team or developing an employee-generated content initiative, tapping into the experiences, ideas, and stories of those different communities will give them visibility, and your comms authenticity.
We tend to default to our own experiences and identity, especially when trying to understand or process experiences that are unfamiliar. This instinct to compare can then appear in our writing and speech.
Using your own group as a reference group or implying that those in a certain group are abnormal compared to a ‘general population’ will infer normality and superiority – for example, when comparing people with a disability with people who do not have a disability, use the term ‘non-disabled’ or ‘people without a disability’, rather than ‘normal’.
Communication alone doesn’t foster inclusion. It’s an important part, but inclusive cultures are nurtured through many elements including leadership, recruitment and development practices, your organization’s approach to discrimination, harassment, and grievance reporting, and even your employees themselves.
Internal communication can, however, play a role in shaping these through the power of awareness and education. Inclusive language is one thing: using the platforms and channels at your disposal to share stories, insights, and learning opportunities across your organization is another.
General principles for inclusive internal communication
Although there are practical tips to promote more inclusive language in your internal communications, some governing principles and best practices can help forage positive connections and build trust with
1) Don’t make assumptions: ask staff how they identify themselves
2) Diversify your team and empower employee voices
3) Be mindful of using your own reference group
4) Remember that inclusive language is just one piece of the puzzle
10 11
Inclusive internal communication: best practices to engage every employee Inclusive internal communication: best practices to engage every employee
Breaking down the specifics: practical guidance for inclusive internal communication
These practical tips aren’t exhaustive: there are many other diverse groups that need considering when crafting your internal comms.
However, considering the impact and options in these specific areas can bring self-awareness to the topic of inclusivity and how we use language as a whole.
Language is power, life and the instrument of culture, the instruction of domination and liberation.
Angela Carter
Gendered language Inclusive alternative
Gendered language is a legacy approach that continues to perpetuate communication around the world.
In many cultures, this is in the form of defaulting to masculine nouns and pronouns to refer to groups whose gender is unclear or variable – think, ‘policemen’, ‘freshman’, ‘man-made’, or ‘mankind’.
Writers may also modify nouns relating to jobs or positions to indicate the sex of the person, particularly when the sex goes
against stereotypical expectations. For example, “the female doctor gave a diagnosis” or “the male nurse checked the notes”, which shows a – perhaps unconscious – assumption that doctors are men and nurses are women.
This can also extend to assumptions about behaviors, interests, physical, mental, or emotional attributes, or day-to-day responsibilities: “At the event, we’d ask the men to help with carrying the boxes, and the women to help with the catering.”
There are also individuals who prefer not to be assigned a specific gender or referred to as a man or woman. With any piece of communication, the best test is to imagine a diverse group reading
it and ask yourself: would each individual feel included and respected?
Adopting gender inclusive or neutral terms can break down these barriers.
“Each respondent should indicate his preference in the box.”
“The employee should escalate issues to her manager.”
“A line manager should check in with his team daily / female managers should check in with teams daily”
Policeman/cameraman/doorman
Manpower
Man-made/mankind/founding fathers
“Right guys/gents…” or, “OK, ladies/girls…”
“Each respondent should indicate their preference in the box.”
Use of plural pronouns: they, their, them.
“You should escalate issues to your manager.”
Use of direct language to engage with the reader/audience.
“Managers should check in with their teams daily”
Remove gender references or change the sentence to avoid the need to state a gender.
Police officer/camera operator/door security
Non-gender-specific terms
Employees, people, workforce
Artificially-made/human race/founders
“Right team/all…” or, “OK, everybody…”
Use neutral and inclusive terms
Sex, gender, and gender identity
12 13
Inclusive internal communication: best practices to engage every employee Inclusive internal communication: best practices to engage every employee
Today’s workplaces are rich in racial and cultural diversity, with individuals representing the broadest range of backgrounds and experiences in human history. Just as it’s important not to assume that a person’s appearance or beliefs defines their nationality or cultural background, the language we use must recognize difference without excluding.
The governing principle must be to only use a people’s ethnic heritage,
nationality, or religion to identify or describe them if it’s required or directly relevant to the content: for example, if you need demographic data to assess diversity in your annual employee survey, or if you’re sharing content relating to a specific community, event, or holiday.
Unnecessarily identifying groups or individuals according to race, ethnicity, or religion can isolate, stigmatize, and create divisions.
Other best practices:
Race, ethnicity, and religion
When referring to a person’s race or ethnicity, use adjectives, not nouns: for example, an Asian person, not an Asian.
Don’t make assumptions based on ethnic heritage or nationality: there are many complexities and differences within racial, ethnic, and religious identities. For example, not all people from Pakistan follow Islamic traditions; there are also a number of branches of Islam with varying traditions and practices.
Where race or ethnicity needs indicating, be specific: use the recommended classification groups for your country (for the UK, see here; for the US, visit here) and always leave the option for your audience to indicate ‘other’ or specify how they identify.
Do not use terms that treat whiteness as a default, such as ‘non-white.’
Don’t use stereotypes – whether positive or negative – that make a generalization about members of a particular racial, ethnic or national group. These reinforce stereotypes and create division between groups.
Remain up-to-date on terminology to use as best practice. Terms evolve over time, changing with demographic trends, political or social change, and popular use may vary according to geographical location. For example, use of ‘minority’ in the US no longer reflects the four primary racial/ethnic groups; the terms ‘emerging majority’ and ‘people of color’ have become popular and widely accepted substitutes (Racial Equity Tools). In the UK, use of the word ‘colour’ is considered outdated practice and may be found offensive. Use of ‘Black, Asian and Minority Ethnic’ or ‘BAME’ are preferred.
It’s important to recognize that almost all terms have their limitations (Advance HE Guidance) and when deciding on terminology to adopt internally, it’s best to involve staff in steering the conversation and guidance.
This not only gives voice to those directly impacted but will highlight the complexities and challenges – and help shape a rationale for choosing the terms you decide on.
14 15
Inclusive internal communication: best practices to engage every employee Inclusive internal communication: best practices to engage every employee
Historically, the portrayal of people with disabilities used language that emphasized the disability, rather than the person. The result can be depersonalization/enforcing the perception that a person is defined by their disability, or stereotyping people with a disability as being victims or suffering.
As with the other categories we’ve discussed, the overriding principle is to remember that in the majority of circumstances, there is no need to refer to a person’s ability or disability. Employees are people first, no matter how they interact with others or the world around them. Use people-centered language.
Only refer to a person’s medical condition, illness, injury, disability or situation where it is specifically relevant to the communication or content. Where it is necessary, consider these best practices:
For further guidance, refer to the Disability Language Style Guide.
Ability and disability
Avoid terms which reduce the person to their ability or disability – use “individual with epilepsy” rather than “epileptic” or “person with autism” rather than “autistic”.
Don’t use blanket terms such as “the disabled, the handicapped” – try “person with a disability/people with disabilities” – or, where possible, be as specific as possible.
Consider the language you use around disability and remove negativity that reinforces stigma/stereotypes; for example, “wheelchair-bound/confined to a wheelchair” is “person who uses a wheelchair” and those living with cancer or dementia are not “sufferers/victims.”
Don’t use terms that imply normalcy or being healthy when referring to people without disabilities, such as ‘normal, healthy, able-bodied’. Instead, use ‘people without a disability’ – if it’s necessary to make the distinction at all.
Don’t use euphemisms, such as ‘challenged/special’ or derogatory, outdated terms such as ‘deaf and dumb,’ ‘nuts/psycho/mad.’
Be mindful of terms or phrases that contribute to stigmas, such as ‘tone deaf’ or ‘blindsighted’.
16 17
Inclusive internal communication: best practices to engage every employee Inclusive internal communication: best practices to engage every employee
Driving inclusivity and diversity in internal communications
Language can be used to deliberately and mindfully engage diverse groups and communities in your organization. It can also potentially divide or isolate them.
Guidance can help steer best practice for internal communication, but it’s important to remember that the words people use to discuss any difference can hold different meanings for different people.
Being inclusive calls first for including those different communities in your internal communications strategy: so, engage with them. Understand their preferences, stories, and experiences to ensure you’re bringing them into the wider corporate conversation. Leverage the power of internal communication to educate, raise awareness, elevate their voices, and break down barriers.
It’s also important to remember that while we’ve covered some of the different elements that make up an individual's identity, there are many, many more: spanning age and sexual orientation to educational background or political affiliation. Breaking down the do’s and don’ts for every possibility isn’t realistic: but once we start being more mindful of our language choices, we begin challenging our own unconscious bias and prejudices.
Ultimately, the language we use can make our audiences feel accepted and welcomed, build connections, and forge positive long-term relationships. Whatever communication you produce to speak to your employees, it should always reflect your commitment to an inclusive culture.
Starting your own intranet journey? We have a wealth of resources designed
to support you at every stage of the process. Visit our Resources Page for free
eBooks, guides, whitepapers, webinars, and events to help make your intranet
project a success.
If you’re looking for more tailored information and support, why not speak to a
member of the Interact team? Our in-house digital workplace specialists have
experience delivering intranet projects across a broad range of industry sectors.
No matter what your challenges or requirements, we can help.
Call us today: New York: +1 (646) 564 5775
Manchester: +44 (0)161 927 3222
About Interact
Interact is a global enterprise software company that serves intranet software
to over one million users across more than 950 organizations. We specialize in
solving internal communication and collaboration challenges by combining
our sophisticated intranet software with outstanding professional services,
focusing on developing long-term strategic partnerships with our customers.
Interact has offices in Manchester, New York, and Boston, and operates across the whole of the US and Canada, EMEA, and Australia.
