| EDITOR’S NOTE
Diversity as differentiator A new wave of ads reminds us why there will always be a business case for diversity It’s been nearly 10 years since I’ve been at the helm of PDJ, and the workplace is just not the same as it was when I last wrote this column. We’ve gone through tremendous economic shifts that have reshaped our organizations. Technologies have totally revolutionized the way we communicate. Add a new and dynamically diverse generation of talent to the workforce—with their own viewpoints and needs and life goals—and you have a completely different corporate landscape. Coming in, I had to wonder: What is the conversation about today? And has the business case for diversity changed as a result? That is when I
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happened to see the new ads for Discover Card. The same actor or actress plays both cardholder and service team member. The message? “We get you. We’re people just like you. And we’ll take care of you as if you worked here yourself.” When you watch the ads, you notice that the connection the two make is not based on physical likenesses—these connections are being made over the phone. It’s actually based on the ideas, experiences, and attitudes they share. And isn’t that the real core of diversity? I find it refreshing that—in a world in which forms rule, “apps” are the only way to get things done, and texts are more common
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than actual phone calls—personal connection is still the most powerful tool in any marketer’s communication arsenal. Don’t buy it? Consider this: Kindle’s new “live assistant” feature offers to connect you to someone who can put technology in lay terms. The creators of one of the best-selling technology products in the world have realized that there is no technological equivalent to the human touch. We crave interaction with real people we can relate to. Self-identity is the key to brand differentiation. And, in today’s competitive market, it’s just one of the
November/December 2013
ways fostering a diverse and inclusive workforce can be your most strategic advantage. It’s also one of the real values of contributing to PDJ. Our profiles help diverse employees and candidates identify you as a great employer. Our content allows you to share your story, discover new resources, identify best practices, and inspire the innovative thinking that can take your initiatives to the next level. I’m truly excited about the opportunities ahead, in 2014 and beyond, and look forward to working with each and every one of you to help you meet your business goals. PDJ
Katherine Sandlin ksandlin@diversityjournal.com