The Business Case for Diversity in the Workplace: sexual orientation and gender identity Report on good practices Contract n° JUST/2014/RDIS/PR/EQUA/0117 Written by: Lisa van Beek Alessandra Cancedda Carlien Scheele Date: 26 September 2016 Justice and Consumers EUROPEAN COMMISSION Directorate-General for Justice and Consumers Unit D3 – Non discrimination policies and Roma coordination European Commission B-1049 Brussels EUROPEAN COMMISSION The Business Case for Diversity in the Workplace: sexual orientation and gender identity Report on good practices Directorate-General for Justice and Consumers EU Consumer Programme 2016 Europe Direct is a service to help you find answers to your questions about the European Union. Freephone number (*): 00 800 6 7 8 9 10 11 (*) The information given is free, as are most calls (though some operators, phone boxes or hotels may charge you). LEGAL NOTICE This document has been prepared for the European Commission however it reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein. More information on the European Union is available on the Internet (http://europa.eu). Luxembourg: Publications Office of the European Union, 2016 Numéro de projet: 2016.6410 Titre: The business case of diversity for enterprises, cities and regions with focus on sexual orientation and gender identity Version Numéro de Support/Volume ISBN DOI linguistique catalogue EN Paper/Volume_01 DS-04-16-814- 978-92-79- 10.2838/361589 PDF/Volume_01 EN-C 62186-4 10.2838/371 DS-04-16-814- 978-92-79- EN-N 62185-7 © European Union, 2016 Reproduction is authorised provided the source is acknowledged. The Business Case for Diversity in the Workplace: sexual orientation and gender identity TABLE OF CONTENTS FOREWORD ................................................................................................... 8 1 INTRODUCTION ..................................................................................... 9 1.1 LGBTI Diversity & Inclusion: practice worth spreading .......................... 9 1.2 Sexual orientation and gender identity: a long overdue dimension of Diversity & Inclusion ................................................... 10 1.3 Beyond ‘don’t ask don’t tell’: why disclosure at work is important ..................................................................................... 11 1.4 Good for people, good for the business ............................................. 12 2 DRIVERS, OBSTACLES AND SUCCESS FACTORS .................................... 15 2.1 The implementation challenge ......................................................... 15 2.2 Drivers and motivations .................................................................. 15 2.2.1 Bottom up initiatives .......................................................... 15 2.2.2 Top down initiatives ........................................................... 15 2.3 Knowledge to get started ................................................................ 17 2.3.1 Hiring external expertise ..................................................... 17 2.3.2 Joining company networks and benchmarking initiatives .......................................................................... 17 2.3.3 Conducting employee surveys .............................................. 18 2.3.4 Monitoring employee data ................................................... 19 2.4 Barriers and success factors ............................................................ 20 2.4.1 Barriers and hesitations ...................................................... 20 2.4.2 Elements for success .......................................................... 20 3 INTERNAL NETWORKS OF LGBTI EMPLOYEES AND STRAIGHT ALLIES ................................................................................................. 23 3.1 The power of employee networks ..................................................... 23 3.2 LGBTI employee resource groups ..................................................... 24 3.2.1 Socialization and mutual help .............................................. 24 3.2.2 Consultative bodies for management .................................... 25 3.2.3 Supporting the implementation of diversity policies ................. 25 3.2.4 Linking internal and external orientation ................................ 26 3.3 Straight ally networks .................................................................... 27 4 COMPANY POLICIES AND CODES OF CONDUCT .................................... 28 4.1 Consistency matters ...................................................................... 28 4.2 Stating the policy .......................................................................... 28 4.3 Establishing the rules ..................................................................... 29 4.3.1 Diversity manifestos ........................................................... 29 4.3.2 Statements and actions in general strategic plans ................... 30 4.3.3 Codes of conduct ............................................................... 30 4.4 Putting it into action....................................................................... 31 4.4.1 Diversity officers and departments ....................................... 31 4.4.2 Employee benefits and leave rights ....................................... 31 4.4.3 Procedures for addressing negative experiences ..................... 32 4.4.4 Inclusive procurement ........................................................ 33 4.5 Global policies, local adaptation ....................................................... 33 4.5.1 LGBTI workplace inclusion going global ................................. 33 4.5.2 Rolling out ethical codes of conduct prohibiting discrimination worldwide ..................................................... 34 September 2016 I 5 The Business Case for Diversity in the Workplace: sexual orientation and gender identity 4.5.3 Using socialisation and events to spread messages company-wide ................................................................... 35 4.5.4 Monitoring progress through global inclusion surveys and participating in national benchmarking exercises .............. 35 5 AWARENESS RAISING AND TRAINING ................................................. 36 5.1 Culture matters ............................................................................. 36 5.2 Training programmes ..................................................................... 36 5.2.1 Diversity in new recruits introduction programmes .................. 37 5.2.2 On-the-job training on disclosure with clients ......................... 37 5.2.3 Leadership training for LGBTI people .................................... 38 5.2.4 Training for managers and employees to overcome conscious and unconscious bias ............................................ 38 5.3 Guidelines and advisory services for management .............................. 39 5.4 Communication activities ................................................................ 40 5.4.1 Celebrating the Coming Out Day .......................................... 40 5.4.2 Youth initiatives ................................................................. 41 5.4.3 Social events to recruit straight allies .................................... 41 5.4.4 Social media, intranet and audio-visual productions ................ 42 6 INCLUSIVE MARKETING AND ADVERTISING ........................................ 44 6.1 Introduction .................................................................................. 44 6.2 The historical developments of “gay marketing” ................................. 44 6.3 Inclusive marketing and advertising: getting away from gay vague .......................................................................................... 45 6.4 Do we know the LGBTI market? ....................................................... 46 6.5 Where successful advertising meets LGBTI equality ............................ 48 6.5.1 Sensitive advertising .......................................................... 48 6.5.2 LGBTI celebrities as testimonials .......................................... 49 6.5.3 Factors influencing LGBTI buyers’ decisions ........................... 50 6.6 Specific products and services ......................................................... 52 6.6.1 Housing ............................................................................ 52 6.6.2 Leisure/holidays ................................................................. 52 6.6.3 Funeral services ................................................................. 54 7 PUBLIC ENGAGEMENT .......................................................................... 55 7.1 Introduction .................................................................................. 55 7.2 Diversity charters and declarations .................................................. 55 7.3 Sponsoring and participating in events ............................................. 56 7.3.1 Joining the Pride ................................................................ 56 7.3.2 Hosting and sponsoring conferences ..................................... 57 7.3.3 Raising rainbow flags at Coming out day ............................... 57 7.3.4 Running own events ........................................................... 57 7.3.5 Showcasing inclusion at Career fairs ..................................... 58 7.4 Sharing experience with other organisations .....................................