Vantage Points (1)

The IPA have recently announced that they will publish a comprehensive agency employee league table listing measures such as gender and diversity versus department and seniority. ‘This table will be part of positioning the industry as enlightened and progressive in order to attract and retain the best talent.’ This comes at a time when clients are also demanding information on diversity as part of the RFP on a pitch brief.

The Hobbs Consultancy welcomes this move on a number of levels.  It positions diversity as a key metric for business success – via the attraction and retention of the best talent. And clearly what gets measured tends to get done – without data we simply don’t know the extent of our business challenges and whether we’re moving in the right direction.

Many diversity initiatives focus on the push factors – identifying what barriers can be removed or what additional support can be provided to individuals to encourage and enable their success.  Examples of this kind of diversity intervention would be mentoring and coaching.

What the IPA are doing is creating a PULL factor.  This is something that is going to create traction and energy at the very top of organisations – creating a stimulus for change. Understanding the business case for diversity is a pull factor and recent research by EY found that ‘companies that say they are good at ensuring that teams are comprised of individuals from diverse backgrounds and experiences tend to have higher EBITDA* growth rates’. (*EBITDA : Earnings before interest, taxes and depreciation)

And the publication of positive statistics in itself brings clear business benefits. When Daren Rubins (CEO of PHD) recently said, ‘We’re 40 per cent female on our board and at Exec level there are four of us and two of those are women.  So a 50/50 split exec team..’, women all over the industry sat up and listened.  When we shared his comments on our facebook page, one industry female commented, ‘Great article Daren Rubins, when can I come and work for you again?!’

Clients may well also be sitting up and paying attention to any published statistics – in addition to the emotional appeal of the ethical case, it may be that agencies who get this right are going to be better at understanding clients target audiences.

The Hobbs Consultancy offers a data audit to support companies in the lead up to the publication of the IPA league table, helping you to understand where you are now in terms of diversity.


The Hobbs Consultancy Diversity Data Audit

What is it:- A deep dive in to your company’s data to build a picture of your key diversity metrics, key areas to focus on and position vs industry norms.  The audit will also include a confidential, short all staff survey to measure the correlation between diversity and inclusivity in your organisation.  The audit will provide a detailed report pulling out the key statistics, stories, hypotheses and recommendations that can be shared at a senior level. A powerpoint version will also be supplied that can be shared more widely within the company, suggested to be used to on board key stakeholders or as part of wider training.

Key outputs:-

  1. A summary of your company’s performance vs a number of key, pre agreed, diversity metrics
  2. An understanding of where you don’t have meaningful data and recommendations as to how you can start measurement
  3. A summary of how you perform versus industry norms and benchmarks, other sector benchmarks and UK population
  4. An understanding of the correlation between diversity and inclusivity, i.e. how engaged and included people feel in your organisation sorted by gender and ethnic background.
  5. An understanding of the story behind the numbers (for example – is a low number of senior women driven by female leavers, or females stalling in their careers?).
  6. Recommendations for next steps.

Cost: from £2500 + VAT

This includes three key milestones – a briefing meeting, a data request session and a findings meeting.  The length of the project will depend on how readily accessible your data is, but it can typically be completed in 4-6 weeks.


Testimonial

“Roxanne completed an audit of our data so that we could see how we performed on various diversity measures versus both industry norms and the wider population.  This enabled us to identify where we wanted to focus our efforts and also showed us where meaningful data was currently not available.  Most importantly it has given us a benchmark so that we can now track progress over time”. Tracy de Groose, CEO Dentsu Aegis

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