Employer Brand

Do more for deaf disabled diversity

“Deaf people can do anything apart from hear” - a powerful quote that, as if it should be needed, highlights the evident lack of confidence and knowledge that people who are deaf or hard of hearing can, and should, be employed to do the same jobs as a fully ‘able-bodied’ person. Employers and recruiters have woken up to equality, diversity and inclusion, as well as supporting value for staff, but how many have, or would even consider, deaf employees?

We have all experienced rejection - personally and in employment - but imagine being able to do a job but unable to necessarily communicate effectively because the person you’re convincing can’t understand your language (sign). Why would someone not be able to use, type on or design something on a computer, make a meal or fix something or plan a strategy or event just because they are deaf or hard of hearing? Yes, it can affect balance and communication but they remain human beings with exceptional and individual skills that can be utilised to help improve businesses.

Under the Equality Act 2010, you are disabled if “you have a physical or mental impairment that has a ‘substantial’ and ‘long-term’ negative effect on your ability to do normal daily activities”. It’s therefore somewhat understanding how many people experiencing deafness of difficulty hearing do not consider themselves disabled. The Act - formerly The DDA (Disability Discrimination Act), which came into effect in 1995 before just covering Northern Ireland -  prevents discrimination and seeks to promote better inclusivity for anyone in England, Scotland and Wales, regardless of their age, ability, gender reassignment, race, religion, sex or sexual orientation. This includes work life.

One of our team has recently established Deafness Equality Acceptance Foundation to identify gaps and downfalls within businesses and organisations - be it during the recruitment process or somewhere that currently has staff who are deaf or hard of hearing - where there is a lack of understanding, knowledge or support. With an estimated 9 million people in the UK who are Deaf or hard of hearing, it’s more important than ever to ensure talent is recognised regardless of disability. 

Consider a new employee asking the colleagues in their pod if they want a drink and making them but leaving a deaf or hard or hearing employee out purely because they didn’t hear the offer or didn’t get a response, unaware of their limitation. Or not knowing of someone’s deafness and leaving a building without looking for a member of staff who had gone on a loo break, during a fire alarm. Extreme scenarios perhaps but they do occur and have an impact, purely because of lack of knowledge and understanding of how to communicate. Facing the person and keeping eye contact can help someone who lip reads, speaking clearly and limiting background noise can benefit someone who is not profoundly deaf and learning basic sign language or gesturing can get the point across to a deaf person. Also, don’t be afraid to write down or draw to help understanding. The basic things are often overlooked and not considered when communicating with deaf or hard of hearing people. It’s not all about spending money and fitting a hearing loop.

Maybe take a step back to identify what areas of your business involve jobs deaf or people with difficulties hearing could do and see whether you can be more open and accepting to them, or supporting/training existing employees.

We’d love to hear your experiences - email chris@marmalademarketing.co.uk

• 88% of people said that knowing an organisation was deaf aware would influence their buyer decision
• 97% of people asked told us they believed deaf awareness training should be part of every companies training plan
• 70% of people said they would have little or no confidence in communicating with a deaf person

Tip: Did you know that Youtube has an option to show a transcript to match the vocal content of a video. Click the three dots next to the share icons and select 'Show transcript'. This is great for SEO but be careful that the content, namely your brand name, is correct.

Take Pride in your employees…we’re all for Equality

The world is never more filled with rainbows and unicorns than during Pride season. A celebration of acceptance in recognising the struggles faced by LGBT+ people and adapting to the needs of members of the Lesbian, Gay, Bisexual and Trans communities, Equality is a hot topic for employers with many high-level corporates having established or exploring the potential for establishing internal LGBT networks to support employees and allies. Some even project their support by getting involved with pride - from a flag or rainbowing their logo, to a full-on float - but it can't just be for month or day!

From using the correct pronouns; to not assuming that someone’s partner is of the opposite sex to them, there is certainly a lot to learn when it comes to understanding sexual orientations, mindsets (mental health) and circumstances of individual employees but it is relatively easy to cope with…support them. Talk to them to get insight into their requirements and be open to change. If you open a door to allow staff to express and be themselves, professionally, then others will feel more accepted, valued and comfortable about how you are compassionate and truly value their contribution. Employee Value Propositions and Staff Satisfaction has a proven effect on the success of targets and Front Line Performance.

To get to grips with how you can help your staff be empowered and feel even prouder to work for you, see how you can implement or improve your equalities policy to attract more LGBT talent.

If you need further justification of the facts around the struggles faced by LGBT workers, check out myGwork’s recent article around Why Pride Is Still Worth Celebrating.

Equality and Diversity and Equal Opportunities should mean fairness and satisfaction for all, no matter what their gender, race, religion or sexual orientation.

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How does your Employer Brand look to Candidates?

It’s time to assess your candidate experience.

As a recruiter, from the moment you receive an application, you are assessing a candidate but how many businesses take a look at the journey a candidate takes and how their experience with you - from communication to attendance at your office for an interview - influences and affects their decision whether to accept an offer if successful or what they tell other people about their time in the recruitment process for the role you have advertised? Consider the ‘Cost Per Hire’.

The phone call inviting them in; the battle of finding a parking space; after circumnavigating the route as instructed by the voice of the sat nav; the time taken for to get a response from the intercom and the welcome of the receptionist; the offer of a drink and looking up and down as you enter and sign-in; the well-informed awareness of the staff around the reception of your anticipated presence and then…the handshake of their interrogator before the cliche and occasionally insincerely taken “did you find us ok?” as they are escorted to the meeting room for the interview to take place. Sat opposite a relative stranger to be asked why they want the job and what they know about the company from the night before’s brief research and swatting of the company website, it all contributes to a rather daunting experience in a short space of time…the notes-taking and psychological attempt of assessing the interviewer’s body language and what they are thinking of your nervous waffle are just a bit more to deal with.

What does the candidate think? How is it going? What impact has been made to help them make an informed choice about the reputation and operations of the company and whether it is somewhere they would like to work?

A strong Employer Brand has been proven to be a key identifier in the effective attraction of better quality and higher retention of candidates.

Taking a step back to see what a prospective new team member might experience and what their judgement might be based on the ‘touch points’ can help you to save money and time when processing the mass of interviews to narrow down the number of options to fill the post. You are spending time waiting for them, giving them a taste of the working environment and the levels of organisation and competence within your business. You are exposed. If you think you have found the right candidate but they decline the offer based on their experience at interview, you then have the frustration of having to choose a Plan B and that takes time and effort. Equally, careful assessment of their lifestyle and interests can be a great way to gauge how a candidate might perform and thrive in the fold of your business of that of your clients - someone with less experience of a sector or role than another who is less proactive, passionate or driven would fit the bill. That culture match is important as someone who appears to match a role on paper may not fit the mould and operations of a business. It’s all about thinking about what is best for all parties.

In order to ensure maximum positivity and efficiency for you and any candidates, take a look at how things work at the moment when someone is contacted and invited in for and attends an interview. Will they be kept waiting without any information? Do the team know to expect them if you are busy? Is there a meeting room booked and do those involved know that they need to sit in? Communication is key in reducing embarrassment on the day and enabling everything to run smoothly, especially if there are multiple slots in the diary for getting through everyone.

Remember, you too want to make the best impact so you find the right person to join you, as well as being impressed by them.

To discover more about how to enhance and refine your Employer Brand, get in touch with our MD: jo@marmalademarketing.co.uk or call 0161 879 5806