Diversity in the workplace is a very sensitive issue. The practice of "diversity hiring" has been both praised as a progressive step toward a healthier society and vilified as reverse racist propaganda. Whichever side of the fence you happen to sit on this issue, it's an undoubtedly important one to consider when it comes to the marketing industry. In AdAge's Big Tent Blog recently, Arthur Leggett argued that marketing, despite being a business which would benefit from diverse views, is one of the most racially exclusive industries there is.
"It's beneficial for advertising agencies to embrace the concept of equal participation. A hodgepodge of backgrounds helps cross-pollinate bigger and better ideas. And, the current U.S. demographic trends project that future consumer markets will be even more diverse."While I haven't worked in the field long enough to say whether or not this is true, Leggett's article and the accompanying comments (from both sides of the issue) is definitely worth a read.
4 comments:
Equal participation does not EQUAL affirmative action or quotas.
Racial quotas are as harmful to business as the good ol' boy network. Both systems often result in articulate incompetents holding positions over their head. Hiring anyone because of the color of their skin or the legacy of their last name is flat out wrong. Remember, the tragic results when the New York Times and FEMA used these token approaches to hire Jason Blair and Mike Brown.
I profoundly believe that every person, regardless of race or legacy, should have an equal opportunity to participate in the power, decision-making, leadership, and production process on Madison Avenue. Equal participation is a fundamental right of every American. Equal participation will ensure that the advertising industry is more representative of the fabric of America. Equal participation will make good monetary sense for agencies and advertisers. Equal participation will make agencies more accountable and transparent in their hiring process and ROIs. Furthermore, equal participation will ensure that minority interests are taken into consideration in corporate policy making.
How do we achieve equal participation in the advertising industry? Equal participation is achieved by hiring the "best." Advertising agencies should look for the best in regard to passion, imagination and smarts. No race of people owns these categories. The current advertising hiring system is broken. If left unchecked by continuing to exclude some of the "best" problem solvers, ad agencies will continue to fail in effectively reaching the right customers, with the right approach.
HR departments and industry leaders need to rethink their approach to finding, recruiting and retaining talent. Often talent is found in the most unexpected and offbeat places. No one knows who will play a key role in their future; we must stay open to most possibilities. http://arthurleggett.blogspot.com/ –Arthur LEGGETT, bloomfield hill, MI
Thanks for the comment Arthur and the original post. I agree that talent, above all else, should be the determining factor for hiring. There is a unique caveat to this idea which I think might be interesting to discuss.
I think that we are in the middle of a very interesting time for media. With the power of the internet and social media, all people of all races are able to participate in the creation and dissection of media*. The immediacy of the internet, as well as its relatively uncensored nature, allows for information to be posted so quickly, that enough motivated people could stop a campaign in its tracks. Could the open culture of social media be capable of victory over the bigwigs on Madison Avenue?
*This obviously excludes those who are unable to get access to the internet, which is an entirely separate sociological issue.
I am not sure about the “dissection of media,” but I do believe that consumers can participate in the “creation” and “diffusion of media.” I am not going to prognosticate on what motivated consumers can or can’t accomplish.
In my opinion, it would be very difficult to build up enough critical mass to reach a tipping point to stop a campaign. Consider the rule of 99. The rule of 99 states that for every 99 people that reads a blog, one comments. Most people are just sheep, not a SHEPPARD. If it’s not on TV, on DVD or at the movies, it’s a mighty struggle to get enough people aware of an issue, yet along to act.
In my opinion, the main problem with diversity in advertising is recruiting “talent” from inferior pools/schools. Agencies look for quick solutions for long term problems. Did you know that the AAF and AAAA have these silly minority internship programs where they recruit 100 interns a year? Over 90% of the interns leave the industry after one year, after year. Why do they leave you might ask? It’s too embarrassing to tell. If you have a 90% attrition rate in any business, you would change something. You wouldn’t continue the same madness year after year. Heck no, you would be searching for newer and better ideas.
Few things in life are as powerful as IDEAS. Good ideas spread like a pandemic virus. As we move into this fourth wave, we must let go of second/third wave philosophies, like quotas, entitlements and excuses.
If you are unaware of the societal waves concept, here's a quick summary:
First Wave society is an agrarian society, hunters, gatherers and farmers.
To continue reading, go to http://arthurleggett.blogspot.com/
How many Sheppards are you building around you?
People should read this.
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