Hosted by ex Smooth and Gaydar Radio presenter Joanne Oatts, The Outvertising Podcast is now on air. We aim to broadcast a new episode every month - more often if we can. It will feature inspiring LGBTQ+ folk and straight allies in conversation with Joanne, along with round table discussions about the issues that matter as we lobby brands and their partners for improved LGBTQ+ representation in advertising and marketing.
Giving away a lot of money may not sound like a tough job, but for me it was more than tough, it was very emotional too. I had tears rolling down my cheeks at least twice during a highly creative, diverse, and inclusive afternoon of decision-making.
You see I was privileged to be part of the jury for this year’s Channel 4 Diversity in Advertising Awards. The competition, now in its fourth iteration, asked entrants this year to focus on the lack of LGBTQ+ representation in advertising.
Of course, this is at the very heart of Outvertising’s mission and so I want to say a heartfelt Thank You to Channel 4 for making this happen. And huge congratulations to worthy winners Starbucks and their agency Iris. I’m looking forward to seeing how they use their £1 million of commercial advertising airtime and how they amplify their campaign when it launches in February 2020. Congratulations also to Screwfix and their agency Wavemaker whose work was high commended.
I sat through seven pitches in total - the shortlist - and they were all great ideas. I sincerely hope each one of those ideas is produced. Not only because they were great ideas, and not only because Channel 4 will also provide £250,000 of match funding for them, but because the LGBTQ+ community continues to be shamefully under-represented in advertising. Channel 4 carried out research before they embarked on this year’s competition and their study showed that the LGBTQ+ community only features in 3% of all ads.
The competition certainly provoked a flurry of interest in our own Outvertising guide – designed to help brands and their partners produce great, LGTBQ+ inclusive creative work. If you haven’t already downloaded your free copy, you can do so here.
I was honestly emotionally exhausted at the end of the judging, which surprised me. Later that evening when I was relaxing at home I realised why: it was the first time in my 30 year+ career that I’d seen so much work in such a short time which spoke directly to me. I’ve felt largely excluded by advertising for so long. Until recently our advertising world has been filled with stereotypes: straight white couples, families, and kids.
In one afternoon, I was transported to another generously inclusive world where my own difference and the difference of others was proudly celebrated. And you can tell the impact on me was profound. I was moved. Choked. Excited. Tearful. Elated.
Imagine your brand making that kind of emotional connection with your audience, and let’s be honest, imagine the commercial impact that will have too. That’s the incredible power of inclusive advertising. Let’s do much more.
Our own Outvertising Awards, when we celebrate the best LGBTQ+ inclusive advertising, will be back in 2020.
Whether you’re looking for your first role or a new job opportunity, I do hope you’re feeling more comfortable and confident about being your authentic self in the workplace.
But if the thought of being out at work still sounds scary, then do consider coming along to one of our free role model workshops and meeting other LGBTQ+ people in advertising and marketing. You’ll build a personal development plan to help you get there.
I’ve put together a short checklist of the things I wish my 20-something self had the confidence to look for in an employer. I hope you find it useful as you ponder your next career move. Any decent boss will have a positive attitude to inclusion and diversity, so please don’t be afraid to ask them some direct questions. The best kind of manager will respect you for it, as long as you demonstrate similar respect.
I’m guessing you will have researched the company to make sure you can answer the interview questions, but don’t forget to specifically research their LGBTQ+ track record. For example, have they spoken out in support of LGBTQ+ issues? Look for any hints of past discriminatory behaviour. If there were any, what steps have they taken to avoid this happening again?
And as we work in marketing and advertising, how do their consumer-facing advertising and their recruitment communications feel? Do they literally present a diverse and inclusive range of consumers and employees?
Once you’re engaged in their recruitment process, consider if that felt inclusive. For example, did they say they first screened with anonymised CVs?
And if you get the chance to meet, think about your first impressions. When you visited their premises, how did it feel? Would you describe it as a happy and welcoming workplace? Were people smiling and chatting to each other? Did you see gender-free toilets in public areas?
Would you describe the interview process as inclusive and welcoming? What kind of people met you? Did they mention any of their diversity and inclusion strategies and policies? Ask to see their Gender Pay Gap statistics. All companies with 250 employees or more must do this nowadays. So, how do they compare to their competitors?
Ask to see a copy of the employee handbook. Review the diversity and inclusion policy in detail. Are there specific LGBTQ+ inclusive policies and practices? Is there a stated zero tolerance of homophobia, transphobia and all other forms of discrimination? What about LGBTQ+ parenting and adoption? Is there a specific transitioning policy?
One big positive factor for me would have been the presence of out LGBTQ+ senior leaders or spokespeople. They’re still rare, but it would have said so much to me and I’m sure would have given me the confidence to come out sooner and guided me to be my authentic self.
And if you’re considering working for a larger company, does it have an active LGBTQ+ network? And if not, ask if they’d like you to start one. At the same time find out if it has other employee networks like a BAME group or a parents’ group.
In an ideal world your new employer will be a trailblazer and they’ll be listed in the Stonewall Equality Index. If they’re not, ask them if they’ve considered it. And ask if there’s inclusion and diversity training for everyone.
There are other little clues too, like does the company have a dress code? And if so, is it non-discriminatory?
And once you’ve got the job, does your employer ask questions about everyone’s gender identity and sexual orientation? Normally the ones who care do ask, as they are monitoring their diversity carefully.
So, plenty for you to consider. And at the end of the day you should make a balanced judgement including rational and emotional factors of which LGBTQ+ inclusion will play a part. You could also consider joining an LGBTQ+ job seekers' site like mygwork, which also includes profiles on employers actively reaching out to the LGBTQ+ community as part of their recruitment process. More useful reading here.
Like two-thirds of all LGBTQ+ university graduates, I went straight back into the closet as soon as I found my first job. The thought of being openly gay in the workplace seemed an impossibility to me then. But that was more than 20 years ago.
So how are things now? I’m keen to hear what you’ve found in your job hunting from an inclusion and diversity point of view. Who’s good and who’s not so good?
Let me know at mark@outvertising.org
And best of luck.
