Karen Parisi is Chief Marketing Officer at CentralReach, a leader in Autism and IDD Care Software.
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Working in the autism and intellectual or developmental disability (IDD) care software space has made me acutely aware of the disparities in support and resources provided to those diagnosed with an IDD in the workplace. Diversity initiatives have existed since the mid-1960s following the introduction of equal employment laws, which made it illegal to discriminate against an applicant or employee because of their race, religion, sex, national origin, age or disability. But the disparities the neurodivergent community still faces often deter them from entering or staying in the job market. The latest unemployment rates for those with a disability are double those without a disability.
Reports have shown that getting neurodiverse talent in the workplace can bring new thoughts and ideas, enabling an organization to reimagine solutions to complex business problems. Yet many companies continue to lag in bringing on and keeping neurodiverse talent employed, as seen with the unemployment rates.
In April, we usually see a slew of support for autism-related initiatives thanks to “Autism Acceptance Month,” but unfortunately, it often simmers down in May. I’d like to challenge us to carry neurodiversity inclusion efforts forward by looking inward at our own organizations, and I think marketing leaders are the right ones to do just that. Here’s how.
It starts with your company values.
Guess who plays a very important role in company values? You. Marketing and communications leaders often work directly with the CEO, HR leader and executive team to define the company’s mission, brand, corporate values and so much more.
To build a culture of inclusivity, it needs to be intentional. Without intention, inclusivity is often lost or overlooked. Company values are a great way to establish intention. Your company values define what the workplace culture will be. It defines what you will stand for, what you celebrate and what is encouraged. By incorporating inclusivity into your corporate values, you can set the stage with every employee from the beginning. Even for established companies with established values, it’s never too late to reevaluate and update.
Attract neurodiverse talent through your corporate site.
Building a neurodiverse workforce starts with attracting talent. Your corporate website sets the stage for what prospective new employees can expect and, if done right, even attract neurodiverse talent to apply. Unfortunately, many adult autistic individuals are subjected to workplace bullying. If neurodivergent individuals seeking employment see clearly that your organization is proudly inclusive, they will be more likely to feel comfortable seeking to join your team.
Keep the language professional, and straightforward, and avoid ambiguous language that can be easily misinterpreted. Take it one step further and provide candidates with an overview of what to expect during the hiring process, which can reduce the already stressful process of applying for a new job—beneficial to both neurodivergent and neurotypical alike.
Consider how you are training and mentoring your staff to support all ways of learning and thinking.
Not all neurodiverse talent identify as neurodivergent, and if they do or are diagnosed with an intellectual and developmental disability, it’s not their responsibility to share that with you. However, as a manager, you can ask your people what would make them most successful at work, what tools and resources they need to be more effective and what you can do to support them best. Be open to and empathetic to different styles and adjust your style to meet your people where they are.
Workplace processes and culture are most often built from a neurotypical perspective, so if we are going to change the future, change the narrative and change the way neurodiverse talent gets into the workforce, we need to be mindful and take it one step further by including neurodiverse talent in the conversation. Hear directly from them what works and what doesn’t and what could support them in their roles.
As marketers, we are storytellers, and through our words and actions, we can be the glue that unites the company. You can be one of the biggest advocates and drivers of neurodiversity in the workplace if you make an intentional effort to do so.
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