Employee resource groups, also known as affinity groups, exist to serve the needs of the workforce, which may sometimes seem unrelated to, or even at odds with, those of the business. But if communications teams lean in to provide their expert assistance, there’s no reason the goals of affinity groups can’t align with and support the overarching mission of the organization.
Below, Forbes Communications Council members explore how a communications team can collaborate with an ERG to support both its goals and the strategic goals of the business, as well as the comms team’s own key performance objectives, at the same time.
Forbes Communications Council members share ways for comms teams to support employee resource groups and business goals.
Photos courtesy of the individual members.1. Lend Comms Expertise To Drive ERG Initiatives Home
Employee resource groups may not have a communications representative within them, so lend your expertise to ensure their initiatives are driven home throughout the organization. These groups are created to align or enhance overall company missions, so bringing your comms skills to an ERG’s project will simultaneously help it—and the company—thrive. - Melissa Kandel, little word studio
2. Use Comms To Promote A Company’s Various ERGs
Depending on the size of your business, many employees might not even know which ERGs exist. Having your communications team send emails and messages promoting the various ERGs and their specific meeting times and locations can make the ERGs and employees feel supported. This leads to a better sense of community and more collaboration within the organization as a whole, supporting KPI growth. - Asad Kausar, Dabaran
3. Identify ERGs That Can Support Companywide Comms
ERGs are amazing resources, and representatives from the communications team should join quarterly/monthly meetings to help collaborate on any companywide initiatives or ideas that that ERGs would be experts at helping to build out. When your communications teams meet annually, identifying the ERGs that would be able to weigh in on different upcoming core initiatives could be a game changer. - Victoria Zelefsky, The Menkiti Group
4. Let Comms And ERGs Share Access To Tools And Mediums
Sharing tools between employee resource groups and the communications team is an amazing way to support key performance indicators and push forward the overall goals of the business at the same time. Having equal access to mediums of communication across a company allows for important discussions to happen. You can push harder for goals while hearing your employees out. - Christian Anderson, Lost Boy Entertainment Company
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5. Have A Messaging Strategy Linked To The Ultimate Goal
Every company should have a codified messaging strategy that leads back to the ultimate goal. Supporting ancillary goals with that solid comms strategy will only enhance their effort by proxy, as the path to awareness and recognition is already familiar. Making certain ideas stay on course is essential. - Mollie Barnett, The SMART Co.
6. Let ERGs Help Set Goals For Both Comms And The Business
This effort must occur in reverse. First, internal resource groups must have an in-depth familiarity with both the team’s KPIs as well as the business’ strategic goals. Secondly, those goals should still be at a clay-like stage so that these groups can have an opportunity to leave their fingerprints on those goals. Lastly, cast a wide net to capture the group’s ideas. - Boaz Santiago, Legally Remote, PLLC
7. Align Everyone Around The Message, Goals And Brand
Make sure that everyone is up to date on the message, goals and brand. It is important for employees to be aware of what the company’s goals are, and ERGs should be designed to help them get a better understanding. The communications team and resource group should consistently meet to check in with each other to ensure that both parties are on the same page with their strategy. - Patrick Ward, Rootstrap
8. Plan DEI Events In Advance And Make Timelines Visible To All
Managing the needs of all affinity groups in a large enterprise can be a challenge for communicators. There is now a regular calendar of diversity, equity and inclusion events that deserve equal focus, so it can be hard to balance business-critical comms with the needs of different groups. Forward planning around special dates and commemorative events can make the upcoming timeline visible to everyone and help to ease stress. - Scott Hitchins, Interact Software
9. Work With DEIBA Teams To Highlight Engagement Externally
Our marcomm team collaborates with our diversity, equity, inclusivity, belonging and accessibility team throughout the year to highlight the ways we engage with our employees and in our communities through our social channels. We recently shared a time-lapse video of an art installation in our office for Pride Month. It’s something we’re proud of that we want to share with the larger community, not just our employees and clients who visit the office. - Tracey Santilli, Tierney
10. Help Amplify An ERG’s Message In Big Or Small Ways
The comms team is in the position to help amplify an ERG’s message in big or small ways. Our company’s group, BOLD ERG, recently put together a host of resources for Juneteenth celebrations. The marketing team promoted it on social media, and it caught the attention of Holly Branson, Chair of Virgin Unite (the Virgin Group’s foundation), who shared it even more broadly. That’s providing a platform with a purpose! - Erica Morgenstern, Virgin Pulse
11. Include ERG KPIs In Comms Team Plans
The job of the comms team is to convey corporate values, priorities and performance results, particularly in the context of external factors. With today’s emphasis on DEI—not just to attract and retain talent, but also based on key research proving diverse and inclusive companies outperform their peers—it couldn’t be more important for every comms team to include ERG KPIs in their plans. - Jackie Lamping, Ava Ventures
