Why workplace diversity has to change
Why workplace diversity has to change
By Birgit Herger
Why can’t being black in the workplace be viewed as an asset? Tony Effik, Managing Director at Google and Founder of Black and Brilliant, shares his insights about diversity in marketing, and his outlook on the next digital advertising trends.
Following George Floyd’s tragic death in May 2020, Black Lives Matter protests once again raised global awareness about racial injustice and discrimination. Sadly, being black still means being treated differently, whether it comes to dealing with public authorities or striving for a decent career.
The current disharmony in the workplace inspired media strategist, Tony Effik, to use his experience and position to change things for the better. In June 2020, he founded an advocacy network called Black and Brilliant, aimed at creating more diverse teams in the workplace. Effik is of Nigerian descent and as a result, understands the issues at hand. He has worked across Europe and Asia before settling in the US, being exposed to a variety of different cultural values.
Let’s change the cultural mindset
Effik’s experiences are underpinned by official numbers. Since 1955, when the first Fortune 500 list was published, there have only been 19 Black CEOs out of the 1,800 listed. One of the reasons for this imbalance is a longstanding myth, claiming there would be a lack of black talent for leadership roles. When looked at more closely, the alleged “pipeline issue” turns out to be an excuse for bringing bias into the hiring process, unconscious or not.
Part of the problem is to do with a concept called “culture fit”. Originally, culture fit described the candidate’s ability to conform and adapt to the values and behaviors of the organization.
Although this may seem harmless, it’s often used in the wrong way, as Effik explains in the podcast, “In advertising, we used to have this thing. Somebody has the skills for this job and then you do the last meeting, the culture fit. Is this person a culture fit? Does this person fit in? And when you think about it, what does this really say? That‘s basically saying; Is this person one of us? We have decided when talking about Black and Brilliant, it‘s not culture fit, it‘s culture add.”
Changing your company’s mindset to “culture add” will also be beneficial, as the people you hire will not only value the company’s standards and workplace culture but also bring an aspect of diversity that positively contributes to your organization.
After this first step to pave the way for workforce diversity, what other ways are there to get black talent to the top? Effik, who worked very hard to get to the leading position he owns at Google today, knows what it takes, “It’s all about breaking through the middle. You need the opportunity to become a leader. You need the opportunity to start managing, controlling, looking up budgets and timelines, project management, and team management. Those are skills you kind of need permission to step into. Once you‘ve done that, then all of a sudden you‘re qualified to do a whole bunch of stuff.“
Objective difference: Become an expert on the next digital advertising trend
Another term coined by Effik, who is also adjunct Professor of Marketing at Columbia University, is the “objective difference”. It can be described as an attempt to recognize the next trend, the next big thing in the industry, and becoming an expert on it before anyone else.
When it comes to media planning trends and digital advertising trends, Artificial Intelligence (AI) will definitely play a big role in 2021. Suitable for the set goal—to help people upskill—Black and Brilliant is supporting people to get educated in AI. But regardless of the professional field, you’re working in, Effik’s advice will be of help when striving for a career at the top:
Listen to the podcast below to learn more about workforce diversity and why Gen Z won’t believe in “blackwashing”, with our expert, Tony Effik.
