Globalmente, os consumidores estão se tornando mais diversificados. Essa mudança demográfica torna o mundo em que nossos clientes operam - fornecendo produtos e serviços que atraem diversos consumidores e criando conteúdo nas mídias que eles usam - um mosaico. Para que as empresas tenham uma visão clara dos consumidores atuais, nós da Nielsen precisamos ser capazes de compreender as nuances das preferências dos consumidores e fornecer insights sobre suas decisões de compra, visualização e escuta.
Isso começa com a contratação de uma força de trabalho que reflita a diversidade das 106 comunidades ao redor do mundo onde fazemos negócios - em todos os níveis da nossa organização e em todas as nossas unidades de negócios. Mas representar essa diversidade não é suficiente.
Na Nielsen, valorizamos as diferenças; todo o nosso negócio se baseia na medição de todos os consumidores - medindo como somos iguais e como somos diferentes. É por causa de nossas diferenças que nossa medição deve ser inclusiva. Devemos reconhecer, respeitar e incluir diferentes pensamentos, opiniões, ideias e percepções para que nossa medição seja precisa e reflita verdadeiramente todo o mercado.
A inclusão é a diferença entre simplesmente ter um lugar à mesa (diversidade) e ter uma voz reconhecida nessa mesa. Como a empresa global de medição e análise de dados que fornece a visão mais completa e confiável dos consumidores em todo o mundo, é imperativo para os negócios que tenhamos a diversidade e a inclusão certas.
Tivemos a sorte de ter um CEO, Mitch Barns, que vive de acordo com o credo "A diversidade e a inclusão são cruciais para o crescimento, a força e a capacidade de inovação da Nielsen". Como ele lidera pelo exemplo, nossos outros líderes seguem o exemplo, e nós nos beneficiamos por ver a diversidade e a inclusão como uma filosofia operacional fundamental de nossa estratégia geral.
For more than 13 years, Nielsen has been on a journey to further it’s diversity and inclusion initiatives. Over the last few years, we have leveraged best practices, listened to our creative associates, designed programs to develop top talent, increased thought leadership initiatives to share diverse insights and strived to learn and make improvements along the way. Because our business is rooted in helping clients better understand the science behind what’s next, we are now sharing what we are learning about diversity and inclusion in our third-annual Diversity & Inclusion Annual Report to pay it forward and help shape what’s next in the world of business via more diverse, equitable and inclusive practices, policies and procedures.
Sharing this information is also personal for me. When I accepted my first position with the Diversity & Inclusion team after more than 17 years in Operações, I was astounded by this welcoming, accommodating and willing-to-share community of diversity and inclusion professionals. I want Nielsen to pay it forward and likewise share our information. I particularly want to share those programs that I believe have been the catalyst to our leaderships’ understanding, engagement and ultimate endorsement of diversity and inclusion at Nielsen.
Desenvolvimento de nossa liderança diversificada
Our Diverse Leadership Network is a 15-month internal “mini-MBA” program that allows us to grow talent from within. The program has participation goals by race and gender, with 25% representation from African American, Hispanic, Asian and White associates and at least 50% female participation. We give participants visibility, access and opportunity through experiential learning, faculty workshops, curriculum exploration and coaching for the entire program duration.
The program results speak for themselves. More than 60% of Diverse Leadership Network graduates have received promotions, with 20% advancing to a VP or general manager level. And they’re 30% more likely to remain with Nielsen than other employees. If you are looking to hire top talent, we’ve found that you may need “look no further than your own backyard.”
Ampliação de nossos grupos de recursos para funcionários
Our employee resource groups (ERGs) have also played a crucial role in sourcing top talent and creating a sense of community for our diverse workforce. Our employees volunteer their time, energy, creativity and ingenuity to these organizations. And we’re proud to share that, thanks to their efforts, we have at least
By growing ERG and ERG ally participation and constantly examining and enhancing benefits championed by our employees, we have improved our outreach to differently-abled e LGBT+ associates. We have achieved a Corporate Equality Index score of 100 for the last five years with the Human Rights Campaign, and we have earned a 90% Disability Equality Index score the last two years from USBLN. Our Women in Nielsen ERG has also grown exponentially and opened the door to partnerships with such organizations as NEW (Network of Executive Women) and the LEAD Network (Leading Executives Advancing Diversity). As a result of our global efforts, Nielsen has been recognized in the U.K. and India for diversity initiatives focused on advancing women and in Mexico for the equivalent recognition to the HRC Corporate Equality Index.
Atendendo à voz de nossos funcionários
By listening to our employees, Nielsen found itself ahead of the times as it relates to inclusion with the LGBT+ community. Long before marriage equality was a reality in the U.S., Nielsen stood in support alongside our LGBT+ associates by offering partner benefits to associates in relationships strictly on the honor system.
Two years ago, we listened to non-verbal queues as we identified a retention issue amongst African American associates. As a result, Nielsen’s CFO Jamere Jackson and I sponsored a two-day professional development forum for Black associates—the first event of its kind in our history. We followed suit with a Hispanic Employee Form last year in Fort Lauderdale to provide a leadership development opportunity to another subset of employees in an effort to retain and invest in our top talent.
Percebemos os benefícios da realização de fóruns de funcionários, que permitem que os associados se envolvam com os líderes seniores, façam contatos, aprendam sobre as principais estratégias de negócios e celebrem as diversas culturas e histórias. Como resultado, nossas taxas de retenção melhoraram, com um aumento de 12% para os associados afro-americanos e 18% para os associados hispânicos que participaram dos fóruns. Um Fórum de Funcionários Asiáticos está planejado para este ano.
Aprendemos ao longo dos anos que há muitos caminhos para o progresso. Assim como em outras empresas, algumas de nossas iniciativas surgiram inicialmente da adversidade. Os pontos altos de nossa jornada reforçaram nosso compromisso com esses esforços, e os pontos baixos foram momentos de aprendizado e de abertura de olhos que mudaram a forma como encarávamos a diversidade e a inclusão no futuro.
Today, we know that diversity is not limited to only what you see. Diversity is a combination of skills, experiences, talents, cultural backgrounds and nuances. We define inclusion as leveraging our differences to deliver superior results for our clients, recognizing fully that diverse teams lead to better outcomes. That’s what you get when you give employees not only a seat at the table but a voice as well. In an increasingly diverse world where representation matters, those diverse voices make it possible for Nielsen to explain the science behind what’s next.
For more information about Nielsen’s Diversity & Inclusion efforts, please download the 2017 Nielsen Diversity & Inclusion Report.
