At MadeYou, we know that Diversity, Equity, and Inclusion (DEI) isn’t just another corporate buzzword — it’s an essential part of building future-ready, successful companies. We also understand that as a predominantly white company, led by a white man, we still have much to learn on this journey. This is why we’ve teamed up with Lọ́lá Béjidé, a respected Talent Development Specialist and Inclusive Leadership Coach at Soluman Consultancy, to explore what DEI really means in practice. With her guidance, we aim to deepen our approach and help other organisations unlock their full potential.
What Is DEI, Really?
DEI stands for Diversity, Equity, and Inclusion, three key principles that work together to create workplaces where everyone feels included, safe, and represented in an equitable way. But it’s important to understand, this isn’t just about ticking a few boxes; DEI includes everything from ethnicity, gender identity, sexual orientation, physical ability, and religion, to socioeconomic status, nationality, and so much more. It’s about building a space where all of these identities are celebrated, not sidelined.
Creating a space where diverse identities are not just tolerated but celebrated can transform an organisation. So, let’s break it down:
- Diversity: It’s not just about hiring people who “look” different. Diversity means bringing together individuals with different experiences, perspectives, and ideas. Instead of searching for “culture fit,” aim for “culture add.” What fresh perspectives can enrich your team?
- Equity: This is about fairness. It’s about recognising that not everyone starts from the same place and ensuring that everyone gets what they need to succeed. It’s not about giving everyone the same resources but making sure the support meets their unique challenges.
- Inclusion: It’s more than just having a diverse workforce. It’s about creating an environment where everyone feels valued and safe enough to be their authentic selves. True inclusion drives creativity, loyalty, and engagement across the board.
”When diversity, equity, and inclusion truly come together, you don’t just create employees — you create thriving, empowered contributors who feel they belong.
Lọ́lá BéjidéTalent Development Specialist and Inclusive Leadership Coach
Why DEI Matters to Us
For Luke, DEI isn’t just something he champions in his work — it’s personal. Throughout his career, he experienced what it’s like to feel unsupported in environments that didn’t embrace diversity. He recalls being fired from a part-time job during university after his manager found out he was gay. That moment left a mark on him, one that fuelled his commitment to creating workplaces where no one feels they have to hide who they are.
But DEI isn’t something any one person can fully represent. That’s why Luke partnered with Lola for this blog — to bring in her perspective and expertise, recognising that multiple voices are necessary to truly understand DEI.
Lola Bejide, has her own story to tell. As a black woman navigating predominantly white, male-dominated spaces, she’s experienced firsthand the challenges of being underrepresented. But more than that, she’s dedicated her career to empowering individuals and guiding leaders to build diverse, high-performing teams. She’s lived DEI, and her insights are invaluable.
Before diving deeper into DEI, it’s important for all of us to take a step back and think about our roles. Are we just ticking boxes and showing up, or are we genuinely acting as allies and champions? It’s one thing to set up initiatives or hit certain targets, but creating a space where people actually feel safe and included takes a lot more effort.
Diversity: Looking Beyond the Obvious
When we talk about diversity, people often think of race and gender first, and it goes far beyond that. It’s also about recognising and valuing all the ways people are different—age, sexual orientation, physical ability, socioeconomic background, and more. And diversity includes the less visible differences, like personality types and life experiences. A team with a broad range of perspectives is one that fosters better collaboration and innovation.
So ask yourself: how is your organisation measuring diversity? Are you only focusing on surface-level metrics, or are you looking at the bigger picture? Is your workplace truly designed to embrace and benefit from all these differences?
Equity: Understanding Fairness
Equity is about fairness, not sameness. Often confused with equality, equity requires giving people the unique resources they need to succeed, based on their specific challenges.
Think of it like this: if you give everyone the same box to stand on to see over a fence, it won’t work for everyone. Some people might need two boxes, while others don’t need one at all. Equity acknowledges these differences and ensures that everyone has a fair shot at success.
Too often, companies focus only on equality, thinking fairness means treating everyone the same. But true equity is about recognising that some individuals need more support to overcome systemic barriers.
Inclusion: Creating Real Belonging
Here’s the thing: diversity without inclusion isn’t enough. You can hire the most diverse team in the world, but if people don’t feel like they belong, it will fall flat. True inclusion means creating a workplace where everyone feels safe, respected, and empowered to contribute fully.
”Inclusion becomes more challenging the more diverse your workforce gets. It’s easy when everyone has similar backgrounds and experiences, but real inclusion is about understanding the personal challenges your organisational structure may be creating and finding opportunities to make your culture even more welcoming. A key part of this is psychological safety—the idea that everyone feels free to be themselves without fear of judgement
Luke ToddMadeYou Co-Founder
Take a moment to think: how inclusive is your organisation? Are you creating a space where diverse voices feel empowered to speak up and fully contribute?
Rethinking Recruitment: Expanding the Talent Pool
Hiring for diversity can’t just be about using the same old strategies and hoping for new results. Lọ́lá points out, “If you keep fishing in the same pond, you’ll keep catching the same fish. To truly diversify your team, you need to cast a wider net.”
- Expand Your Search: Look beyond your usual job boards and networks. Partner with universities, community organisations, and professional groups representing underrepresented populations.
- Rewrite Job Descriptions: Avoid biased language, and don’t include unrealistic requirements. Focus on the skills and potential a person brings, not just how they check off boxes.
- Train Your Hiring Teams: Make sure your recruiters and hiring managers understand the value of diversity and are equipped to evaluate candidates fairly.
- Prepare an Accessible Interview Space: Ensure that your interview environment is set up to accommodate any candidate who might need special assistance. Whether it’s making sure the space is wheelchair accessible or offering accommodations for visual or hearing impairments, being proactive shows your commitment to inclusivity from the very start.
- Look Beyond Skills in Interviews: When it comes to interviews, make sure your team is looking at more than just a candidate’s technical abilities. Take a moment to think about what unique cultural value could this person bring. Finding someone you personally connect with is great, but sometimes it’s those personal differences that bring the most value to your team.
Retention: Keeping the Talent You Worked So Hard to Find
Hiring a diverse team is only the beginning — the real challenge is keeping them. If your company culture isn’t truly inclusive, those new hires might be out the door before you even notice. So how can you make sure your diverse talent stays and thrives?
- Create Equitable Opportunities: It’s important to make sure everyone has a clear path to progress. Offer mentorship programs, leadership development, and career growth opportunities so that diverse talent isn’t stuck in entry-level positions with no room to advance.
- Foster an Inclusive Culture: Simply hiring a diverse team isn’t enough. You’ve got to make sure everyone feels valued and comfortable being themselves. Celebrate differences, encourage diverse perspectives, and create an environment where people can share their ideas openly.
- Listen and Adapt: One of the easiest ways to show your commitment to inclusion is to regularly ask for feedback — and act on it. Listening to your employees and adapting based on what they need shows that you’re invested in creating a place where everyone can thrive.
DEI and Market Share: Understanding Your Audience
Here’s the thing: your market is diverse, and if your team doesn’t reflect that diversity, you’re missing out on deeper connections with your audience. When your workforce mirrors the diversity of your audience, you’ll gain a deeper understanding of their wants, needs, and challenges. Here’s a few ways how a diverse team can help you create products that feel more personal and relevant to your audience.
- Innovative Solutions: Diverse teams bring together a wide range of experiences and viewpoints, which often leads to more creative problem-solving and innovative solutions.
- Cultural Competence: When your employees come from different cultures and backgrounds, they can help you avoid missteps and create marketing strategies that truly connect with various communities.
- Brand Loyalty: More and more, consumers want to support brands that stand for inclusivity and diversity. When they see that your organisation genuinely values these principles, they’re much more likely to stick around and become loyal customers.
The Business Case for DEI
Embracing DEI isn’t just the right thing to do — it’s also a smart business move. Companies that prioritise DEI are more innovative, agile, and better positioned to capture new markets. According to McKinsey & Company, ethnically diverse companies are 36% more likely to outperform their competitors, and gender-diverse companies have a 25% higher chance of doing the same. Not to mention, Harvard Business Review found that diverse companies are 70% more likely to capture new markets and 45% more likely to increase market share.
Diverse teams lead to better problem-solving, more creative ideas, and a deeper connection with customers. But DEI is not a one-and-done kind of initiative. It requires ongoing commitment, adaptation, and a willingness to challenge the status quo.
Final Thoughts: Don’t Be Kodak, Be Netflix
As Lọ́lá puts it, the companies that embrace DEI are those that remain adaptable, innovative, and forward-thinking. Think of Netflix—constantly evolving, leading its industry. Compare that to Kodak, once a giant, now left behind because it couldn’t keep up with change.
If your organisation’s recruitment and retention strategies haven’t evolved, now is the time to change. Be the company that doesn’t just talk about diversity but lives and breathes it in everything you do.
At MadeYou, we understand that the path to a truly diverse, equitable, and inclusive workplace can feel overwhelming. You know DEI is essential for your company’s future, but how do you take those first steps? How do you ensure your values, mission, and culture reflect the diverse world we live in? How do you align your employer branding and employee value propositions to attract and retain the best talent? These are big questions, and you don’t have to answer them alone.
We’ve seen how companies, like yours, can feel stuck — wanting to make meaningful changes, but unsure where to begin. That’s where we come in.
We help you redefine and reshape your company culture so that it’s built on the solid foundation of DEI principles. We work alongside you to develop clear, inclusive values that resonate not just internally but with the diverse talent and markets you want to reach. Your mission should reflect the world of tomorrow, and we’ll guide you in crafting it.
But it doesn’t stop there. We know that your Employer Branding and Employee Value Propositions (EVP) are key to attracting the talent you need. In today’s world, candidates are looking for more than just a job — they’re searching for companies that align with their values, where they feel they belong. We’ll help you build an authentic brand that reflects who you are and who you strive to be, making your organisation a place people want to join and stay with for the long haul.
Together, we’ll ensure that your mission, culture, and branding reflect your commitment to diversity, equity, and inclusion, positioning you as a leader in today’s competitive market. Let’s work to create a future where everyone feels valued, empowered, and ready to contribute.
