Ian Johnson, Out Now
September 19, 2007
Gay Market News reported earlier on the benefits and potential pitfalls of using the ranking of a company in an equality ranking index as part of a brand's gay marketing and gay communications strategy.
Many US companies reportedly scored "perfect" scores of 100% on the latest Human Rights Campaign Corporate Equality Index. I believe there should be some concerns with the idea of a "perfect" score system, implying as it does that no further improvements are possible.
Of more relevant concern is whether these schemes make a real impact on the workplace for lesbian and gay workers, as well as whether, when, and how, such rankings should be part of a brand's gay marketing communications strategy.
The main good news here though is the fact that more companies are realizing that equality and diversity for lesbian and gay employees matters a great deal.
That's not at all about marketing. It's about the quality of life at work for the millions of gays and lesbians working in corporate America.
Check out the earlier Gay Market News report on equality and diversity in gay marketing to learn more.
In the meantime, some brands--like MetLife-- have a record of several times at the top, and are so pleased with their score, their communications department has executed a press release; and make no mistake--this brand sees E & D as a part of gay marketing. A similar media release quoting the same company spokesperson was put out by MetLife same time last year about the brand's happiness at their high score.
This whole issue is one that needs to be approached with a great deal of care and professional understanding of how both the lesbian and gay workplace might react and how lesbian and gay customers might respond to a brand's PR efforts.
Here is an extract of MetLife's approach. What do you think? Is this a good way to leverage the score received; a part of good gay consumer corporate communications; or is it just too much marketing PR?
MetLife Receives Perfect Score on Corporate Equality Index for Fifth Consecutive Year
NEW YORK--For the fifth year in a row, MetLife has received a perfect score of 100 percent in the Human Rights Campaign Foundation’s (HRC) 2007 Corporate Equality Index, a rating system for how major U.S. corporations treat their gay, lesbian, bisexual and transgender (GLBT) employees and consumers.
“We are once again honored that the Human Rights Campaign has recognized MetLife’s efforts to create an open, inclusive environment for our employees and customers,” said Debra J. Capolarello, senior vice president and chief talent officer for MetLife.
MetLife has two GLBT Advisory Councils, made up of financial services representatives and members of MetLife’s advanced market and financial planning teams. The first council provides support and guidance for MetLife’s ongoing GLBT marketing strategy...
The HRC Corporate Equality Index rated companies on a scale from 0 to 100 percent on several factors, including a written non-discrimination policy as well as employee benefits, training programs, support networks, advertising and marketing, and contributions to the GLBT community.
“More businesses than ever before have recognized the value of a diverse and dedicated workforce,” said Human Rights Campaign President Joe Solmonese. “More importantly, these employers understand that discrimination against GLBT workers will ultimately hurt their ability to compete in the global marketplace.”
MetLife, a subsidiary of MetLife, Inc. (NYSE: MET) provides insurance and other financial services to individual and institutional customers throughout the United States, and direct insurance in Asia Pacific, Latin America and Europe.
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