Many companies have already understood the importance of sexual diversity to their business, like the improvement of 20% in the ability of innovation and 30% in the detection of risks ¹. However, the unemployment rate among the LGBTI+ community in Brazil is higher than in the general population. 21.6% vs 12.2% ². How could we increase the hiring of LGBTI+ people if this information is not on candidates resumés?

Sources:

¹Deloitte Review | The diversity and inclusion revolution

²#VoteLGBT Survey in partnership with UNICAMP and UFMG.

A movement to transform pride into a professional skill (encouraging LGBTI+ people to add it on their LinkedIn) so that inclusive companies like P&G and LGBTI+ professionals can find each other quicker.

According to a research by Jobvite, 93% of the recruiters search for candidates on LinkedIn. The unemployment rate among the LGBTI+ community is higher than in the general population. Taking these two factors into account, we the agency and GABLE (Gay, Ally, Bisexual and Lesbian employees from P&G) developed a strategy that consists mainly in videos, posts and influencers inviting the LGBTI+ community to add pride as a skill on their profiles, especially on LinkedIn. The main social media platforms were used to spread the idea: LinkedIn, Instagram, YouTube and Twitter, besides Out of Home media in the main business avenue in Brazil: Paulista Avenue in São Paulo. Many people were organic messengers of the campaign by using the photo filters of the movement and the LinkedIn cover, that we also used as media to spread the campaign. Learn more on https://try.descubrapg.com.br/prideskill/

The campaign started with a live stream launch with the participation of Juliana Azevedo, P&G president and leaders of the LGBTI+ community, besides the presence of the press that asked about the project that would be highlighted in the news later. Sites like MSN, Estadão, Terra, Globo, UOL, the main Brazilian journals, wrote about the campaign. LGBTI+ professionals and recruiters on LinkedIn started to share the campaign organically, helping to generate thousands of profiles with pride as a skill right in the first week of campaign. We wanted to be sure that the message would be delivered to the audience, so besides LinkedIn, there is content of the campaign on Instagram, Facebook, YouTube, Twitter and Out of Home Media. A website also explains everything about the campaign and leaves an open channel to partnerships in the future, like the one made with the Forum of Companies and LGBTI+ Rights.

-9314 profiles in the first week

-108 partner companies with the Forum of Companies and LGBTI+ Rights

-U$2.7MM in earned media

-94% positive comments

-31MM impressions