Is a lack of inclusion or diversity in your senior living content costing you leads?
We’re gonna say the answers is a big ‘ole YES for almost every provider out there.
While some companies are leaning in the right direction, few are doing so in any kind of meaningful way.
That means you need to have more than a boilerplate phrase about how you are “committed to diversity” or “mindful of creating an inclusive environment.”
While most senior living providers have worked hard to create content that uses language that doesn’t promote ableism, it doesn’t extend much further than that.
What steps can you take to objectively determine how diverse and inclusive the face you present to the world through your website and social really is? And what you can do to welcome everyone to your community?
We’ve got a few suggestions to help you get started…
Creating Diverse and Inclusive Senior Living Content
- Take a look at your current content
Is what you are putting out there in the world welcoming to everyone? Even if it’s not your intention, senior living websites and social media largely look alike when it comes to messaging. From blog photos to website photos, it’s a rare site that is diverse and inclusive. And by rare, we mean of the dozens of sites we visited, there wasn’t a single one that truly welcomed all.
- Review your blog and social editorial calendars
What are you writing about and sharing? Is it content that goes beyond the run-of-the-mill holidays and national days? Are you writing about important cultural dates and celebrations, too? In an effort not to offend or make mistakes, most providers are doing exactly that. Take time to learn how to move beyond your comfort zone. Deloitte Australia is a good blog to review for ideas. As is UCLA’s Office of Equity Diversity, and Inclusion.
- Be mindful of your language
Language can be tricky. We struggle with it, too. From our use of pronouns—we use they/them in most cases—to making sure we use words and phrases correctly, we are always careful. One tool we use that you might find helpful too is this Diversity, Equity, and Inclusion Glossary. They have a PDF of the glossary you can download for easy reference as you write and edit.
- Review your mission statement
How long has it been since you’ve taken a look at your organization’s mission statement? There’s no time like now if it’s been awhile. Does the language convey what it needs to? Unless you’ve spent time rewriting it recently, the answer is probably no.
- Update brand book/style guidelines
This is another essential. First, we realize many of you might not have a brand book or style guidelines. So, this is an opportunity to get it right when you do. When you lay out your expectations and share them with anyone who develops content or creative for you, things are so much easier. From language do’s and don’ts to image selection, include every detail in this document.
Questions?
Drop us a note and we’ll be happy to help!
