Content Strategy
Meta (formerly Facebook) needed support in updating the report on their Diversity Equity & Inclusion (DE&I) data. The purpose of this data was to show their increase in representation within their workforce and how they were supporting minority-owned businesses.
Goals
Built trust through storytelling rather than just merely presenting data
Opportunity
Since 2014, they publicly reported Facebook’s diversity metrics and shared our plans to better support communities of color, women, members of the LGBTQ+ community and others. In the past, the data was represented in a report, but was less engaging and less impactful.
Research
During the initial research and strategy phase, the team identified a critical insight that helped determine our approach to showing the ongoing institutional progress on diversity and inclusion while honoring employee commitments to support their colleagues—we needed to help Facebook built trust through storytelling rather than just merely presenting the data.
Ideation
I was personally responsible for ensuring that all website content was gathered into one single document from the various Facebook employees. I worked closely with the leaders of each Employee Resource Group (ERG) to make sure that they were being represented. I was also responsible for coordinating weekly check-ins with the internal and external team members.
I developed a robust and comprehensive document that allowed cross-company collaboration on content for the website. I found that this format allowed for flexibility and fast feedback from stakeholders.
Execution
This video was created in parallel with the report to help emphasize the stories of different employees and the ERGs they belonged to.
Results
We created a multi-faceted view of the richness of the human experience, showcasing the people behind the various initiatives and programs at Facebook. They have continued to uphold their promise to share their Diversity Report each year.
Reflection
As a female minority myself, I loved working on this project.
What I'd do differently:
Looking back on this project, I would have like to have been able to meet in-person to interview different employees rather than gathering their stories virtually. I believe this would have added a richness to the stories that were told in a way that's hard to capture in just written word alone.