Showcasing diversity and inclusion within the Livery Company website

There are 110 livery companies in the City of London.

Evolving from medieval guilds to becoming lawful companies in the modern day, they are, amongst many other things, responsible for the promotion and training of their respective trades.

Most maintain contact with their original trade or craft, whereas others whose crafts may no longer be practised, have chosen to support industries fulfilling a similar purpose.

And this is how livery companies have evolved, embracing organisations much like their own that have purpose and social relevance in the 21st Century.

But the Livery Committee, a forum of communication across the guilds, believe there is a big challenge facing their world.

Diversity and inclusivity.

‘Attracting a wider pool of talent from all backgrounds to engage with the sector, will culminate in building a City of London fit for the future.’

So how can livery companies and guilds adapt even further, to support an ongoing commitment to diversity and inclusion in the sector?

This blog post looks to identify how the website can be used as a tool to promote an inclusive environment, and shares different tips on how to best deliver this message.

How can you be more inclusive on your livery website?

Review your website tone-of-voice

Whilst the origins of many livery companies are in the past, the website content shouldn’t be.

Consider using a tone-of voice that is more directly relevant to the people of today, communicating the company’s rich history and social responsibility in a way that’s clear and concise.

Whilst specialist industry terms may be known to you, make sure to account for those users who may not be so familiar, and expand on topics that may need more explanation.

Include information about your values and policies surrounding diversity and inclusivity

Ensure that you are communicating your values via an ‘About Us’ or ‘Values’ orientated page.

Include information relating to anti-racism, diversity, inclusivity and links to policies that support the company’s stance on these values.

A link to relevant policies can also be included in the website footer, so it is prominent across your website journey.

Reflect the diversity of the company in imagery and video on the website

Celebrate and promote the diversity and inclusivity of your company through imagery and video on your website.

Images inclusive of people from different cultures and backgrounds will have a positive impact on a website visitor’s first impression and promote trustworthiness as they engage an emotional response.

Video testimonials or interviews can also provide the user with easily digestible content that reflects your company’s inclusivity.

Should one of your key objectives be to become more inclusive, and therefore you do not have such visual content available, there are still options available.

Perhaps you can include a section on your website which celebrates diverse representatives from societies and organisations that practise the craft.

For example, The Worshipful Company of Dyers could partner with the SDC – Society of Dyers and Colourists, united in their shared passion for Dying.

Ensure diversity, inclusion and disadvantage are considered in charitable donations

Livery companies by-and-large are a philanthropic force for good and ensuring that diversity, inclusion and disadvantage are considered in charitable donations can position the organisation as a more inclusive environment.

On the website, a dedicated ‘Philanthropy’ or ‘Charity’ section is a great place to show diversity with profiles or testimonials from those benefiting from the company’s generosity.

Similarly, asking your existing members to nominate, or suggest recipients of charitable donations that are of diverse and disadvantaged backgrounds may open your eyes to deserving organisations not previously considered.

Becoming champions for these organisations and pushing out promotion by way of fundraising campaigns on social media and including profiles for beneficiaries on the website promotes visibility.

Additionally, ensure that members can donate and pledge to these organisations via an efficient online donation experience.

We touched upon ways to create a seamless donation experience on your charity website in a previous blog post.

Consider inviting collaborators for blog articles or invite diverse speakers to events

Invite collaborators of varying backgrounds for website content.

You could interview a member for a blog post or video testimonial, or invite guest speakers to your events.

Likewise, invite members of organisations that champion inclusivity and diversity to speak at events or help to create resources that can be shared via a Resources section of your website to advise and educate your audience.

Be upfront, include stats that outline your diversity profile

Say it with statistics.

Whilst policies are great to outline your positioning on diversity and inclusion, statistics are great, bite-size bits of information that are more engaging for a website user.

Being upfront with your users also promotes trust and credibility.

If your company isn’t meeting its inclusivity and diversity goals, acknowledge this and detail the steps that you are taking to achieve this goal.

Adidas have a great example.

Our takeaways

The importance of diversity and inclusion in any organisation is undeniable.

But It’s so much more than checking a box exercise!

By adding an image or a policy, it’s an ongoing commitment to championing diversity and inclusion in every aspect of your organisation.

And as your livery company website serves as a window into the way your company operates, it’s integral that this part of your identity is communicated clearly on your website.

By celebrating diversity and inclusion, you are helping to embrace a wider community, regardless of gender, race, religion or sexuality.

Thus, bringing your livery company into the twenty first century.