4 Questions With Esther "E.T" Franklin, evp, managing director global strategy and cultural fluency, Spark Foundry
How do you make sure diverse voices are heard in your company?
Within the agency, we have organically created a “cultural fluency” task force—led by a group of diverse voices. This coalition of allies and experts function as one body—amplifying their voices and experiences in a variety of ways to elevate capabilities in this area.
As a result of this task force, the coalition has developed a cultural fluency speaker series geared towards understanding audiences, available resources, best practices and best-in-class executions.
When filling a position, what do you do to ensure a diverse pool of candidates?
We partner with the T-Howard Foundation, 4As, Opportunity Network and host an internal talent pipeline event (Multicultural Talent Pipeline) to ensure we have diverse candidates for our open roles. We are continually reviewing our recruiting and hiring processes to ensure we are inclusive in every step.
What do you think your company is doing well to support Hispanic employees?
The biggest step in ensuring inclusivity and equity in the workplace is education. We host events internally and sponsor events externally to provide our employees the opportunity to learn more about different cultures and backgrounds. Most recently, we hosted an array of events for Hispanic Heritage month including Salsa Dance & History, Movie Night: Frida, and Hispanic Heritage Month Jeopardy. In addition, we also have Business Resource Groups such as Viva Women of Color and Men Of Color Alliance that provide a safe space for connectivity, philanthropy, and education around DI&E. In 2020, we are hoping to launch a BRG for our Hispanic employees and their allies.
In what ways do you think marketers can make their efforts more genuine during Hispanic Heritage Month?
The first misstep is only showing up during Hispanic Heritage Month! It seems obvious, but there’s still too much of that behavior, which comes across as patronage—not as a brand with vested, sincere commitment and interest in the community. Brands have to earn the right to be present in people’s lives. Those that take time to understand how the gaps in people’s lives can be filled in via authentic and meaningful ways, are the ones that people will lean into and incorporate into their lives.
