The collaboration between the marketing team and employee resource group members ensures inclusivity and creates a richer, more accurate depiction of our brand.
At UKG, we are on a mission to inspire every organization to become a great place to work through technology built for all. It’s our north star that guides everything we do, not just for our customers, but also for ourselves.
A great workplace is one where everyone feels they belong and has an equal opportunity to thrive. So, when the UKG marketing team set out to create a brand campaign that captured UKG's mission, they knew it only would be successful if it embodied diverse perspectives and represented all people.
"This is where our Belonging, Equity, and Impact team and employee resource groups (ERGs) play a pivotal role. They infuse our campaign with fresh perspectives.”
Advertising Program Manager, UKG
Our ERGs and the Belonging, Equity, and Impact (BEI) team play pivotal roles in fostering inclusivity, promoting diversity, and ensuring a sense of belonging among our employees. They also collaborate with different teams at UKG to amplify our business impact by ensuring our marketing initiatives are aligned with our values of being united, kind, and growing.
“They infuse our campaign development process with fresh perspectives,” Jaimee says. “The true magic lies in the synergy of diverse voices — each one bringing a unique flavor to our creative recipe. As we create commercials for UKG, it’s essential that our brand resonates with identity and purpose for all people.”
The marketing team wanted to be very intentional in conveying why we exist as a company and how we help our organizations create great workplaces. And part of creating a great place to work is embracing diversity, equity, inclusion, and belonging (DEIB) and social impact principles.
“Belonging and trust is what people want more of in the workplace,” Jaimee says. “When DEIB becomes an essential part of culture and employees feel like they freely belong, companies thrive. This year’s brand campaign, and specifically how we focus on diversity in our campaigns, comes from the insight, ‘to celebrate every person’s true and unique self creates stronger workplaces.’”
To ensure that our campaigns authentically represent the diverse identities and intersections within our communities and workplaces, our advertising team proactively engages with the BEI team and ERG members to ensure inclusivity and thoughtfulness in casting for UKG commercials. The valuable input from ERG members helps everyone understand the uniqueness in celebrating diversity without perpetuating harmful stereotypes.
“By collaborating with our ERG members, we create a richer, more accurate depiction of our brand,” Jaimee says.
One ERG member, B’Nai, played an instrumental role in this collaboration. B’Nai reflected on how ERG participation led her to positively affect business results and engage in a new personal and professional experience.
“I am thrilled to be given the opportunity to participate in the UKG commercial. I have never done anything like this before and I am excited to contribute to the process. It is an interesting experience to review the casting through a DEI lens and provide feedback to ensure that the company is being inclusive and representative of all individuals. I am proud to be a part of a company that is committed to representing diversity genuinely in our commercials. I am grateful for the chance to be a part of something so important.”
Sr. Manager of Global Integration Services
Enjoy the wonderful commercial, and we hope you have the time of your life.