First, a true story. Our Walfinch Edinburgh South franchisee, Bunmi Ganiyu, took on a Pakistani Muslim lady as a homecare client. Bunmi sent Maestus, a Muslim woman, to help care for her. As well as helping her with exercises Maestus reads The Quran to her.
Her delighted family told Bunmi that they were unaware that such culturally appropriate care was available.
A heart-warming story – and no doubt a benefit to Bunmi’s business, because the client’s family will likely talk to friends and family about this, expanding awareness of Bunmi’s business in the Muslim community. Word of mouth recommendation is always the best kind of marketing.
That’s just one example of how diversity and inclusion can boost your franchise, whatever your business sector. As well as being the right thing to do, diversity brings many benefits.
- You attract more prospective franchisees and employees. A study by the Billie Jean King Leadership Initiative and consultants Deloitte found that 80% of respondents said that inclusion was important when choosing a new employer, and 39% said that they would leave their current organisation for a more inclusive one. Prospective franchisees likely feel the same, so demonstrating your diversity and inclusivity on your website and in marketing widens your appeal.
- Companies with a more diverse range of people increase their chances of profitability.
Organisations are 15 percent more likely to have financial returns above their national industry medians if they’re in the top quartile for gender diversity, and 35 percent more likely if they’re in the top quartile for racial and ethnic diversity. (McKinsey) - Having franchisees and employees with a range of backgrounds – and consulting them – brings you a wider range of business insights and ideas.
- As the son of Indian immigrants, I grew up surrounded by other migrant families and saw their energy and ambition. Many set up their own businesses. That’s an attitude passed down through generations, creating people who may well make good franchisees.
- It’s not just about ethnicity. UK employers are forbidden to discriminate against anyone because of age, sex, gender reassignment, being married or in a civil partnership, being pregnant or on maternity leave, disability, race (including colour, nationality, ethnic or national origin), religion or belief. Other diversity issues to be aware of include education, life experience, neurodiversity and class. Many of these people will have the skills we need – if we give them a fair chance.
- Customers who see a company with franchisees and employees like themselves may well be more likely to buy. If you have ever not entered a shop because you feel you will not be at home there, you know what it’s like to feel like an outsider. That’s uncomfortable for you, and lost custom for the business. Diverse organisations have less risk of that – a win for everyone.
That’s just a few of the reasons why, at Walfinch homecare, we value diversity, and say so at every opportunity. It’s a business asset for any franchise.
