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HP’s new campaign targets LGBTQ talent

November 17, 2017

(Copyright: PRWeek)

The OEM’s Reinvent Mindsets campaign includes a LGBTQ recruitment spot and highlights the issues many LGBTQ employees face.

PRWeek reported on the new HP recruitment spot, which encourages LGBTQ to “join its workforce” as part of its Reinvent Mindsets campaign.

The spot, which is entitled “Proud Portraits”, addresses the revelation that over a third of LGBTQ employees “feel they have to hide their personal lives”.

“We want to scream out the message, ‘We want you’ and ‘Just be you,’” said HP chief diversity officer Lesley Slaton Brown. “I can’t reiterate how important that is. When you’re thinking about a company you want to work for, you’ve got to align to that culture, and HP is that welcoming culture.”
“Proud Portraits” comes in the wake of two previous videos, which highlighted the prejudice against both women and African-Americans in the hiring process, and follows on from last year’s call by HP for its agencies to achieve their diversity targets.

Despite HP’s urging, most of its agencies still “fell short of minority representation” in 2017, including Edelman, which “served an in advisory capacity” for the campaign.

“They know they have a very specific target to deliver against 2018,” Lucio said. “Richard Edelman [the eponymous CEO of the PR firm] personally has made a commitment to us that he will include underrepresented groups.”

As well as the Reinvent Mindsets campaign, HP is also “the exclusive matching sponsor” for Out in Tech’s Technically Equal fundraising campaign, which so far “has raised more than $19, 000 of its $50, 000 target.” So far, Out in Tech “has built more than 40 websites for LGBTQ groups worldwide over the past year and a half.”

HP’s chief diversity officer, Brown, joined the company back in 2015 and, since the company’s division into HP Inc and Hewlett-Packard Enterprise, has “helped create more diverse boards for the two newly formed companies and increased the number of woman executives by 4%.”

“As we look at the representation of our employee base, it’s becoming reflective of our customer base as well,” she added.

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