The Connection Collective | Driving Innovation, Hiring, and Engagement

Hello Trailblazers & Changemakers,

Despite their value, many organizations still struggle to integrate ERGs into key business functions in a way that maximizes their impact.

If your company is treating ERGs as an afterthought instead of a business priority, it’s time to rethink that approach. These employee-led communities are shaping industries and companies that invest in them will reap the biggest rewards.

Marketing: Brand Storytelling & Market Engagement

Marketing that misses the mark can be costly. ERGs help brands avoid cultural missteps while making campaigns more inclusive, relevant, and engaging. When ERGs are involved in branding and storytelling, they ensure diverse perspectives are represented authentically, which leads to stronger connections with consumers and a more positive brand reputation.

One standout example is Pixar’s Black ERG, which played a key role in shaping the movie Soul. Their collaboration with cultural and music consultants ensured that the film’s depiction of Black culture and jazz felt real and resonant. The result? A film that didn’t just entertain but deeply connected with audiences, proving that authenticity sells. Companies that want to build trust and loyalty must lean on ERGs to refine their messaging and make sure they’re speaking to all communities—not just a select few.

Recruitment: Attracting and Retaining Diverse Talent

Diversity hiring isn’t just about bringing in talent—it’s about creating an environment where people feel they belong. ERGs play a huge role in shaping that environment by offering real insight into workplace culture, mentoring prospective employees, and supporting inclusive hiring initiatives. Their presence in recruiting events and onboarding processes helps candidates see themselves reflected in the company, making them more likely to accept offers and stay long-term.

At Microsoft, the Blacks at Microsoft (BAM) ERG has been instrumental in DEI hiring efforts. They mentor candidates, advocate for inclusive job descriptions, and share their experiences to help prospective employees understand what it’s really like to work there. Their involvement has strengthened Microsoft’s reputation as a company that values inclusion and has led to an increase in Black talent entering their pipeline. ERGs aren’t just a perk for employees—they’re a competitive advantage in the war for talent.

Innovation: Driving Inclusive Product Development

Companies that ignore diverse perspectives in product design risk alienating entire consumer groups. ERGs help businesses avoid that mistake by providing valuable insights into user needs, accessibility, and cultural relevance. Their feedback informs product teams about design choices that could either include or exclude certain customers, making their role in innovation essential.

Ford’s Employees Dealing with disAbilities (FEDA) Network has played a direct role in making vehicles more accessible. By collaborating with engineers, they’ve helped design features that accommodate drivers with disabilities, expanding Ford’s market while reinforcing its commitment to inclusive mobility. These contributions don’t just improve lives—they drive sales and customer loyalty. Companies that leverage ERGs in product development are better equipped to serve the full diversity of their customer base.

CSR & ESG: Strengthening Community Impact & Sustainability

Corporate social responsibility and sustainability efforts fall flat when they aren’t connected to the communities they aim to serve. ERGs bring that connection by advocating for ethical business practices, leading volunteer initiatives, and ensuring corporate giving aligns with employee values. Their involvement strengthens a company’s social impact and makes CSR efforts more meaningful.

Akamai Technologies’ Green Team is a great example of how ERGs can influence sustainability at a corporate level. By partnering with the company’s sustainability department, they’ve led impactful initiatives like “Plastic Free July” and waste reduction programs. Their advocacy has shaped corporate policies, proving that sustainability isn’t just a corporate buzzword—it’s a business priority when employees are engaged in the process.

Benefits & HR: Enhancing Employee Well-Being & Inclusion

An inclusive workplace isn’t just about hiring diverse talent—it’s about creating policies and benefits that support them. ERGs act as internal consultants for HR, helping ensure that workplace policies meet the needs of employees from different backgrounds. They push for equitable benefits, influence company policies, and create safe spaces where employees feel heard and valued.

Dow’s women’s erg ALL WIN, successfully advocated for gender transition guidelines and domestic partner benefits, creating a more inclusive workplace for LGBTQ+ employee

s. Their work has not only improved employee well-being but has also positioned Dow as a leader in workplace equity. When companies listen to their ERGs and implement their recommendations, they create environments where employees feel truly supported.

The impact of ERGs is only as strong as the support they receive. Companies that expect ERGs to carry the weight of inclusion work without financial resources, leadership buy-in, or proper recognition risk overburdening employees and missing out on the full potential of these communities. Employee-led efforts can drive meaningful change, but without institutional backing, they often lead to burnout and disengagement rather than sustainable progress.

The future of workplace inclusion depends on how companies choose to invest in ERGs. Will they continue to view them as extracurricular activities, or will they embrace their potential as business-critical assets? The organizations that empower ERGs with resources, funding, and decision-making power will be the ones that thrive. It’s time to move beyond performative gestures and truly activate employee communities for long-term impact.

Onward and upward,
Dumebi

If you're interested in exploring how Chezie can enhance your Employee Resource Groups (ERGs), I invite you to schedule a demo. We also offers a wealth of resources to support your ERG initiatives:

• ERG Toolkit: Comprehensive guides and templates to help you establish and manage effective ERGs.

• Blue Pages: A collection of articles and thought pieces on best practices for ERGs.

• ERG Leaders Community: Join discussions with ERG and DEI leaders to share experiences and strategies.

Lastly, connect with me on LinkedIn for more insights and updates.