Introduction: Why Delight issues in B2B advertising
Whereas giant companies usually dominate the highlight throughout Delight Month, smaller B2B manufacturers are making significant strides in showcasing their dedication to LGBTQ+ inclusion. These manufacturers usually are not simply taking part in Delight, they’re fostering a tradition of authenticity and long-term change. From regulation companies and monetary companies suppliers to HR-tech innovators and area of interest consultancies, listed below are 9 standout campaigns that provide extra than simply surface-level help. These campaigns mix inventive methods with real advocacy, inspiring others to take related motion.
1. NatWest Group: Worker-generated Delight content material
NatWest Group, a significant UK monetary companies supplier, is acknowledged for its sustained and visual help of LGBTQ+ workers and prospects. Throughout Delight Month 2024, NatWest and its subsidiaries showcased a number of employee-driven initiatives and posts that spotlight each private tales and organizational progress.
Key parts of the Natwest Group’s marketing campaign:
- Worker Spotlights: These posts characteristic workers discussing what Delight means to them, sharing their journeys, and reflecting on how the corporate’s inclusive insurance policies have impacted their lives.
- Cross-Business Collaboration: NatWest hosted occasions that introduced collectively LGBTQ+ professionals from throughout the monetary sector to share finest practices and construct belief throughout the neighborhood.
- Celebration of Milestones: Workers and leaders highlighted milestones, together with being the primary UK financial institution to characteristic a same-sex couple in mainstream promoting, extending healthcare to transgender colleagues, and eradicating insurance coverage exclusions for folks residing with HIV.
- Mentoring and Group Assist: NatWest launched the primary Monetary Providers LGBTQ+ enterprise and charities mentoring scheme, with workers sharing their involvement and the affect on their skilled development.
- Analysis and Advocacy: Subsidiary Scottish Widows’ workers shared analysis on the pension hole affecting LGBTQ+ people, utilizing LinkedIn to teach and advocate for change.
NatWest’s approach is rooted in genuine worker voices, ongoing training, and a willingness to guide on coverage and illustration. Their posts characteristic actual workers celebrating progress, sharing private tales, and welcoming others to hitch in advocacy, demonstrating the facility of employee-generated content material in monetary companies Delight campaigns.
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2. HCA Healthcare UK: Worker Advocacy and Delight Month Marketing campaign
HCA Healthcare, a big healthcare supplier, has run Delight Month campaigns that prominently characteristic worker voices and advocacy. Their 2024 LinkedIn marketing campaign included public posts from each the corporate and particular person workers, expressing help for LGBTQ+ colleagues and sufferers, and celebrating the group’s inclusive tradition.
Key parts of their marketing campaign:
Worker-Generated Content material:
Workers posted on LinkedIn about their satisfaction in working for an inclusive employer. For instance, one worker wrote:
Management and Colleague Assist:
HCA Healthcare’s official Delight Month submit reads:
“Blissful Delight Month to our LGBTQ+ colleagues, sufferers, and neighbors! HCA Healthcare is dedicated to offering equitable healthcare for all sufferers and fostering a various and inclusive work surroundings for our colleagues. #PrideMonth”
This message is amplified by workers who share and remark, expressing their very own experiences and help for the corporate’s values.
Inclusive Messaging:
The marketing campaign highlights HCA’s dedication to equitable healthcare and a welcoming office. Workers are inspired to share their experiences or ideas on the right way to foster variety, creating an open dialogue throughout the group and on social media.
- Celebrating Range in Care:
Workers and the corporate emphasize their mission to offer compassionate, equitable care to all, together with LGBTQ+ sufferers and households, and to help family-building goals with out discrimination.
Why this works:
HCA Healthcare’s Delight Month marketing campaign isn’t just top-down; it’s amplified by genuine worker advocacy. Employees publicly share their satisfaction within the group’s inclusive tradition, making the marketing campaign each credible and relatable. The seen participation of workers, from frontline workers to directors, demonstrates that help for LGBTQ+ inclusion is embedded within the firm’s on a regular basis operations, not simply in company messaging.
3. FTI Consulting (Skilled Providers): Legacy of LGBTQ+ advocacy
Visible Technique: Cross-office Delight timeline collage
FTI’s “Delight Throughout Time Zones” submit mixed archival images from Eighties LGBTQ+ worker useful resource group conferences with fashionable pictures of world Delight parades. The side-by-side comparability highlighted the agency’s 40-year advocacy journey, with captions detailing coverage milestones, corresponding to their 2010 rollout of gender-neutral bogs.
Publish Hyperlink: FTI’s Pride Heritage Post
At FTI Consulting, satisfaction is widely known amongst its workers, they usually create the content material.
A powerful, revolutionary, and genuine substitute instance for Luthi & Co. is Seyfarth Shaw LLP, a world regulation agency acknowledged for its inventive and substantive Delight Month initiatives, significantly in 2025.
Seyfarth Shaw stands out for mixing authorized experience with actionable steering for employers and the broader enterprise neighborhood throughout Delight Month. In April 2025, Seyfarth companions Sam Schwartz-Fenwick and Daybreak Solowey revealed a extensively shared article in Reuters’ Westlaw At this time titled “Delight month feels totally different this 12 months: An employer’s information to satisfaction 2025 from a cultural flashpoint lens.” This piece didn’t simply reiterate help for the LGBTQ+ neighborhood—it offered nuanced, sensible methods for firms navigating a quickly altering authorized and cultural panorama round DEI and LGBTQ+ inclusion.
Key parts of their Delight Month technique:
- Thought Management: Seyfarth’s attorneys make the most of their platform to teach employers about each the dangers and alternatives related to Delight Month engagement, guaranteeing that help is each significant and legally sound.
- Actionable Assets: The agency gives shoppers and the general public with concrete steps for fostering LGBTQ+ inclusion, together with updating office insurance policies, delivering sensible coaching, and navigating complicated authorized developments.
- 12 months-Spherical Dedication: Fairly than limiting their advocacy to June, Seyfarth integrates LGBTQ+ inclusion into ongoing consumer advisories, webinars, and inner initiatives.
- Intersectional Strategy: Their steering acknowledges the intersection of Delight with broader DEI efforts, enabling organizations to construct actually inclusive cultures.
Why is that this a robust instance?
Seyfarth’s strategy goes far past rainbow branding. By leveraging their legal expertise to empower other organizations, they amplify the affect of Delight Month and display genuine allyship, serving to shoppers and colleagues flip values into motion, even in difficult occasions.
Reference:
This instance showcases how a significant regulation agency can lead with substance and innovation, setting a normal for genuine Delight engagement within the authorized sector.
Visible Technique: Zine-style worker lifecycle information
This Chicago-based startup launched a hand-drawn flowchart titled “LGBTQ+ Inclusion from Rent to Retire.” The retro comedian aesthetic depicted situations corresponding to pronoun disclosure processes and navigating gender-affirming healthcare, with stick-figure workers discussing variety, fairness, and inclusion (DEI) insurance policies.
Key Parts:
- Downloadable template for creating trans-inclusive onboarding checklists
- Animated GIF exhibiting their software program’s gender-neutral language settings
- Useful resource checklist spotlighting LGBTQ+-owned HR tech distributors
Publish Hyperlink: Equitable HR’s Inclusion Guide
https://www.linkedin.com/posts/equitable-hr-guild_ehrg-inclusion-guide-lgbtqia-employees-activity-7209570708224446464-IIPX?utm_source=share&utm_medium=member_desktop&rcm=ACoAAAEQLyEBBrllQNgFrIxG70JDYAdpKVBM70I
6. Jefferies (Monetary Providers): Faces of satisfaction, tales of belonging
Visible Technique: Worker mosaic portrait sequence
Jefferies’ “Faces of Delight” marketing campaign photographed 68 LGBTQ+ workers holding handwritten indicators about office authenticity. Organized in a rainbow gradient mosaic, the composite picture revealed the agency’s brand when seen from a distance. Every signal is linked to an inner mentorship program profile
Key Parts:
- Accompanying podcast sequence that includes LGBTQ+ executives discussing “Out Management”
- Knowledge visualization of their HRC Company Equality Index rating enhancements
- Behind-the-scenes reel of the photoshoot’s make-up and styling course of
Publish Hyperlink: Jefferies’ Pride Mosaic Campaign
Visible Technique: Animated “Justice Journey” timeline
This authorized support group introduced its new LGBTQ+ Justice Fellow via an animated timeline tracing key LGBTQ+ rights circumstances in Florida. The submit juxtaposed historic authorized paperwork with fashionable footage of their staff making ready name-change petitions for trans shoppers.
Key Parts:
- Interactive map of LGBTQ+-friendly authorized assets in South Florida
- Video interview with the incoming fellow discussing queer immigrant rights
- Infographic evaluating 2023 vs. 2024 LGBTQ+ discrimination case volumes
Publish Hyperlink: Legal Services’ Fellowship Announcement
8. Aspiring Solicitors (Authorized Recruitment): Inclusion via innovation
Visible Technique: Digital actuality workplace excursions
This UK authorized variety initiative created a VR expertise showcasing LGBTQ+-inclusive regulation agency environments. Their LinkedIn submit featured 360-degree views of gender-neutral amenities and clips from their “Delight in Apply” webinar sequence, that includes queer barristers.
Key Parts:
- Downloadable AR filter including Delight flags to company headshots
- Mentorship matching software with LGBTQ+ lawyer profiles
- Facet-by-side comparability of inclusive language in trainee contracts
Publish Hyperlink: Aspiring Solicitors’ VR Initiative
Extra assets for regulation companies here
9. Compt (HR-Tech): The enterprise case for authenticity
Visible Technique: “Debunking Rainbow Capitalism” video sequence
Compt’s daring marketing campaign featured CEO Amy Spurling critiquing superficial Delight gestures whereas demonstrating their software program’s advantages for LGBTQ+ people. The viral video juxtaposed inventory footage of rainbow logos with display recordings exhibiting how firms allocate funds to transgender healthcare.
Key Parts:
- Interactive calculator estimating LGBTQ+ worker help prices
- Facet-by-side comparability of 2023 vs. 2024 ERG price range allocations
- Animated knowledge move exhibiting donation matching to LGBTQ+ nonprofits2
Publish Hyperlink: Compt’s Authentic Advocacy Post
Visible methods: What makes these campaigns stand out
- The visible methods utilized in these campaigns are a testomony to the facility of uncooked, unfiltered creativity and a real reference to audiences. Fairly than counting on polished inventory pictures or overused rainbow merchandise, these manufacturers prioritize actual worker participation, which resonates deeply with their followers.
- Documentation over Perfection
Manufacturers like HCA Healthcare and NatWest Group present that authenticity shines via when actual workers are featured, sharing their private Delight tales and experiences. These unpolished, candid moments create a stronger emotional reference to audiences in comparison with staged, idealized imagery. - Historic Contextualization
Regulation companies corresponding to Authorized Providers of Larger Miami and FTI Consulting utilized historic content material to spotlight their longstanding dedication to LGBTQ+ inclusion. By weaving collectively archival images, milestones, and private tales, they successfully showcase their progress and dedication to supporting the neighborhood, making their campaigns really feel extra substantial and rooted in actual change. - Interactive Parts
Progressive codecs, corresponding to Jefferies’ worker mosaic and Aspiring Solicitors’ digital actuality excursions, elevate these campaigns above conventional posts. These interactive parts interact viewers in a extra immersive means, encouraging them to take part and share their experiences, resulting in greater engagement charges. These campaigns additionally stand out as a result of they break free from typical static content material, bringing a dynamic power to Delight Month celebrations.
Last takeaways: Turning Delight into year-round advocacy
The B2B manufacturers highlighted right here display that authenticity is essential to creating impactful Delight Month campaigns. By leveraging their distinctive trade views and prioritizing worker voices, these firms transcend rainbow logos to drive actual change. Essentially the most profitable campaigns seamlessly combine Delight advocacy into their on a regular basis operations, guaranteeing that help for LGBTQ+ inclusion doesn’t finish when June does. These examples display that with the proper strategy, Delight can catalyze year-round advocacy, not only a month-to-month marketing campaign. Extra assets to learn here.
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