This document discusses the importance of diversity and authenticity in marketing. It notes that authenticity builds trust with audiences and sets companies apart from competitors. Diversity in marketing helps reach broader audiences and make people feel represented. The document then provides examples of how Dell Technologies promotes diversity and authenticity authentically, such as using real employee photos globally and sharing organic employee stories. It concludes that attracting diversity requires continuous commitment from an organization and a genuine, inclusive environment.

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Attracting Diverse Talent
through Authenticity
Bethany Mason
Director, Global Strategy, Operations,
Campaigns & DEI – Employer Brand
Dell Technologies

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1. Why is diversity & authenticity in
marketing important?
2. Examples of how Dell Technologies
brings our diverse team member
stories to life, authentically.
WHAT YOU’LL LEARN

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Let’s level set…
Authenticity
• Authenticity is essential in marketing because it
builds trust and credibility with your target audience
• Candidates today are more informed and savvier
than ever before, and they can quickly spot insincerity
or inauthenticity in advertising or brand messaging
• Moreover, authenticity can set you apart from your
competitors. In a crowded marketplace, businesses
that stand out by being authentic can attract and
retain talent who share their values and beliefs. Being
authentic can also help you build a strong brand
identity and reputation, which is essential for
long-term success
Diversity
•Diversity is important in marketing for
several reasons. Marketing campaigns that
reflect diversity can be more effective in
reaching a broader audiences
•When people see individuals from diverse
backgrounds in marketing materials, they are
more likely to feel represented and included
•This can lead to increased engagement and a
stronger connection between the audience
and the brand

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How does Dell bring Diversity &
Authenticity to life?

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Diversity &
Inclusion
is a key pillar
of our EVP

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We translate
and localize
assets,
globally

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Authenticity
Only use real team member
photography
Capturing team members globally
- in office, home, or wherever they
do their best work
Have fun - include kids or pets,
give the candidate a real glimpse
as what their day could look like

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We share team member stories
organically

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FINAL
THOUGHTS
•Attracting diverse talent is not a one-time event, but a
continuous process that requires commitment and effort from
everyone in the organization
•Focus on authenticity: it's important to be authentic in your
efforts to attract diversity. Don't just try to check a box or meet
a quota. Instead, focus on creating a genuine and inclusive
environment that truly values diversity
•Authenticity is critical in marketing because it fosters trust,
credibility, engagement, and loyalty among your target
audience, sets you apart from your competitors, and helps you
build a strong brand identity, reputation and attract top talent

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#RALLYFWD
BETHANY MASON
Director, Global Strategy,
Operations, Campaigns & DEI –
Employer Brand
Dell Technologies
Thank You!
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