LGBTQ+ employer branding: how to build an inclusive reputation

87% of LGBTQ+ professionals use employer reputation as a key factor in job search decisions. 40% have turned down a job offer because the employer did not appear LGBTQ+-inclusive. LGBTQ+ employer branding is not a Pride Month exercise — it is the year-round management of your reputation as an inclusive employer.

Genuine inclusion versus rainbow washing

LGBTQ+ professionals are sophisticated at identifying the difference. Rainbow washing is not harmless: LGBTQ+ professionals who join based on misleading branding and find the culture does not match leave quickly and share their experience widely. Genuine LGBTQ+ employer branding is built on genuine inclusion — branding communicates what is already true.

Earning LGBTQ+ employer brand credentials

HRC Corporate Equality Index: A score of 100 is the most recognised US employer inclusion credential. Display the CEI seal in all employer branding materials and job adverts. stonewall.org.uk/creating-inclusive-workplaces/workplace-equality-index” target=”_blank” rel=”noopener”>Stonewall Workplace Equality Index: The UK equivalent. Display your ranking and Stonewall partner credentials in UK employer branding. myGwork employer profile: A verified myGwork employer profile reaches over one million LGBTQ+ professionals and signals specifically that you are LGBTQ+-inclusive.

Authentic storytelling

Feature real LGBTQ+ employees — not stock photography — in your careers content. Ensure participation is voluntary and employees retain editorial control. Show the full spectrum of LGBTQ+ identities, not just gay and lesbian employees. Be specific about what you do: ‘We provide trans-inclusive healthcare, have an active Pride Network, participate in myGwork WorkPride, and have a 100 CEI score.’

Year-round visibility

Rainbow logos in June, silence for the other eleven months. LGBTQ+ professionals notice. Effective LGBTQ+ employer branding operates year-round: ERG events throughout the year, LGBTQ+ content in regular employer communications, participation in external events beyond Pride Month, and consistent presence on platforms like myGwork.

Social media and digital employer brand

• Follow and engage with LGBTQ+ professional organisations year-round
• Feature LGBTQ+ employee stories outside Pride Month
• Participate in awareness dates: IDAHOBIT (May 17), Trans Day of Visibility (March 31), Bisexual Visibility Day (September 23)

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