When looking at implementing a DEI program, we understood that this commitment to fostering an inclusive, happy workforce would need to be an ongoing, sustainable priority and process. We also understood that it is something that cannot be achieved overnight and will continually evolve over time. We also faced starting implementation during a pandemic which had caused a reduction in our workforce. With all the obstacles and hurt happening around us, we knew that the time to act was now.

It started with our leadership truly caring about the melting pot of people who make up our workforce. While it’s great for a company to say they care, our leadership understood that actions speak louder than words. Thus, a DEI mission statement was born: “At Platinum Parking, we are driving purposeful change that fosters Diversity, Equity, and Inclusion throughout our team, where all voices are valued and heard. Our workforce is a vital part of our culture, and we celebrate our differences. More than words, we believe action is what creates lasting and meaningful change.” Our mission statement tagline is, “Driving Purposeful Change to Create a Space for All.”

With our mission statement in hand, we surveyed our staff to gauge employee satisfaction. This included questions on their perspective of the company’s culture of acceptance, being heard regardless of job title or where they fall on the company ladder, having the ability to speak freely, and feeling valued as an employee. Disseminating the survey results helped build our next steps.

Survey results showed we are a diverse company with a healthy community culture. The survey also uncovered, however, that a portion of front-line workers needed better communication, recognition, and a stronger sense of purpose. There were feelings of exclusion and isolation that were unacceptable to us.

In the parking industry, we have large numbers of employees who are spread out over multiple locations. Many work independently and may have limited or no contact with other co-workers during their shift. This can be very isolating, and can lead to feelings of loneliness, being undervalued, and disassociation. If these feelings go unchecked, it can lead to lowered morale, productivity, and cause customer service to decline. The fact that quality employees are experiencing these feelings is cause enough for change.

It was time to start raising awareness within our company and having conversations around DEI.

To foster inclusion, we started with “Lunch & Learn” and “Conversation Corner” employee meetings to open the dialogue and share stories, in a safe environment, about unconscious biases and how this could affect the workplace. Unconscious biases are social stereotypes about certain groups of people that individuals form outside their own conscious awareness. Since everyone has unconscious biases, we wanted to raise awareness of, and have discussions on, what it means and the impact it has. We talked about the importance of considering that biases, conscious or unconscious, are not limited to ethnicity and race and can exist toward any social group. One’s age, gender, gender identity, physical abilities, religion, sexual orientation, weight, and many other characteristics are subject to bias.

Stories shared within this safe environment opened eyes, raised awareness, bonded coworkers, and best of all—increased empathy towards one another. Empathy is the capacity to understand or feel what another person is experiencing from within their frame of reference, that is, the capacity to place oneself in another’s position. We knew we were on the right track.

Next, we focused on ensuring that communications from leadership trickled down to all. This included utilizing every communications avenue to make sure all information, big or small, is shared to all employees. We created text messaging groups in which we can share weekly information, keeping our staff in the loop and assure those working alone feel connected. We created a monthly DEI calendar that includes important dates, with history and education behind those dates and recognizes birthdays, work anniversaries and other milestones. We also celebrate our work families, home families and surrogate families and encourage employees to take pride in sharing their personal pictures and stories. We practice monthly team lunches for unity and educate our managers to be aware that no staff is excluded.

Sometimes, though, it’s the simple touches that make a big impact. During our April team lunches we encouraged managers to include team members practicing fasting during the holy month of Ramadan by providing a gift card for a meal they can purchase after sundown. This was a great opportunity to educate all staff about Ramadan and highlight the Muslim population which included both staff and the clientele we serve. This is just one of many examples of how Platinum Parking goes out of its way to help our people feel acknowledged and included.

Recognition was and still is key to our inclusion goals. People, in general, want to feel that they are seen, acknowledged for who they are, what they do and their achievements. Recognition helps our staff feel appreciated, valued, and motivated to work towards a shared purpose. As a company we provide monthly SHARP awards and, again, openly celebrate both life and work milestones.

Fostering volunteerism was another component of our DEI plan. Staff are coming together more for volunteer activities and to support causes that are meaningful to them. Employees have reported increased job satisfaction from workplace volunteering, not to mention improving communities in which we do business. We continue to ask staff to bring volunteer opportunities, ideas, and causes to us as an organization, with a goal of identifying ones we can grow annually and champion nationally.

Since the implementation of our DEI efforts, we have seen an increase in employee retention, employee morale, and participation in workplace events. We are also receiving more staff driven referrals for potential new hires. Respect and acceptance for others within our workforce is also evident.

We also recognize that, externally, our DEI efforts matter as well. We need diversity to reach a diverse market. It makes sense to think about building a team that is made up of people with different experiences, backgrounds, and skills. Satisfied employees who understand the importance of inclusivity can understand and better serve the public, as they value cultural differences, diverse perspectives, and the ability to continuously learn and engage with a variety of cultures.

We are excited for the changes we see and what lies ahead as we continue down this forever-evolving DEI path. We encourage all businesses to join us by starting a journey of their own. We promise each step will bring positive rewards to your business and have a lasting impact for all those who work for you and do business with you.