Homestars Builds A DEI Strategy With CultureAlly
HomeStars, a division of ANGI, is Canada’s largest network of verified and community-reviewed home service professionals. It's a valuable resource for both homeowners seeking reliable services and for businesses looking to showcase their expertise through customer reviews and ratings.
Challenge
With continued growth on the horizon, creating a strategy to promote diversity, equity and inclusion became a top priority for HomeStars, one of the home service brands of ANGI (Nasdaq: ANGI). HomeStars wanted to create a Diversity, Equity & Inclusion (DEI) strategy that would drive positive change within the organization.
Results
22% increase in eNPS scores
In a recent survey, there was a significant jump in all inclusion sentiments, as illustrated below.
72% Engagement Rate
HomeStars employee actively sought out the interactive CultureAlly trainings and learnings.
Continuous Support for the HR Team
From monthly DEI observance calendars to on-call support, CultureAlly equips the team to make a measurable impact now and into the future.
“CultureAlly has supported us every step of the way in our D&I journey.
They are always going above and beyond and I look forward to expanding our partnership and continuing to work with them.”
— Jason Colley, Vice President, People & Culture, HomeStars
Action
CultureAlly developed a two phased plan that would enable HomeStars to meet their immediate DEI needs and reach their longer term goals.
Phase 1: DEI Consulting and Strategy
Data Collection:
CultureAlly designed a custom DEI survey for distribution within the organization, coupled with a tailored communications strategy. HomeStars received a diversity and inclusion data collection process, implementable both immediately and in future recruitment cycles. Measurement included both demographic data such as race/ethnicity and psychographic data such as sentiment.
Analysis and Audit:
CultureAlly conducted a thorough DEI audit and summarized the results in a comprehensive report. This report included an analysis of existing policies, pinpointing prevailing barriers at the time.
Comparing previously gathered data with community benchmark representation, CultureAlly established the baseline for HomeStars. Notably, the audit revealed disparities between the current makeup of the HomeStars team and the available representation.
Strategy Planning:
Based on the findings from the audit, HomeStars collaborated with CultureAlly to develop a targeted strategy for maximum impact.
Given the underrepresentation at all organizational levels, the strategy honed in on recruitment, while monitoring inclusive practices internally. One group that was specifically identified was for BIPOC women in Sales and Engineering.
A key learning from the audit was that the team expressed the need for training and resources to be made available and accessible.
Strategy Implementation Breakdown
Reviewed and re-developed the recruitment strategy
Analyzed recruitment, hiring and onboarding processes
Provided tactics such as personalized training for the recruitment team
Developed materials to implement the new strategy with take aways for the recruiters to improve their understanding of everyone’s lived experiences.
Phase 2 : Continuous Training, Learning and Support
Virtual Training:
HomeStars engaged CultureAlly’s training platform to provide meaningful DEI activities for the organization. The Unconscious Bias training was well received and provided insight into how every person can identify and adjust their own perceptions.
Furthermore, the Black History Month training from a first-voice facilitator enabled the company to celebrate this observance together. Both of these sessions lead to an increase in engagement with DEI activities.
E-Learning
HomeStars rolled out CultureAlly’s weekly DEI E-Learning across the organization. Each person personalized the type and topics of content that they wanted to receive. These continuous touch points served as tangible evidence of the importance of DEI to the HomeStars culture.
Results
Since partnering with CultureAlly, HomeStars has seen a 22% increase in their eNPS score and in a recent survey, saw significant jumps in all inclusion sentiments.
Continuous Support
The HR team were provided with what they need to continuously make an impact:
DEI Calendar and monthly updates
DEI resources, articles and ideas library
DEI-themed Communications templates
Year-round virtual trainings
1-1 advice from DEI Consultants
