Bringing diversity and inclusion efforts to life with video storytelling at Labcorp: A Stories Inc. case study.
In 2020, Labcorp, a leading global life sciences company, was looking for a partner to help showcase its investment and efforts in diversity and inclusion (D&I). Additionally, Labcorp sought to highlight their unique programs that build awareness and strengthen bonds between several historically marginalized groups and the Labcorp global community.
Developing a strategy to build awareness
Labcorp turned to Stories Inc. to help learn about their experiences of employees and elevate employee voices. Enthusiastically, Stories Inc. with Labcorp to develop an employee storytelling strategy. The plan combined a holistic D&I strategy with the capturing of high-quality content — an integrated process that requires thoughtful preparation and consideration.
Instead of creating a single D&I video, we devised a multi-story plan. Labcorp would release a series of videos, each focused on a specific employee resource group (ERG). The employer branding team at Labcorp also wanted to partner to celebrate cultural moments and holidays throughout the year. These year-round communications would reinforce Labcorp’s celebrations of inclusivity across its global organization.
Uncovering personal and professional stories
With a content plan for Labcorp’s entire year, Stories Inc. interviewed 23 employees. These team members were captured virtually all over the globe, from Shanghai to São Paulo. Their unique personal and professional stories were uncovered to ultimately show candidates and current employees how Labcorp supports D&I efforts.
In total, Stories Inc. created 10 videos, each around two to three minutes, each highlighting cultural moments and employee resource groups. These stories included:
- Black History Month – February
- International Women’s Day – March 8
- Mental Health Awareness Month – May
- PRIDE Month – June
- National Hispanic Heritage Month – September
- Veterans Day – November 11
- International Day of Persons with Disabilities – December 3
Measuring the results and impact
Each video was launched on Labcorp’s social channels and some will be shared on their new careers website. To understand the impact and reach of these videos, we’ve captured the metrics for view and engagements, which continue to grow over time.
Veterans Day stories
Labcorp active military and veteran employees share their stories about serving in the military while being part of the Labcorp family. After just one week, this video received over 4.6K views and engagements on Labcorp’s LinkedIn page.
National Hispanic Heritage Month stories
Labcorp joined its Latino and Hispanic team members in the National Hispanic Heritage Month celebration by sharing this video. These stories also recognize Labcorp’s newest employee resource group, HUMANOS (which stands for Hispanic/Latin employees United with Meaning and purpose Advocating for, and Networking with, Our Surrounding communities and organization).
These stories share how Labcorp’s Hispanic/Latin team members formed virtual chapters across 11 countries to connect with each other, share their experiences, and ensure their collective voices are heard. On LinkedIn alone, the video has garnered over 4.6K engagements and views in one month.
LGBTQIA+ Pride stories
Labcorp’s LGBTQIA+ Employee Resource Group members share their stories of how they were personally empowered to bring their whole selves to work.
Additionally, Labcorp employees shared stories of the work being done to ensure that both LGBTQIA+ employees and patients know they are valued, supported, and cared for as part of the Labcorp community.
Since these stories’ launches in June during Pride Month, they have over 10.1K views … and counting.
Women and girls in science and leadership
In honor of International Women’s Day in March, Labcorp shared these stories celebrating women in science and leaderships’ achievements. So far, it’s received approximately 16K views and engagements.
Forming a strong partnership
Labcorp recognized that honoring employees, celebrating what makes them unique, and highlighting their commitment to D&I must happen all year round.
Partnering with Stories Inc. made it possible to create substantive, visually beautiful content in a virtual format. Now, regardless of an employee’s location, they could include the voices of many employee storytellers around the world. By proactive planning a year’s worth of employee storytelling content, Labcorp has encouraged collective conversations about culture, showcased their progress and helped attract new job candidates.
Today, they have a library of content that everyone in the organization can use as a highly engaging way to bring the company’s diversity and inclusion strategy bring to life.
Learn how you can plan a year’s worth of content that celebrates diversity and inclusion
Download our ultimate list of cultural celebrations, observances and heritage months.