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Startup D.E.I. Resources


Clearly reflect the core values of your business to customers, employees, partners, investors, advertisers, and your community by creating your own unique and compelling DEI statement and messaging.

You may not have an HR department or the budget to hire a diversity consultant but you can still have a voice!

diversity equity inclusion DEI Glossary


Confidently join the conversation.

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Diversity Inclusion

D.E.I. Help is Here

We hope to promote diversity and inclusion across the industry so that everyone, regardless of background, has a fair chance to succeed. 

There is more work to do!

The dialogue on diversity and inclusion is still relatively young. Startups and small businesses are unique and those who want to join the conversation often lack the human resources to tackle DEI messaging, strategies, and tracking. 

Here we work to give voice to the messages that matter to founders, entrepreneurs, and business owners.

What is DEI?

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Diversity refers to who’s at work. People who are recruited, hired and promoted by your business. In other words, diversity is the representation of a range of traits and experiences in your workforce.

These characteristics include gender, gender identity, race, physical ability, religion, age, and socioeconomic status, among others. Think of it as the full spectrum of human demographic differences.

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Equity promotes justice, impartiality, and fairness within the procedures, processes, and distribution of resources by institutions or systems.

For your business, it refers to giving everyone what they need to succeed by increasing access, resources, and opportunities for all, especially for those underrepresented and who have been historically disadvantaged.

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Inclusion ensures that diverse individuals tangibly feel welcome. It is reflected in how many diverse individuals can participate fully in your business’s decision-making processes and development opportunities.

Your workforce may be diverse, but it lacks inclusivity if employees do not feel safe, welcomed, and valued.

Write Your DEI Messaging with Diversity Inclusion Work

Demonstrates your company’s commitment to building an inclusive workplace welcoming to people of all backgrounds by writing your DEI statement using the 2021 DEI Statement 1 Hour Workbook.

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Articulate your values and convictions in language everyone can understand.

At Diversity Inclusion Work we want strive to empower individuals, startups, and small businesses who want to join the conversation on diversity, equity and inclusion. As the topics of race, diversity, disability, and gender discrimination continue to dominate headlines, you may feel it’s time to create your DEI message or add to your vision and values statements.

We suggest startups and small businesses have Diversity, Equity, and Inclusion messaging that shows how they plan to represent their business and how they view equality.  The right statements demonstrate to customers, employees, and your  community what you stand for,  who you serve, and how you intend to serve the community.

Your Diversity, Equity, and Inclusion statements can be short and concise, or long and highly detailed. This type of content and messaging in particular states your values and demonstrates your pledge to creating  an inclusive and diverse workplace. More than just a section on your website or a subheading in your annual report, your DEI statement could be create a solid foundation for the growth of your business. 

A clear diversity, equity, and inclusions message should contain what DEI means to you, why DEI matters to your business as a whole (now and for the future) and how you approach DEI (current and future activities and commitments).

Clear Diversity, Equity, and Inclusion messaging is separate from your business mission statement because it should be easy to find for those looking for it. Good DEI messaging triangulates with your mission, vision and values and gives clear points that shows the reader how closely your values may align with their values.

Congratulations! Just getting your messaging done is a big deal. You’ll want to share it internally first and then update your website, recruiting material, and  pitch scripts. Here are a few more suggestions:

  • Ask for your partners’ and employees’ feedback to include them in crafting your D&I statement.
  • Include elements of the DEI messaging in hiring, onboarding and employee performance reviews.
  • Revisit your messaging and activities at least once a year, if not more often, to reiterate your commitment and ensure all employees are aligned.
  • Implement some KPIs to measure the success of your DEI activities.

What Do Decision Makers Think?

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Rayma R. ::: Director, Civic Engagement and News Outreach at Google

“If you’re going to build a product for everyone, you need to have a team that represents everyone.”


Jonas Prising ::: Chairman/CEO of ManpowerGroup

“We fundamentally believe that we will make better business decisions if we have diversity in thinking … and that requires equal gender participation.”

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DEI Dictionary

Confidently join the conversion by learning the ever evolving terminology of diversity, equity, inclusion and social justice discussions.

Discussion Guide

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DEI Action Plan

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