· 7 min read
In today’s business landscape, corporate citizenship has evolved far beyond charitable donations and sustainability projects. It now encompasses a deeper commitment to social justice, diversity, equity, and inclusion (EDI). Companies that prioritize inclusive practices are not only shaping their own futures but also influencing broader societal outcomes. Here, we sit down with Bruce Roch, Global Head of Diversity and Inclusion at Adecco, to discuss how inclusion drives corporate citizenship, reshaping labor markets and offering a roadmap for meaningful business practices.
Inclusion as corporate strategy: A journey over the last decade
Corporate citizenship is no longer just about philanthropy—it is now seen as a crucial business strategy. As Bruce Roch notes, "There have been many changes in the journey over the last decade, and quite some more ahead." One of the most significant shifts involves the role that EDI now plays in the sustainability agenda, particularly within the S (Social) and G (Governance) pillars of the ESG framework. These elements have become vital in measuring how businesses address social equity, workplace diversity, and ethical governance.
Roch points out that while many companies have made strides in integrating EDI into their operations, challenges remain. "The way to monitor should happily get standardized and facilitated to use a common language," he explains. "But in reality, monitoring isn’t always easy or relevant. Different regulations may apply, and understanding might be altered." The Key Performance Indicators (KPIs) used to track diversity and inclusion initiatives, while necessary, are just the beginning. "KPIs are useful but not an end—rather a beginning," Roch emphasizes. The ultimate goal is to foster a deeper, more meaningful cultural transformation that extends beyond metrics.
Local nuances and global standards: Legal complexities in EDI
One of the central challenges Roch faces in his role is navigating the complex legal landscapes of EDI across different countries. "Legal requirements and a proper understanding of EDI concepts differ from country to country," he says. "Gender may be basic in one region, while in others, it’s far more complex. Age categories are also fragmented with five generations in the workforce today."
In addition to these complexities, Roch emphasizes the importance of addressing multiple identities and intersectionality—factors that are not always captured by traditional diversity frameworks. "Some criteria may not be on the list yet, or may never be, because they’re too specific," he explains. "One of the most complicated aspects is accessing and understanding intersectional identities, and, of course, there’s always the ‘prefer not to say’ option, which many people choose."
Trust, Roch argues, is key to collecting this kind of sensitive data. Employees must feel safe disclosing their personal information, and companies need to handle it with care.
Corporate citizenship: A key driver of talent retention
Corporate citizenship, as Roch sees it, has become central to talent acquisition and retention. "Corporate citizenship is really high on the agenda as a way to attract, retain, and develop talent," he explains. "It’s gone from being a fancy item for the few to a key success factor in preserving efficiency and balance, especially since COVID-19."
Companies today are not only judged by their profitability but also by their impact on society. Adecco’s corporate citizenship programs focus on connecting local, national, and global issues, all while adhering to their Environmental and Social (E&S) agendas. "We build diverse talent pools for our clients and partners," Roch says. "It’s about ensuring that access to work is based on skills alone, and where needed, providing upskilling or reskilling for underserved populations."
Diversity fatigue vs. Cultural transformation
While inclusion and diversity are crucial for corporate success, they are not without challenges. One of the most significant issues Roch identifies is diversity fatigue. "People can feel tired of hearing the same messages repeatedly," he admits. "There’s pushback, especially from more conservative groups, who feel that changes aren’t happening fast enough."
This "diversity fatigue" is often a symptom of frustration with the pace of change. Younger generations—Gen Y and Gen Z—are driving demand for deeper cultural shifts, but older generations may feel disconnected from these efforts. "It takes time," Roch notes. "EDI cannot be seen as a short-term, superficial change. It’s a slow, deep cultural transformation."
However, he acknowledges the importance of belonging as a key factor in combating these challenges. "Belonging has become critical for retention," Roch says. "When people feel they belong, they’re more likely to stay. Diversity fatigue can be managed by showing that inclusion is not just about meeting quotas, but about creating a workplace where everyone can thrive."
Harnessing technology for inclusion
Technology, particularly AI, has emerged as a powerful tool for driving inclusion in the workplace. According to Roch, the adoption of AI-powered recruitment tools is a game-changer for eliminating unconscious bias. "AI can help remove bias in recruitment and performance evaluations by standardizing assessments and focusing on skills rather than subjective factors," he explains.
However, he cautions that AI is not a silver bullet. "It’s critical that we secure there is no bias in the conception or use of these technologies," Roch warns. "AI systems need to account for the specific needs of underserved populations and ensure that they aren’t left behind."
One area where technology is making a particularly significant impact is in digital accessibility. "For example, simultaneous translation is not perfect yet, but it has significantly improved access to work for foreign workers, including refugees," Roch notes. Other tools, like speech recognition, help individuals with disabilities or those who struggle with language barriers to participate fully in the workplace.
Upskilling, reskilling, and promoting diverse talent
Roch's work at Adecco goes beyond simply building a diverse workforce. His team is committed to promoting the careers of underserved populations through upskilling and reskilling programs. "We make career paths happen," Roch says, "from unemployment and insertion schemes to work-led professional tracks."
By focusing on skills-based hiring and offering training opportunities, Adecco ensures that individuals from all walks of life have the chance to succeed professionally. "Our role is to promote all diversities of talent in the labor market," Roch explains. "We want to create pathways for people to transition from unemployment to meaningful work."
This commitment is reflected in Adecco’s partnerships with clients, where the goal is to provide diverse talent pools that meet both immediate staffing needs and long-term inclusion goals.
Measuring EDI: Beyond the KPIs
While KPIs are essential for tracking progress, Roch believes that they only tell part of the story. "KPIs are a beginning, not an end," he says. "They are necessary for justifying investment and action, but they don’t capture the full depth of cultural change that’s needed."
To truly measure the effectiveness of EDI initiatives, Roch recommends looking beyond numbers. Companies need to foster an ongoing dialogue about inclusion, focusing not just on diversity ratios but on employee experiences of inclusion and belonging.
The future of corporate citizenship: Preparing for the next decade
As businesses look to the future, Roch sees several trends that will shape the landscape of corporate citizenship and EDI. One of the most significant is the rise of remote and hybrid work, which offers new opportunities for flexibility and inclusion. "The shift to hybrid work allows companies to attract diverse talent from different regions and accommodate employees with varied needs," Roch explains.
In addition, AI and machine learning will continue to play a critical role in promoting fairness and inclusivity. "AI can be useful in training and monitoring, but it can’t replace human interaction," Roch says. "We need to blend AI with real-life learning and peer reviews to create inclusive workplaces."
As companies continue to prioritize mental, physical, and emotional wellbeing, Roch believes that holistic wellbeing programs will become even more critical for fostering inclusivity. "Belonging and wellbeing are deeply connected," he says. "When employees feel supported in all aspects of their lives, they’re more likely to feel a sense of inclusion and belonging at work."
Conclusion: Building inclusive futures
Bruce Roch’s work at Adecco reflects a broader shift in how businesses view their roles in society. Corporate citizenship, driven by EDI principles, is no longer just an ethical imperative—it’s a business necessity. By focusing on skills-based hiring, upskilling underserved populations, and leveraging technology to remove bias, Adecco is helping to build a future where inclusion is at the heart of business success.
"Inclusion is more than a business strategy," Roch concludes. "It’s about making the future work for everyone. And at Adecco, we mean it."
This article is also published on the author's blog. illuminem Voices is a democratic space presenting the thoughts and opinions of leading Sustainability & Energy writers, their opinions do not necessarily represent those of illuminem.
