Admissions/Marketing Professional

Admissions and Marketing professionals are often the first points of contact for new and prospective clients and residents. Examine your communications and approaches to introducing new people to your community: can you make changes to be more inclusive?

Admissions/Marketing Professional

Areas of consideration: 

  1. Representation of the Resident/Client diversity you want vs. the resident/client diversity you currently have. What do the photographs in your marketing materials look like? There is often tension around using stock photos versus actual residents in advertising and on the website. Do the people in your photographs look like the people you serve? How do you explain this to current residents?

If you need to use stock photography, follow some tips from Forum One for choosing diverse and inclusive photos:

  • Learn to recognize your biases so you can work to interrupt them.
  • Make a “demographic checklist”
  • Ask yourself questions to keep your bias in check:
    • Who is missing or excluded? 
    • Can any photos be swapped out for a different type of person?
    • Would I want to be portrayed this way? If this was a photo of me or someone I love, would I be okay with how they are represented?
    • Are any stereotypes being perpetuated in the photo I am using? Am I depicting someone in the role our culture typically puts them in, or making a more unexpected choice? 
    • Can everyone who might view the photo see someone like themselves represented in it?
  • Use diverse and inclusive stock photo websites
    • TONL: “Culturally diverse stock photos that represent the true world we live in.”
    • “Beautiful, high-res photos of black and brown people, for free.”
    • Broadly Gender Photos by Vice: People of all different genders in common, everyday scenarios.
    • CreateHER: “Your destination for images featuring melanated women.”
    • Jopwell Collection: “Original, free-to-download stock photography featuring diverse professionals.”
    • Getty – Show Us (women as they really are): “Devoted to shattering beauty stereotypes by showing female-identifying and non-binary individuals.”
    • “Committed to amplifying the voices of underrepresented photographers and decolonizing the photojournalism industry.”
    • “Authentic Design Resources for Everyone.”
    • Diversifying the photography industry by featuring photographers of color. 
    • Blackfemalephotographers: Black female photographers from around the world.
    • WomenPhotograph: “Working to elevate the voices of women + non-binary visual storytellers.”
    • Representation Matters: Body Liberation“Stock photos for body size diversity and acceptance.”
    • “Native wants to change visual journalism to be representative of diverse talent from across the globe.”
    • Stocksy: “Search art forward stock photos and footage with no filler.”

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  1. Early introduction to DEIB for potential residents/clients: Do you have a code of conduct for residents/clients explaining your communities practices around DEIB? A best practice could be to talk about your organization's stance on diversity and code of conduct during your sales “getting to know us" process.
  2. Examining your bias about who can afford services. Do you have a bias about who can afford the services your organization has to offer? Consider ways you can reach out to diverse communities for residents/clients. 
    Minal Bopaiah's article, The Paradox of Bias in Marketing and Fundraising.  

    Links for reaching diverse communities:

    National Association of Historically Black Colleges and Universities (HBCU) Alumni organization
    National Pan-Hellenic Council
    The Association of Hispanic MBA and Business Professionals
    Asian American Professional Association
    Have any to add? Send them to us.

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Consider Your Vendors and Suppliers How diverse are your vendors? Supplier diversity is a step in the diversity process that often goes overlooked. Read about Supplier Diversity.

If you are a leader of color, join the LeadingAge Leaders of Color Member Network.

Access FSA's Diversity & Inclusion Resource Library

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Understand Your Implicit Bias  Implicit or Unconscious Bias is a bias or prejudice that exists but is not consciously held or recognized based on a variety of factors, including age, race, socioeconomic status, gender, sexual orientation, or ability.

Take the Implicit Association Test through Harvard University's Project Implicit to check your own unconscious biases.

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Monitor and Hold Yourself Accountable

Hold viewing sessions using FSA's Fast Takes videos focused on various topics related to Diversity, Equity, Inclusion and Belonging. Use the included discussion guides to stimulate conversation and promote further thinking.

Access FSA's Diversity & Inclusion Resource Library.

If you are a leader of color, join the LeadingAge Leaders of Color Member Network.

Diversity Statement

Please contact us for more details about how FSA can help your organization foster a diverse, inclusive environment.