Podcast Recap: How to Build a Diverse and Inclusive Team [Startup Hustle]

Lauren Conaway is the founder and CEO of InnovateHER KC and co-host of the Startup Hustle podcast. She uses her expertise in marketing, operations, and program management to support and amplify the work of business leaders from marginalized gender groups across Kansas City.

I joined Lauren on her podcast to discuss how Eyeful Media fosters a diverse and inclusive company culture. Our conversation covers how Eyeful Media came to be, what sets us apart, how to create a sense of psychological safety in the workplace, and ways to determine the strengths and values of your company.

Listen, like, and download this podcast episode and every episode of the Startup Hustle podcast with Lauren Conaway. 

Find highlights from our conversation on how to build inclusive and diverse teams below. 

The Start of Eyeful Media

Lauren Conaway: Talk to us about your journey to Eyeful Media and how it came to be. 

Antonella Pisani: I had taken a year off to travel, and during that time, I was building a website of my own. I decided not to go back to a traditional full-time job. During that period, a friend of mine, the CEO of an agency that sits on the advisory board of a local company, asked if I could help the company with some advice. 

I remember sitting in a coffeehouse and working on a proposal that turned into the biggest proposal I ever drafted. Eyeful Media started with that proposal for my friend and soon grew into a network of different consultants. 

After a few years, there was enough consistent business that I started hiring full-time employees to join the team. That's how we've gotten to where we are. It's all been exclusively word-of-mouth growth.

Values-Led, Purpose-Driven Business Model

LC: What is different about Eyeful Media?

AP: From a company standpoint, it's an insanely values-led, purpose-driven business. We support many charities through our work, which unifies the team and gives them a greater purpose of something to work hard for. 

I've been on the client side and had exposure to many agencies that weren't all that awesome, so I wanted to surround myself with people of a certain caliber. We decided to hire only senior-level talent. The average number of years of digital experience on our team is 13. We wanted people who could hit the ground running, work closely with clients, and be a lot more strategic because of the experience they bring to the table.

We also decided to get rid of the account manager function. It's a standard function in most ad agencies, but I think it can detract from the client experience — and employee experience as well.

Clients want direct contact with the people working on their business. Employees want to make sure that their strategies are communicated clearly. So, that's how we built the company from Day 1. We're keeping our employees with between 2 and 5 clients so that they can build genuine relationships.

Intentionally Building a Company Culture 

LC: You have intentionally built a culture that includes donating to many charities, which makes your employees feel good and brings them closer together. What other things have you done to create this robust, values-based culture?

AP: I'm certainly proud of our growth, but nothing eclipses the culture that we've built. It's a culture of kindness, generosity, and transparency. 

I had someone speak to our team almost a year ago. She was the head of HR for Proflowers, where I spent nearly seven years of my career. She defined culture simply as how we treat each other — It's not about the ping pong table or going out for beers. 

We're fully remote and have people in 16 different states, so the culture is how people interact and the respect that they have for their colleagues. Their care for clients shows how comfortable everyone is with being vulnerable regarding what they know and what they don't know.

A lot of praise is flowing among colleagues, and it's very organic, not forced, so it has felt deliberate. It's something that we interview for in addition to more technical questions. We use a tool called StrengthsFinder to figure out what makes people tick.

Building a Team Culture Built on Psychological Safety

LC: You've mentioned the concept of psychological safety within a team, and I love that that has become a zeitgeist conversation of the moment. What are some tips and tricks for creating a strong company culture built on psychological safety?

AP: It comes with vulnerability from the top. I often use the phrase, "We reserve the right to get smarter."

We work with each other, we learn more about each other every day, and we learn more about our clients every day. We also learn how to choose what to say no to.

Humility is a huge part of creating that psychological safety. If that's woven throughout our interactions, it allows people to open up. We've also talked about the five dysfunctions of the team lately, and trust is that foundation.

Taking time to get to know everyone on the team and letting them see that you're actually a human being is a big part of it. Watching interactions in Slack and trying to learn to be a bit less reactive, stepping back and really trying to interpret what people are saying, it comes with consistency. This isn't built in a day.

Building a Diverse Team 

LC: 1 thing I have heard about Eyeful Media is that you have a pretty diverse team. What does that look like for you and how did that come to be?

AP: It hasn't necessarily been a deliberate thing, but when we have asked the team to volunteer details like ethnicity, we have about 40 folks that would consider themselves minorities. It really just comes from finding the best talent that we can possibly find. 

We have people in 16 states and 23 cities right now, so it's come about naturally and hasn't been something that we're trying to turn around from a specific starting point. It is something that we're proud of, and we do have some ethnic diversity, but I think a lot of it is the diversity of thought and a lot of different backgrounds on the team.

Both in terms of where they've lived and whether they came from big companies, small companies, or agencies. All of those things really help contribute to running the agency the best way that we can.

Our values promote inclusion, creating a safe space, and people who are kind to each other. One of the big things is being prepared to say no to clients. We're really fortunate that we've grown through referrals, and we joke around that kind people tend to refer you to other kind people.

But sometimes there's a mismatch, and showing the team that you have their back in that type of situation–that you're willing to walk away from business–is potentially big for them in terms of creating that safety. 

To listen to the full podcast and interview, click here. For more details on Eyeful Media, learn what makes our digital marketing consulting firm unique, and contact us for a consultation.