Our Clients

Diversity impacts on all us, wherever we work.

That’s why Diversity Marketplace works with such a wide range of businesses and organisations – from global corporates and household names to SMEs; and from service organisations with national coverage to locally-focused charities and service providers.

Gamiel and Shahzad have supported the following organisations on multiple levels delivering training, research, strategic direction and many other diversity tools and initiatives

Local Government

  • Bedfordshire County Council
  • Birmingham City Council
  • Blackpool Council
  • Northampton County Council
  • NoW People
  • Nottingham City Council
  • Rotherham MBC
  • Salford City Council
  • Swindon Borough Council
  • Somerset County Council


  • Department of Health
  • Royal College of Midwives
  • University Hospital of North Staffordshire
  • NHS Employers
  • East Midlands Ambulance
  • Pennine Care NHS trust
  • North Staffs Hospital
  • Derby City Hospital
  • Velindre NHS Trust
  • South Birmingham PCT
  • University College Hospitals London
  • South West Yorkshire Mental Health Trust

Uniformed Services

  • Humberside Fire & Rescue Service
  • Cumbria Fire & Rescue Service
  • British Transport Police
  • Eastern Prison Service
  • Humberside Police
  • North West Prison Service
  • National Probation Service

Government & Public bodies

  • Scottish Executive
  • Welsh Assembly
  • Ministry of Justice
  • Home Office
  • Equality and Human Rights Commission
  • British Geological Survey
  • Crown Prosecution Service
  • English Partnership
  • Equal Opportunities Commission
  • South East Employers Organisation


  • Fast Track Teaching
  • Learning skills council
  • City of Bristol College
  • University of Central England
  • University of Arts
  • Westminster Kingsway College
  • University of Edinburgh
  • Nottingham Uni

Housing Associations

  • Berwickshire Housing
  • Just Housing
  • Knowsley Housing Association
  • Metropolitan Housing
  • South Staffs Housing Association
  • Redbridge Community Housing

The Media & Recruitment Advertising Agencies

  • Barkers
  • Dawson Walker
  • Work Communications
  • Bernard Hodes
  • Euro RSCG Riley
  • British Medical Journal
  • Manchester Evening News
  • Telegragh& Argus
  • The Times
  • The Guardian

Private Sector

  • Network Rail
  • Websense
  • Historic Royal Palaces
  • Bradford & Bingley
  • First Direct
  • Norwich Union
  • Next
  • Siemens
  • Halfords

Case Studies

Since 2005 Diversity Marketplace has helped scores of organisations across the UK with every aspect of their diversity, equality and inclusion needs. Here you’ll find a selection of case studies giving a quick overview of the work we have done and the results achieved.

Alton Towers

Alton Towers asked Diversity Marketplace to look at ways it could increase diversity. As one of Europe’s most popular theme parks, and with a highly diverse customer base, the business felt that the customer experience for all visitors would be enhanced by growing the diversity of the workforce – in particular within customer facing roles.  We recommended a programme of research and an Audit of Good Practice to deliver a comprehensive picture of attitudes and practices.


Our research threw up a lot of interesting findings. For example, there is a tendency for BME visitors to have large families. This meant that they were less likely to visit the Park because of increased costs. We also looked at the food served on site. Was there enough to accommodate a true diversity of cultural backgrounds. The Good Practice Audit also made it clear just how much good work had already been done around recruiting for diversity – something that helped Alton Towers consolidate their policies and make efficiencies.


First direct was looking for ways to attract a diverse workforce – one that was more representative of the communities in West Yorkshire that it represents. Focus was placed on recruiting more individuals from under-represented groups; black and minority ethnic backgrounds, with disabilities, from the gay/lesbian communities, from socially excluded backgrounds, and from a wider age range. Before exploring possible attraction methods, we helped first direct better understand perceptions held by under-represented groups in the local area and then compare those perceptions to the realities of working for the business. We then provided guidance on the practices that first direct needed to adopt or prevent in order to improve attraction and retention rates of under-represented groups.


One of the most interesting results came from focus groups run with the over-50s. It became clear that younger workers learnt a lot faster in existing training programes. We recommended that over-50s employees were given separate training courses that moved at a slower pace.

NHS Scotland

We helped NHS Scotland recruit a Diversity Associate to work as part of the Equality and Diversity team. We looked at ways of promoting the vacancy to the widest range of minority groups across Scotland. Our research established that the vast majority of minority groups in Scotland had representative bodies, dedicated religious premises or small locally established self help groups. By talking to individuals from different groups we were able to build a database of over 300 minority organisations in Scotland. We then developed a press campaign, combining adverts in Personnel Today, The Herald and the Scotsman with a poster campaign. Posters were sent to all the minority organisations on the database, along with a letter expressing the importance of people from the communities seeing and responding to the posters.


75% of the enquiries came from the poster campaign. From the shortlist of three candidates, two came from the poster campaign – one of which went on to be the successful candidate.

National Probation Directorate

The National Probation Service (NPD) recognised that black and minority ethnic individuals and women were under-represented as Probation Board Chairs. Changing this was felt to be of vital importance to the organisation. We developed a strategy to enable the NPD to better target women and individuals from ethnic minority backgrounds capable of working at the required level. Our research showed that, in this case, conventional methods would not be enough. Instead we helped NPD adopted a more personal approach, holding five regional briefing events where people could learn more about the positions of Board Chairs, meet and speak with existing Board Chairs and Members and discover more about the NPD from senior personnel.  We also produced a flyer that could be e-mailed to any interested organisation, network or individual, and sent A3 sized posters to different ethnic minority organisations operating in the relevant areas.


The events were put together in just over four weeks and attracted the attention of 52 potential chairs, all of whom had the right criteria for the role.

British Geological Survey

The British Geological Survey recognised that it had a low number of ethnic minority employees and wanted to recruit more people from this background. The organisation is based in the East Midlands, with a significant ethnic minority population, but traditional methods of attracting ethnic minority employees were proving to be ineffective. We helped to develop a local event to target potential employees, as well as individuals and organisations able to influence people in our target audience. We also produced a bespoke marketing strategy to help sell the event to people in our target audience, working closely with local Race Equality Councils, CRE representatives and other relevant organisations to help create as much awareness and positive PR as possible. Following the presentations there was a dedicated question and answer session and delegates left taking packs of information that showcased the types of career paths available and support offered to employees.


Over 40 people attended the event and the British Geological Survey agreed they had instantly raised their profile and improved the perception of their employer brand. Following the success of the event a series of others are being planned for the future.

Redbridge Community Housing

Redbridge Community Housing Ltd is a social housing association based in East London and Essex. The organisation wanted to be sure that its workforce was representative of the community it serves, but had struggled for some time to recruit Community Access Workers from black and minority ethnic backgrounds. Our research established that the vast majority of minority groups in London and Essex either had access to a representative body such as African/Caribbean community associations in Newham, the Bangladeshi Welfare organisation in Waltham Forest, or small locally established self-help groups. We then built a database of over 500 minority organisations across East London and Essex. We produced A3 posters and A5 leaflets that went out to all the 500 minority organizations together with a letter expressing the importance of people from the communities seeing and responding to the posters.


We helped recruit for all 12 required positions, as well as building a databank of other BME candidates as a talent pool to draw from.

Swindon Borough Council

Swindon Borough Council was recruiting for a particularly hard-to-fill role: a Change Manager – Equalities & Diversity. As the role will be looking after the needs of black, minority ethnic and disability groups, ensuring that the Council’s services are accessible to all. The Council originally requested the advertisement to appear in the Guardian, as well as the Eastern Eye and The Voice, which target black and minority ethnic groups, however their circulations tend to be concentrated on London. Swindon Borough Council wanted to make sure that local people were given the chance to apply for the role. They also wanted to promote their relationships with black and minority ethnic groups in the Borough. Instead, we built a database of 1,000 contacts within groups along the M4 corridor, to which a poster and covering letter was sent. The role were also emailed to around 150 contacts belonging to ‘Positively Diverse’ a network of people working already within equality and diversity within the NHS.


By the closing date the Council had sent out 40 application packs and had 13 applications returned.

NHS Lanarkshire

NHS Lanarkshire introduced Diversity Online into the organisation, primarily to support organisational Diversity Champions. The organisation wanted to support the change of cultures and behaviours within NHSL, pro-actively challenge any culture of bullying and harassment and develop a centralised resource for champions and staff to access, related to equality issues and policies. Our Diversity Online solution also included a library of information designed to support staff in delivering and inclusive, culturally and religiously sensitive service, improving patient experience and addressing and having a better understanding of inequalities.

The champion’s hub page was created as a supportive environment for Diversity champions to communicate through a peer group support network, posting questions exploring issues and current debates and having informal discussion on issues of bullying and harassment.


All of these issues were either met or partially achieved in the website’s first year. The website is seen as an evolving mechanism for staff information and its contents and ability to meet staff needs is regularly reviewed. In the 2009 NHSL staff survey answers to the question

‘I believe NHS Lanarkshire offers me equality of opportunity’ was up 22% to 61%.

Guardian News and Media

As part of its new diversity strategy, Guardian News Media has been seeking to develop a close relationship to the different communities The Guardian aims to serve. The closer this relationship, the more representative the editorial coverage will be, attracting a wider and more diverse audience, not only in the UK but worldwide.

Diversity Marketplace suggested a Diversity Ambassador Programme. An event was organised and attended by 61 organisations, representing of the Disability, Ethnic Minority  Lesbian, Gay, Bisexual and Transsexual (LGBT) communities, asylum seekers, and representatives of religious faith groups. We developed the structure and managed and facilitated the event. The two-day event was lively and enjoyable and resulted in a variety of interesting ideas, concerns and initiatives were raised and many subsequently adopted.


Among the ideas suggested were a Think Tank – a network of individuals who will work with journalists and feed back on parts of the Newspaper and website on diversity and inclusion related issues; regular ‘Meet the Journalists’ events; guidance for submitting stories/information; access to writers’ workshops; access to the Positive Action schemes; career information and support; lunch and learn sessions and named contacts in editorial for Ambassadors.

Learning and Skills Council

The Learning and Skills Council (LSC) provides a wide range of services to an ethnically diverse customer community. As a result it makes every effort to ensure its own workforce reflected this diversity. Nevertheless it was still failing to attract BME recruits and needed to understand why. We researched motivators and perceptions amongst existing staff and other BME individuals, via a research programme involving 26 focus groups. Collectively, these explored awareness levels and perceptions of LSC as a potential employer; the pros and cons of working for LSC; what people look for in an employer; and what the LSC could do to attract more BME applicants.


The consultation equipped the LSC with a wealth of information which is now being fed into strategies for better targeting of BME communities and higher retention of existing BME employees. We also designed an outreach recruitment communications campaign channeled through ethnic minority organisations. Now, LSC is strongly positioned as an employer of choice for BME people.


Read testimonials from a few of the organisations that have benefited from our experience and expertise:


Diversity Marketplace has run a number of events for different parts of our organisation. Here are just two examples:

Leadership Workshop: Diversity Sessions

Our company is faced with the challenge of a drastic skills shortage. We know that skilled people exist in UK but for some reason they are not attracted to our organisation. The aim of the workshops was to increase awareness of how to create and maintain a diverse and equal workplace. The training sessions encouraged our managers to think about alternative methods of attracting and recruiting skilled people.  Our participants enjoyed the practical sessions that allowed for discussion. Significantly, all participants rated the training sessions extremely highly, with all participants marking the sessions between 8/10 and 10/10.

Group Shared Services: Recruitment Team Training

Diversity Marketplace has also run events for our internal resourcing teams, to highlight the challenges of effective recruitment. These events were very well received. They’ve helped us understand the practicalities of shaping Equality and Diversity across everything from recruitment advertising and employer marketing, to enhancing the recruitment process itself and making sure we reap every benefit from our investment.

Caroline Gridley, Sector Development Partner

Berwickshire Housing Association

“Gamiel took time to ensure that he fully understood our company and the environment in which we operated and he used this knowledge to deliver an excellent training programme to all our staff and our Board members.  It is refreshing to have a company-wide training initiative that has been so well received. The interest generated by Gamiel’s enthusiasm has served as a great launch pad for our new Diversity strategy. Additionally we have already had a number of staff coming forward as volunteers to work on the Diversity Action group we intend to establish. Formal and informal feedback from our staff has rated this training as the best received this year.”

John Bain, HR Manager

University Hospital of North Staffordshire NHS Trust

“Diversity Marketplace was contracted to deliver training on Equality Impact Assessments to the policy developers and reviewers in our organisation – a large Acute NHS Trust with 7,500 staff. They ran seven training sessions and trained 76 people. Each course lasted one day.

The feedback verbally and on the evaluation forms has been good. Most of those attending the courses had minimal knowledge of Equality Impact Assessments prior to attending one of the courses. Following attendance on a course they felt they understood the process and would be fairly confident about undertaking an assessment.

The trainers were knowledgeable about their subject and the sessions were interactive with those attending completing an assessment during the second half of the day. Prior to the courses being run, I had told Diversity Marketplace which aspects I wanted them to emphasise – in particular the necessity of effective consultation and how to do it. This they effectively covered. I would recommend Diversity Marketplace to other organisations for this training.”

Effie Lloyd. HR Manager (Equality and Diversity Lead)

Our Partners

At Diversity Marketplace we work in partnership with a number of organisations to share resources and ensure that our client can maximise on the best possible knowledge, skills and experience that we can jointly offer.

We are also proud sponsors of the supports of the Civil Service Awards

Our chosen charity is The Hunger Project which empowers people in both developing and developed countries to build a just world where everybody can fulfil their potential and build lives of self-reliance and dignity. Find out more and help the cause.

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