Employee Resource Groups (ERGs) thrive when they have the right support structures in place. Among the most important ERG allies are ERG Sponsors, typically senior leaders who provide guidance, advocacy, and resources to help ERGs succeed. But for ERG Leads, knowing how to communicate with sponsors often represents the difference between a group that struggles for influence and one that drives meaningful change.
So how can ERGs engage effectively with their sponsors?
Here are some practical strategies for building a strong and impactful sponsor / ERG relationship.
1. Align on Purpose and Goals
ERG sponsors are most effective when they clearly understand the mission of the ERG and how it ties to the wider business strategy. When first connecting with their sponsor, ERG leads should:
- Share the ERG’s vision, objectives, and annual goals.
- Show how the ERG’s work contributes to company priorities such as talent development, inclusion, retention, or market insights.
- Establish shared expectations of the sponsor’s role, whether it’s advocacy, mentorship, or providing visibility.
2. Create a Communication Rhythm
Sponsors are busy leaders, so structure is key. ERG Leads should consider:
- Scheduling regular check-ins (quarterly or monthly depending on needs).
- Sharing concise updates and clear asks in advance.
- Using data, metrics, or employee feedback to highlight the ERG’s impact and progress.
This rhythm ensures the ERG remains top of mind and that the sponsor feels meaningfully engaged.
3. Leverage Sponsor Influence
One of the greatest strengths of a sponsor is their ability to amplify voices. So, how can ERGs help their sponsor to use this platform effectively? ERG Leads should consider:
- Providing talking points sponsors can use in leadership meetings or company-wide events.
- Encouraging sponsors to highlight ERG successes in town halls or newsletters.
- Inviting sponsors to ERG events, signalling executive-level commitment.
4. Be Clear with “The Ask”
Many ERGs hesitate to request tangible support from sponsors. It can help if ERG Leads are specific with their requests, such as:
- Budget advocacy
- Introductions to other business leaders
- Help removing barriers to participation
Clear, actionable requests make it easier for sponsors to provide the right support.
5. Build a Two-Way Relationship
Sponsorship is most powerful when it’s mutually beneficial. But how can ERGs reciprocate sponsor support? Ideas for building a two-way relationship include:
Offering insights on employee experiences that might inform leadership decisions
Sharing perspectives on customer or community engagement that align with business goals.
Providing opportunities for the sponsor to demonstrate inclusive leadership, enhancing their own impact and visibility
6. Celebrate and Recognise the Sponsor Contribution
Good sponsors invest time and effort into their partnership. So, how can ERGs acknowledge their sponsor’s support? Ideas for ERG Leads include:
- Thanking their sponsor publicly in ERG communications.
- Nominating their sponsor for internal recognition or awards.
- Sharing stories of how their sponsor’s involvement has made a tangible difference.
Final Thoughts
ERG sponsors are not just figureheads; they are enablers of cultural change. By engaging them with clarity, consistency, and collaboration, ERG leads can unlock greater resources, visibility, and influence. The result? Stronger ERGs, more engaged employees, and a workplace where diversity, equity, and inclusion are truly embedded.
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