Why you need more neurodivergent people on your content team
All of the traits necessary in high-performing content marketing teams come naturally to neurodivergent people. So, why are most agencies not actively recruiting these star staff? With a few simple tweaks, Sarah Spence, the founder and CEO of Content Copywriting, says companies can reap the benefits.
It’s no secret that high-performing content marketing teams are those that take risks, test out new theories and excel in innovative and creative ways.
All of these traits?
Well, they come oh-so-naturally to neurodivergent humans. And I should know – I’m an AuADHDer (Autistic + ADHD person) who founded and leads one of Australia’s fastest-growing content marketing agencies, Content Copywriting.
The truth is, many agencies and content marketing teams are missing a trick by not actively recruiting neurodivergent people. People with the kind of brains that could help them to keep pace with the rapid fire of new marketing platforms, tools and tech, the search for rebelliously innovative ideas and satisfying ever-more strategy-hungry clients.
But without putting inclusive hiring practices and team structures in place, these content ‘unicorns’ never even get their foot in the door.
Neurodivergent brains bring a whole list of attributes to content teams that could elevate your output and ideas.
Don’t just take my word for it…
Research has found people with autism have a greater than normal capacity for processing information in the workplace, even from rapid presentations. They’re also better able to detect information defined as ‘critical’. And common traits of ADHD brains, such as creativity, risk-seeking, high energy and the desire to multitask, can be key strengths within a supportive work environment.
Because, while all brains are different, neurodivergent brains bring their own colourful brand of special sauce to creative teams.
We’re not work robots
If the pandemic taught us anything, surely it’s that it’s ok to not be 100% productive 100% of the time.
As a neurodivergent leader, I’m well-acquainted with my ‘Ferrari brain’ – it can operate on hyper drive and burn through tasks with ease and at speed some days. But others? Well, it can’t get into gear, struggles to focus and moves at the speed of a snail.
So I aim to model a work culture where periods of lower productivity, self-development and learning are ok. Where flexible working breaks – such as naps and lunchtime walks – are encouraged. Because expecting people to be 100% productive work robots every hour of the working day just isn’t sustainable, for any kind of brain [trust me, I’ve tried – and failed – many times over by attempting to make this happen. In fact, I’m trying again just now and… yeah, it’s not good for me, my team or my family {Cut to: Burnt out mum lying on the couch on the weekends with a cold pack on her head}].
Encouraging true diversity
It’s pretty widely accepted now that diversity in teams and organisations usually leads to better outcomes all round, and I’m here for supporting diversity in all its forms. But neurodivergent brains often aren’t considered in typical ‘diversity’ groupings, which is why this conversation is so important.
More and more of us are coming to understand where we land on the full colour wheel of the neurodivergence rainbow. As such, it’s the perfect time for leaders to learn how they can better support and leverage people’s skills to bring out their best. Tip: Imposing rigid structures on a neurospicy brain will only serve to undermine its inherent talent.
Busting myths
While we’ve come a long way in understanding neurodiversity in recent years, there are still plenty of misconceptions around what it means to be neurodivergent.
Every brain is different, and in my experience, it’s less of a spectrum and more of a kaleidoscope of colour. Different people will have different preferences. For example, some people might struggle with eye contact, others might have a need for movement or they might struggle to focus on tasks that they don’t really enjoy.
Every neurodivergent individual will have a different experience to one another, so truly inclusive work teams need to work at listening to what each individual needs, and then do their best to accommodate that if they can.
Personally, my tendencies to enjoy risk taking at work and my inability to get bogged down in the details have emboldened me to try out things and take on risks that have ultimately turned out to be winning bets.
I’m such a big picture thinker – if I actually could think through every detail before moving ahead with something, I don’t think I ever would’ve moved as quickly as I have and grown from solo to an agency of 20 in two years. But those are my own tendencies, not a blanket experience for everyone with AuADHD.
What’s next?
So how can agencies and content teams get the best out of their people? By creating and maintaining a culture of continuous celebration and acceptance of all brains – not just neurodivergent ones.
Because when people feel accepted, they’ll do their best work.
To encourage and support neurodivergent people into your team, you can:
- Actively ask neurodivergent people to apply for roles in job ads
- Provide clarity around the recruitment process in advance
- Give people options – such as sharing their CV/cover letters via different mediums, provide interview questions in advance, and give the option to interview over the phone (without video)
- Create a Social Norms 101 doc that details all those unwritten rules about the workplace
- Be very clear about when you’re going to give feedback and then be consistent with that – don’t surprise anyone with feedback (if you can help it)
In our agency we’ve established a human inclusive policy that outlines how we’re taking an inclusive approach to hiring, onboarding and supporting our people, because some of the things neurotypical people take for granted can be overwhelming for brains that are wired differently.
With a few simple tweaks, you can create pathways to encourage more neurodivergent people onto your teams, and reap the benefits of their creativity, focus and energy.
But first you need to prop open the door and lay out the welcome mat.
Sarah Spence is the founder and CEO of Content Copywriting
Love this. Thank you for sharing.
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