How Germany’s largest public broadcaster promotes intercultural diversity

WDR is Germany’s largest public broadcaster and part of the ARD public service media network. It is focused on increasing diversity by building on two pillars: building its workforce diversity through personal development programmes and increasing diversity in its content by representing the full cultural and social landscape of all the audiences in it broadcasting areas. Facing questions about its future workforce, WDR has several initiatives in place, to address this gap.

WDR relies on its Intercultural Diversity Strategy, which is reviewed regularly and amended in line with legislation and societal developments.

A common problem German media organizations face is attracting young people with a migration background to apply for jobs. Suggesting that young people of Generation Z and a little older, do not see traditional broadcasters as a natural place for them to have a career. Instead they seem to prefer setting up their own initiatives using podcasts or other social media platforms, where they feel able to tell their stories in ways they believe are more authentic.