Edward Jones Aims High With Bridge Diversity Program

As for performance, leaders are deploying mentorship programs, training and coaching reps, and working with them on client-sourcing strategies, Giuseffi says.

“The early data is astounding — attrition falls off significantly if women and diverse [advisors] participate [in such programs] … They all are auto enrolled in the program, but they don’t always participate, so Bridge leaders are asked to work through all senior leadership to insure 100% participation.”

Growth strategies include attracting talent by holding WHOW (Women Helping Other Women) and summits nationwide that focus on diversity, like the one being held this week in Denver. Other steps being taken include collaboration with Edward Jones’ growth division to plug into the firm’s regional infrastructure and the hosting of Edward Jones opportunity presentations to individuals not with the firm.

For these efforts, Bridge leaders ask advisors within a region to explain how they are active within their communities and how they approach outside clubs and organizations to spread the work on opportunities at the firm.

There are hurdles, Giuseffi says, but she believes having more robust support for community outreach as well as better messaging will help attract more diverse advisors and clients, who may feel more comfortable working with registered reps with similar backgrounds to theirs.

The launch of the Bridge program also follows Edward Jones Managing Partner Jim Weddle’s signing of a pledge with 150 other CEOs to advance diversity and inclusion in the workplace. The program’s success within the corporate headquarters, as well as success of the WINGS program, also prompted Edward Jones to move the program into the field, the inclusion executive says. 

Edward Jones launched its first WINGS program in 2009. It closed WINGS in 2012 and then redesigned and reintroduced it in September, after Weddle’s pledge singing.