Author: thea.iacovides@greatplacetowork.com

Cyprus’s workplaces are becoming more diverse than ever, with teams from different nationalities, ages, genders, and backgrounds collaborating across sectors such as finance, tourism, technology, education, and professional services. 

A Diversity, Equity and Inclusion (DEI) survey is one of the most practical tools leaders can use to understand whether people genuinely feel respected, treated fairly, and included at work. Instead of treating DEI as a buzzword or a box-ticking exercise, this blog post explores how DEI surveys help Cypriot organizations turn inclusion into a measurable competitive advantage.

What is diversity, equity, and inclusion (DEI)?

Diversity refers to the variety of people in a workplace, including gender, age, ethnicity, nationality, disability, sexual orientation, religion, and socio-economic background. Equity focuses on ensuring fair access to opportunities, resources, and rewards by addressing structural and systemic barriers, while inclusion is about creating an environment where everyone feels respected, accepted, and able to contribute fully.

In Cypriot workplaces, strong DEI practices are linked to higher engagement, better retention, greater innovation, and a stronger employer brand, especially in competitive sectors seeking to attract international talent. DEI also supports compliance with EU and Cyprus regulations on non-discrimination and equal treatment, helping organizations reduce risk while strengthening culture.

What is a DEI survey?

A DEI survey is an employee survey that measures explicitly perceptions and experiences related to diversity, fairness, inclusion, belonging, respect, and equal opportunity. It usually combines quantitative questions (e.g., agree/disagree scales) with open-ended questions to capture rich qualitative insights.

For Cypriot organizations, DEI surveys help identify whether different groups (e.g., women, non-Cypriot nationals, people with disabilities, younger employees) experience the workplace differently and where gaps in fairness or inclusion exist. They also provide a baseline for tracking progress over time and benchmarking against other leading workplaces in Cyprus and internationally.

What is an employee survey?

An employee survey is a structured questionnaire that captures employees’ views on key aspects of their workplace, including trust, leadership, communication, recognition, workload, and development opportunities. Reputable surveys, like the Great Place to Work® Trust Index™, focus on the everyday behaviours and experiences that shape a high-trust culture rather than just satisfaction.

Employee surveys can be broad (covering many aspects of culture and engagement) or topic-specific, such as a dedicated DEI or wellbeing survey. In all cases, they aim to provide leaders with reliable data so they can design targeted action plans rather than guess what employees need.

How does the employee survey work in Cyprus?

In Cyprus, employee surveys are usually delivered online, often in multiple languages (e.g., Greek and English) so that all staff can participate comfortably. Trusted providers use secure survey platforms to collect responses, then analyse results by department, location, tenure, demographic segments, and benchmark comparisons.

Organizations that work with Great Place to Work® Cyprus use the Trust Index™ employee survey to measure trust, pride, and camaraderie, as well as perceptions of fairness, inclusion, and respect. Results are typically presented to management teams and, in some cases, shared with employees, forming the basis for action planning and, in some cases, workplace certification and recognition programmes.

What is the purpose of conducting an employee survey?

The core purpose of an employee survey is to understand the real employee experience and identify strengths and pain points that may not be visible in day-to-day operations. For Cypriot businesses, this means uncovering issues such as perceptions of favouritism, communication gaps, or barriers faced by specific employee groups before they translate into turnover, reputational damage, or lower performance.

Employee surveys also build trust when leaders genuinely listen and follow up with visible changes, demonstrating that employee voices matter. Over time, this strengthens engagement, loyalty, and employer branding in the local talent market.

Which method is used to measure employees in DEI surveys?

At Great Place to Work®, we measure the employee experience using the Trust Index™ employee survey, a research-based instrument that assesses behaviours and perceptions that create a high-trust, inclusive culture. The survey includes statements about the credibility of management, respect, fairness, pride, and camaraderie, with employees rating their agreement on a 5‑point scale.

Positive responses (typically ratings of 4 or 5) are aggregated into an overall Trust Index score that shows how many employees experience the organisation as a great place to work, including from a DEI perspective. Organizations in Cyprus can also slice Trust Index™ results by demographic segments to see how different groups perform and benchmark against top workplaces that experience DEI.

What questions should organizations in Cyprus include in their DEI survey?

Cypriot organizations should design DEI surveys that combine core, validated items (such as Trust Index™ statements) with locally relevant questions that reflect the realities of the Cypriot labour market and culture. Questions should be transparent, respectful, and inclusive, avoiding assumptions or language that might make respondents uncomfortable or excluded.

Below are key question areas particularly relevant to DEI surveys in Cyprus.

1. Diversity questions

Diversity questions explore whether employees feel the organization values and reflects different backgrounds and identities across roles and levels. They might cover areas such as representation of women and underrepresented groups in leadership roles, openness to diverse viewpoints, and comfort working in multicultural teams.

In Cyprus, where many organisations employ both local and international staff, diversity questions can also explore experiences of non-Cypriot employees, language inclusivity, and the integration of different cultural or religious practices.

2. Equity questions

Equity questions assess whether people believe decisions about pay, promotions, performance evaluations, training, and workload are fair and transparent. They help uncover whether certain groups feel they have fewer opportunities or face bias in key processes such as recruitment or advancement.

For Cypriot workplaces, equity questions can be especially valuable for understanding gender pay and promotion gaps, as well as fairness between local and foreign employees and between permanent and fixed-term staff.

3. Inclusion and belonging questions

Inclusion and belonging questions focus on whether employees feel respected, accepted, and able to be themselves at work. They often explore topics such as psychological safety, feeling heard, comfort speaking up, and whether people feel they “fit” within the organisation’s culture.

These questions are critical in Cyprus, where organisations may need to consciously bridge differences between generations, nationalities, and languages to avoid cliques or “insider/outsider” dynamics. Strong scores here usually correlate with higher engagement, stronger collaboration, and lower turnover.

4. Leadership and culture questions

Leadership and culture questions examine how leaders behave and whether they actively support DEI through their decisions, communication, and role modelling. They may ask employees whether leaders are approachable, act with integrity, tackle discrimination, and make people feel included in decisions that affect them.

In Cyprus, where many organisations are still led by closely held ownership or family-run structures, leadership questions help reveal whether inclusive practices are truly embedded or remain informal and dependent on individual managers.

5. Accessibility and fairness questions

Accessibility and fairness questions explore whether policies, physical spaces, technology, and processes are accessible and fair for everyone, including people with disabilities or caregiving responsibilities. They can touch on flexible working, accommodations, office accessibility, and clarity in procedures for reporting unfair treatment.

In Cypriot workplaces, these questions are fundamental when buildings are older or processes are less formalised, helping organisations identify practical barriers that may unintentionally exclude certain employees.

6. Open-ended feedback

Open-ended questions give employees space to explain their experiences in their own words, highlight specific examples, and suggest improvements. They often reveal context that numbers alone cannot show, especially on sensitive DEI topics.

For DEI in Cyprus, open-ended feedback can uncover local nuances, such as how people perceive language use, team dynamics, national holidays, or unwritten rules that may impact inclusion. This qualitative insight is invaluable for shaping relevant action plans and communication strategies.

What is a pulse DEI survey?

A pulse DEI survey is a shorter, more frequent survey that checks in on key DEI indicators between larger, annual or bi-annual surveys. It typically focuses on a limited set of critical questions—such as fairness, respect, inclusion, and belonging—to track whether actions are having the desired impact.

Pulse DEI surveys are instrumental in Cyprus, where organisations may be implementing new policies (e.g., flexible work, inclusive recruitment, or anti-discrimination training) and need rapid feedback to adjust their approach. They help keep DEI visible on the leadership agenda and support continuous improvement rather than one-off initiatives.

How do DEI surveys differ from employee engagement surveys?

DEI surveys focus specifically on experiences of fairness, inclusion, diversity, and belonging, while engagement surveys typically assess broader factors such as motivation, pride, commitment, and intent to stay. Many modern employee engagement surveys include DEI-related items, but a dedicated DEI survey allows for a more profound exploration of how different groups experience the workplace.

In Cyprus, organisations often use the Trust Index™ employee survey as a holistic engagement and culture tool, then add DEI modules or additional demographic analysis to understand DEI in greater depth. This approach ensures that DEI is integrated into the overall culture strategy rather than treated as a separate, isolated topic.

What are the best practices for DEI surveys in Cyprus?

Best practices for DEI surveys in Cyprus include clear communication about purpose, strong guarantees of confidentiality, thoughtful question design, and visible follow-up on results. Leaders should explain why the survey matters, how data will be used, and what employees can expect after participating.

It is also important to ensure the survey is accessible (e.g., available in Greek and English, mobile-friendly, and considerate of different literacy levels) and to engage managers in encouraging honest participation. Partnering with a trusted third party, such as Great Place to Work®, can further strengthen credibility and benchmarking.

Are DEI surveys anonymous and confidential?

For DEI surveys to be effective, employees need to feel completely safe sharing honest feedback, especially on sensitive issues like discrimination, bias, or unfair treatment. In most organisations, this means designing surveys to be anonymous or strictly confidential, so that no individual’s responses can be reported or inferred in a way that links back to them personally. 

Great Place to Work® applies rigorous confidentiality and de‑identification standards, including minimum group sizes for reporting, to prevent any risk of identifying individuals from survey data. In Cyprus, clearly explaining these protections up front is crucial for building trust, increasing participation, and collecting reliable, high‑quality insights.

How do you analyse DEI survey results?

Analysing DEI survey data typically involves several steps: reviewing overall scores, comparing results between demographic groups, examining trends over time, and reading open comments for context. Organisations also benchmark their scores against national or industry averages to understand whether their culture is leading or lagging.

In Cypriot workplaces, this analysis often involves comparing the experiences of local vs. non-local employees, men vs. women, different age groups, and office vs. frontline roles to identify any gaps in fairness or belonging. These insights then feed directly into action plans with clear priorities and owners.

How do you track progress on action plans?

To track progress, organisations in Cyprus typically set specific DEI goals (for example, improving fairness scores in performance evaluation, or raising belonging scores among a particular group) and monitor survey results and key HR indicators over time. They may use annual Trust Index™ surveys, combined with shorter pulse DEI surveys, to assess whether targeted actions are improving the employee experience.

Regular review meetings, dashboards, and clear accountability for leaders help keep DEI actions on track and integrated into broader business objectives. Communicating progress to employees builds credibility and shows that feedback leads to meaningful change.

What happens if you don’t act on results?

If organisations run DEI surveys but fail to act on the findings, employees quickly lose trust and may become less willing to participate in future surveys. This can damage engagement, reinforce cynicism about leadership, and even increase the risk of negative word of mouth in the relatively small Cypriot market.

In contrast, when leaders follow through with clear actions and updates, employees see that their input matters, which can boost participation, loyalty, and DEI outcomes over time.

How do you measure DEI survey success and ROI?

Success and return on investment (ROI) from DEI surveys can be measured by improvements in DEI-related survey scores, reduced gaps between different groups, and positive trends in HR metrics such as turnover, absenteeism, promotion rates, and recruitment outcomes. Many organisations also look at external recognition, such as Great Place to Work® Certification or inclusion on Best Workplaces™ lists, as indicators that their culture is strong and inclusive.

In Cyprus, companies often see ROI in the form of stronger employer branding, improved ability to attract international talent, and greater innovation from diverse, engaged teams. Over time, this contributes directly to business performance and resilience in a competitive economy.

What to do with DEI survey data?

DEI survey data should be used to prioritise a small number of high-impact actions, not to create long lists of disconnected initiatives. Typical next steps include sharing key findings with employees, co-creating solutions with diverse groups, updating policies and processes, and training leaders on inclusive behaviours.

Sensitive data must always be handled securely and in line with GDPR and local data protection requirements in Cyprus, especially when survey items touch on demographics or experiences of discrimination. Organisations should also avoid reporting results for tiny groups to protect anonymity.

Who can conduct a DEI survey in Cyprus?

In Cyprus, DEI surveys can be conducted by internal HR or People & Culture teams, external consultants, or specialised survey providers. However, working with an independent, trusted partner can help ensure methodological rigour, confidentiality, and robust benchmarking.

At Great Place to Work® Cyprus, we support organisations across sectors with DEI-related measurement, analysis, and action planning, helping them align survey work with international best practices. This can be especially valuable for organisations running their first structured DEI survey or seeking external recognition.

How does Great Place to Work Cyprus measure DEI through surveys?

At Great Place to Work Cyprus, we measure DEI primarily through its confidential Trust Index Survey, supported by demographic data, benchmarks, and follow‑up actions. The focus is on how employees experience fairness, respect, belonging, and inclusion in their day‑to‑day work.​

Core survey tool

• The main instrument is the Great Place to Work Trust Index Survey, delivered through the Emprising platform and used by Cypriot organisations seeking Certification and Best Workplaces™ recognition.​
• The survey uses Likert‑scale statements plus open‑ended questions to capture both quantitative scores and qualitative comments about trust, respect, equity, and psychological safety.​

What the survey measures

• Questions assess whether employees feel treated fairly regardless of gender, age, nationality, or role, and whether they experience an inclusive, welcoming culture.​
• Items also explore opportunities for growth, access to resources, leadership behaviour, and whether people feel they “belong” and can be themselves at work.​
  

Data, segmentation and benchmarks

• Results are analysed by department, level, and other segments (where sample sizes allow) to highlight gaps between groups and identify specific inclusion challenges.​
• Organisations can benchmark their scores against Cypriot Best Workplaces™ and international data, using the Great Place to Work platform to compare performance and track progress over time.​
  

Confidentiality and trust

• Surveys are run confidentially, with anonymity protections and minimum group sizes for reporting, so individual employees cannot be identified from their responses.​
• This confidentiality is positioned as a core condition for honest feedback on sensitive DEI topics, helping Cypriot organisations gather reliable data for decision‑making.​
  

Turning results into DEI action

• Great Place to Work Cyprus encourages employers to pair survey data with focus groups or DEI committees, then build targeted action plans addressing identified gaps in inclusion and fairness.​
• Many Cypriot companies use these survey insights both to improve internal culture and to support Certification or DEI‑related recognition, signalling their commitment to inclusive workplaces.

​Together, these elements mean that Great Place to Work Cyprus uses DEI surveys not just to collect data, but to build a trusted, evidence‑based roadmap for more inclusive, high‑performing workplaces across the island.

How can the survey help identify Cyprus-specific DEI challenges?

Well-designed DEI surveys tailored to Cyprus can surface local issues, such as the integration of foreign workers, language barriers, perceived favouritism in close‑knit teams, and gaps between head-office and branch experiences. They also show how regional cultural norms and expectations shape employees’ sense of fairness, respect, and inclusion. 

By analysing results by location, function, and demographic group, Cypriot organisations gain a nuanced view of where to focus—whether that is inclusive leadership behaviours, flexible working, transparent communication, or better support for underrepresented groups. This enables the design of DEI interventions that truly fit the Cypriot context, rather than simply importing generic international practices.

Final thoughts

For Cypriot organisations that want to attract and retain diverse talent, meet evolving expectations, and compete internationally, DEI surveys are no longer a “nice to have” – they are essential.

When grounded in a trusted methodology like the Great Place to Work® Trust Index™, we offer a clear, confidential way to understand the real employee experience and turn DEI commitments into measurable progress.

By listening carefully to employees, acting on the insights, and tracking outcomes over time, workplaces in Cyprus can build cultures where everyone—regardless of background—feels valued, treated fairly, and able to contribute their best.

Cypriot companies can no longer treat workplace diversity as an optional extra—it’s essential for attracting talent, fostering fresh ideas, and staying competitive in a changing market.​

When organisations here make a real push for diversity, equity, and inclusion (DEI), they build stronger trust, higher engagement, and real gains across the board. This blog unpacks actionable steps to make DEI work for your business.

What does managing diversity in the workplace mean?

Managing diversity in the workplace means creating a culture where people with different backgrounds, identities, and life experiences can contribute, grow, and be treated fairly in all aspects of organisational life. It goes beyond meeting legal requirements and focuses on everyday practices—hiring, promotion, collaboration, leadership behaviours—that ensure everyone feels respected, heard, and able to perform at their best.

In Cyprus, diversity can include nationality, ethnicity, gender, age, religion, language, disability, and different professional or educational pathways. Effective diversity management recognises this complexity and puts in place clear policies, inclusive leadership, and people practices that turn difference into a strength rather than a barrier.

Why is managing workplace diversity important for organizations?

Managing workplace diversity is important because it directly affects how well an organisation performs, how engaged its people are, and how sustainable its growth can be. When employees from diverse backgrounds feel included and treated fairly, they tend to be more committed, productive, and willing to stay, thereby reducing turnover and preserving organisational knowledge.​

From a business perspective, diverse teams bring a wider range of ideas and experiences, leading to better problem-solving, greater innovation, and stronger decision-making. Organisations that effectively manage diversity are also better at understanding varied customer needs, improving their reputation, and are more likely to outperform competitors financially.

What are the benefits of managing diversity in the workplace?

Managing diversity in the workplace brings both people and business benefits for organisations.​

Key people benefits

• Higher employee engagement and satisfaction, because people feel respected, included, and able to be themselves at work.​
• Stronger retention and lower turnover, as employees are more likely to stay with organisations where they feel they belong.​
• Better team relationships and collaboration, with more mutual understanding across different backgrounds.​

Key business benefits

• More creativity and innovation, as diverse perspectives lead to new ideas, products, and solutions.​
• Better problem-solving and decision-making, because mixed teams challenge groupthink and consider more options.​
• Stronger performance and profitability, with diverse and inclusive organisations more likely to outperform competitors financially.

Managed well, diversity becomes a practical advantage—lifting engagement, sharpening decisions, and driving stronger, more sustainable business results.

How does diversity impact employee engagement and productivity?

Inclusive, diverse workplaces in Cyprus create higher trust, psychological safety, and a stronger sense of belonging, all of which are core drivers of engagement and extra discretionary effort. When people feel they are treated fairly and can show up as themselves at work, they are more likely to share ideas, collaborate across teams, and put in an extra effort for customers and colleagues.​

Evidence from engagement and performance research shows that listening to employees and acting on their feedback is linked to higher motivation, lower absenteeism, and better overall results. Diverse, well-managed teams tend to outperform more homogeneous ones because they question assumptions, reduce groupthink, and approach problems from multiple angles, which leads to more innovative and effective solutions.

What diversity challenges do employers face in Cyprus?

Cypriot employers face several recurring diversity challenges:

• Treating diversity as a side HR topic rather than a core business priority means DEI is not fully integrated into strategy, leadership, or day‑to‑day decision‑making.
• Limited awareness of unconscious bias and persistent traditional hierarchies can restrict fair access to opportunities for women, international employees, and people with disabilities.
• Lack of robust data and monitoring systems makes it challenging to track representation, promotion patterns, and equality of opportunity across different employee groups.
• Practical integration issues, such as managing language and cultural differences, onboarding international hires effectively, and ensuring policies and communication are inclusive for everyone.
• Subtle exclusion and stereotyping in everyday interactions may not break any formal rules, but they can gradually erode trust, collaboration, and employees’ sense of belonging.

These challenges underline that many Cypriot employers are still at the beginning of their diversity journey. Addressing them deliberately is essential for building workplaces where all employees can contribute fully and help organisations thrive in a more competitive, multicultural market.

How can companies effectively manage and promote diversity in Cyprus?

At Great Place to Work® Cyprus, we help organisations build diverse, equitable, and inclusive workplaces through our proven Trust Index™ surveys and Emprising™ platform—trusted tools that measure how every employee group experiences fairness, respect, and belonging.​

Here’s how Cypriot companies can succeed with our methodology:

• Set a clear DEI strategy linked to business goals, then use our Trust Index™ to benchmark employee experience by gender, age, nationality, disability, and role—revealing gaps and strengths in real time.​
• Track key diversity indicators alongside confidential survey results to spot where inclusion is thriving or falling short, with actionable benchmarks against Cyprus industry leaders.​
• Turn insights into impact by creating leader-accountable action plans—whether improving communication, updating policies, or offering targeted development for underrepresented teams.​
• Invest in ongoing training for managers and teams on inclusive leadership, unconscious bias, and cross‑cultural collaboration, tailored to the Cypriot market and its growing multicultural workforce.​
• Earn Great Place to Work® Certification to showcase your commitment publicly, attracting top multicultural talent, boosting retention, and positioning your organisation among Cyprus’s Workplaces™ for diversity and inclusion.

At Great Place to Work® Cyprus, companies do not have to guess what works—they can rely on a proven, people-first methodology to turn diversity ambitions into everyday reality. 

By measuring what employees truly experience and translating those insights into targeted action and recognition, organisations can build workplaces where diversity, equity, and inclusion are not just paper values but a lived advantage for everyone.

Which DEI practices deliver the best results in Cyprus?

The DEI practices that deliver the best results in Cyprus are those that are leadership‑backed, data‑driven, and visible in the everyday employee experience.​

Most effective practices include:

• Using confidential DEI and culture surveys (such as the Great Place to Work Trust Index) to capture how different groups experience fairness, respect, and belonging, then segmenting results by gender, age, nationality, disability, and role.​
• Setting clear DEI goals tied to business outcomes and tracking progress with concrete metrics, rather than relying on informal impressions.​
• Implementing inclusive policies and bias‑aware processes for hiring, pay, promotion, and performance, supported by regular training on unconscious bias and inclusive leadership.​
• Participating in initiatives such as Great Place to Work Certification, using benchmarks against Cyprus’ Best Workplaces to refine strategy and publicly demonstrating a real commitment to diversity, equity, and inclusion.

When Cypriot companies combine these practices, DEI stops being a checklist and becomes part of how the organisation actually works day to day. In turn, diversity and inclusion lead to higher trust, stronger engagement, and better results for both employees and the business.

How do employee surveys and analytics improve DEI strategy?

Employee surveys and people analytics help Cypriot companies turn DEI from good intentions into targeted, measurable action. Well-designed, confidential surveys reveal how different employee groups actually experience fairness, respect, belonging, and growth opportunities, rather than relying on assumptions or informal feedback.

By segmenting results by factors such as gender, age, nationality, disability, department, and location, leaders can pinpoint where inclusion is strong and where specific groups are being left behind. This makes it easier to prioritise interventions, from improving manager behaviours to adjusting policies and processes.

Over time, organisations that regularly run engagement and DEI surveys can track progress, benchmark against leading workplaces in Cyprus, and continuously refine their DEI strategy based on real data and trends, not guesswork.

Which Cypriot organizations have successfully embraced workplace diversity?

Several Cypriot organisations across sectors have begun embedding diversity and inclusion into their hiring, development, and support of their people. Many large employers in professional services, finance, retail, education, and technology now highlight gender-balance initiatives, pay‑equity reviews, and flexible working as core pillars of their DEI strategies, rather than optional add‑ons.

Recognition programmes such as Cyprus’ Best Workplaces™ lists showcase companies that treat diversity as a source of innovation, trust, and growth, not just a legal obligation. Organisations that reach this level typically combine visible leadership commitment, robust employee surveys to measure inclusion, and everyday inclusive practices that employees recognise and feel in their day‑to‑day work.

Final Thoughts

For Cypriot companies, managing diversity is part of building a high‑trust workplace where people do their best work and choose to stay. When leaders back up their words with inclusive policies and data‑driven decisions, DEI stops being a side initiative and becomes central to how the business grows.

Great Place to Work® Cyprus supports this shift by giving organisations the tools to listen to employees, measure inclusion, and act on what they learn, turning everyday experiences of fairness and belonging into a real competitive advantage for people, customers, and the wider Cypriot society.

In Cyprus, diversity is more than a buzzword — it’s a driving force behind modern, forward-thinking businesses that break barriers and redefine success.

From Limassol’s thriving tech hubs to Nicosia’s global finance sector, teams made up of people from varied backgrounds fuel workplaces with creativity, fresh ideas, and innovative problem-solving. Unique life experiences and perspectives lead to solutions others might overlook, boost productivity, and open doors to untapped markets. Research confirms it: organisations in Cyprus that embrace inclusion consistently outperform those that cling to a one-size-fits-all approach.

But diversity isn’t only about profits — it’s about people. Prioritising inclusion creates workplaces where every employee feels valued, inspired, and connected, fostering a deep sense of belonging that strengthens both morale and performance.

In this article, we’ll explore five key benefits of workplace diversity in Cyprus — and how it drives business success while enriching the professional and personal lives of employees across the island.

How is workplace diversity defined?

Workplace diversity is defined as the presence of employees with a wide range of different characteristics, backgrounds, and perspectives within an organisation—including differences in race, ethnicity, gender, age, sexual orientation, physical abilities, religion, education, socioeconomic background, language, and more.

A truly diverse workplace values and welcomes these differences, fostering an environment where everyone feels noticed, respected, and able to contribute their unique experiences and skills. Diversity goes beyond visible traits; it also encompasses less visible aspects like values, cognitive styles, family structure, and life experiences. 

The purpose is not only representation but the creation of a culture where diverse viewpoints lead to greater creativity, innovation, and problem-solving. Workplace diversity means building teams that reflect the broader community, enabling organisations to benefit from a richer mix of ideas and a more inclusive, engaging, and equitable workplace.

What are the benefits of diversity in the Cypriot workplace?

Embracing diversity brings measurable benefits to Cypriot organisations, empowering them to attract and retain exceptional talent while securing a sustainable competitive edge. Studies show that companies with diverse teams—especially in terms of ethnicity and gender—are significantly more likely to outperform financially. 

Globally recognised research highlights that such organisations are up to 35% more likely to achieve above-average financial returns, thanks to their breadth of viewpoints and superior problem-solving abilities. In Cyprus, adopting diversity helps businesses tap into a wider pool of highly qualified candidates, driving innovative thinking and boosting employee loyalty.

Workplaces that welcome employees from a variety of backgrounds cultivate a reputation as forward-thinking and inclusive employers. This not only sets them apart in a competitive market but also enhances their capacity to adapt, innovate, and serve the needs of a changing society.

1. Innovation and Creativity

One of the most important benefits of workplace diversity in Cyprus is the boost it gives to creativity and innovation. Creativity flourishes where diversity thrives. Cypriot teams, comprising diverse cultures, experiences, and perspectives, generate novel ideas, challenge conventional wisdom, and deliver breakthrough solutions. As an example, ECOMMBX, awarded Cyprus’s Best Workplace 2025, stands out for its innovative culture and progressive initiatives, showing how valuing diversity and employee well-being drives both creativity and business success.

Several key benefits emerge:

• Diverse teams frequently devise disruptive solutions, responding to customer needs in imaginative new ways.
• Cognitive diversity actively counters groupthink, promoting robust problem-solving and adaptability.
• Multicultural talent offers unique market insights, enabling innovation tailored to a broader spectrum of customers.

In Cyprus, fostering a culture of inclusion and diversity is foundational for sustained creativity and a strong industry position. Companies that champion diverse perspectives can expect dynamic teams, enhanced customer satisfaction, and enduring business growth.

2. Better Decision-Making and Problem-Solving

Another clear advantage of workplace diversity is its ability to strengthen decision-making and problem-solving. Teams composed of individuals with varied cultural, professional, and life experiences approach challenges from multiple angles, leading to well-rounded, informed choices. Research shows that cognitively diverse teams solve problems faster and make better decisions than homogenous groups—outperforming them in quality and speed up to 87% of the time.

The reason is simple: diverse perspectives encourage deeper evaluation, reduce the risk of groupthink, and spark constructive debate. While it can be more challenging to integrate multiple viewpoints, this very complexity drives richer analysis, sharper critical thinking, and more innovative solutions.

For Cypriot companies, nurturing a diverse workforce means unlocking these decision-making advantages—creating agile, adaptable teams that respond effectively to complex challenges.

This improved problem-solving capacity doesn’t just enhance productivity and collaboration; it also directly boosts business performance and supports sustainable growth in a competitive, fast-changing market.

3. Greater Employee Engagement, Well-Being, and Retention

An inclusive workplace is a powerful driver of engagement, well-being, and loyalty. When employees from diverse backgrounds feel genuinely respected and valued, they are more likely to be motivated, productive, and committed to their organisation. Reports say that combining diversity with true inclusion can lift engagement levels by an impressive 101%.

The impact on retention is equally striking. Studies show that companies with strong diversity and inclusion practices can see retention rates up to 68.3% higher than those without. This means fewer costly turnovers, more profound institutional knowledge, and stronger long‑term relationships between employers and their teams.

Inclusive organisations in Cyprus do more than just reduce recruitment costs — they create cultures where equality, authenticity, and belonging are part of everyday life. Employees who feel that they can bring their whole selves to work not only stay longer but also contribute more meaningfully to the company’s success.

When Cypriot businesses prioritise employee engagement, they create supportive workplaces that lift morale, build loyalty, and attract the top talent needed for sustainable growth.

4. Broader Talent Pool and Recruitment Opportunities

Embracing diversity significantly expands the talent pool and opens the door to richer recruitment opportunities. According to a report, 76% of job seekers consider a company’s diversity practices important when evaluating employers and job offers.

By adopting inclusive hiring strategies, organisations in Cyprus can attract top talent from a wide range of cultural, educational, and professional backgrounds — bringing in fresh perspectives, unique skill sets, and innovative problem‑solving abilities.

The benefits don’t end at recruitment. Retention rates improve when employees feel their individuality is valued and their contributions matter. Diverse organisations naturally appeal to ambitious, globally minded professionals, strengthening their reputation and making them stand out in competitive markets.

5. Competitive Advantage in the Local Market

In Cyprus’s evolving economy, a diverse workforce is more than an ethical choice — it’s a powerful competitive edge. Research shows that diverse teams are 70% more likely to capture new markets and drive innovation, thanks to their cultural awareness, adaptability, and deeper understanding of a broad customer base. The financial rewards are equally impressive, with diverse organisations enjoying 25–35% higher profitability compared to less inclusive peers.

Business leaders who actively foster diversity not only position their companies ahead of competitors but also earn stronger trust and loyalty from customers.

This advantage extends across multiple performance areas:

By investing in truly inclusive teams, Cypriot companies can secure sustainable growth, enhance resilience, and strengthen their position as industry leaders — both locally and globally.

What is the significance of workplace diversity?

Embracing workplace diversity is more than a strategic choice—it is the right thing to do for Cypriot businesses aiming to build inclusive, high-performing environments. The actual value of diversity lies in its ability to unite individuals with varied perspectives, skills, and experiences. This collaboration fuels innovation, adaptability, and a sense of shared purpose within teams.

However, organisations often face challenges when implementing diversity, such as overcoming unconscious bias, integrating multicultural teams, and addressing different communication styles. These hurdles can be mitigated through diversity training programmes, open dialogue, and strong leadership commitment.

As Simon Sinek once said, “Leadership is not about being in charge. It is about taking care of those in your charge.” By prioritising inclusivity, Cypriot companies can overcome obstacles and achieve long-term success.

How does workplace diversity benefit employees?

Workplace diversity plays an important role in boosting employee engagement, enhancing retention, and expanding career growth opportunities. When individuals from different backgrounds feel genuinely valued and supported, they are more motivated, satisfied, and committed to their organisation’s success. Inclusive environments encourage collaboration, foster professional development, and ensure that advancement opportunities are accessible to all team members.

Beyond internal benefits, diversity also strengthens a company’s external relationships. Organisations that embrace and reflect the variety within society are better equipped to understand and serve a broader range of customers — building lasting trust, improving client satisfaction, and driving business growth.

1. Greater Inclusion and Sense of Belonging

Inclusion is the cornerstone of a healthy, high‑performing workplace. When employees are welcomed and respected regardless of their cultural background, sexual orientation, abilities, or personal identity, they develop a profound sense of belonging and loyalty. This respectful atmosphere fosters authentic teamwork, empathy, and mutual support across the organisation.

Research consistently shows that diversity and inclusion directly influence employee engagement and job satisfaction. When people can bring their authentic selves to work without fear of bias, morale rises, collaboration improves, and contributions carry more meaning. Open communication channels and opportunities for feedback ensure that every voice is heard and valued.

Key benefits include:

• A positive, supportive workplace culture that benefits all team members.
• Higher retention rates, as employees who feel they belong are less inclined to leave.
• More cohesive, resilient teams are built through respect for varied experiences and perspectives.

For Cypriot organisations, prioritising inclusion is more than just good HR practice — it’s an investment in building motivated, collaborative teams that can thrive well into the future.

2. Improved Personal and Professional Growth

Working in a diverse environment accelerates both personal and professional development. Exposure to colleagues with different backgrounds, skills, and perspectives allows employees to discover new approaches to problem-solving, broaden their skill sets, and expand their professional networks. This kind of workplace naturally fosters continuous learning, adaptability, and open‑mindedness — qualities that are essential in today’s changing job market.

Diversity training programmes amplify these benefits by increasing awareness of unconscious biases, promoting respectful communication, and encouraging curiosity about different viewpoints. Such initiatives not only enhance teamwork but also help employees unlock their full potential, develop greater empathy, and improve collaboration across cultures.

Key outcomes include:

• Enhanced skills and faster career progression through cross‑cultural learning and varied experiences.
• Better understanding among colleagues thanks to structured training and open dialogue.
• Broadened perspectives from the regular exchange of new ideas and approaches.

For companies in Cyprus, investing in diversity means creating an environment where employees can thrive, continuously grow, and reach new heights in their careers — while contributing to a stronger, more innovative organisation.

3. Higher Engagement and Job Satisfaction

Engaged employees are the driving force behind any organisation’s success — and diversity and inclusion are key to unlocking that engagement. When people feel their unique backgrounds, perspectives, and skills are genuinely valued, they become more motivated, collaborative, and committed to their work. This recognition not only boosts morale but also deepens the sense of purpose within teams.

Research and other global studies show that workplaces embracing diversity and inclusion can achieve engagement levels up to 101% higher than less inclusive peers. In such environments, employees trust their colleagues, share ideas openly, and build strong, meaningful professional relationships.

The results are precise:

• Higher morale and more substantial commitment lead to happier, more resilient teams.
• Greater job satisfaction drives productivity and reduces costly turnover.
• Engaged, inclusive teams deliver better performance and fuel organisational growth.

For Cypriot companies, celebrating diversity isn’t just good ethics — it’s a strategic approach that empowers employees to thrive, innovate, and help shape a more dynamic and competitive business landscape.

4. More Opportunities for Career Advancement

In diverse organisations, career growth is not limited by background, personal identity, or life experience — it’s driven by merit and potential. When workplaces value different perspectives and ensure equal access to promotions, training, and professional development, they open the door for every employee to advance. This commitment to fairness is a magnet for top talent, attracting ambitious professionals who want to thrive in an environment that rewards skill, innovation, and dedication.

Employees from varied backgrounds bring unique ideas and approaches that help organisations stand out in the marketplace. By actively removing barriers to advancement and implementing transparent promotion processes, businesses cultivate ambition, encourage leadership aspirations, and strengthen loyalty across their teams.

The benefits are clear:

• Equitable promotions and recognition create trust and fairness.
• Motivation to pursue leadership roles grows when opportunities are accessible to all.
• High-performing candidates are attracted and retained in a culture that prioritises growth.

For Cypriot companies, a strong commitment to diversity ensures every employee has the chance to realise their full potential — driving both individual success and long-term organisational growth.

5. Stronger Teamwork and Innovation

In diverse teams, collaboration doesn’t just happen — it thrives. When individuals bring varied experiences, skills, and perspectives to the table, they spark ideas that drive innovation and elevate business performance. Colleagues learn from one another, approach problems creatively, and adapt quickly to change, creating a culture where progress is constant.

Research consistently shows that diversity enhances creativity and problem‑solving capacity. Teams composed of people from different backgrounds are more likely to develop groundbreaking ideas, challenge conventional thinking, and deliver superior results. As Vishnu Subramanian aptly observed, “Diversity and international exposure have always been important to the decisions I have made in my career.”

The benefits are clear:

• Teamwork strengthens as employees respect and incorporate different viewpoints.
• Performance improves, with diverse teams producing higher‑quality outcomes.
• Innovation becomes a core advantage, fueling sustainable growth and competitiveness.

For Cypriot workplaces, committing to diversity means building resilient, forward‑thinking teams that don’t just meet today’s challenges — they shape tomorrow’s opportunities.

Final Thoughts

For Cypriot workplaces, embracing diversity is far more than a progressive ideal — it’s a strategic imperative for thriving in an increasingly competitive, interconnected world.

By creating an inclusive culture where every voice is heard and valued, organisations tap into the full potential of their people — sparking innovation, attracting outstanding talent, and building resilient teams ready to meet future challenges.

The benefits extend well beyond stronger business performance. Diversity cultivates a motivated, engaged, and adaptable workforce — the cornerstone of sustainable growth. For companies in Cyprus, investing in diversity is not just a smart business move; it’s a long-term commitment to shaping a more dynamic, equitable, and prosperous future for all.

Cyprus is becoming more culturally rich than ever, and our workplaces are reflecting that change. From offices and tech hubs to hotels, people from different countries, cultures, and walks of life are coming together — and it’s transforming how we work.

Diversity isn’t just about ticking a box. It’s about creating an environment where every person’s ideas, experiences, and perspectives are valued. This mix of viewpoints can spark creative solutions, improve problem-solving, and make teamwork more rewarding. It also helps colleagues form stronger connections, building trust and respect across differences.

In workplaces, diversity promotes understanding, empathy, and open-mindedness — qualities that benefit not only workplaces but also the broader Cypriot community. In this post, we’ll share seven reasons why embracing diversity is an important, powerful strategy for organisations across the island.

What is the meaning of workplace diversity?

Workplace diversity refers to the variety of differences among employees within an organisation — including visible traits like age, gender, and ethnicity, as well as less visible factors such as education, socioeconomic background, beliefs, values, skills, experiences, and even ways of thinking.

It’s about bringing together people with different perspectives so that the workplace benefits from a richer mix of ideas, experiences, and problem-solving approaches.

Workplace diversity is not only about hiring people from different groups — it also means creating an inclusive environment where all employees feel valued, respected, and able to contribute fully.

What are the main dimensions of workplace diversity?

Successful workplaces understand that diversity has many dimensions, each contributing unique strengths and perspectives. By understanding these dimensions, organisations can better support their teams and reflect the rich diversity of people around the world.

• Cultural Diversity: Encompasses differences in ethnicity, nationality, language, traditions, and ways of working. It adds depth to ideas and approaches within teams.
• Gender Identity and Sexual Orientation: Respecting and including individuals regardless of gender identity or sexual orientation fosters fairness, belonging, and equal opportunity.
• Ethnic Diversity: Welcoming people from different racial and ethnic backgrounds enriches workplace culture and broadens perspectives.
• Age and Ability: Valuing contributions from people of all ages and physical or mental abilities helps ensure a truly inclusive environment where everyone can thrive.

Each of these diversity dimensions brings fresh insights, encourages creative problem-solving, and supports a healthier, more dynamic workplace culture. Embracing them not only leads to better business performance but also promotes fairness and equality in broader society.

For Cypriot workplaces, recognising and integrating these dimensions creates a solid foundation for innovation, resilience, and long-term success — while ensuring that no one feels overlooked or excluded.

Why is diversity important in the Cypriot workplaces?

Diversity is important in Cypriot workplaces because it drives innovation, creativity, and business performance, reflects the multicultural reality of the island, and helps organisations attract and retain top talent. Diverse teams bring together varied perspectives and life experiences, enabling more creative problem-solving and assisting businesses to adapt to rapidly changing markets—especially important in sectors influenced by Cyprus’s international connections and unique geographic position.

Embracing workplace diversity in Cyprus also leads to:

• Higher employee engagement and retention: When individuals feel respected, valued, and included for who they are, they are more loyal, satisfied, and productive. This reduces turnover and operational costs and creates thriving teams.
• Better decision-making and problem-solving: Different viewpoints challenge the status quo and reduce groupthink, leading to more balanced and innovative solutions.
• Broader market reach: Companies with multicultural teams better understand, serve, and communicate with diverse customers—an advantage for Cyprus’s internationally active economy and growing tourism sector.
• Positive reputation and compliance: A reputation for diversity and inclusion enhances employer branding and attracts talent, while aligning with European laws and social expectations.
• Fairness and social progress: Prioritising diversity helps Cypriot workplaces mirror the social and cultural mix of modern society, fostering greater inclusion and supporting broader societal fairness.

Diversity is more than a social responsibility for Cypriot workplaces — it is a strategic necessity that fuels innovation, strengthens performance, and boosts adaptability in today’s globalised economy. The following seven reasons outline why diversity plays such a vital role in Cypriot workplaces.

1. Increase Innovation and Creativity

Increasing innovation and creativity is one of the most important reasons to embrace diversity in the workplace. Innovation flourishes when different perspectives meet, and in Cypriot organisations, diverse teams unite distinct cultural insights, professional backgrounds, and problem-solving styles. This blend fuels new ideas, questions outdated practices, and leads to solutions others may overlook.

A diverse team avoids the pitfalls of uniform thinking, instead examining challenges from multiple angles. By sharing personal experiences and viewpoints, employees generate fresh products, services, and processes that keep companies competitive and spur growth. Research consistently shows that diversity catalyses creativity, as people with varied life stories interpret opportunities and risks differently, producing ideas that go far beyond the obvious.

Importantly, when employees see their voices valued, they become more invested, fostering a collaborative culture that embraces change rather than resists it. As diversity advocate Verna Myers said, “Diversity is being invited to the party; inclusion is being asked to dance.” In Cyprus, this combination of diversity and inclusion gives organisations the agility, creative energy, and unique edge needed to stand out both locally and globally.

2. Reflects a Changing workforce

A primary reason to embrace diversity is that it mirrors the realities of our rapidly evolving workforce. In Cyprus, the labour market is more diverse than ever, shaped by migration, global mobility, EU membership, and the island’s role as a hub for tourism, trade, education, finance, and healthcare. Employees now represent a wide range of nationalities, cultures, languages, and professional backgrounds.

By embracing this diversity, workplaces do more than keep pace — they mirror the reality of modern society. This relevance strengthens relationships with both local communities and international markets. An inclusive organisation shows it understands and values the people it serves, whether they are clients, patients, students, or business partners.

Recognising and adapting to a changing workforce also gives companies a competitive edge in attracting top talent. Increasingly, skilled professionals seek out employers who respect differences, provide equal opportunities, and foster a genuine sense of belonging. This is especially vital in Cyprus, where competition for qualified workers is intensifying across industries.

3. Builds a positive brand image

One of the most important reasons to embrace diversity is that it strengthens a company’s brand image. In a competitive market, a strong brand is defined not only by the quality of its products or services, but also by the values it represents. In Cyprus, organisations that actively champion diversity and inclusion send a powerful message: we are modern, forward-thinking, and people-focused.

A reputation for inclusivity attracts not only talented employees but also customers, partners, and investors. People are more inclined to work with and support companies that respect and reflect the diversity of the communities they serve. This is especially true in Cyprus, where the economy relies heavily on tourism, international trade, and cross-border partnerships.

Being recognised as a diverse and inclusive workplace can also bring favourable media coverage, industry awards, and public accolades. Certifications such as Great Place to Work® Cyprus or inclusion in the Best Workplaces™ lists signal to the market that the organisation prioritises a healthy, respectful, and equitable environment.

Beyond attracting talent and customers, a strong diversity-driven brand image fosters trust, loyalty, and long-lasting relationships — positioning Cypriot companies as not just competitive in business, but also responsible contributors to society.

4. Attracts Better Talent

Another important reason to embrace diversity is its power to attract top talent. In the globalised job market, skilled professionals look for more than just competitive pay — they seek workplaces that value individuality, offer equal opportunities, and foster genuine inclusion. In Cyprus, where many industries compete for highly qualified employees, diversity can be the key factor that sets an employer apart.

Diverse and inclusive organisations send a strong, appealing message to job seekers: here, you can bring your whole self to work and contribute meaningfully, regardless of your background, culture, or perspective. This reputation draws top candidates from both within Cyprus and abroad, enriching teams with valuable skills, knowledge, and experiences that might otherwise be out of reach.

Equally important, a welcoming and respectful environment encourages talented employees to stay, develop, and grow with the organisation, reducing turnover and building a loyal, motivated workforce. When diversity and inclusion are embedded in daily practice rather than just spoken as ideals, employees are more likely to feel satisfied, empowered, and committed to their roles.

For Cypriot workplaces aiming to build high-performing teams and strengthen long-term recruitment success, making diversity a core value is not only the right approach — it is essential for attracting, retaining, and inspiring the very best people.

5. Improves Employee Satisfaction

A key reason for embracing diversity is the powerful boost it gives to employee satisfaction. When diversity and inclusion are prioritised, employees feel respected for who they are — not just for the work they deliver. In Cyprus, where workplaces are becoming increasingly multicultural and multi-generational, fostering an environment that celebrates differences allows everyone to feel valued, heard, and comfortable.

An inclusive work culture promotes open communication, teamwork, and recognition of individual strengths. Employees are more engaged and motivated when they know their ideas are valued and their backgrounds are seen as assets. This sense of belonging directly enhances job satisfaction, boosts well-being, and increases productivity.

Moreover, satisfied employees are more likely to stay with their organisation and recommend it to others. In Cyprus’s competitive labour market, retaining skilled and motivated staff is critical for long-term stability and growth. By embracing diversity, companies not only build stronger, more vibrant teams but also cultivate positivity, loyalty, and pride in the workplace.

6. Strengthens Business Performance

Embracing diversity delivers a clear competitive advantage by directly strengthening a company’s overall business performance. Diversity is not only good for morale — it’s a proven driver of the bottom line. In Cyprus, where industries such as tourism, finance, shipping, healthcare, and technology operate in fast-paced, competitive, and global markets, diverse teams provide organisations with a critical performance advantage.

Different perspectives lead to sharper decision-making, more innovative solutions, and a deeper understanding of customer needs. This translates into better products, services, and strategies — all of which fuel growth and profitability. Research consistently shows that organisations with higher levels of diversity outperform their peers in revenue, market share, and overall financial results.

A diverse workforce also enhances agility. By drawing on varied skills, cultural insights, and problem-solving approaches, teams can adapt more swiftly to market changes and seize opportunities that more uniform groups might miss.

For Cypriot companies, diversity is not simply a “nice-to-have” — it is a core driver of sustainable business success. Organisations that commit to it are better positioned to compete both locally and globally, delivering stronger outcomes for employees, customers, and shareholders alike.

How does diversity benefit workplaces in Cyprus?

Diversity benefits workplaces in Cyprus by transforming both organisational performance and employee experience.

Here’s how:

• Drives Innovation and Creativity: Mixed teams with varied backgrounds generate fresh ideas, embrace creative problem‑solving, and develop better products and services. Diversity fuels unconventional thinking, helping Cypriot businesses adapt quickly to market changes and new opportunities.
• Broadens Market Reach: A multicultural workforce reflects the reality of Cyprus’s diverse population and international connections. Companies with diverse teams can understand, serve, and connect with wider customer groups—giving them an edge in sectors like tourism, healthcare, and finance.
• Boosts Employee Engagement and Satisfaction: When employees feel valued for who they are, they’re more likely to be engaged, motivated, and loyal. Inclusive environments lead to higher retention rates, stronger teams, and lower recruitment costs.
• Enhances Reputation and Recruitment: Cypriot companies known for their commitment to diversity attract top talent and enjoy a positive public image. Diverse workplaces are preferred by job seekers, customers, and partners alike.
• Strengthens Business Performance: Research shows that diverse organisations make better decisions, perform more effectively, and achieve stronger financial results. In Cyprus, this translates to higher profitability, resilience, and sustainable growth.
• Promotes Fairness and Social Progress: Embracing diversity supports equality and inclusion beyond the workplace, contributing to a fairer and cohesive society across Cyprus.

Diversity empowers Cypriot workplaces to be more innovative, competitive, and adaptive while also fostering a culture of respect, inclusion, and opportunity for all. This positions organisations to thrive in a fast-changing, multicultural business landscape.

What successful workplace diversity initiatives can be found in Cyprus?

Cyprus has made significant strides in workplace diversity, with a variety of successful initiatives shaping organisational culture and supporting inclusion across sectors. Here are some of the most impactful diversity programs and developments as of 2025:

Great Place to Work® Cyprus Certification

• Great Place to Work® Cyprus is the trusted authority on workplace culture, recognising and certifying organisations that excel in creating diverse, equitable, and inclusive environments where every employee can thrive.
• This certification process involves thorough employee surveys and audits of organisational practices, hiring, promotion, and support for minority groups.
• Certified companies are recognised publicly, with the top socring companies featured in the Cyprus’ Best Workplaces™ Lists, Best Workplaces™ for Women Lists and Europe’s Best Workplaces™, and often serve as role models for workplace inclusion.

Cypriot workplaces benefiting from these initiatives report higher employee engagement, greater innovation, stronger business performance, and improved reputation and market reach.

By implementing structured DEI strategies, continuous training, and transparent policies, organisations in Cyprus are building vibrant, resilient, and inclusive work environments well suited to a multicultural business landscape.

Final Thoughts

Diversity in Cypriot workplaces is no longer an optional extra — it’s a vital ingredient for long-term success, innovation, and social harmony. From boosting creativity and employee satisfaction to strengthening brand reputation and business performance, the benefits are clear and measurable.

At Great Place to Work® Cyprus, we know that fostering inclusion isn’t a one‑time initiative — it’s a continuous commitment. When organisations truly embrace it, the rewards ripple out to benefit not only their people but also the business and the wider community.

By embracing different perspectives, respecting every individual, and embedding equity into workplace culture, Cypriot businesses can not only thrive in a competitive global market but also contribute to a more united, forward-thinking society. The future of work in Cyprus is diverse — and those who lead with inclusion will be the ones shaping it.