Unlocking Untapped Talent: How Inclusive Hiring Builds Stronger Teams
At 321 Coffee, we’ve learned that building an inclusive team isn’t just the right thing to do—it’s also one of the smartest business decisions we’ve made. But inclusion doesn’t happen by accident. It takes intention, creativity, and a willingness to rethink how we recruit, hire, train, and support our people.
Rethinking Recruitment
If you want people with disabilities on your team, they need two things:
To know your team exists
To want to be a part of it
That starts with how you recruit. Instead of relying solely on job boards like Indeed, meet people where they are. Think about overlooked or marginalized communities in your area. Where do they gather? What programs support them?
In Raleigh, we’ve connected with organizations like Miracle League and Autism Society of the North Carolina, and we’ve used search terms like “autism support Wake County” or “special education transition programs” to find new networks.
A simple message like this can go a long way:
“We’re committed to becoming a more inclusive employer. If you or someone you know is interested in joining our team, we’d love to talk.”
Inclusive Hiring Starts with Inclusive Evaluation
We used to think hiring meant evaluating someone’s ability to take orders, make lattes, and interact with customers. But then we looked at some of our best employees:
Aaron: Nonverbal communication, but brings unmatched energy and initiative
Kyle: Calm under pressure, now confidently greets every customer
Grace: Always eager to learn, even if she’s still mastering certain tasks
Under a traditional interview process, none of them would have “shined.” So we changed the process.
We now evaluate based on skills, not just tasks:
Can they communicate in their own way?
Can they follow a procedure with support?
Do they want to work in a café and with a team?
We use interviews, task-based evaluations, and job shadowing to assess fit. For example, candidates sort rubber bands by color and number to simulate choosing the right cup temperature, flavor, and number of pumps.
Training That Works for Everyone
One-size-fits-all training doesn’t work—especially for neurodiverse team members. So we use a mix of:
Observation
One-on-one support
Repetition
Videos
Written and picture instructions
Audible cues
If something isn’t working, we try something else. And we celebrate progress, not perfection.
While training new baristas on espresso—one of our more complex tasks—I noticed someone off to the side, seemingly distracted and talking to himself. But when I asked him to try the machine, he nailed it on the first try. It turned out he had been learning in his own way, and it was incredible to witness.
Designing Operations for Success
Inclusion doesn’t stop at hiring. It’s built into how we operate. We audit our systems to identify barriers and creatively solve them.
Roasting Facility: Anticipated challenges like moving heavy coffee? We added wheels and a vacuum lift system.
Café: Unexpected barriers like tamping espresso? We rethought the process.
We also communicate clearly:
“Say hi to every customer.”
“Clean the backsplash tiles before closing.”
Clear expectations allow for accountability and growth.
Creating a Culture of Belonging
Inclusion is about more than accessibility—it’s about community. We:
Host social events to build relationships
Use people-first language
Ask, don’t assume
Create feedback loops to learn what’s working and what’s not
If someone isn’t thriving, we explore whether they’re in the right role—not whether they belong on the team.
The Business Case for Inclusion
Inclusive hiring isn’t charity—it’s smart business. We’ve seen:
Higher employee retention, 90-100%
A 700+ person waitlist to work with us
Stronger customer loyalty
And yes, there are even tax credits available for inclusive hiring. But the real value? It’s in the people.
Start Somewhere
You don’t have to be perfect on Day 1. Start with something. Try. Listen. Adjust. And keep going.
Because when you unlock untapped talent, you unlock untapped potential—in your team, your business, and your community.
