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Strategic Planning for Human Resources:A Diversity Perspective
A Canadian Association of Broadcasters Diversity Webinar
Richard Cavanagh, PartnerCONNECTUS Consulting Inc.
November 27, 2008
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Webinar focuses on a starter set of ideas...
Why a diverse workforce? Key issues in strategic planning/HR/diversity:
Recruiting Engaging Management Organizational Commitment Workplace Accommodation
Practical – and cost-effective – approaches to the issues Key resources
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Some background
Webinar material developed from a number of sources:
CAB – Joint Societal Issues Committee and Human Resources Committee
Current research/studies on diversity and human resources
Informal network of HR professionals
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1) Canada’s Growing Diversity
Currently, Canada’s diversity looks like:
Ethnocultural Groups = 16 percent of Canadian population Persons with Disabilities = 14 percent Aboriginal Peoples = 5 percent
In 2011…
Ethnocultural Groups = 20 percent Persons with Disabilities = 18 percent Aboriginal Peoples = 7 percent
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Canada’s Growing Diversity
Diversity planning tends to focus on the four target groups identified in Employment Equity legislation, i.e. visible minorities, persons with disabilities, Aboriginal Peoples and women
Two observations: (i) broader, inclusive approach can include mature workers (50+) & LGBT and (ii) companies in smaller markets may “see” less diversity
But diversity is a reality in markets of all sizes
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2) Legal & Regulatory Obligations
Legal and Regulatory Obligations: Employment Equity legislation for firms with over 100 employees
CRTC requirements & expectations – annual reporting by individual television broadcasters and by the CAB
Introduction of Radio Best Practices through the 2006 Review of Commercial Radio; approved in Public Notice 2007-122
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Legal & Regulatory Obligations
CRTC has high expectations about broadcasters’ diversity initiatives
Driven in large part by a much more diverse population (Section 3 of Broadcasting Act = reflection of multiracial & multicultural society; Task Force Report of 2004)
Most recent focus: Accessibility Proceeding (although it’s more about access to the system than about employment)
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3) Realities of the labour force
Shortage of talent: approaching 3 million workers in the next 20 years
Talent drain to other countries – younger workers are increasingly mobile; increasing competition for talent
Higher expectations (driven by regulator and industry players) to recruit, hire & retain talent that reflects community diversity
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4) The Business Case
70 percent of Canadian population growth is due to immigration
Combined spending power of Chinese and South Asian consumers alone in Canada: $40B*
From a Human Resource perspective, linking diversity strategy to corporate/business objectives makes sense
Diversity = a competitive edge
* Source: Research Solutions Inc. 2008
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The Business Case
Equitable Employment
Systems
EmployeeSatisfaction
EmployeeCommitment
Superior ClientValue
ClientSatisfaction
ClientCommitment
IncreasedRevenues &Profitability *Source: Trevor Wilson
Diversity at Work: The Business Case for Equity
“The Employee-Customer Satisfaction
Chain” *
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Key Issues in Strategic Planning
A review of diversity studies and on-going dialogue with HR professionals points to a number of persistent issues:
Issue 1 – Recruiting
Issue 2 – Engaging Management
Issue 3 – Organizational Commitment
Issue 4 – Accommodating Persons with Disabilities
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Key Issue 1 – Recruiting for a Diverse Workforce
Getting started: defining diversity to meet your needs – and be realistic
Know your community: local demographics can shape your approach...find the best starting point & start early!
Links with educators: fundamental to know who’s who in the schools
Mentoring programs: have a strong track record of success
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Recruiting: Practical & Cost-effective Suggestions
Creating a mission statement/guidelines
Get HS kids to come to you – and don’t forget the loot bags
Essay/art contest w/prizes and spin-off promotion
Leverage internal experience/diversity = role models
Link to local Diversity Days
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Key Issue 2 – Engaging Management
Still a fundamental challenge in many organizations – and an outright barrier in others
Likely due to other priorities - such as the bottom line
Task is to link diversity to those priorities – to get management’s attention (and keep it)
“Strategic planning on a budget”...if you have one
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Engaging Management: Practical & Cost-effective Suggestions
Getting started: assess existing business priorities, branding needs, other management focus – make the link
Tell the story – may be more important than the data Can we link to existing CSR or community work? Launch and create a cycle of feedback for a ‘Diversity
Newsletter’ (= education) Is there a champion in our midst? Hold an internal Friday afternoon session with a diversity
focus: people, food, beverages
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Key Issue 3 – Organizational Commitment
Are we a company committed to diversity – what does it mean to us?
Assess the barriers...lack of interest, plain old hesitation or uncertainty...
Or maybe it’s just not fun!
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Organizational Commitment: Practical & Cost-effective Suggestions
Again, A mission statement can help: how do we view our diversity as a company, what does it mean to us?
Tap an internal committee from all departments: branding & marketing, sales & promotion – ‘sub-contracting’ tasks can build commitment
Clearly identify a simple goal or two – and create strategic support for these
Recognize/build around existing celebration ‘months’: Black History, Asian, Disability, etc.
Company Diversity Day: food, culture, music – take over the building
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Key Issue 4 – Accommodating Persons with Disabilities
Supreme Court decisions on transportation & CRTC Accessibility Proceeding elevate disability issues overall
A number of workplace accommodation issues persist – largely to infrastructure but also the unique elements of the broadcasting industry
These include lighting, steps, narrow confines, even decentralized locations (raising issues of transportation)
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Accommodating Persons with Disabilities: Practical Suggestions
A number of different ways to approach issues of accommodation
Environmental scan Consult with local disability community Keep curb cut solutions in mind...accommodation often
includes more people than those with disabilities (e.g. tight/ sharp corners)
Costs can vary widely, from assistive devices to renovation Keep in mind that “reasonable accommodation” and “undue
hardship” tests apply Internal committee/external outreach are invaluable
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Some thoughts on making mistakes (or fearing them...)
Political and cultural mistakes are common in strategic planning for diversity
For example, Flag Day can mean civil war; Ethnic Food Day can offend; Celebrating our Diversity can leave out those with disabilities
Expectations can be too high (idealism rather than practical reality) – can take on too much; focus on the positive
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Making mistakes (or fearing them): Practical Suggestions
In extremely diverse companies, recognize they are impossible to avoid
Deal with mistakes directly and across as many organizational layers as necessary
Ensure short term effects rather than long term – and decide if laughing off is workable
If there are resource implications, investigate beyond a stated reason
26www.olmcm.org/section.php?SectionID=11
www.rtndacanada.com/Content.asp?PageID=2.9 www.diversitytoolkit.org.uk
www.managementmarketing.unimelb.edu.au/mcib/Diversity.cfm
Other Media Resources...
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Government...
Human Resources and Social Development Canada – Workplace Equity Overview
http://www.hrsdc.gc.ca/eng/lp/lo/lswe/we/information/overview.shtml
Statistics Canada 2006 Census – Community Profileshttp://www12.statcan.ca/english/census/Index.cfm
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A final thought...
Diversity is the one true thing we have in common.
Celebrate it everyday.
- Anonymous
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Your feedback is important!
This is the first CAB diversity webinar A short survey will be circulated to participants to get your
views on the content and presentation – please take a few minutes to complete and return
An audio recording of the webinar will be available shortly; details will be sent out very soon
THANK YOU!