Cultural Diversity in organizations as a competitive advantage Market Reach, Alliances, and Performance is key to success! … and embracing cultural diversity in your organization will enable the opportunity for all three! Presenters: Bob Nagar – LMI Canada Leadership & Personal Development Coach email@example.com LinkedIn Web Elaine Moores firstname.lastname@example.org Ewa Gorska – United Way of Oakville Database Administrator email@example.com
Internet Users by Geographic region – 2011 (millions) 1016.8 500.7 273.1 77.1 139.9 235.8 23.9World map courtesy of WorldAtlas.com.
Internet user growth opportunity by Geographic region 2011 (millions) 2864.1 316.1 74.4 139.5 896.4 361.2 11.5 Growth potential PenetrationWorld map courtesy of WorldAtlas.com.
Internet user growth rate Geographic region 2000-2011 376% 790% 153% 2245% 2988% 1205% 214%World map courtesy of WorldAtlas.com.
Global Mobile device trendshttp://8.mshcdn.com/wp-content/uploads/2012/03/Infographic.jpg
Demographics in Halton-Peel – Your differentiators Population growth rate Growth rate visible 2006-2011 minorities 2001-2006 Ontario, 5.6% Ontario 27.50% Halton- Milton, Peel 56.5% 54% Growth rate as a Growth rate of percentage of total immigrants 2001-2006 population - 2001-2006 Ontario, 12.20% Ontario, 6.60% Halton- Halton- Peel, 31.7 Peel, 17 0% %
Who are they? Prime working years 25-44 Where from?
How does culture impact usHofstede’s three levels ofmental programming- Software of theMind, 2010 Application --------------------------- Programming Platform-------- Operating System-------
5 Cultural Dimensions Power-distance Index Uncertainty avoidanceLong-term vs short-term index Cross-cultural Differences Masculinity /femininity Individualism/collectivism
Power Distance 93 90 77 80 69 68 39 Canada Brazil Russia India China Poland Romania Uncertainty avoidance 95 93 90 76 48 40 40 Canada Brazil Russia India China Poland Romaniahttp://geert-hofstede.com/
Individualism Index 80 60 48 38 39 30 20 Canada Brazil Russia India China Poland Romania Masculinity Index 66 64 56 52 49 42 36 Canada Brazil Russia India China Poland Romaniahttp://geert-hofstede.com/
Long-term orientation 118 65 61 32 23 Canada Brazil Russia India China Poland Romaniahttp://geert-hofstede.com/
Level the Playing fieldIceberg model of culture developed by Selfridge and Sokolik, 1975 and W.L. French andC.H. Bell in 1979
Elaine Moores• Note: • Contact information – Zerezghi Haile, Diversity – Although Ewa and I are citizen Advisor representatives on the Halton • Zerezghi.Haile@Halton.ca Diversity Advisory Committee (HDAC), we are not here to • Tel: 905 825 6000 ext. represent the views of Halton 7972 Region or HDAC – HDAC – Any opinions expressed by tonight are based on our own • http://www.halton.ca/livi experiences ng_in_halton/diversity_in _halton_region/
Business Case for Diversity (Why I became a champion for diversity)• Are blue eyes are better?
Business Case (continued)• Myths about Diversity • To the Contrary – Hiring to reach targets “Why the Value of Diversity in the Workplace Adds up to Nearly Six Figures” -Toronto Star, Mar. 1/12 – Not hiring the best • “…stores where the pool of employees – Preferential treatment of mirrored the ethnic makeup of the communities they served earned an certain group(s) - e.g. average of $94,000 more per year than women, visible stores in which staff wasn’t minorities, persons with representative of the wider disabilities, etc community” • “setting quotas or numerical targets for employees of various ethnic groups misses the point” • “…a monochromatic sales team in an ethnically diverse area sends negative signals to shoppers of various backgrounds” http://www.thestar.com/business/article/1138489
Business Case (continued)• Oakville Examples • Benefits of Diversity – Town of Oakville website – Better customer service; • information available in 50 higher client satisfaction; languages more profitable for business • http://www.oakville.ca/servi ces.html Middle of the – Hire the best; retain talented page, it will ask you to select a language employees who see opportunities for promotion – HSBC Bank – Morally the right thing to do – Perogy House
Diversity in SMEs – 7 steps 1. Analysis and relevance Think about your business –strengths, weaknesses, opportunities and threats (SWOT analysis) – What strengthens/weakens your business? – What are recent problems? – Are we getting the most out of our people? – Does my management style motivate to truly contribute? – Right mix of skills and experience for operational/market demands? – How diverse is the market place? Becoming more or less with, technology and lifestyles change? Are we responding? – How diverse is the workforce - styles and approaches, working practices, new ways of looking at problems? – Are equality laws an intrusion or an opportunity for change?http://www.migpolgroup.com/publications_detail.php?id=217
Diversity in SMEs – 7 steps 2. New Markets Explore new/potential markets. How to do it: – Recognize the diversity/scale of the potential market place you can appeal to (the age range, the sexual orientation, the ethnic range, disability issues). – Research needs of different groups – Seek feedback from clients/customers across target markets – Develop reach strategies/advertising materials that are accessible to all. – Recognize any benefits in matching personality, age, background and style of front- line staff with customers/clients – Discover and utilize new media opportunities (e.g. “Pod Casting”, local magazines, social groups) to focus marketing on new groups – Consider workforce training related to dealing with specific groups Benefits: – Increases access to new markets with opportunities for products/service development and diversificationhttp://www.migpolgroup.com/publications_detail.php?id=217
Diversity in SMEs – 7 steps 3. Client/Customer Needs Put client/customer needs at the forefront of your business strategy and planning Process How to do it: – Feed diversity market research directly into product and service developments – Develop accessible external communications systems that allow for feedback and new ideas from customers/clients (both existing and new). Integrate the feedback into a regular business review process Benefits: – An evolving business strategy that reflects the (changing) needs of customers and clientshttp://www.migpolgroup.com/publications_detail.php?id=217
Diversity in SMEs – 7 steps 4. Recruitment Move away from staffing decisions based on “gut instinct” and personal values How to do it: – Decide on skills, knowledge and experience that the business needs and produce a “job description” and a personal specification . – Make sure you are not inadvertently excluding anyone from applying because of diversity differences. Adapt your methods to allow (and encourage) disabled people to apply – Avoid “word of mouth” recruitment processes. Consider a range of advertising methods and professionals – Explicitly reach out to all sections of the community – Talk informally about the job to your candidates.. Benefits: – A better match between your business need, job roles and staff profiles. This can also lead to better staff retention and increased innovationhttp://www.migpolgroup.com/publications_detail.php?id=217
Diversity in SMEs – 7 steps 5. Internal Communications Develop strong internal communication systems. How to do it: – Allow and encourage staff to suggest ideas, anonymously if necessary, through written and verbal channels (e.g. bulletin boards, “drop box”) – Use your appraisal system for staff feedback – Ensure that staff confidentiality is protected Benefits: – The recognition (and application) of the diversity of ideas, knowledge and different perspectives held within the business and increased staff involvement and commitment. – Provide a climate where employees are truly motivated to contributehttp://www.migpolgroup.com/publications_detail.php?id=217
Diversity in SMEs – 7 steps 6. Image and reputation Use your commitment to diversity as a business tool in terms of reputation, PR and winning business (particularly from larger and public sector firms). How to do it: – Develop formal diversity policies – but keep it simple – Prepare a one page review with staff on what diversity targets will help them over the year (e.g. flexible working around religious holidays). – Set out a training plan and record any training related to diversity issues. – Specify the measures you have put in place to select and recruit new staff. – Include diversity statements in your brochures, handbooks and company guidelines, as you might do with health and safety issues. – Capture metrics on staff and customer diversity. Establish baseline with an annual review to assess /track your movement towards increased diversity Benefits: – Increased linkages with local/national/international supply chains and improved business opportunitieshttp://www.migpolgroup.com/publications_detail.php?id=217
Diversity in SMEs – 7 steps 7. Evaluation Evaluate the potential costs and benefits of implementing diversity policies. How to do it: – Think about what you need to put into the process (costs) in terms of management time and business resources – Think about what the outcomes might be e.g. improved communications, better staff relations etc. – Think about the potential benefits e.g. solutions to labour shortages; avoiding staff problems such as stress and absenteeism; access to new markets; improved performance in existing markets; access to talent; getting the most out of existing staff; increased innovation and creativity; improved reputation – Review this on an annual basis Benefits: – Effective, systematic measurement of costs /benefits of workforce policies is essential to sustain existing programs and to assess the business case for greater investment and opportunityhttp://www.migpolgroup.com/publications_detail.php?id=217
Ewa Gorska Database Administrator at United Way of Oakville • Member of : – Polish Alliance group in Oakville – Halton Polish Women Group – Halton Diversity Advisory Committee – Halton Newcomer Strategy Project
My StoryPolish Roots:• Born/raised in Poland, started family there.• Worked as an elementary teacher in Poland.• Came to Canada in 1989• Wroclaw University in Poland• Degree with Honors in Pedagogy and Adult Education
What contributed to my success in Canada• Post graduated Degree in Information Technology from Sheridan College in 1. Open minded person who gave me a Oakville chance for an interview 2. Encouraging , empowering inclusive work environment that values previous work/life experiences 3. A Boss who appreciates and sees employee for who they are at work and beyond 4. This allowed me confidence to develop and to take on many new successful projects
What contributed to my success in Canada Success If I could give anybody any kind of advice based on my personal experience I would say: • Capitalize on all skills • Motivate • be the kind of boss or co-worker who is • Empower open minded, risk taking , positive and trusting • Get to know • The one who • Understand encourages, empowers, motivates • Trust • The one who sees more than just an • Be open minded employee, just an immigrant , just not so • Give a chance perfect EnglishJust give somebody a chance, believe in that person and you would be surprised with the outcome.
Ewa’s life mottoHere is my motto, that guides me in my lifeAttitudeThe longer I live, the more I realize the impact of attitude on life. Attitude, to me, is more important than facts. It is more important than the past, than education, than money, than circumstances, than failures, than success, than what other people think or say or do. It is more important than appearance, giftedness or skill.It will make or break a company, a church, or a home. The remarkable thing is that we have a choice every day regarding the attitude we will embrace for that day.We cannot change the past, we cannot change the fact that people will act in a certain way. We cannot change the inevitable. The only thing we can do is plan on the one thing that we have, and that is our attitude.I am convinced that life is 10 percent what happens to me and 90 percent how I react to it. And so it is with you. We are in charge of our attitudes. By unknown Author
The Final Word about Diversity – it works! Tool #1Diversity in SMEs - Tools to help you Chris Herbert firstname.lastname@example.org 1. Image and reputation LinkedIn Web Tool #2 2. Recruitment Rick Stomphorst email@example.com LinkedIn Web 3. Diversity Tool #3 Awareness, Personal and Leadership Development Bob Nagar firstname.lastname@example.org LinkedIn Web