Recruiting in a Multicultural Environment

Slide 1: Recruiting in a Multicultural Environment The National Restaurant Association Show May 17, 2008

Slide 2: Agenda • MFHA approach • CSP Business Case • Factors in engagement of minority communities • Finding & Developing Talent • Getting Started • What to avoid - How to succeed

Slide 3: Courage is the most important virtue. - Maya Angelou, American Poet, Writer & Historian

Slide 4: MFHA Approach “Diversity of thought, perspectives & experiences is the goal. Diverse points of view produce the best solutions.”

Slide 5: MFHA Diversity Model Workforce Customers Community Suppliers Positive outcomes for each seat!

Slide 6: CSP Business Case • Diversity is a business growth opportunity. – Demographic changes: major employer of minorities. – Market opportunity: urban markets offer growth. – Innovation: diverse talent drives creativity & new solutions. – Globalization: having a global mindset for managing difference is how you win.

Slide 7: Rationale • Workforce Development- engaged employees are productive and long lasting. • Competitive Advantage- being culturally intelligent builds a competitive barrier vs. the competition. • Combat Discrimination- race, sex, ethnicity, religion, disability, age, sexual orientation. • Legislation- settlements are costly.

Slide 8: Framing the Issue • The #1 challenge for service industry employers is sourcing talent. – We rely heavily on high school graduates – Young workers are harder to manage – Fewer students work during school year – More minorities in the workforce – Immigrant labor is critical

Slide 9: Framing the Issue • Customers want more service and they want it now! – Service is training is need more than ever. – Due to popular culture, service jobs are not seen as being “cool”. – Common courtesy standards have slipped across all segments of business.

Slide 10: Engaging Minority Communities • Difficult/Challenging—Why? – History with employment & service – Hard work – Image – Hours – Exploring the unknown, misunderstandings – Different needs, different tools

Slide 11: Engaging Minority Communities • Difficult—BUT—It Can Be Done! – Effective outreach – Development of innovative strategies & tactics – Honesty regarding knowledge of the community and its issues – Acknowledgement of risks and willingness to make mistakes – Seeking help/support, i.e. MFHA

Slide 12: Solution Strategy • Make your business relevant to the minority community. – Educate them that profit is not a dirty word. – Support issues that impact them. – Show them the way. – Use values based training built on respect, patience and authenticity.

Slide 13: Finding Talent • NEW BUSINESS MODELS NEEDED: – The traditional workplace model, where all workers follow the same non-spoken rules and most workers come from similar backgrounds is no longer working in today’s business environment. – What are the new workplace models that bring about productive and competitive work teams?

Slide 14: Developing Talent • MORE TRAINING IS NECESSARY: – Unfortunately for many US businesses, training is still seen as an expense instead of an investment. – The reality of a more diverse population is that employers must make the decision to train employees better to avoid higher turnover costs and reduced sales. – The question is how do we get senior management to see the value of training?

Slide 15: How Do You Get Started? • Only 3 of the 4 seats at the table will be used initially— – Workforce • Escalator to the Middle Class • Still an industry where you can go from the dishroom to the Boardroom w/o a college degree – Customer • Understand who the emerging customer is and their needs and wants – Community • Tell the story of who we are and what we do • Profit is not a “4-Letter Word”

Slide 16: Outcomes That Grow The Industry Workforce Customers • Increased Productivity • Better Experience • Recruiting / Retention Success • Better Customer Service • Improved Communication • Improved Image • People Development • Increased Business Community Suppliers • Improved Image • Increased MBE Volume • Value Added Relationships • Wider Participation • Strategic Partnerships • Reduced Costs • Cultural Understanding • Product Innovation Positive outcomes for each seat!

Slide 17: The Process • Define success. • Educate yourself on the issues (“g”lobal and Local). • “Really” define the issues-not just the symptoms, go to the core. • Prioritize the options. • Set boundaries/Rules of engagement— geographic, values, standards of operation, outcomes, mindset

Slide 18: The Process, cont’d • Identify allies, partners—MFHA, local organizations, local influencers. • Commit to an action plan. • Set timelines. • Execute. • Reassess-Evaluate-Continuous Improvement.

Slide 19: Potential Landmines • “Aha’s” To Be Aware Of-- – Talking about race, ethnicity is not something we are taught to do – There is bound to be some level of discomfort – We usually only talk among ourselves, when we do talk race, ethnicity – We often talk in stereotypes and with “unbalanced views of each other”

Slide 20: Factors for Success • Do This— – Withhold judgment – Focus on the facts – Avoid emotion as much as possible – Stay in the present, avoid a re-hash of the past – Avoid dealing, playing or reacting to race, gender, difference cards – Understand, accept and acknowledge the industry’s role in discrimination

Slide 21: Summary • Diversity is a business growth opportunity. • The business case is crystal clear. • Engage diverse & minority communities to make your business relevant to them. • Sourcing & developing talent requires investment for the long term. • Expect bumps in the road. • This MUST DO WORK!

Slide 22: "You can't build a reputation on what you are going to do." --Henry Ford, American Auto Manufacturer (1863-1947)

Slide 23: THANK YOU! Gerry Fernandez, President & Founder MFHA- The Multicultural Foodservice & Hospitality Alliance ® 1144 Narragansett Boulevard Providence, RI 02905 401.461.6343 / 9004- fax Gerry.fernandez@mfha.net