HRM 520 Group 1 Project

1. Creating an Employment Brand
for the LGBT Community
Group 1
HRM 520
New England College of Business and Finance

2. Table of Contents
 Overview………………………..…………..………….…Slide 3
 Strategic Alignment……………....……….………..…….Slide 4
• Summary of Goals…………………………….………………...Slide 5
• Rationale………………………………………………….……..Slide 6
• Alignment of Goals and Business Objectives……………..….....Slide 7
 Situational Analysis…………………………..…….….….Slide 8
 S.W.O.T. Matrix…………………………..……………….Slide 9
 S.W.O.T. Analysis
• Strengths………………………………………………..………Slide 10
• Weaknesses………………………………………….………….Slide 11
• Opportunities…………………………………………….….Slide 12-13
• Threats……………………………………………………….....Slide 14
 Perceptual Map………………………………..….……....Slide 15
 Perceptual Map Analysis…………….………..……...…..Slide 16
 Vision and Purpose……………………….…….....……...Slide 17
 Brand Idea……………………………..………………Slide 18-19
 Overall Goal………………………………………….......Slide 20
 Values………………………………………………….…Slide 21
 Brand Strategy Road Map……..…..…………….……….Slide 22
 Strategic Focus: Consumer/Target Audience………..…...Slide 23
 Strategic Focus: Competitive…………………………….Slide 24
 Strategic Focus: Operational……………………………..Slide 25
 Key Performance Indicators……………………………...Slide 26
 Tactics Sequencing: Short Term………………………….Slide 27
 Tactics Sequencing: Long Term………………………….Slide 28
 Long Term Strategy: Evolving Perceptions………………Slide 29
 Long Term Strategy: Monitor Domestic Response……….Slide 30
 Long Term Strategy: Monitor Global Response………….Slide 31
 Where are we?....................................................................Slide 32
 Summary…………………………………………….……Slide 33
 References…………………………………….…..…..Slide 34-38

3. Overview
The purpose of this presentation is propose a brand
recruitment and retention strategy for LBGT employees.
 Strengthen organizational diversity
 Elevate stakeholder perception
 Integrate progressivism into the purpose and business
strategy of Walmart’s trademark “Save money. Live
better.”
 Ensure consistency and stability of the brand

4. Strategic Alignment
Summary of goals
Rationale
Alignment of goals and business
objective

5. Strategic Alignment: Summary of
Goals
Walmart is striving to have an all-encompassing
work environment
Ensure every individual is treated equally
Take advantage of increased talent pool
Avoid potentially damaging press/lawsuits
Walmart has formed PRIDE to ensure
inclusive work environment

6. Strategic Alignment: Rationale
Walmart is striving to have an all-encompassing
work environment
Ensure every individual is treated equally
Take advantage of increased talent pool
Avoid potentially damaging press/lawsuits
Walmart has formed PRIDE to ensure
inclusive work environment

7. Strategic Alignment: Alignment of
Goals and Business Objectives
Treating all individuals equally
• “Respect the individual”
 Talent diversity
Avoid damaging press/lawsuits
• PRIDE

8. Situational Analysis
Analysis of Walmart in the LGBT community
Evaluation of current positioning in attracting
this talent
Discussion of the challenges facing Walmart
in creating an LGBT friendly branding
strategy tailored to the LGBT community

9. S.W.O.T.

10. S.W.O.T. Analysis
Strengths
Promotes equality
Supports non-discriminatory mindset
Promotes family values
Increase competitiveness
Increased candidate/talent pool
Adaptability/Flexibility

11. S.W.O.T. Analysis
Weaknesses
Former CEO Mike Duke supported bill in Arkansas
that would deny gay couples rights to adopt
May not seem genuine having a new focus on LGBT
Having such a strong conservative customer base that
they could have repercussions
Lawsuits
Increased cost of marketing and benefits
Current employees may quit, leaving gaps in
employment

12. S.W.O.T. Analysis
Opportunities
6.8% of Americans are part of the LGBT
community
8.3% gay and lesbians are “out of the closet”
646,464 same sex couples live in the U.S.
$790 billion is the estimated buying power in the
LGBT population as of 2012

13. S.W.O.T. Analysis
Opportunities
58% of LGBT report being more likely to buy
from companies that market to LGBT
communities
33% reported boycotting a company because of
supported LGBT causes
Average yearly spending on consumer packaged
goods is 25% higher for same-sex households

14. S.W.O.T. Analysis
Threats
Competitors offer greater support for the
LGBT community
Loss of suppliers
Global view on LGBT
Loss of talent
Local community backlash/loss of
customer base
Political fallout

15. Perceptual Map

16. Perceptual Map Analysis
Walmart
• More liberal
• Focus on saving money
Target
• Higher costs
• Liberal
Kmart
• Higher costs
• Supports LGBT
Chick-fil-a
• Lower costs
• Extremely conservative
 Best Buy
• More conservative
• Higher costs
CostCo
• Conservative
• Low prices
 Aldi
• Lowest prices
• Liberal

17. Vision and Purpose
We want to create an employment brand that not
only supports the LGBT community, but
celebrates it
We promote equality, family values, and diversity
We want to make the lives of ALL our customers
easier and more affordable so they can live life to
the fullest
“If we work together, we’ll lower the cost of
living for everyone…we’ll give the world an
opportunity to see what it’s like to save and
have a better life” – Sam Walton

18. Brand Idea
Where are we?
90% scoring on the Corporate Equality Index
LGBT community relationship is improving but still not
great
Why are we here?
 Extending our health benefits to include same-sex
domestic partners increased our rating from 80% last
year.
 Prior CEO supported bill to ban adoption by gay couples
hurting relationship with LGBT community
Where could we be?
 Best Places to Work for LGBT Equality by scoring 100%
on the Corporate Equality Index

19. Brand Idea
How can we get there?
By offering transgender-inclusive health
benefits we can increase our score on the
Corporate Equality Index to 100%. Currently
only 53% of companies offer this benefit.
What do we need to do to get ready?
Diversity and inclusion training
Providing zero tolerance for discrimination
Extending health benefits to all full time
employee regardless of relationship status,
sexuality, or gender

20. Overall Goal
Attract and retain critical LGBT talent
What exactly do we want to achieve that
we can measure?
What things do we want to achieve with
this new employment brand niche?

21. Values
Encourage diversity/Cultural awareness
Leadership advocates of diversity
Ensure all employees feel valued, honored,
and respected
Create relationships to strengthen mutual
interests and values

23. Strategic focus: Consumer/Target-audience
Tactics
• Treat Customers and Employees Equally
• PRIDE partnering with GLAAD
• Make contributions to charitable organizations to focus
of LGBT issues
Communication
• Memos, email, press releases
Social Media and Advertising
• Facebook, Twitter, television

24. Strategic Focus: Competitive
Tactics
• Include local suppliers/vendors that are owned and
operated by LGBT community
• Promotions of LGBT employees are highlighted
• Start an outreach program through education
Communication
• Company meeting, company-wide memos
Social Media and Advertising
• Facebook, Digital Media, Face to Face Seminars

25. Strategic Focus: Operational
Tactics
• By subscribing to Out and Equal Career Link we can
post open positions to attract LGBT talent
• Attend the Out and Equal Workplace Summit 2015 to
gain insight on best practices to create LGBT
workplace equality.
Communication
• Company meeting, company-wide memos
• Quarterly newsletters featuring a “Who we are” section
• Video summary of the conference available
Social Media and Advertising
• Internet job site, Facebook, Digital Media, Face to
Face Seminars

26. Key Performance Indicators
Measure referrals through the Out and Equal
career link
• recruitment success measurement
Monitor and measure participation in
Walmart’s internal employee group, PRIDE
• recruitment success and employee
retention/engagement
Monitor equal opportunity cases to ensure
decrease
• recruitment success and employee
retention/engagement

27. Tactics Sequencing: Short Term (0-12mo)
Outreach program development
Subscription to Career Link
• Listing of current open positions on the
Out and Equal website
Treat customers and employees equally

28. Tactics Sequencing: Long Term (12mo+)
Local suppliers and vendors
Thoughtful promotions
Outreach program development

29. Long Term Strategy: Evolving Perceptions
Customers, community, potential employees
• Sales and community involvement, employee referrals,
local recognition (ex. Chamber of Commerce)
Employees
• Continued employment, organizational loyalty, employee
referrals, advancement
Vendors
• Monitor increase of LGBT owned/operated vendors,
monitor existing partnerships for feedback, changes in
service, etc.
Shareholders
• Monitor shareholder feedback

30. Long Term Strategy: Monitor Domestic
Response
Monitor cultural perceptions from
various regions of the United States
Monitor social media feedback
Monitor changing laws

31. Long Term Strategy: Monitor Global
Response
Monitor cultural needs
Monitor changing laws

32. Where are we?

33. Summary
Strategic alignment
Situational analysis
SWOT analysis
Perceptual Mapping
Brand idea/Brand strategy road map
Strategic focus

34. References
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35. References
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36. References
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37. References
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