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Championing Diversity and Inclusion to Recruit and Retain Top Talent

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According to the Social and Demographic Trends from Pew Research Center, millennials are the most racially diverse generation in American history. Results of a most recent study sponsored by the Plank Center for Leadership in Public Relations and the Institute for Public Relations, suggest that more than 70 percent of surveyed millennial public relations professionals value diversity of people at work. In addition, more than 60 percent of them indicated they are very supportive of social causes and socially responsible companies. Results also suggest when companies are more engaged in developing socially responsible strategies and programs, their millennial PR professionals tend to be more engaged in their job and their organization. To address millennial PR professionals’ needs and expectations for generating a positive impact on the community and society, this panel offers discussion and implications on how to create a dedicated corporate environment focusing on a more caring, inclusive and diverse culture to attract millennial top talent. Such a corporate environment could be critical in at least five ways: as a source of diversity and inclusion, as a driver of accountability, as a resource for shared power and continued development, as a stimulus for engagement and as a key to long-term success. Practical solutions will be discussed.

By the end of this session, participants will be able to:
- Examine cutting-edge survey data for insights about how diversity and inclusion initiatives help to recruit and retain millennial workers in PR. These insights are essential knowledge for managers as they supervise an increasingly diverse workforce.
- Interpret surveys about diversity and inclusion tactics that illustrate simple ways to engage millennial employees.
- Share case studies of best practices in diversity and inclusion as developed by global PR agency Burson-Marsteller and others.

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Championing Diversity and Inclusion to Recruit and Retain Top Talent

  1. 1. Championing Diversity and Inclusion to Recruit and Retain Top Talent Presented at 2017 PRSA Conference
  2. 2. Meet the Panelists Dr. Juan Meng University of Georgia Dr. Bryan Reber University of Georgia Patrick Ford Burson-Marsteller; University of Florida
  3. 3. Objectives • Share insights about how diversity and inclusion initiatives help to recruit and retain Millennial workers in public relations • Link research findings to diversity and inclusion tactics that can be used to engage Millennial employees • Share case studies of best practices in diversity and inclusion as developed by college education programs and by global-PR agencies, such as Burson-Marsteller
  4. 4. Millennial Communication Professionals (MCPs) in the workplace Confident. Connected. Open to Change.
  5. 5. Who are the Millennial Communication Professionals (MCPs)?
  6. 6. MCPs: Adult Millennials born 1981-1996, including 1981 and 1996, who currently hold a full-time position in the profession of communication. They are the…. Largest generation in the workforce (35%) Leaders in the workplace for the next 2-3 decades
  7. 7. Our Approach: Two Surveys The first survey focused on the self-perceptions of MCPs in the workplace, whereas the second collected the perceptions of the managers who supervise the MCPs in their organizations.
  8. 8. Online Survey #1 Demographics of a national panel of 420 MCPs DEMOGRAPHIC MCPs AGE 21-36 GENDER F (63.1), M (35.0), TG (1.9) ETHNICITY Cau. (75.2), AA (11.0), Asian (5.7), Hisp/Lat (4.0), Other (4.1) ORG TYPE Corp (57.2), Agency (20.5), NP/GOV/ED (17.4), Other (4.9) TOP RESPONSIBILITIES Gen Comms (61.4), Social Media (41.2), Digital Comms (37.9), Mktg Comm (33.8)
  9. 9. Online Survey: Key Questions Workplace values & attributes Engagement Leadership capabilities Leadership development Recruitment and retention drivers Careerism
  10. 10. Online Survey #2 National panel of 420 MGRs DEMOGRAPHIC MGRs AGE 37-60 GENDER F (50.0), M (48.8), Other (1.2) ETHNICITY Cau. (85.0), AA (6.2), Asian (2.1), Hisp/Lat (4.3), Other (2.3) ORG TYPE Corp (58.1), Agency (12.0), NP/GOV/ED (19.5), Other (10.4) TOP RESPONSIBILITIES Gen Comms (56.9), Mktg Comm (36.4), EMP Comms (33.8), Acct Mgmt (33.1), PR (32.1) #MCPs MANAGED 1-5 (40.5), 6-10 (24.5), 11-15 (17.4), 16+ (17.6)
  11. 11. We all agreed that we value diversity and inclusion! % agree with statement MCPs MGRs Value diversity of people at work 87.5% 81.2% Value work-life quality more than income 71.4% 60.3% Very supportive of social causes and socially responsible companies 84.1% 82.8% Prefer working in teams 57.8% 67.1%
  12. 12. MCPs vs. MGRs on Diversity & Inclusion 5.97 5.21 5.73 4.67 5.65 4.69 5.56 4.98 4 4.5 5 5.5 6 6.5 7 I value diversity of people at work. I value work-life quality more than income. I am very supportive of social causes and socially responsible companies. I prefer working in teams, rather than working alone. MCPs MGRs
  13. 13. Female & Male MCPs have Different Perceptions 6.11 5.21 5.86 4.6 5.71 5.2 5.47 4.82 4 4.5 5 5.5 6 6.5 7 Value diversity of people at work Value work-life quality more than income Very supportive of social causes and socially responsible companies Prefer working in teams Females Males
  14. 14. The Role of Diversity in Recruitment % agree with statements MCPs MGRs It seemed to be a very socially- responsible organization. 74.6% 69.9% It seemed to offer a balanced work-life approach. 82.4% 75.4 It appeared to have a very open and positive culture. 85.2% 79.9%
  15. 15. Organizations did a good job in addressing diversity when recruiting. 5.42 5.58 5.76 5.22 5.31 5.58 It seemed to be a very socially-responsible organization. It seemed to offer a balanced work-life approach. It appeared to have a very open and positive culture. MCPs MGRs
  16. 16. Organizations’ retention efforts in diversity as perceived by MCPs and MGRs % agree with statements MCPs MGRs My organization has made efforts to support a balanced work-life approach. 79.1% 80.7% My organization has made efforts to embody an open and positive organizational culture that values diversity. 82.1% 86.7% My organization has made efforts to engage in socially-responsible strategies and programs. 77.1% 77.8%
  17. 17. Efforts have been made. Improvements are expected. 5.52 5.61 5.4 5.46 5.68 5.38 Supports a balanced work-life approach Embodies an open and positive organizational culture that values diversity Engages in socially-responsible strategies and programs MCPs MGRs
  18. 18. The Challenge for Emerging Leaders Program “During the Challenge for Emerging Leaders, students will have an opportunity to learn from some of the best professionals and academics in the industry. The relationships that they build are bound to last a lifetime.”
  19. 19. Bringing Diverse Students and the Profession Together
  20. 20. AdPR Academy • Created by the AdPR program at the University of Georgia • A week-long, career orientation and opportunity boot camp • Aids in the advancement of diversity and minority leadership in advertising and public relations • Hands-on professional development experience • Open to upper undergraduate and first-year graduate students • The Academy will host its second class of 30 participants during Spring Break 2018 from March 12-17
  21. 21. AdPR Academy • Competitive application process • No cost to students • Hoping to get hotel industry sponsor this year
  22. 22. Orlando Pimentel: AdPR Academy First year Academy participant First generation American Entry level position at Porter Novelli, DC
  23. 23. Recruitment 2017 AdPR Academy
  24. 24. ‘Together Being More’ Initiatives • Employee Resource Groups: • African-American, Latino, LGBTQ, Women • U.S. Diversity Council: • ERG leaders and U.S. leadership team execs • Raise Your Voice Program: • Mentorship program • Mandatory unconscious bias training for Directors and above • Nearly 150 leaders have participated • Together Being More Intranet Page
  25. 25. Black History Month: Black PR Pioneer Exhibits
  26. 26. Heritage Month Videos • Black History Month: • Emma Bowen: http://bit.ly/BMblackprpioneers • Pride Month • Hispanic Heritage Month
  27. 27. Pride Month: Burson Pride Events
  28. 28. D&I Discussion Forums • “Hitting the Mark in the Digital Age”: reaching U.S. Hispanics • “Young, Connected and Black” African-American millennials driving social change • “LGBTQ Rights in the Current Political Climate” led by the CEO of the Family Equality Council • “They Can’t Kill Us All” Washington Post reporter Wesley Lowery discussed his bestselling book by the same name
  29. 29. D&I Best Practice Case Study • Partnerships: • Arthur W. Page Society • Emma Bowen Foundation • INROADS • The LAGRANT Foundation • PRSA Foundation
  30. 30. Questions.
  31. 31. Thank you. Plankcenter.ua.edu @PlankCenterPR

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