Recruiting in a Multicultural Environment The National Restaurant Association Show May 17, 2008
Agenda <ul><li>MFHA approach </li></ul><ul><li>CSP Business Case </li></ul><ul><li>Factors in engagement of minority commu...
Courage is the most important virtue.  - Maya Angelou, American Poet, Writer & Historian
“ Diversity of thought,  perspectives & experiences is the goal.  Diverse points of view produce the best solutions.” MFHA...
MFHA Diversity Model Workforce Customers Community Suppliers Positive outcomes for each seat!
CSP Business Case <ul><li>Diversity is a business growth opportunity . </li></ul><ul><ul><li>Demographic changes : major e...
Rationale <ul><li>Workforce Development-  engaged employees are productive and long lasting. </li></ul><ul><li>Competitive...
Framing the Issue <ul><li>The #1 challenge for service industry employers is sourcing talent.  </li></ul><ul><ul><li>We re...
Framing the Issue <ul><li>Customers want more service and they want it now! </li></ul><ul><ul><li>Service is training is n...
Engaging Minority Communities <ul><li>Difficult/Challenging—Why? </li></ul><ul><ul><li>History with employment & service <...
Engaging Minority Communities <ul><li>Difficult—BUT—It Can Be Done! </li></ul><ul><ul><li>Effective outreach  </li></ul></...
Solution Strategy <ul><li>Make your business relevant to the minority community. </li></ul><ul><ul><li>Educate them that p...
Finding Talent <ul><li>NEW BUSINESS MODELS NEEDED:  </li></ul><ul><ul><li>The traditional workplace model, where all worke...
Developing Talent <ul><li>MORE TRAINING IS NECESSARY :  </li></ul><ul><ul><li>Unfortunately for many US businesses, traini...
How Do You Get Started? <ul><li>Only 3 of the 4 seats at the table will be used initially— </li></ul><ul><ul><li>Workforce...
Outcomes That Grow The Industry Workforce Customers Community Suppliers • • • • • Better  Experience • Better  Customer Se...
The Process <ul><li>Define success. </li></ul><ul><li>Educate yourself on the issues (“g”lobal and Local). </li></ul><ul><...
The Process, cont’d <ul><li>Identify allies, partners—MFHA, local organizations, local influencers. </li></ul><ul><li>Comm...
Potential Landmines <ul><li>“Aha’s” To Be Aware Of-- </li></ul><ul><ul><li>Talking about race, ethnicity is not something ...
Factors for Success <ul><li>Do This— </li></ul><ul><ul><li>Withhold judgment </li></ul></ul><ul><ul><li>Focus on the facts...
Summary <ul><li>Diversity is a business growth opportunity. </li></ul><ul><li>The business case is crystal clear. </li></u...
&quot;You can't build a reputation on what you are going to do.&quot; --Henry Ford, American Auto Manufacturer (1863-1947)
Gerry Fernandez, President & Founder MFHA- The Multicultural Foodservice & Hospitality Alliance  ®   1144 Narragansett Bou...
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Recruiting in a Multicultural Environment

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Recruiting in a Multicultural Environment

  1. 1. Recruiting in a Multicultural Environment The National Restaurant Association Show May 17, 2008
  2. 2. Agenda <ul><li>MFHA approach </li></ul><ul><li>CSP Business Case </li></ul><ul><li>Factors in engagement of minority communities </li></ul><ul><li>Finding & Developing Talent </li></ul><ul><li>Getting Started </li></ul><ul><li>What to avoid - How to succeed </li></ul>
  3. 3. Courage is the most important virtue. - Maya Angelou, American Poet, Writer & Historian
  4. 4. “ Diversity of thought, perspectives & experiences is the goal. Diverse points of view produce the best solutions.” MFHA Approach
  5. 5. MFHA Diversity Model Workforce Customers Community Suppliers Positive outcomes for each seat!
  6. 6. CSP Business Case <ul><li>Diversity is a business growth opportunity . </li></ul><ul><ul><li>Demographic changes : major employer of minorities. </li></ul></ul><ul><ul><li>Market opportunity : urban markets offer growth. </li></ul></ul><ul><ul><li>Innovation : diverse talent drives creativity & new solutions. </li></ul></ul><ul><ul><li>Globalization : having a global mindset for managing difference is how you win. </li></ul></ul>
  7. 7. Rationale <ul><li>Workforce Development- engaged employees are productive and long lasting. </li></ul><ul><li>Competitive Advantage- being culturally intelligent builds a competitive barrier vs. the competition. </li></ul><ul><li>Combat Discrimination- race, sex, ethnicity, religion, disability, age, sexual orientation. </li></ul><ul><li>Legislation- settlements are costly. </li></ul>
  8. 8. Framing the Issue <ul><li>The #1 challenge for service industry employers is sourcing talent. </li></ul><ul><ul><li>We rely heavily on high school graduates </li></ul></ul><ul><ul><li>Young workers are harder to manage </li></ul></ul><ul><ul><li>Fewer students work during school year </li></ul></ul><ul><ul><li>More minorities in the workforce </li></ul></ul><ul><ul><li>Immigrant labor is critical </li></ul></ul>
  9. 9. Framing the Issue <ul><li>Customers want more service and they want it now! </li></ul><ul><ul><li>Service is training is need more than ever. </li></ul></ul><ul><ul><li>Due to popular culture, service jobs are not seen as being “cool”. </li></ul></ul><ul><ul><li>Common courtesy standards have slipped across all segments of business. </li></ul></ul>
  10. 10. Engaging Minority Communities <ul><li>Difficult/Challenging—Why? </li></ul><ul><ul><li>History with employment & service </li></ul></ul><ul><ul><li>Hard work </li></ul></ul><ul><ul><li>Image </li></ul></ul><ul><ul><li>Hours </li></ul></ul><ul><ul><li>Exploring the unknown, misunderstandings </li></ul></ul><ul><ul><li>Different needs, different tools </li></ul></ul>
  11. 11. Engaging Minority Communities <ul><li>Difficult—BUT—It Can Be Done! </li></ul><ul><ul><li>Effective outreach </li></ul></ul><ul><ul><li>Development of innovative strategies & tactics </li></ul></ul><ul><ul><li>Honesty regarding knowledge of the community and its issues </li></ul></ul><ul><ul><li>Acknowledgement of risks and willingness to make mistakes </li></ul></ul><ul><ul><li>Seeking help/support, i.e. MFHA </li></ul></ul>
  12. 12. Solution Strategy <ul><li>Make your business relevant to the minority community. </li></ul><ul><ul><li>Educate them that profit is not a dirty word. </li></ul></ul><ul><ul><li>Support issues that impact them. </li></ul></ul><ul><ul><li>Show them the way. </li></ul></ul><ul><ul><li>Use values based training built on respect, patience and authenticity. </li></ul></ul>
  13. 13. Finding Talent <ul><li>NEW BUSINESS MODELS NEEDED: </li></ul><ul><ul><li>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. </li></ul></ul><ul><ul><li>What are the new workplace models that bring about productive and competitive work teams? </li></ul></ul>
  14. 14. Developing Talent <ul><li>MORE TRAINING IS NECESSARY : </li></ul><ul><ul><li>Unfortunately for many US businesses, training is still seen as an expense instead of an investment. </li></ul></ul><ul><ul><li>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. </li></ul></ul><ul><ul><li>The question is how do we get senior management to see the value of training? </li></ul></ul>
  15. 15. How Do You Get Started? <ul><li>Only 3 of the 4 seats at the table will be used initially— </li></ul><ul><ul><li>Workforce </li></ul></ul><ul><ul><ul><li>Escalator to the Middle Class </li></ul></ul></ul><ul><ul><ul><li>Still an industry where you can go from the dishroom to the Boardroom w/o a college degree </li></ul></ul></ul><ul><ul><li>Customer </li></ul></ul><ul><ul><ul><li>Understand who the emerging customer is and their needs and wants </li></ul></ul></ul><ul><ul><li>Community </li></ul></ul><ul><ul><ul><li>Tell the story of who we are and what we do </li></ul></ul></ul><ul><ul><ul><li>Profit is not a “4-Letter Word” </li></ul></ul></ul>
  16. 16. Outcomes That Grow The Industry Workforce Customers Community Suppliers • • • • • Better Experience • Better Customer Service • Improved Image • Increased Business • Increased MBE Volume • Wider Participation • Reduced Costs • Product Innovation • Improved Image • Value Added Relationships • Strategic Partnerships • Cultural Understanding Positive outcomes for each seat! Increased Productivity Recruiting / Retention Success Improved Communication People Development
  17. 17. The Process <ul><li>Define success. </li></ul><ul><li>Educate yourself on the issues (“g”lobal and Local). </li></ul><ul><li>“Really” define the issues-not just the symptoms, go to the core. </li></ul><ul><li>Prioritize the options. </li></ul><ul><li>Set boundaries/Rules of engagement—geographic, values, standards of operation, outcomes, mindset </li></ul>
  18. 18. The Process, cont’d <ul><li>Identify allies, partners—MFHA, local organizations, local influencers. </li></ul><ul><li>Commit to an action plan. </li></ul><ul><li>Set timelines. </li></ul><ul><li>Execute. </li></ul><ul><li>Reassess-Evaluate-Continuous Improvement. </li></ul>
  19. 19. Potential Landmines <ul><li>“Aha’s” To Be Aware Of-- </li></ul><ul><ul><li>Talking about race, ethnicity is not something we are taught to do </li></ul></ul><ul><ul><li>There is bound to be some level of discomfort </li></ul></ul><ul><ul><li>We usually only talk among ourselves, when we do talk race, ethnicity </li></ul></ul><ul><ul><li>We often talk in stereotypes and with “unbalanced views of each other” </li></ul></ul>
  20. 20. Factors for Success <ul><li>Do This— </li></ul><ul><ul><li>Withhold judgment </li></ul></ul><ul><ul><li>Focus on the facts </li></ul></ul><ul><ul><li>Avoid emotion as much as possible </li></ul></ul><ul><ul><li>Stay in the present, avoid a re-hash of the past </li></ul></ul><ul><ul><li>Avoid dealing, playing or reacting to race, gender, difference cards </li></ul></ul><ul><ul><li>Understand, accept and acknowledge the industry’s role in discrimination </li></ul></ul>
  21. 21. Summary <ul><li>Diversity is a business growth opportunity. </li></ul><ul><li>The business case is crystal clear. </li></ul><ul><li>Engage diverse & minority communities to make your business relevant to them. </li></ul><ul><li>Sourcing & developing talent requires investment for the long term. </li></ul><ul><li>Expect bumps in the road. </li></ul><ul><li>This MUST DO WORK! </li></ul>
  22. 22. &quot;You can't build a reputation on what you are going to do.&quot; --Henry Ford, American Auto Manufacturer (1863-1947)
  23. 23. Gerry Fernandez, President & Founder MFHA- The Multicultural Foodservice & Hospitality Alliance ® 1144 Narragansett Boulevard Providence, RI 02905 401.461.6343 / 9004- fax [email_address] THANK YOU!

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