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Employee Orientation to Culture
- 1. Orientation to Culture House of New Hope Employment Orientation Rev 2011-2
- 2. The world’s population is 6,895,537,485 If you could fit the entire population of the world into a village consisting of 100 people… The population of the United States is 311,946,120 (only 4.5%)
- 3. Where do we come from… 60 Asians (China, India, etc.) 12 Europeans 5 North Americans 8 Central and South Americans 14 Africans
- 4. There would be… 52 women and 48 men 30 white people and 70 people of color 33 Christians 21 Muslims 13 Hindus 6 Buddhists 89 heterosexuals and 11 gay and lesbians
- 5. How old are we… 27 are 0-14 years 65 are 15-64 years 8 are 65 or older Men will live to be 64 on the average Women will live to be 68 on the average
- 6. If you want to chat… 13 speak Mandarin Chinese 5 speak Spanish 5 speak English 3 speak Arabic 3 speak Hindi 3 speak Bengali 3 speak Portuguese 2 speak Russian 2 speak Japanese 41 speak over 41lesser known languages
- 7. Literacy… 82 can read and write Of the 18 that are illiterate, 12 come from only 8 countries (Bangladesh, China, Egypt, Ethiopia, India, Indonesia, Nigeria and Pakistan) Of all the illiterate folk in the village, two- thirds are women
- 8. Health and Wealth… 6 people would possess 59% of the wealth and 5 would all come from the USA. 80 would live in poverty 50 would be suffering from hunger and malnutrition 1 would be dying (most often by AIDS) 1 would be giving birth 1 would own a computer 1 would have a university degree
- 9. Quality of life… 7 have experienced the horror of war, the solitude of prison, the pain of torture, or near death by starvation. 50 cannot worship the God of their choice for fear of assault, prison or murder. 75 do not have sufficient food to eat, a roof over their head or a place to sleep. 8 have some money in the bank, wallet or purse.
- 10. The “culture” of our village… Each person that we serve is unique in their own right. Each person has: Their own fingerprints and genetic structure Their own likes and dislikes Their own values and beliefs Their own past-histories Their own strengths and deficiencies Their own destiny
- 11. Cultural Sensitivity As an employee of House of New Hope, you have the responsibility to remain aware that cultural differences and similarities exist without assigning values (better or worse, right or wrong) to those cultural differences.
- 12. Cultural knowledge… As an employee of House of New Hope, you have a responsibility to familiarize yourself with selected cultural; characteristics, history, values, belief systems, and behaviors of the members of ethnic groups that we serve.
- 13. As an employee of House of New Hope you have a responsibility to develop sensitivity and understanding of the ethnic groups that we serve… Cultural awareness…
- 14. Cultural awareness (continued) This usually involves internal changes in terms of your personal attitudes and values. Awareness and sensitivity also refer to the qualities of openness and flexibility that you develop in relation to others.
- 15. Cultural competence… House of New Hope and its employees strive toward being culturally competent. Operationally defined, cultural competence is the integration and transformation of knowledge about individuals and groups of people into specific standards, policies, practices, and attitudes used in appropriate cultural settings to increase the quality of service; thereby producing better outcomes. Cultural competency emphasizes the idea of effectively operating in different cultural contexts.
- 16. 5 Steps Toward Cultural Sensitivity 1. Take the initiative to make contact with those we serve. 2. Take time to listen. If you don't understand, or you are not understood, take time to find out why. Don’t presume that you “know” them. Explain or ask questions. A key question might be, "Would you help me to better understand?“ 3. Learn how to pronounce names correctly. Their name is as important to them as yours is to you. 4. Be yourself. Show that you care about them as people and that you honestly want to help. 5. Don't allow cultural differences (preferences) to become the basis for criticism and judgments. Differences are neither good nor bad. What we do with them is the key.
- 17. Cultural insensitivity leads to failure… Culture comes in many shapes and sizes. It includes areas such as politics, history, faith, values, behavior and lifestyle. The following examples demonstrate how a lack of cultural sensitivity led to failure in business and industry.
- 18. McDonalds… The fast food giant McDonald's spent thousands on a new TV ad to target the Chinese consumer. The ad showed a Chinese man kneeling before a McDonald's vendor and begging him to accept his expired discount coupon. The ad was pulled due to a lack of cultural sensitivity on McDonald's behalf. The ad caused uproar over the fact that begging is considered a shameful act in Chinese culture.
- 19. Gerber… When the US firm Gerber started selling baby food in Africa they used the same packaging as in the US, i.e. with a picture of a baby on the label. Sales flopped and they soon realized that in Africa companies typically place pictures of contents on their labels.
- 20. Pepsodent… Pepsodent tried to sell its toothpaste in South East Asia by emphasizing that it "whitens your teeth." They found out that the local natives chew betel nuts to blacken their teeth which they find attractive.
- 21. Language insensitivity… IKEA, the global furniture company, once tried to sell a workbench called FARTFULL - not a hugely popular product for obvious reasons. Both Clairol and the Irish alcoholic drink Irish Mist did not properly consider the German language when they launched their products there. Clairol's hair-curling iron "Mist Stick" and the drink "Irish Mist" both flopped - why? 'Mist' translates in German as "manure".
- 22. Language insensitivity (continued) The Japanese seem to have a particular flair for naming products. The country has given us gems such as "homo soap", "coolpis", "Germ bread" and "Shito Mix". A new facial cream with the name "Joni" was proposed for marketing in India. They changed the name since the word translated in Hindi meant "female genitals.“ Coors had its slogan, "Turn it loose," translated into Spanish, where it became "Suffer from diarrhea."
- 23. Summary… As an employee of House of New Hope, you are responsible to treat every stakeholder (i.e., co-worker, consumer, business associate, referral source)with fairness and respect REGARDLESS of their cultural differences and similarities. It is your responsibility to increase your understanding of their cultural differences without judging these differences.
- 24. Summary (continued) Since cultural differences are so deep and intuitive, they can lead to substantial misunderstanding and miscommunication. This can be very detrimental to House of New Hope’s reputation. The answer is to increase your: Cultural knowledge Cultural awareness Cultural competence