Meetup 29 Cultural Diversity

Cultural Diversity in organizations as a competitive
advantage

Market Reach, Alliances, and Performance
is key to success!

… and embracing cultural diversity in your
organization will enable the opportunity for
all three!

Presenters:

Bob Nagar – LMI Canada
Leadership & Personal Development Coach
bnagar@lmicanada.ca LinkedIn Web

Elaine Moores
emoores1@hotmail.com

Ewa Gorska – United Way of Oakville
Database Administrator
ewa@uwoakville.org

Internet Users by Geographic region – 2011 (millions)

1016.8
500.7
273.1
77.1

139.9
235.8
23.9

World map courtesy of WorldAtlas.com.

Internet user growth opportunity by Geographic region
2011 (millions)
2864.1
316.1
74.4
139.5

896.4
361.2
11.5

Growth potential

Penetration


Internet user growth rate Geographic region
2000-2011
376%
790%
153%

2245%

2988%
1205%

214%


Global Mobile device trends

http://8.mshcdn.com/wp-content/uploads/2012/03/Infographic.jpg

Mobile Web

http://8.mshcdn.com/wp-content/uploads/2012/03/Infographic.jpg

Demographics in Halton-Peel – Your differentiators
Population growth rate
Growth rate visible
2006-2011
minorities 2001-2006
Ontario,
5.6%

Ontario
27.50%
Halton-
Milton,
Peel
56.5%
54%

Growth rate as a Growth rate of
percentage of total immigrants 2001-2006
population - 2001-2006
Ontario,
12.20%
Ontario,
6.60% Halton-
Halton- Peel, 31.7
Peel, 17 0%
%

Who are they?

Prime working years
25-44

Where from?

How does culture impact us
Hofstede’s three levels of
mental programming
- Software of the
Mind, 2010
Application ---------------------------

Programming Platform--------

Operating System-------

5 Cultural Dimensions

Power-distance Index

Uncertainty avoidance
Long-term vs short-term
index
Cross-cultural
Differences

Masculinity /femininity Individualism/collectivism

Power Distance
93 90
77 80
69 68

39

Canada Brazil Russia India China Poland Romania

Uncertainty avoidance
95 93 90
76

48
40 40


http://geert-hofstede.com/

Individualism Index
80

60
48
38 39
30
20


Masculinity Index
66 64
56
52
49
42
36



Long-term orientation
118

65 61

32
23



Motivation to contribute

Cultural
dimension

Level the Playing field

Iceberg model' of culture developed by Selfridge and Sokolik, 1975 and W.L. French and
C.H. Bell in 1979

Elaine Moores

• Note: • Contact information
– Zerezghi Haile, Diversity
– Although Ewa and I are citizen Advisor
representatives on the Halton • Zerezghi.Haile@Halton.ca
Diversity Advisory Committee
(HDAC), we are not here to • Tel: 905 825 6000 ext.
represent the views of Halton 7972
Region or HDAC

– HDAC
– Any opinions expressed by
tonight are based on our own • http://www.halton.ca/livi
experiences ng_in_halton/diversity_in
_halton_region/

Business Case for Diversity
(Why I became a champion for diversity)

• Are blue eyes are better?

Business Case (continued)

• Myths about Diversity • To the Contrary
– Hiring to reach targets “Why the Value of Diversity in the
Workplace Adds up to Nearly Six Figures”
-Toronto Star, Mar. 1/12
– Not hiring the best
• “…stores where the pool of employees
– Preferential treatment of mirrored the ethnic makeup of the
communities they served earned an
certain group(s) - e.g. average of $94,000 more per year than
women, visible stores in which staff wasn’t
minorities, persons with representative of the wider
disabilities, etc community”
• “setting quotas or numerical targets for
employees of various ethnic groups
misses the point”
• “…a monochromatic sales team in an
ethnically diverse area sends negative
signals to shoppers of various
backgrounds”

http://www.thestar.com/business/article/1138489

Business Case (continued)

• Oakville Examples • Benefits of Diversity

– Town of Oakville website – Better customer service;
• information available in 50 higher client satisfaction;
languages more profitable for business
• http://www.oakville.ca/servi
ces.html Middle of the
– Hire the best; retain talented
page, it will ask you to select
a language employees who see
opportunities for promotion
– HSBC Bank
– Morally the right thing to do
– Perogy House

Diversity in SMEs – 7 steps
1. Analysis and relevance
Think about your business –strengths, weaknesses, opportunities and threats (SWOT
analysis)
– What strengthens/weakens your business?
– What are recent problems?
– Are we getting the most out of our people?
– Does my management style motivate to truly contribute?
– Right mix of skills and experience for operational/market demands?
– How diverse is the market place? Becoming more or less with, technology and
lifestyles change? Are we responding?
– How diverse is the workforce - styles and approaches, working practices, new ways
of looking at problems?
– Are equality laws an intrusion or an opportunity for change?

http://www.migpolgroup.com/publications_detail.php?id=217

2. New Markets
Explore new/potential markets.

How to do it:
– Recognize the diversity/scale of the potential market place you can appeal to (the
age range, the sexual orientation, the ethnic range, disability issues).
– Research needs of different groups
– Seek feedback from clients/customers across target markets
– Develop reach strategies/advertising materials that are accessible to all.
– Recognize any benefits in matching personality, age, background and style of front-
line staff with customers/clients
– Discover and utilize new media opportunities (e.g. “Pod Casting”, local
magazines, social groups) to focus marketing on new groups
– Consider workforce training related to dealing with specific groups
Benefits:
– Increases access to new markets with opportunities for products/service
development and diversification


3. Client/Customer Needs
Put client/customer needs at the forefront of your business strategy and planning Process

How to do it:
– Feed diversity market research directly into product and service developments
– Develop accessible external communications systems that allow for feedback and
new ideas from customers/clients (both existing and new). Integrate the feedback
into a regular business review process
Benefits:
– An evolving business strategy that reflects the (changing) needs of customers
and clients


4. Recruitment
Move away from staffing decisions based on “gut instinct” and personal values

How to do it:
– Decide on skills, knowledge and experience that the business needs and produce a
“job description” and a personal specification .
– Make sure you are not inadvertently excluding anyone from applying because of
diversity differences. Adapt your methods to allow (and encourage) disabled
people to apply
– Avoid “word of mouth” recruitment processes. Consider a range of advertising
methods and professionals
– Explicitly reach out to all sections of the community
– Talk informally about the job to your candidates..
Benefits:
– A better match between your business need, job roles and staff profiles. This can
also lead to better staff retention and increased innovation


5. Internal Communications
Develop strong internal communication systems.

How to do it:
– Allow and encourage staff to suggest ideas, anonymously if necessary, through
written and verbal channels (e.g. bulletin boards, “drop box”)
– Use your appraisal system for staff feedback
– Ensure that staff confidentiality is protected
Benefits:
– The recognition (and application) of the diversity of ideas, knowledge and
different perspectives held within the business and increased staff involvement
and commitment.
– Provide a climate where employees are truly motivated to contribute


6. Image and reputation
Use your commitment to diversity as a business tool in terms of reputation, PR and winning
business (particularly from larger and public sector firms).

How to do it:
– Develop formal diversity policies – but keep it simple
– Prepare a one page review with staff on what diversity targets will help them over
the year (e.g. flexible working around religious holidays).
– Set out a training plan and record any training related to diversity issues.
– Specify the measures you have put in place to select and recruit new staff.
– Include diversity statements in your brochures, handbooks and company
guidelines, as you might do with health and safety issues.
– Capture metrics on staff and customer diversity. Establish baseline with an annual
review to assess /track your movement towards increased diversity
Benefits:
– Increased linkages with local/national/international supply chains and improved
business opportunities


7. Evaluation
Evaluate the potential costs and benefits of implementing diversity policies.

How to do it:
– Think about what you need to put into the process (costs) in terms of management
time and business resources
– Think about what the outcomes might be e.g. improved communications, better
staff relations etc.
– Think about the potential benefits e.g. solutions to labour shortages; avoiding staff
problems such as stress and absenteeism; access to new markets; improved
performance in existing markets; access to talent; getting the most out of existing
staff; increased innovation and creativity; improved reputation
– Review this on an annual basis
Benefits:
– Effective, systematic measurement of costs /benefits of workforce policies is
essential to sustain existing programs and to assess the business case for greater
investment and opportunity

Ewa Gorska

Database Administrator at United
Way of Oakville

• Member of :
– Polish Alliance group in Oakville
– Halton Polish Women Group
– Halton Diversity Advisory Committee
– Halton Newcomer Strategy Project

My Story

Polish Roots:
• Born/raised in Poland, started family there.
• Worked as an elementary teacher in Poland.
• Came to Canada in 1989
• Wroclaw University in Poland
• Degree with Honors in Pedagogy and Adult
Education

What contributed to my success in Canada

• Post graduated Degree in Information
Technology from Sheridan College in 1. Open minded person who gave me a
Oakville chance for an interview
2. Encouraging , empowering inclusive
work environment that values
previous work/life experiences
3. A Boss who appreciates and sees
employee for who they are at work
and beyond
4. This allowed me confidence to
develop and to take on many new
successful projects

What contributed to my success in Canada

Success If I could give anybody any kind of advice based
on my personal experience I would say:

• Capitalize on all skills
• Motivate • be the kind of boss or co-worker who is

• Empower open minded, risk taking , positive and
trusting
• Get to know
• The one who
• Understand
encourages, empowers, motivates
• Trust
• The one who sees more than just an
• Be open minded employee, just an immigrant , just not so
• Give a chance perfect English

Just give somebody a chance, believe in that person and you would be surprised
with the outcome.

Ewa’s life motto
Here is my motto, that guides me in my life
Attitude
The longer I live, the more I realize the impact of attitude on life. Attitude, to me, is
more important than facts. It is more important than the past, than
education, than money, than circumstances, than failures, than success, than what
other people think or say or do. It is more important than appearance, giftedness
or skill.

It will make or break a company, a church, or a home. The remarkable thing is that we
have a choice every day regarding the attitude we will embrace for that day.

We cannot change the past, we cannot change the fact that people will act in a certain
way. We cannot change the inevitable. The only thing we can do is plan on the one
thing that we have, and that is our attitude.

I am convinced that life is 10 percent what happens to me and 90 percent how I react
to it. And so it is with you. We are in charge of our attitudes.
By unknown Author

The Final Word about Diversity – it works!

Tool #1
Diversity in SMEs - Tools to help you
Chris Herbert
cherbert@mi6agency.com
1. Image and reputation LinkedIn Web

Tool #2
2. Recruitment Rick Stomphorst
rick@stomphorst.ca
LinkedIn Web

3. Diversity Tool #3
Awareness, Personal and
Leadership Development Bob Nagar
bnagar@lmicanada.ca
LinkedIn Web

Meetup 29 Cultural Diversity

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