Strategic Planning for Human Resources:A Diversity Perspective

A Canadian Association of Broadcasters Diversity Webinar

Richard Cavanagh, PartnerCONNECTUS Consulting Inc.

November 27, 2008

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Webinar focuses on a starter set of ideas...

Why a diverse workforce? Key issues in strategic planning/HR/diversity:

Recruiting Engaging Management Organizational Commitment Workplace Accommodation

Practical – and cost-effective – approaches to the issues Key resources

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Some background

Webinar material developed from a number of sources:

CAB – Joint Societal Issues Committee and Human Resources Committee

Current research/studies on diversity and human resources

Informal network of HR professionals

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Why a diverse workforce?

A number of compelling reasons to

focus on Diversity and HR...

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1) Canada’s Growing Diversity

Currently, Canada’s diversity looks like:

Ethnocultural Groups = 16 percent of Canadian population Persons with Disabilities = 14 percent Aboriginal Peoples = 5 percent

In 2011…

Ethnocultural Groups = 20 percent Persons with Disabilities = 18 percent Aboriginal Peoples = 7 percent

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Canada’s Growing Diversity

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Canada’s Growing Diversity

Diversity planning tends to focus on the four target groups identified in Employment Equity legislation, i.e. visible minorities, persons with disabilities, Aboriginal Peoples and women

Two observations: (i) broader, inclusive approach can include mature workers (50+) & LGBT and (ii) companies in smaller markets may “see” less diversity

But diversity is a reality in markets of all sizes

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2) Legal & Regulatory Obligations

Legal and Regulatory Obligations: Employment Equity legislation for firms with over 100 employees

CRTC requirements & expectations – annual reporting by individual television broadcasters and by the CAB

Introduction of Radio Best Practices through the 2006 Review of Commercial Radio; approved in Public Notice 2007-122

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Legal & Regulatory Obligations

CRTC has high expectations about broadcasters’ diversity initiatives

Driven in large part by a much more diverse population (Section 3 of Broadcasting Act = reflection of multiracial & multicultural society; Task Force Report of 2004)

Most recent focus: Accessibility Proceeding (although it’s more about access to the system than about employment)

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3) Realities of the labour force

Shortage of talent: approaching 3 million workers in the next 20 years

Talent drain to other countries – younger workers are increasingly mobile; increasing competition for talent

Higher expectations (driven by regulator and industry players) to recruit, hire & retain talent that reflects community diversity

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4) The Business Case

70 percent of Canadian population growth is due to immigration

Combined spending power of Chinese and South Asian consumers alone in Canada: $40B*

From a Human Resource perspective, linking diversity strategy to corporate/business objectives makes sense

Diversity = a competitive edge

* Source: Research Solutions Inc. 2008

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The Business Case

Equitable Employment

Systems

EmployeeSatisfaction

EmployeeCommitment

Superior ClientValue

ClientSatisfaction

ClientCommitment

IncreasedRevenues &Profitability *Source: Trevor Wilson

Diversity at Work: The Business Case for Equity

“The Employee-Customer Satisfaction

Chain” *

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Key Issues in Strategic Planning

A review of diversity studies and on-going dialogue with HR professionals points to a number of persistent issues:

Issue 1 – Recruiting

Issue 2 – Engaging Management

Issue 3 – Organizational Commitment

Issue 4 – Accommodating Persons with Disabilities

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Key Issue 1 – Recruiting for a Diverse Workforce

Getting started: defining diversity to meet your needs – and be realistic

Know your community: local demographics can shape your approach...find the best starting point & start early!

Links with educators: fundamental to know who’s who in the schools

Mentoring programs: have a strong track record of success

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Recruiting: Practical & Cost-effective Suggestions

Creating a mission statement/guidelines

Get HS kids to come to you – and don’t forget the loot bags

Essay/art contest w/prizes and spin-off promotion

Leverage internal experience/diversity = role models

Link to local Diversity Days

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Key Issue 2 – Engaging Management

Still a fundamental challenge in many organizations – and an outright barrier in others

Likely due to other priorities - such as the bottom line

Task is to link diversity to those priorities – to get management’s attention (and keep it)

“Strategic planning on a budget”...if you have one

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Engaging Management: Practical & Cost-effective Suggestions

Getting started: assess existing business priorities, branding needs, other management focus – make the link

Tell the story – may be more important than the data Can we link to existing CSR or community work? Launch and create a cycle of feedback for a ‘Diversity

Newsletter’ (= education) Is there a champion in our midst? Hold an internal Friday afternoon session with a diversity

focus: people, food, beverages

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Key Issue 3 – Organizational Commitment

Are we a company committed to diversity – what does it mean to us?

Assess the barriers...lack of interest, plain old hesitation or uncertainty...

Or maybe it’s just not fun!

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Organizational Commitment: Practical & Cost-effective Suggestions

Again, A mission statement can help: how do we view our diversity as a company, what does it mean to us?

Tap an internal committee from all departments: branding & marketing, sales & promotion – ‘sub-contracting’ tasks can build commitment

Clearly identify a simple goal or two – and create strategic support for these

Recognize/build around existing celebration ‘months’: Black History, Asian, Disability, etc.

Company Diversity Day: food, culture, music – take over the building

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Key Issue 4 – Accommodating Persons with Disabilities

Supreme Court decisions on transportation & CRTC Accessibility Proceeding elevate disability issues overall

A number of workplace accommodation issues persist – largely to infrastructure but also the unique elements of the broadcasting industry

These include lighting, steps, narrow confines, even decentralized locations (raising issues of transportation)

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Accommodating Persons with Disabilities: Practical Suggestions

A number of different ways to approach issues of accommodation

Environmental scan Consult with local disability community Keep curb cut solutions in mind...accommodation often

includes more people than those with disabilities (e.g. tight/ sharp corners)

Costs can vary widely, from assistive devices to renovation Keep in mind that “reasonable accommodation” and “undue

hardship” tests apply Internal committee/external outreach are invaluable

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Some thoughts on making mistakes (or fearing them...)

Political and cultural mistakes are common in strategic planning for diversity

For example, Flag Day can mean civil war; Ethnic Food Day can offend; Celebrating our Diversity can leave out those with disabilities

Expectations can be too high (idealism rather than practical reality) – can take on too much; focus on the positive

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Making mistakes (or fearing them): Practical Suggestions

In extremely diverse companies, recognize they are impossible to avoid

Deal with mistakes directly and across as many organizational layers as necessary

Ensure short term effects rather than long term – and decide if laughing off is workable

If there are resource implications, investigate beyond a stated reason

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A lot of helpful information...

...from broadcasting, government and human resources...

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CAB Diversity in Broadcasting Website

26www.olmcm.org/section.php?SectionID=11

www.rtndacanada.com/Content.asp?PageID=2.9 www.diversitytoolkit.org.uk

www.managementmarketing.unimelb.edu.au/mcib/Diversity.cfm

Other Media Resources...

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Government...

Human Resources and Social Development Canada – Workplace Equity Overview

http://www.hrsdc.gc.ca/eng/lp/lo/lswe/we/information/overview.shtml

Statistics Canada 2006 Census – Community Profileshttp://www12.statcan.ca/english/census/Index.cfm

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Regulatory...

CRTChttp://www.crtc.gc.ca/eng/INFO_SHT/b308.htm

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Human Resources...

http://www.diversityintheworkplace.ca/

http://www.twiinc.com/

                                                    

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Accommodating Persons with Disabilities...

http://www.totb.ca/english/index.asp

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A final thought...

Diversity is the one true thing we have in common.

Celebrate it everyday.

- Anonymous

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Your feedback is important!

This is the first CAB diversity webinar A short survey will be circulated to participants to get your

views on the content and presentation – please take a few minutes to complete and return

An audio recording of the webinar will be available shortly; details will be sent out very soon

THANK YOU!