Monday, March 22, 2010

Business Week's "Fed’s Bullard Says U.S. Is ‘About to Turn the Corner’ on Jobs" Article

"March 22 (Bloomberg) -- James Bullard, president of the Federal Reserve Bank of St. Louis, said the nation’s job market is “about to turn the corner” after the deepest slump since the Great Depression.

“We’re about to turn the corner on jobs,” Bullard said today in an interview with CNBC. “I think we’ll get some good months of jobs reports coming up very, very soon. We’re looking for March to be strong.”

Bullard repeated his view that the central bank’s pledge to keep rates low for an “extended period,” affirmed last week, creates the perception policy makers have a specific date in mind for increasing borrowing costs.

“The extended period language is putting us in a box,” he said. “People are interpreting that as a date certain when we will raise rates.”

The Fed will hold the target rate for overnight loans between banks at its current range of zero to 0.25 percent through the first nine months of the year, according to the survey median. The rate will rise to 0.75 percentage point by the end of the year.

Bullard said he expects a “reasonable” economic recovery, though not a “roaring recovery.”

Fed Chairman Ben S. Bernanke said last month the U.S. economy is in a “nascent” recovery that still requires low interest rates to encourage demand by consumers and businesses once federal stimulus fades."


Wellisz, Christopher. Fed’s Bullard Says U.S. Is ‘About to Turn the Corner’ on Jobs. Business Week. 2010 Mar 22 [cited 2010 Mar 22]. Available at http://www.businessweek.com/news/2010-03-22/fed-s-bullard-says-u-s-is-about-to-turn-the-corner-on-jobs.html

Wednesday, February 17, 2010

U.S. Salary Increase Budgets Barely Matching Inflation Survey shows lowest level in 25 years

2/15/2010 By Stephen Miller

With total salary increase budgets in the U.S. barely exceeding inflation, even top performers might be disappointed to discover that their 2010 raises—in many cases following a year of frozen compensation—are only keeping up with cost-of-living increases, according to The Conference Board’s Salary Increase Budgets for 2010—Winter Update report.

Projections for 2010 show that salary increase budgets in the U.S. will be below 3 percent for the first time in more than two decades, and projected 2010 salary structure adjustments for all categories of employees are not expected to top 2 percent—well below the inflation rate (2.6 percent) forecast by The Conference Board, a not-for-profit business research association.

Salary increase budgets—the pool of money that a company dedicates to salary increases for the coming year. It is represented as a percentage of current total base pay.

Salary structure adjustments—the changes (usually annual) to the salary structure of a compensation program. Organizations make these adjustments to the minimum, midpoints and maximums of their pay ranges to account for changes in the cost of living generally, and to changes in the salary markets within their industry.

“Compensation professionals usually make sure that the salary structures move in lock step with inflation in order to ensure that structures represent market rate for jobs,” says John Gibbons, human capital program director at The Conference Board. “They budget increases in a particular year to reward great performance, allowing earnings to exceed inflation and move people up through the ranges. Salary ranges also represent employers’ anticipation of what the job market will require. Projections of near zero percent in real terms mean that employers are making the assumption that the salary market is simply not going to move up, regardless of increases in the cost of living.”

“U.S. workers will continue to face downward pressure on their salaries and wages,” predicts Linda Barrington, the association’s human capital managing director and co-author of the report. “Without the purse strings loosening on financial rewards, employers are going to have to rely on other ways of engaging employees—especially top performers—in order to keep their companies competitive.”

Historical Low

The revised median forecast of salary increase budgets for 2010 stands at 2.8 percent for all U.S. employee groups except executives (2.75 percent). This is the lowest level in the 25-year history of The Conference Board survey.

This historical low is consistent with historically low growth in government compensation measures. According to the U.S. Bureau of Labor Statistics’ (BLS) Employment Cost Index, total compensation in 2009 grew by 1.5 percent while consumer prices rose by 2.7 percent—meaning that, adjusted for inflation, total compensation fell by almost 1.3 percent. The Employment Cost Index’s increase is the lowest since the BLS survey began in 1982; prior to the 2009 recession, the 12-month change never fell below 2.7 percent.

------------------------------------------------
Adjusted for inflation, total compensation
fell by almost 1.3 percent in 2009.
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“Despite five months of improvement in The Conference Board’s Employment Trends Index suggesting that a turning point in job growth is on the horizon, recovery in compensation is probably a few years away,” says Gad Levanon, associate director for macroeconomic research at The Conference Board. “In the previous three recessions, compensation began accelerating only several years after employment bottomed. High levels of unemployment allow businesses to limit raise demands from existing workers and hire workers from unemployment at lower compensation levels.”

Expectations Revised Downward

The Conference Board’s Annual Salary Increase Budgets Survey, conducted in November 2009 among 285 U.S. organizations, represents a sharp drop from the 3 percent median forecasted for salary increase budgets in April 2009. More than a quarter of respondents (27.7 percent) said they had already changed their originally projected total increase budget for 2010. The median projected total salary increase budget for this group, 2.5 percent, is lower than that of respondents overall. Compared with their original median projected increase budget, the current median projected 2010 salary increase budget for these respondents is 0.5 percentage point lower than what they report as their original forecast for 2010.

The highest forecasted median salary increase budgets for 2010 are in consulting services—3 percent for all employee groups except nonexempt hourly, which stands at 2.85 percent. The second highest projections are reported in the trade sector, with all employee groups at 3 percent except nonexempt hourly (2.5 percent). The lowest 2010 increase budgets are in the banking industry (2 percent).

Bonus Budgets Slightly Higher

For merit increase budgets forecast for 2010, the median is 2.5 percent in each employee category for all industries. This compares to lower 2009 medians of 2.1 percent for nonexempt hourly, 2.38 percent for nonexempt salaried and 2 percent for exempt employees.

The median merit increase budget for executives in 2009 was zero. The highest median projected merit increase budgets for executives are in energy/agriculture, manufacturing and trade, at 3 percent.

Wednesday, January 20, 2010

HR Goes Green!

From Mediapost.com, this article was posted today to highlight the impact that green efforts make on attracting, hiring and retaining new employees.

Beyond Green PR: Green HR
by Greg Menken

With the rise of green consumers, many businesses have turned their attention to communicating their eco-virtues to these customers.

However, as companies vie for "greenness" among external stakeholders, they must not forget their most important audience -- their own employees.

It is well known that happy employees make for happy customers, because satisfied workers turn out the best product.

Companies compete on many factors to attract and retain employees, from salary, benefits, vacation, culture, etc. Today, the eco-friendliness of employers is increasingly impacting job satisfaction and employee recruitment.

More than ever, current and prospective employees are placing greater emphasis on how green their employers are, and companies that respond to this trend stand to attract and retain the best talent.

According to research by Harris Interactive, 36% of American workers would be more inclined to work for a green company, while 59% believe their companies aren't doing enough to improve environmental performance.

Research by the Kenexa Research Institute found that companies supporting sustainability initiatives increase employee engagement levels. These initiatives increase employee pride, overall job satisfaction, and willingness to recommend their employer as a good place to work. Another report from Brockmann and Company shows that companies with sustainability programs have higher customer satisfaction, higher employee satisfaction and higher revenues per employee.

Perhaps most importantly, research finds that younger employees are the most eager to work for eco-friendly companies. As our nation's demographics quickly change, companies will come under intense pressure to compete for these younger workers.

While the Harris Interactive report showed that 52% of baby boomers would like their employers to be eco-friendly, greater than 67% of Generation Y workers wanted the same. A MonsterTRAK survey showed an astounding 92% of young workers would choose to work for an environmentally responsible company.

As baby boomers phase out of the workplace, more and more workers will seek out green employers, giving these companies a competitive hiring advantage over their non-green competitors.

Moreover, the Harris Interactive report showed that nearly a third of workers would be willing to sacrifice salary for the satisfaction of working for a green company. Again, Gen Y workers align much more strongly on this point than baby boomers, with Gen Y workers willing to sacrifice 6.2% of salary, as opposed to only 2.5% for baby boomers.

This evidence makes it clear that companies must take their green marketing beyond their external audience and engage their own employees and potential employees. By extending green marketing beyond PR and into HR (human resources), companies will attract better staff, achieve greater worker satisfaction, and increase profitability.

To do so, companies must implement strategic communications plans for their HR audience, just as they would for customers. Effective worker-oriented green communications plans must provide clear direction, explain the personal stake each employee has in the program, make employees part of the process, and establish recognizable goals that can be rewarded.

By targeting workers with a green message, a business will attain the highest possible level of engagement among staff, earn a reputation as a green (and great) place to work, and achieve the strongest competitive position when recruiting the next generation of talent.

Thursday, December 17, 2009

Where the Job Market Will Open Up

If your interested in finding the most qualified professionals for upcoming opportunities at your company, check out O'Donnell Staffing Research's recruitment services and how they benefit you and your business.

Check out the article below about potential employment openings.

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Where the Job Market Will Open Up

Worrying about competition for talent probably isn’t your biggest concern right now. But it’s coming, especially in some industries and for some job titles.

The U.S. Labor Department released its report on 10-year projections for job and industry growth. Here’s what’s in the report.

First, as just about everyone knows, the manufacturing sector will continue to drop, even after a loss of about two million jobs in the sector over the last year, and they are unlikely to return.

Total employment is expected to rise in the next 10 years by 15.3 million, or 10.1%. That’s better than the 7.4% increase in the most recent 10-year period, but the numbers can be deceiving, since the recession dragged down the numbers so badly in the most recent 10-year period. Plus, we’re starting a low point in employment, so there’s a lot of room for growth.

Construction. The number of jobs will rise by 1.3 million, but even with the increase, there will be a percentage decrease when compared with the job market as a whole.

The service sector. Expect 96% of job growth to come out of this sector in the next 10 years — in particular in professional and business services, and health care and social assistance. Jobs in health care, which grew even during the recession, will skyrocket.

Which positions will see the most growth? The Labor Department projects increases of:

  • 72% for biomedical engineers
  • 53% for systems and data analysts
  • 50% for home health aides
  • 41% for financial examiner
To view the article by J. Giuliano at HR Morning click here.

Wednesday, December 9, 2009

LINE Confirms that Job Recovery Will Be Slow

12/4/2009 By Theresa Minton-Eversole


December hiring in manufacturing and services will surpass levels reached one year ago, according to the December 2009
Leading Indicators of National Employment (LINE) survey released Dec. 4, 2009, by the Society for Human Resource Management (SHRM). But the positive signs are less a nod to a long-awaited economic recovery than they are a reflection of how poor the job market conditions were in 2008.

The LINE Employment Report examines four key areas: employers’ hiring expectations, new-hire compensation, difficulty in recruiting top-level talent and job vacancies. It is based on a monthly survey of private-sector human resource professionals at more than 500 manufacturing and 500 service-sector companies. Together these sectors employ more than 90 percent of the nation’s private-sector workers.

Employment Expectations, Job Vacancies Increase

The December employment expectations index is positive in both sectors. In the manufacturing sector, a net total of 10.7 percent of respondents will add jobs in December (28.2 percent expect to add jobs, 17.5 percent will eliminate them), the sixth straight month in 2009 that hiring will exceed firing in manufacturing. In the service sector, a net total of 18.8 percent of companies will add jobs in December 2009 (28.0 percent expect to hire, 9.2 percent will cut jobs), the eighth straight month that the hiring rate will exceed the layoff rate in that sector in 2009.


Employment Expectations

Manufacturing

Service

Hiring will surpass layoffs in December in manufacturing and services, and the activity is also ahead of December 2008’s pace.



+21.6



+27.9

Recruiting Difficulty

Manufacturing

Service

In November, manufacturers had slightly less recruiting difficulty, while the service sector had increased difficulty landing top talent compared with a year ago.



-1.4



+10.7

New-Hire Compensation

Manufacturing

Service

For the 14th straight month, the rate of increase for new-hire compensation dropped in both sectors in November.



-1.2



-1.7

Source: SHRM Leading Indicators of National Employment (LINE), shrm.org/line.


A net total of 2.5 percent of respondents in the manufacturing sector also reported increases in exempt vacancies in November 2009 (16.1 percent reported increases, 13.6 percent reported decreases). This difference of 14.1 is an increase from November 2008 and is the fourth consecutive month that net exempt vacancies are higher than those of the same month in 2008. Likewise, a net total of 1.0 percent of respondents in the service sector reported increases in exempt vacancies in November (11.8 percent reported increases, 10.8 percent reported decreases). This is also the fourth consecutive month that exempt vacancies in services are higher than those of the same month in 2008.

A net total of 3.3 percent of manufacturing respondents reported that nonexempt vacancies increased in November 2009 (16.0 percent increased, 12.7 percent decreased). This represents a 22.1 point increase from November 2008 and could suggest that work is slowly being ramped up once again at some companies. Although the gains were small, the Federal Reserve reported that industrial production rose 0.1 percent in October 2009 and 0.7 percent in September 2009.

For nonexempt service positions, a net total of 5.2 percent reported increased vacancies in November 2009 (16.9 percent increased, 11.7 percent decreased). This also marked a significant increase from November 2008, when a net total of 16.0 percent of service companies reported decreases in nonexempt vacancies.

However, these large gains aren’t as good as they sound. “For the second consecutive month hiring expectations in manufacturing and services surpass levels of a year ago, but this may be more of a reflection of the very low hiring levels in the fall of 2008 rather than any significant return to health for the current job market,” said Jennifer Schramm, SHRM’s manager of workplace trends and forecasting.

The latest Conference Board Employment Trends Index tells a similar tale. Published Nov. 9, 2009, the index increased for the second consecutive month and was up 0.7 percent from the revised September 2009 figure. But the index is still down 13.2 percent from the same period in 2008. The increase in the November 2009 index was driven by positive contributions from four out of the eight tracked indicators, including initial claims for unemployment insurance, the number of temporary employees, industrial production and real manufacturing and trade sales.

"While layoffs have certainly declined in recent months, we still expect to see employers adding hours to their existing workforce before hiring will strongly increase," said Gad Levanon, senior economist at The Conference Board, in a statement regarding the organization’s November 2009 index results.

New-Hire Compensation

LINE shows that new-hire compensation is still down, though, because of the continuing high rate of unemployment and large pool of job seekers in the market. “The year-over-year comparisons of the rate of increase for new-hire compensation is still falling, another sign that overall the job market remains weak,” noted Schramm.

In the manufacturing sector, a net total of 1.1 percent of respondents said they would increase new-hire compensation in November 2009 (2.3 percent increased, 1.2 percent decreased). That is the lowest November response total in five years for manufacturers reporting increases to new-hire compensation.

In the service sector, a net total of 1.5 percent of companies raised new-hire compensation in November 2009 (2.8 percent increased, 1.3 percent decreased).

“Even after months of decline in the LINE new-hire compensation index, there continues to be little pressure on employers to ramp up compensation packages for new hires, indicating that there is still a large pool of job seekers willing to accept lower offers,” said Schramm.

Thursday, December 3, 2009

Coming to Terms

In an uncertain economy, employers and employees take a wary approach to job offers, noncompete agreements and contingent work arrangements.
By Diane Cadrain


The recession has shifted the terrain of employment agreements in every area from job offer to severance, according to experts. And some of them predict that, like the Great Depression before it, this economic crisis will affect employment relationships far into the future.

A formal document called an "employment contract" is quite rare except for executives and employees working on a limited-project basis, notes Jeffrey Tanenbaum, leader of the labor and employment law practice in the San Francisco office of law firm Nixon Peabody. "They’re typical in the entertainment industry, but also wherever there is a limited scope of engagement."

To the extent there is a written understanding at all, "most of it goes by letter of agreement, or is a contract for a specific project or a deliverable, not an employment contract," says Kevin Wheeler, CEO of Global Learning Resources, an HR consulting firm in Fremont, Calif.

But, Tanenbaum adds, certain documents may be treated like contracts. For example, an employee handbook can be "loaded with obligations, and a court may decide it’s a contract."

Here are some of the ways that agreements are evolving:

Job offers. "Certainly there’s less willingness to offer a term of employment," says John A. Snyder, a partner in the New York office of law firm Jackson Lewis. "When employment is at will, employers just use the offer letter as a contract. Or an employer might set forth job duties and chain of command in a contract, but without a definite term. Employment at will is always the rule, and now it’s even more so."

Because it is an employer’s market, "employers are less willing to make commitments than they were, such as automatic pay increases, or bonuses, or even to contract at all," says Jonathan A. Segal, a partner with the Philadelphia law firm Duane Morris.

"Employees are also more reasonable in terms of their expectations," he continues. "Three years ago, employees might have had three job offers and could use them to negotiate among employers. Now employees are asking for less, and employers have less to give."

Noncompete agreements. "At one time, employees wouldn’t sign them, but now they will," says Segal. "If it’s a choice between no job and a job with restrictions, they’ll take the job with restrictions."

Segal explains that noncompete agreements have to pass three tests. The first is the legal test: Is it enforceable? That varies from state to state. California won’t enforce noncompete agreements, except in limited circumstances. New York will if they’re reasonable.

"The second is the market test: Will the market bear this? In this market," he observes, "a noncompete agreement that passes the legal test automatically passes the marketplace test."

The third test is relational: "What will this agreement do to the employer-employee relationship?" Segal asks. An employee might sign the agreement but resent it down the line.

"Some employers ask for every legal protection in their contracts," he says, but he advises employers to consider the effect of an overly restrictive contract on the employee relationship. "If you start with ugly negotiations, or make unreasonable demands, employees will feel resentful," he observes.

His advice is to try to balance the interests of both sides. If the contract is too legally protective, it may look like the employer has gone too far. But if everyone signs it willingly, maybe the employer hasn’t gone far enough.

Executive compensation agreements. Executive compensation has seen a lot of changes, says Garry Mathiason, a shareholder in the San Francisco office of law firm Littler Mendelson. "In anticipation of this change, bonuses are being tied to performance. Before, executives had bonus structures triggered by something other than performance. You don’t want a company to take TARP [Troubled Asset Relief Program] funds and then give out unreasonable bonuses."

"There’s more compensation in base pay and less in bonuses now, because of a backlash against excessive bonuses," adds Wheeler. "We’re seeing a readjustment of how the compensation is parceled out."

Severance packages. "Severance packages are less generous. They’ve decreased by 50 percent," says Mathiason. "Companies have fewer resources, and shareholders are pushing back."

"It goes back to general public attitude about compensation," says Wheeler. "There’s a tendency to cut it way down."

But sometimes a generous severance package makes sense, Segal explains. "Though employees right now are reluctant to ask for too much, and employers don’t have as much to give, I still see applicants saying they want to help the employer make it. If a company is about to go down, and an applicant takes the risk of coming on board to help keep it afloat, they may ask for a lot of severance in that event," he says. "Employers need the best talent, and they may protect themselves by protecting the employee by making the employee less anxious—take away the reason why the employee could be nervous."

Workforce Future: Contingent?

As the economy is "just now starting to see the process of coming out of the trough of the recession, [and] as employers are starting to address the rehire process," says Tanenbaum, "there’s a greater interest in contingent workforce alternatives."

As the recession ends, "contingent workers will constitute, on average, a full 50 percent of the new source of workers to whom employers will turn," according to Mathiason. "The result of this trend will be that contingent workers will make up approximately 25 percent of the total workforce, and this percentage will continue to increase."

Since before the recession, the number of people—voluntarily or involuntarily—becoming independent contractors has been going up, says Wheeler, pointing to research by the Enterprise Center at Salem State College in Massachusetts showing that self-employment grew seven times faster than wage and salary employment between 2002 and 2006. And Wheeler points out that E-lance.com, a web site where freelancers offer their services, now has a client base of 60,000 and just passed $200 million in revenue.

"We’ll see the trend continue the rest of the decade, driven in part by the recession," Wheeler concludes. "Most companies will stay staffed lightly with full-time employees and will supplement with independent contractors. For example, the HR role is a perfect job to be contracted out. Companies will bring someone in and see how it works out."

Andrew Paley, a partner in the labor and employment department in the Los Angeles office of law firm Seyfarth Shaw, sees some companies trying new approaches with their contingent worker arrangements.

Paley says he knows of two medium-sized companies, one in health care and one in telecommunications, that sponsor health plans for their contractors. "Although health benefits aren’t required by law, sometimes they are required from a competitive standpoint," he comments. "Traditionally, independent contractors wouldn’t have benefits, but some employers, particularly with key individuals, now provide some type of benefit as part of a contractual relationship. The plans they offer may not be as good as an employee plan, but they’re better than what’s available on the individual market."

But relying on contingent workers or independent contractors has its pitfalls. Contingent workers offer flexibility and cost-savings in the short term, Tanenbaum says, but employers must continue to be aware that such short-term employment relationships can transform into regular full-time employment relationships, and that transformation can have staggering costs and implications.

"When such relationships are challenged," Tanenbaum says, "courts take a variety of factors into account in determining whether the person is a regular employee."

Duration of the relationship. One of the more important factors is the duration of the working relationship. Courts reason that independent contractors often have limited periods of employment and routinely move from one place to another, as compared to employees, who generally work exclusively for one employer, often for an indefinite and unspecified period of time.

Whether the person works for more than one employer at a time. The fact that someone has continued to hold outside work can offset a lengthy period of employment and tip the scale in favor of independent contractor status. Courts have found an employee relationship where an individual works exclusively for one employer for a considerable length of time.

Employee expectations regarding the length of employment. Independent contractors are often hired for specific or discrete projects, and therefore have an approximate completion date for their employment.

Tanenbaum advises that employers can reduce their risk by:

  • Relinquishing control over independent contractors.
  • Establishing discrete, short-term assignments.
  • Hiring individuals who are also employed by others or who have other clients.
  • Distinguishing between the work performed by contingent workers and an employer’s regular workforce.
  • Using temporary employment agencies and/or professional employer organizations.
"The bottom line is that if an independent contractor does what other employees are doing, the company has a problem," says Segal. "If you misclassify a person as an independent contractor, you may be liable for taxes, workers’ compensation and health benefits. The test is whether the employer controls the means and method of doing the work. The closer the control, the greater the likelihood that the person is an employee."

Tuesday, November 17, 2009

Diverse Employees Lure Diverse Customers

A lack of employee diversity may be preventing your company from reaching a broader range of customers.

By Stephenie Overman

Every business needs customers. A company can have cutting-edge, high-quality products, but, unless customers buy those gadgets or services, the organization can’t get off the ground. Even established companies must find new ways to effectively serve and expand their customer base if they want to grow. One way to attract more customers is to hire a diverse workforce.

Having a diverse workforce is critical from a business standpoint because it enables companies to get in touch with the wants and needs of a broad range of customers by drawing on the expertise of employees with whom those customers and potential customers identify, says Mitzi Adwell, vice president of strategic solutions for The Newman Group, a Los Angeles-based Futurestep Company that provides talent management strategy services and solutions.

Companies looking to expand their customer base need to do more than push products and services to customers, she says. They need to "pull" customers in by finding out what influences what they buy and where they buy. A diverse employee population can help provide that information.

For example, diverse employees at an adult beverage company may have insights on consumption habits in different market segments, Adwell explains, which helps marketing and sales staff determine where to place products to attract new customers. "It’s that level of understanding that sets your go-to-market strategy," she says.

Having a diverse workforce can also help a company reach its existing customers by providing them with better service. "When someone older goes into a consumer electronics store, they’re sometimes made to feel clueless by the young staff," says Bruce Tulgan, founder of RainmakerThinking Inc., a management training firm based in New Haven, Conn. But that more-mature customer may have a better experience if he or she can talk to a more-mature salesperson who is in tune with the customer’s needs and concerns.

A number of companies recognize the need to find a better balance among their employees, according to Tulgan, an expert on young people in the workplace. "I visit between 50 and 100 organizations a year, and I find that a lot of organizations in the retail and restaurant business want to balance out the natural trend of having a young workforce," he says. As a result, these companies are always on the lookout for candidates "who are a little older and more experienced" to better reflect the diverse ages of their clientele.

Recognizing the business case for diversity is just the first step. You then need to set goals, build a good sourcing pipeline and demonstrate the company’s commitment.

Where to Focus

Creating a more-diverse workforce isn’t about filling quotas; it’s about expanding your efforts to reach untapped pools of appropriate candidates. The first step is to examine your workforce using an internal audit, which can identify areas where diversity is lacking and help your company better direct its search.

"Do a good internal check," says Dolores Scotto, an HR consultant in Woodbridge, N.J., who focuses on strategic staffing and recruitment. "The results sometimes do startle you."

At one company where Scotto was working, an audit revealed that the workforce was predominantly made up of people in their 30s and 40s. The company had a practice of hiring employees with MBAs, and these people tended to be in that age range—workers "who were still up-and-comers," she says. "That became the age group with the most cultural fit.

"The company wanted to open up to Baby Boomers and to [members of the] military. We wanted to work with hiring managers to bring in people who were a little older, who bring more to the table."

Scotto believes that even companies that want a diverse workforce and recognize its importance often become comfortable with the familiar. Committing to a diverse workforce means reaching beyond that comfort zone, she says. From there, compare all candidates, and if all things are equal, consider "which different mind-set might bring more to the table" to attract a wider pool of customers.

Two examples of companies that have focused on diversity recruiting efforts to better reach their customers are:

Last year, Minneapolis-based electronics retailer Best Buy announced a change in hiring strategy to create a workforce that is more representative of the changing demographics of its customers. For the last 20 years, "we have focused on males between the ages of 18 to 25," Lisa Martens, a senior analyst with Best Buy, told the Boston Herald in August 2008. Now "female spending is a huge piece of the pie in the consumer electronics world," so the company has stepped up its recruitment of women.
At Gallery Furniture in Houston, "We mirror and match the population," says founder and owner Jim McIngvale. "We hire roughly according to the percentage of customers who are females, males, African-Americans, Hispanics, Asians." As a result, "The staff knows the market. We rely heavily on the staff to know what the customer wants—what different customers want."
And McIngvale takes literally the old sales phrase "You have to speak their language."

"If someone who walks in speaks Spanish, we have a salesperson who is bilingual," he says.

Everyone’s a Teacher

While it pays to have a workforce that reflects the diversity of a company’s customer population, it doesn’t need to be a 1-1 ratio, says professor Stephen Brown, executive director of the Center for Services Leadership at the W.P. Carey School of Business at Arizona State University in Tempe.
Rather than saying “10 percent of our customers are Cuban-American, so 10 percent of front-line workers are Cuban-American,” Brown believes “you need to have your front-line employees coached” by other employees on the preferences of key ethnic groups. In that way, members of various groups can inform each other about areas that may be culturally sensitive.


For example, a company may wonder if Hispanic customers want to be spoken to in Spanish or English. In a focus group, Brown says, “women with Hispanic surnames said too often the company assumes that [they] want to be spoken to in Spanish.” If you have Hispanics in your workforce, these employees would be able to coach other workers on customer preferences, Brown explains. They could tell other employees to give a customer with a Hispanic-appearing name the option of speaking Spanish but not to assume it’s the preferred language.

Members of a diverse workforce also can coach each other about the level of formality that different customers may prefer. For example, “Anglos tend to be informal,” according to Brown, as do younger people.



Diversity Pool

There are simple ways to find a good pool of diverse candidates:

Hire your customers. Sporting goods giant Cabela’s believes that hiring shoppers is the best way to make sure its sales staff represents its customer base. To make it convenient for customers to apply for jobs, the company has set up employment kiosks in its stores. (For more on Cabela’s hiring strategy, see "Luring Shoppers as Employees" in the July-September 2007 issue of Staffing Management.)

Get the most from your employee referral program. Make sure your employee referral program can help accomplish your goal of diversity. Referrals often come from the same small group of employees, says Scotto. To increase participation and receive referrals for more-diverse candidates, provide plenty of publicity for the referral program so that all employees are aware it exists and know how it works, she advises. Incentives can help, too.

If your workforce is homogenous, however, an employee referral program can backfire, leading to a "like-me" phenomenon that hinders any diversity efforts, Scotto warns.

Tie in with affinity or focus groups. Sometimes finding a diverse pool of job candidates "takes a little digging," Scotto says. Search the Internet to find different types of affinity organizations, such as the National Society of Black Engineers and the Association of Latinos in Finance and Accounting, she suggests. "Look not only at local colleges but maybe to historically black colleges. … Think outside your own little radius."

Appearance Matters

Companies committed to hiring a diverse workforce must walk the talk to be attractive to candidates. Adwell stresses that credibility is key.

Candidates "should see a workforce that is reflective of what you’re saying. They should be able to see a true testament that [they] can grow with the organization," she says. Make sure the employee photographs on your company web site present the right image. And during the interview process, introduce potential hires to employees who can share their own stories of diversity.

If your company hasn’t had a good track record, Adwell recommends letting candidates know that your company is working to change that. Tell them that while your workforce may not look diverse today, you "have set the business case and communicate the importance of diversity from the top down. Everything is in alignment" to make improvements