recruiting in a multicultural environment

Recruiting in a Multicultural

Environment

The National Restaurant Association Show

May 17, 2008

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Agenda

• MFHA approach

• CSP Business Case

• Factors in engagement of minority

communities

• Finding & Developing Talent

• Getting Started

• What to avoid - How to succeed

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Courage is the most

important virtue.

- Maya Angelou, American Poet, Writer &

Historian

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“Diversity of thought,

perspectives & experiences is

the goal. Diverse points of view

produce the best solutions.”

MFHA Approach

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The Dinner Table of Opportunity

Workforce Customers

Community Suppliers

Positive outcomes for each seat.

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CSP Business Case

• Diversity is a business growth opportunity.

– Demographic changes: major employer of

minorities.

– Market opportunity: urban markets offer

growth.

– Innovation: diverse talent drives creativity &

new solutions.

– Globalization: having a global mindset for

managing difference is how you win.

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Rationale

• Workforce Development- engaged employees

are productive and long lasting.

• Competitive Advantage- being culturally

intelligent builds a competitive barrier vs. the

competition.

• Combat Discrimination- race, sex, ethnicity,

religion, disability, age, sexual orientation.

• Legislation- settlements are costly.

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Framing the Issue

• The #1 challenge for service industry

employers is sourcing talent.

– We rely heavily on high school graduates

– Young workers are harder to manage

– Fewer students work during school year

– More minorities in the workforce

– Immigrant labor is critical

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Framing the Issue

• Customers want more service and they

want it now!

– Service is training is need more than ever.

– Due to popular culture, service jobs are not

seen as being “cool”.

– Common courtesy standards have slipped

across all segments of business.

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Engaging Minority Communities

• Difficult/Challenging—Why?

– History with employment & service

– Hard work

– Image

– Hours

– Exploring the unknown, misunderstandings

– Different needs, different tools

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Engaging Minority Communities

Difficult—BUT—It Can Be Done!

– Effective outreach

– Development of innovative strategies &

tactics

– Honesty regarding knowledge of the

community and its issues

– Acknowledgement of risks and willingness to

make mistakes

– Seeking help/support, i.e. MFHA

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Solution Strategy

• Make your business relevant to the

minority community.

– Educate them that profit is not a dirty word.

– Support issues that impact them.

– Show them the way.

– Use values based training built on respect,

patience and authenticity.

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Finding Talent

NEW BUSINESS MODELS NEEDED:

– 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.

– What are the new workplace models that

bring about productive and competitive work

teams?

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Developing Talent

MORE TRAINING IS NECESSARY:

– Unfortunately for many US businesses, training is still seen as an expense instead of an investment.

– 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.

– The question is how do we get senior management to see the value of training?

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How Do You Get Started?

Only 3 of the 4 seats at the table will be used initially—

– Workforce• Escalator to the Middle Class

• Still an industry where you can go from the dishroom to the Boardroom w/o a college degree

– Customer• Understand who the emerging customer is and their needs

and wants

– Community• Tell the story of who we are and what we do

• Profit is not a “4-Letter Word”

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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

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The Process

• Define success.

• Educate yourself on the issues (“g”lobal and Local).

• “Really” define the issues-not just the symptoms, go to the core.

• Prioritize the options.

• Set boundaries/Rules of engagement—geographic, values, standards of

operation, outcomes, mindset

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The Process

• Identify allies, partners—MFHA, local

organizations, local influencers.

• Commit to an action plan.

• Set timelines.

• Execute.

• Reassess-Evaluate-Continuous

Improvement.

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Potential Landmines

• “Aha’s” to Be Aware of--

– Talking about race, ethnicity is not

something we are taught to do

– There is bound to be some level of

discomfort

– We usually only talk among ourselves, when

we do talk race, ethnicity

– We often talk in stereotypes and with

“unbalanced views of each other”

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Factors for Success

• Do This—

– Withhold judgment

– Focus on the facts

– Avoid emotion as much as possible

– Stay in the present, avoid a re-hash of the past

– Avoid dealing, playing or reacting to race, gender, difference cards

– Understand, accept and acknowledge the industry’s role in discrimination

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Summary

• Diversity is a business growth opportunity.

• The business case is crystal clear.

• Engage diverse & minority communities to

make your business relevant to them.

• Sourcing & developing talent requires

investment for the long term.

• Expect bumps in the road.

• MUST DO WORK!

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"You can't build a

reputation on what you

are going to do."

--Henry Ford, American Auto Manufacturer

(1863-1947)

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Gerry Fernandez, President & FounderMFHA- The Multicultural Foodservice & Hospitality Alliance ®

1144 Narragansett Boulevard Providence, RI 02905

401.461.6343 / 9004- faxgerry.fernandez@mfha.net

THANK YOU

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