disability inclusion in marketing strategies
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Disability Inclusion in Marketing Strategies. Kat Drum Marthalee Galeota Starbucks Coffee Company. TODAY’S AGENDA What you’ll walk away with. Introductions: Marthalee Galeota, Diversity Program Manager Kat Drum, Employment Brand Manager - PowerPoint PPT PresentationTRANSCRIPT
Disability Inclusion in Marketing Strategies
Kat Drum
Marthalee Galeota
Starbucks Coffee Company
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TODAY’S AGENDAWhat you’ll walk away with
1. Introductions: – Marthalee Galeota, Diversity Program Manager – Kat Drum, Employment Brand Manager
2. Global Diversity Integration: Universal access3. Marketing Integration: Across as many channels as possible & in-house
partnerships4. Brand Ambassadors: Everyone plays a part5. Business Case: Customers are our candidates
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GLOBAL DIVERSITYUniversal Access
• Aside from extraordinary coffee, Starbucks has made a business out of human connections, community involvement and the celebration of cultures. We're committed to upholding a culture where diversity is valued and respected.
• Our definition Diversity = Inclusion + Equity + Accessibility• Starbucks is dedicated to creating a workplace that values and respects people
from diverse backgrounds, and enables its employees (partners) to do their best work.
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Candidate experienceIT STARTS WITH OUR PARTNERS
Total Partner Count: 117,287• Headquarters in Seattle,
Washington: 2,000+Total Store Count: 16,664• North America & Canada Store
Count: 11,121• International Store Count:
5,543(as of March 27, 2010)
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Recruiting & Sourcing TacticsWHERE WE’VE BEEN-Employer Brand Marketing 1.0
Job FairsBanner adsPrint AdsDirect MailBrochures
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Employment Branding 2.0
Our philosophy: 2-way real-time interactive conversations to create connections & relationships and begin building a sustainable talent advantage.
Our view on social media: “This was not built as a marketing channel, but as a consumer relationship-building environment."
Chris Bruzzo, VP, Starbucks Digital Strategy
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THE CANDIDATE EXPERIENCE Past and future
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Recruiting & Sourcing TacticsWHERE WE’RE GOING-Employer brand marketing 2.0
• Widgets• SEO• SEM• RSS feeds• Videos• SMS• Landing pages• Mobile app
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Facebook and Google Statistics
50% of users login every day
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Facebook and Starbucks
Why work for Starbucks?
What’s the perception in the marketplace?
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Twitter Visitts
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@StarbucksJobs – Twitter.com/starbucksjobs
Strategic Pillars 1. Retail management2. Retail hourly3. SSC positions4. Global reach5. Reasons to work at
Starbucks6. Diversity reach
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Accessibility Efforts
Accessibility Index• Communication
– Web Accessibility– Media Captioning– Style Guide– Centralized interpreter
request system on the intranet– Braille and Large Print version of
“Make It Your Drink”• Physical Environment
– Store Design– Service Animals
• Training - AccessExpo• Accommodations
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Partner Networks
Partner Networks• Access Alliance• Armed Forces Network• Black Partner Network• Emerging Workforce
Network• Hora del Café Network• Pride Alliance • Women’s Development
Network
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Social Media Networks
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Customer Request
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Starbucks Response
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The Action
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What’s next?
SMS campaignsMobile applicationJob mention on our Starbucks
iphone app v.2 in July 2009
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All you need is love…
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Q & A
Q & A
National Network of ADA CentersWeb: adata.org
Council of State Administratorsof Vocational RehabilitationWeb: rehabnetwork.org
US Business Leadership NetworkWeb: usbln.org
http://sedbtac.org/webinars/Employer Webinar Series
Education Credit
DUE: June 18, 2010CEU (0.1) Approved by the University College at Syracuse UniversityTo earn CEU credit, you must:• Participate in the 1.5 hour webinar.• Submit forms: Participant List and CEU Request .• Follow CEU Credit Requirements
(http://sedbtac.org/webinars/requestCEU.php?eventid=529).
CRCC (1.5) Approved by Commission on Rehabilitation Counselor Certification
(CRCC) To earn CRCC credit, you must:• Participate in the 1.5 hour webinar.• Score 80% or better in 3 attempts on Post Test• Complete: CRCC Request and send to CRCC office.• Follow CRCC Credit Requirements
(http://sedbtac.org/webinars/requestCRCC.php?eventid=529)
The DBTAC: Southeast ADA Center (Southeast DBTAC) is authorized by the National Institute on Disability and Rehabilitation Research (NIDRR) to provide information, materials, and technical assistance to individuals and entities that are covered by the Americans with Disabilities Act and its Amendments (ADA) under Grant No. H133A060094. However, you should be aware that NIDRR is not responsible for enforcement of the ADA. For more information or assistance, please contact your regional DBTAC via the National Network of ADA Centers' web site at adata.org or by calling 1-800-949-4232 [voice/tty].
The information, materials, and/or technical assistance are intended solely as informal guidance, and are neither a determination of your legal rights or responsibilities under the Act, nor binding on any agency with enforcement responsibility under the ADA. The Burton Blatt Institute at Syracuse University (BBI) does not warrant the accuracy of any information contained herein. Any links to non-BBI information are provided as a courtesy. They are not intended to nor do they constitute an endorsement by the BBI of the linked materials.
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