increasing membership through diversity presenters : fannie glover nys shrm diversity director...

Increasing Membership Through Diversity

Presenters: Fannie Glover NYS SHRM Diversity DirectorLinda Caffin NYS SHRM Membership DirectorAshley Cuthbertson NYS SHRM College Relations DirectorSusan Post SHRM Divisional Director East

APRIL 5, 2014

http://www.bing.com/images/search?q=pics+of+a+merger+with+big+outcome&FORM=HDRSC2

Agenda Diversity CLA and role Diverse opportunities for membership Membership CLA and role Membership Strategies & Opportunities Group Exercise


Diversity CLA• Overview of Diversity Director’s role• SHRM National Webinars:

Diversity Meetings for 2014 all at 3pm for one hour unless otherwise stated.

• 5/29 - Webinar9/11 – Webinar• 12/4 – Webinar

• Groups to consider:• LGBT*• Millennial/Generation Y• Veterans• Mature workforce• Asian• Hispanic/Latino• African American

*570,388 3.8% of NYS population have self identified LGBT


Why Diverse Population May Not Be Joining….

1. Failing to make the value clear to potential membersMake value of joining clear in many different forms

2. Failing to be sensitive to potential feelings of social and professional discomfort

Be aware of associations’ personalities, culture and unknown rules

3. Creating an environment or perception that discourages participationForm a welcoming committee/team Develop fun activities for “newcomers”


Guidelines for Achieving Diversity & Inclusivity

Strategy ASet up a diversity task force or committeeTake time to get comfortable with each other before workChoose a leader who understands the importance of

inclusionStrategy B

Examine the demographics of your associationYour membership focus should be driven by the

demographics of the area you are serveStrategy C

Develop written materials that visually reflect diversityMake sure your communication vehicles is also inclusive

Strategy DMake your chapter visible in minority communities, mediaParticipate in local events or help with fund raisers


•Membership Orientation •HR Games •Service Project •Business Meeting •Online Discussion Forum

Who is most likely to participate?

Generational Engagement

http://www.bing.com/images/search?q=pic+of+bettty+white&id=15D77A1890D18E54D3F53A055B6C9863596D0D23&FORM=IQFRBA



GenerationalEngagement




Generational Engagement


NYS SHRM Membership by Ethnicity 10,265

341011

395

349

209

7949

318 Asian

American Indian/AlaskanNative

African American/Black

Hispanic/Latino White

Hispanic/Latino

Two or MoreRaces/Other

White

NYS SHRM Membership by Ethnicity Percentages

10%4%

3%

2%

78%

3%Asian

American Indian/AlaskanNative

African American/Black

Hispanic/Latino White

Hispanic/Latino

Two or MoreRaces/Other

White

6,367

8,469

14,836

NYS SHRM Membership

State Chapter Members

At-Large Members

Total Members in NYS

HUGE OPPORTUNITY:

8,469POTENTIAL NEW MEMBERS

NYS HR Professionals

73,850 HR Professionals

Source: Census.gov

NYS HR Professionals

1,775

17,880

1,800

40,540

5,550

6,305

NYS HR Professionals – 73,850 Comp & Benefits Mgrs

Human Resources Mgrs

Training & Dev.Mgrs.

HR Workers

Comp & Benefits Spec.

Trg. & Dev. Spec.

40

1,270

151,970

300

325

Hispanic or Latino /WhiteComp & Benefits Mgrs



HR Workers


Trg. & Dev. Spec.

3,920 HR ProfessionalsSource: Census.gov

NYS 3,920 HR Professionals

60

1,145

30

2,350

260245

Hispanic or Latino

Comp & Benefits Mgrs



HR Workers


Trg. & Dev. Spec.

Source: Census.gov

4,090 HR Professionals


Not Hispanic or Latino- White Alone

50,885 HR Profes-sionals

1,375

11,990

1,360

27,970

3,980

4,210

White Comp & Benefits Mgrs



HR Workers


Trg. & Dev. Spec.

Source: Census.gov


240

1,970

340

5,755

750

985

Black or African American




HR Workers


Trg. & Dev. Spec.

9,740 HR Profes-sionals

Source: Census.gov


45

110

4 4

American Indian & Alaska Native


HR Workers


Trg. & Dev. Spec.

163 HR Profes-sionals

Source: Census.gov

NYS 163 HR Professionals

60

1,295

501,940

190 380

AsianComp & Benefits Mgrs



HR Workers


Trg. & Dev. Spec.

3,915 HR Pro-fessionals

Source: Census.gov


610

65

55

Two or More Races & Other

HR Mgr/Workers


Trg. & Dev. Spec.

730 HR Profes-sionals

Source: Census.gov

NYS 730 HR Professionals

165

670

80

1825

265

450

105

Monroe County HR Profes-sionals




HR Workers


Trg. & Dev. Spec.

HR Assistant

3,560 HR Profes-sionalsSource: Census.gov

3,560

NYS COUNCIL MEMBERSHIP DIRECTOR• LIAISE WITH CHAPTERS, STATE COUNCIL AND SHRM

NATIONAL TO EXPAND MEMBERSHIP -- BOTH AT-LARGE MEMBERS & NEW MEMBERS

• WORK WITH & SERVE AS RESOURCE FOR STATE CHAPTERS REGARDING MEMBERSHIP ISSUES

• ENSURE CHAPTERS HAVE ACCESS TO ALL RESOURCES FOR MEMBERSHIP RECRUITMENT & RETENTION

• TRACK & REPORT ON NYS MEMBERSHIP GROWTH & RETENTION

• PROVIDE FORUM FOR CHAPTER MEMBERSHIP DIRECTORS TO DISCUSS ISSUES AND SHARE BEST PRACTICES

2014 MEMBERSHIP CLA2014 SHRM MEMBERSHIP WEBINARS (1 HR)

4/17 - Webinar @ 3:00 PM ET9/4 - Webinar @ 3:00 PM ET

12/2 - Webinar @ 3:00 PM ET

----------------------------------------------------------------------

MEMBERSHIP STAR AND SUPERSTAR AWARDS

MEMBERSHIP STAR AND SUPERSTAR AWARDS RECOGNIZE ACHIEVEMENT IN SHRM MEMBERSHIP GROWTH. AWARD LEVELS RECOGNIZE MEMBERSHIP GROWTH DURING THE CALENDAR YEAR. CURRENT AWARD PARAMETERS ARE:

STAR: 1% -3.99%

SUPERSTAR: 4%+

SHRM HOME PAGE

CLICK HERE …

SHRM VOLUNTEER LEADER RESOURCE PAGE (“VLRC”)

Located in the VLRC –

Membership CLA section

TOP REASONS MEMBERS…

• Networking• Learning & career

development• Advocacy

LEAVE

• No $ in budget• Can’t engage with

the chapter• Membership

benefits are not readily apparent

JOIN

CREATIVITY

…Involves breaking out of established patterns in order to look at things in a different way

EDWARD DE BONOLateral Thinking for Management

COLLECTIVELY, LETS…

THINK STRATEGICALLY

BE MORE CREATIVE

TO BROADEN OUR NYS MEMBERSHIP

CHAPTER MEMBERSHIP STRATEGY• SET A CHAPTER MEMBERSHIP GOAL 3-5% RANGE • TARGET YOUR COMMUNICATIONS TO REACH

INTENDED AUDIENCES– CREATE CHAPTER FACEBOOK PAGE– USE LINKED-IN HR GROUPS TO REACH UNAFFILIATED HR

PROFESSIONALS & PUBLICIZE YOUR CHAPTER’S EVENTS– USE TWITTER TO ENGAGE WITH STUDENTS AND YP’S– CREATE & USE LINKED-IN CHAPTER PAGE– PHONE CALLS– DIRECT MAIL

• SHRM AT-LARGE MEMBERS• ASSOCIATIONS

• AMERICAN ASSOCIATION FOR AFFIRMATIVE ACTION• NATIONAL ASSOCIATION OF AFRICAN-AMERICANS IN

HUMAN RESOURCES• SOCIETY FOR HISPANIC HR PROFESSIONALS

• ROSTERS FROM HR EDUCATIONAL PROGRAMS• LINKED-IN TO IDENTIFY HR PROFESSIONALS IN YOUR

AREA, SUCH AS• DIVERSITY PROFESSIONAL NETWORK GROUP• CULTURAL DIVERSITY NETWORK• OPEN GLOBAL NETWORKING GROUP

Linked-In Example:

QUICK MEMBERSHIP MARKETING TIPS PERSONALIZE YOUR E-MAILS AND COMMUNICATIONS

MAKE GUESTS & NEW MEMBERS FEEL WELCOME & INCLUDED

KEEP IN TOUCH WITH YOUR FORMER CHAPTER MEMBERS

USE MULTIPLE COMMUNICATION CHANNELS FOR RENEWAL (I.E., E-MAIL, CALLS)

TARGET EACH COMMUNICATION TO BEST REACH SPECIFIC AUDIENCE TRYING TO REACH

FOCUS ON WHAT MATTERS TO PROSPECTIVE & CURRENT MEMBERS

MAKE IT EASY FOR YOUR MEMBERS TO GET INVOLVED

OPTIMIZE YOUR CHAPTER WEBSITE FOR JOINING & PARTICIPATING

WITH MARKETING MESSAGES, USE A CLEAR CALL TO ACTION WITH A DEADLINE

YOUNG PROFESSIONALS (“YPs”)• WHO ARE THEY?

– 35 & UNDER (SHRM)– MILLENIALS TYPICALLY 30 & UNDER

• WHAT DO MILLENIALS SEEK?– VALUE– OPPORTUNITY TO MAKE A DIFFERENCE– CHANGES– INTERACTION

YP’s -- OUR FUTURE• IF YOU DON’T INVOLVE YPs, THEY’LL

GRAVITATE ELSEWHERE• GET STUDENT CHAPTERS INVOLVED IN YOUR

CHAPTER – OFFER OPPORTUNITY FOR ACTIVE CHAPTER ROLES

• COMMUNICATE TO ATTRACT YPS – TWITTER, FACEBOOK, LINKED-IN

• MORE “SOCIAL” NETWORKING ACTIVITES SUCH AS MEET-UPS & NETWORKING EVENTS

NEW NYS MEMBERSHIP INITIATIVE

• NEW YORK IS ONE OF SHRM’S FIVE KEY TARGET STATES (CA, FL, IL, NY, TX)

• MULTI-YEAR MEMBERSHIP INITIATIVE• PARTNERSHIP BETWEEN SHRM, NYS SHRM

AND AFFILIATED CHAPTERS IN THE STATE


• FOCUS AREAS:o INCREASED OVERALL MEMBERSHIP IN THE STATEo LOCAL MEMBERS ONLY (LMOs)o SHRM AT-LARGE MEMBERSo YOUNG PROFESSIONALS & STUDENTSo HISPANIC HR PROFESSIONALSo INCREASED AVERAGE SHRM MEMBER

RETENTION IN THE STATE


• LOOKING FORWARD:o TASK FORCE ESTABLISHED – WILL MEET IN APRIL

TO DEFINE STRATEGYo ENGAGEMENT OF CHAPTER MEMBERSHIP

DIRECTORS IS CRITICALo VARIETY OF TACTICS TO ATTRACT NEW SHRM

MEMBERS & ENGAGE CURRENT MEMBERS (webinars, networking events, etc.)

GROUP EXERCISE• Break out into groups• Create realistic chapter membership goals

incorporating what we just talked about – 1 short term goal (within 3 months)– 1 long term goal (6-12 months)

• Briefly describe a strategy to accomplish these goals

• Assign note-taker in your group to take LEGIBLE notes to give to us -- help us prepare a new membership agenda for NYS

• Select “reporter” to report to larger group

Sources

Census.govShrm.org

Thank You!

Any Questions????

increasing membership through diversity presenters : fannie glover nys shrm diversity director...

Documents

hr professionalssource

increasing membership

membership recruitme

hr professionals3

hr professionals20nys

hr professionalsnys

hr professionals4

nys population