Recruiting in a Multicultural Environment

The National Restaurant Association Show

May 17, 2008

Agenda

• MFHA approach

• CSP Business Case

• Factors in engagement of minority communities

• Finding & Developing Talent

• Getting Started

• What to avoid - How to succeed

Courage is the most important virtue.

- Maya Angelou, American Poet, Writer & Historian

“Diversity of thought, perspectives & experiences is

the goal. Diverse points of view produce the best solutions.”

MFHA Approach

MFHA Diversity Model

Workforce Customers

Community Suppliers

Positive outcomes for each seat!

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.

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.

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

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.

Engaging Minority Communities

• Difficult/Challenging—Why?– History with employment & service– Hard work– Image– Hours– Exploring the unknown, misunderstandings– Different needs, different tools

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

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.

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?

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?

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”

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 ProductivityRecruiting / Retention SuccessImproved CommunicationPeople Development

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

The Process, cont’d

• Identify allies, partners—MFHA, local organizations, local influencers.

• Commit to an action plan.

• Set timelines.

• Execute.

• Reassess-Evaluate-Continuous Improvement.

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”

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

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.

• This MUST DO WORK!

"You can't build a reputation on what you

are going to do."

--Henry Ford, American Auto Manufacturer (1863-1947)

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!