Strategic Planning for Human Resources: A Diversity Perspective

1. Strategic Planning for Human Resources:A Diversity Perspective A Canadian Association of Broadcasters Diversity Webinar Richard Cavanagh, Partner CONNECTUS Consulting Inc. November 27, 2008

2. Webinar focuses on a starter set of ideas... • Why a diverse workforce? • Key issues in strategic planning/HR/diversity: • Recruiting • Engaging Management • Organizational Commitment • Workplace Accommodation • Practical – and cost-effective – approaches to the issues • Key resources

3. Some background • Webinar material developed from a number of sources: • CAB – Joint Societal Issues Committee and Human Resources Committee • Current research/studies on diversity and human resources • Informal network of HR professionals

4. Why a diverse workforce? A number of compelling reasons to focus on Diversity and HR...

5. 1) Canada’s Growing Diversity • Currently, Canada’s diversity looks like: • Ethnocultural Groups = 16 percent of Canadian population • Persons with Disabilities = 14 percent • Aboriginal Peoples = 5 percent • In 2011… • Ethnocultural Groups = 20 percent • Persons with Disabilities = 18 percent • Aboriginal Peoples = 7 percent

6. Canada’s Growing Diversity

7. Canada’s Growing Diversity • Diversity planning tends to focus on the four target groups identified in Employment Equity legislation, i.e. visible minorities, persons with disabilities, Aboriginal Peoples and women • Two observations: (i) broader, inclusive approach can include mature workers (50+) & LGBT and (ii) companies in smaller markets may “see” less diversity • But diversity is a reality in markets of all sizes

8. 2) Legal & Regulatory Obligations • Legal and Regulatory Obligations: Employment Equity legislation for firms with over 100 employees • CRTC requirements & expectations – annual reporting by individual television broadcasters and by the CAB • Introduction of Radio Best Practices through the 2006 Review of Commercial Radio; approved in Public Notice 2007-122

9. Legal & Regulatory Obligations • CRTC has high expectations about broadcasters’ diversity initiatives • Driven in large part by a much more diverse population (Section 3 of Broadcasting Act = reflection of multiracial & multicultural society; Task Force Report of 2004) • Most recent focus: Accessibility Proceeding (although it’s more about access to the system than about employment)

10. 3) Realities of the labour force • Shortage of talent: approaching 3 million workers in the next 20 years • Talent drain to other countries – younger workers are increasingly mobile; increasing competition for talent • Higher expectations (driven by regulator and industry players) to recruit, hire & retain talent that reflects community diversity

11. 4) The Business Case • 70 percent of Canadian population growth is due to immigration • Combined spending power of Chinese and South Asian consumers alone in Canada: $40B* • From a Human Resource perspective, linking diversity strategy to corporate/business objectives makes sense • Diversity = a competitive edge * Source: Research Solutions Inc. 2008

12. The Business Case Equitable Employment Systems Employee Satisfaction Employee Commitment “The Employee- Customer Satisfaction Chain” * Client Commitment Client Satisfaction Superior Client Value Increased Revenues & Profitability *Source: Trevor Wilson Diversity at Work: The Business Case for Equity

13. Key Issues in Strategic Planning A review of diversity studies and on-going dialogue with HR professionals points to a number of persistent issues: • Issue 1 – Recruiting • Issue 2 – Engaging Management • Issue 3 – Organizational Commitment • Issue 4 – Accommodating Persons with Disabilities

14. Key Issue 1 – Recruiting for a Diverse Workforce • Getting started: defining diversity to meet your needs – and be realistic • Know your community: local demographics can shape your approach...find the best starting point & start early! • Links with educators: fundamental to know who’s who in the schools • Mentoring programs: have a strong track record of success

15. Recruiting: Practical & Cost-effective Suggestions • Creating a mission statement/guidelines • Get HS kids to come to you – and don’t forget the loot bags • Essay/art contest w/prizes and spin-off promotion • Leverage internal experience/diversity = role models • Link to local Diversity Days

16. Key Issue 2 – Engaging Management • Still a fundamental challenge in many organizations – and an outright barrier in others • Likely due to other priorities - such as the bottom line • Task is to link diversity to those priorities – to get management’s attention (and keep it) • “Strategic planning on a budget”...if you have one

17. Engaging Management: Practical & Cost-effective Suggestions • Getting started: assess existing business priorities, branding needs, other management focus – make the link • Tell the story – may be more important than the data • Can we link to existing CSR or community work? • Launch and create a cycle of feedback for a ‘Diversity Newsletter’ (= education) • Is there a champion in our midst? • Hold an internal Friday afternoon session with a diversity focus: people, food, beverages

18. Key Issue 3 – Organizational Commitment • Are we a company committed to diversity – what does it mean to us? • Assess the barriers...lack of interest, plain old hesitation or uncertainty... • Or maybe it’s just not fun!

19. Organizational Commitment: Practical & Cost-effective Suggestions • Again, A mission statement can help: how do we view our diversity as a company, what does it mean to us? • Tap an internal committee from all departments: branding & marketing, sales & promotion – ‘sub-contracting’ tasks can build commitment • Clearly identify a simple goal or two – and create strategic support for these • Recognize/build around existing celebration ‘months’: Black History, Asian, Disability, etc. • Company Diversity Day: food, culture, music – take over the building

20. Key Issue 4 – Accommodating Persons with Disabilities • Supreme Court decisions on transportation & CRTC Accessibility Proceeding elevate disability issues overall • A number of workplace accommodation issues persist – largely to infrastructure but also the unique elements of the broadcasting industry • These include lighting, steps, narrow confines, even decentralized locations (raising issues of transportation)

21. Accommodating Persons with Disabilities: Practical Suggestions • A number of different ways to approach issues of accommodation • Environmental scan • Consult with local disability community • Keep curb cut solutions in mind...accommodation often includes more people than those with disabilities (e.g. tight/ sharp corners) • Costs can vary widely, from assistive devices to renovation • Keep in mind that “reasonable accommodation” and “undue hardship” tests apply • Internal committee/external outreach are invaluable

22. Some thoughts on making mistakes (or fearing them...) • Political and cultural mistakes are common in strategic planning for diversity • For example, Flag Day can mean civil war; Ethnic Food Day can offend; Celebrating our Diversity can leave out those with disabilities • Expectations can be too high (idealism rather than practical reality) – can take on too much; focus on the positive

23. Making mistakes (or fearing them): Practical Suggestions • In extremely diverse companies, recognize they are impossible to avoid • Deal with mistakes directly and across as many organizational layers as necessary • Ensure short term effects rather than long term – and decide if laughing off is workable • If there are resource implications, investigate beyond a stated reason

24. A lot of helpful information... ...from broadcasting, government and human resources...

25. CAB Diversity in Broadcasting Website

26. Other Media Resources... www.rtndacanada.com/Content.asp?PageID=2.9 www.diversitytoolkit.org.uk www.olmcm.org/section.php?SectionID=11 www.managementmarketing.unimelb.edu.au/mcib/Diversity.cfm

27. Government... Statistics Canada 2006 Census – Community Profiles http://www12.statcan.ca/english/census/Index.cfm Human Resources and Social Development Canada – Workplace Equity Overview http://www.hrsdc.gc.ca/eng/lp/lo/lswe/we/information/overview.shtml

28. Regulatory... CRTC http://www.crtc.gc.ca/eng/INFO_SHT/b308.htm

29. Human Resources... http://www.diversityintheworkplace.ca/ http://www.twiinc.com/

30. Accommodating Persons with Disabilities... http://www.totb.ca/english/index.asp

31. A final thought... Diversity is the one true thing we have in common. Celebrate it everyday. - Anonymous

32. Your feedback is important! • This is the first CAB diversity webinar • A short survey will be circulated to participants to get your views on the content and presentation – please take a few minutes to complete and return • An audio recording of the webinar will be available shortly; details will be sent out very soon THANK YOU!