Building Multicultural Relevance Into Your Employment Brand

Copyright 2012-2013 www.mfha.netwww.mfha.net

BUILDING MULTICULTURAL

RELEVANCE INTO YOUR EMPLOYMENT

BRAND

Copyright 2012-2013 www.mfha.net

DEMOGRAPHICS


Rationale

Changing demographics are affecting:• Employment pool• Purchasing power• Recruitment• Engagement and retention• Career development• Leadership• Teamwork• Business methods/operations

3


Rationale


Rationale

Between 2000-2050, POC* will account for 90% of U.S. population growth.

Growth By Segment:

*People of Color


Rationale

• 10% of the workforce is LGBT

• 1 in 4 people has a disability

• By 2023, the majority of children under

18 will be minorities

• By 2039, the majority of working-age

Americans will be minorities

Workforce Implications


A CHANGING CUSTOMER

PROFILE


• The combined buying power of POC’s will account for 15% of the nation’s total buying power by 2015

• The buying power of POC’s is growing at a faster rate than Whites (213%)

Multicultural marketing is essential to the success of U.S. companies!

Segment2010

Buying Power

1990-2015

Growth Rate

African-American

s

$957 billion 294%

Native-American

s

$68 billion 362%

Asian-American

s

$544 billion 571%

Latinas/Latinos

$1 trillion 605%

LGBT $743 billion N/A

Purchasing Power


Engagement

ENGAGEMENT STRATEGIES


Engagement

• Narrow-minded Leadership – What’s the value? • Caucasian Males –What’s in it for me (WIIFM)?

• Unskilled Talent – How do I know what I don’t know?

• Recruiting & Hiring – How do we work together?

Barriers:


Engagement

What are people saying about your company as an employer of people of all backgrounds?

…Is it a good place to work? …Can people of color and other underrepresented groups advance in your organization?

Is your brand relevant?

Your Brand:


Take Precautions

Engagement


Engagement

1. Be authentic in your ask.

2. Be inclusive in your outreach.

3. Be realistic in your expectations.

4. Be proactive in your approach.

4 Strategies:


Engagement

1 -Be authentic in your ask.• Be direct, honest and sincere about what your are

saying, asking or do doing and why.• Know what you want and don’t want and why.• Your message must resonate for the audience in

their “language”.


Engagement

2 -Be inclusive in your outreach.• Be sure to include images of all multicultural

groups in a diversity of positions.• Engage, connect with, reach out to minority

groups, organizations, periodicals etc. with the same standards as non-minority.


Engagement

3 -Be realistic in your expectations.• Do your homework to assess accurately the type,

size, scope and quality of the MC opportunity before setting goals.

• Don’t expect to have the perfect results the first few times you engage MC groups.

• Like any branding initiative you need to allow a reasonable amount of time for your initiatives to take effect.


Engagement

4 -Be proactive in your approach.• To be successful with multicultural branding you

need to play “offense.”• Reach out to MC organizations, communities,

websites etc. and tell them what you can offer them and visa versa.

• Attend and really participate in the meetings, conferences, dinners, lunches etc. with a deliberate agenda.


Engagement

Industry

• NUL – National Urban League

• AH&LA American Hotel & Lodging Association

• FMI - Food Marketing Institute

• IFA – International Franchise Association

• AFA –America Franchisee Association

• CHRIE – Council on Hotel, Restaurant and Institutional Education

Ethnic• NSMH – National Society of Minorities in

Hospitality• NAAMBA – Natl Association of Asian MBAs

• NBMBAA – Natl Black MBA Association, Inc.

• NSHMBA – Natl Society of Hispanic MBAs

• BCA - • LULAC – League of United Latin American Citizens

• RPC - • AAHOA –Asian-American Hotel Owners

• NAACP – Natl Association for the Advancement of Colored People

• NAAAP – Natl Association of Asian American Professionals

Community Partners


Communication

EFFECTIVE COMMUNICATION

CHANNELS


Communication

1. Collateral/Printed Material

2. Website/Social Media/Online Presence

3. Word of Mouth/Reputation

4. Community Partners

Channels


Communication

• Make yourself accessible

• Find a way to relate to the audience you are trying to attract (imagery, career paths, etc.)

• Make the information interesting, interactive and fun

• Show real people doing it (emotional appeal)

• Address the challenges AND opportunities

• Showcase your recognition

Optimizing the Channels:


Communication

Best Practice Example 1


Communication



Communication



Activate


Activate

1. Create a plan

2. Gain commitment

3. Leverage the right sources

4. Communicate the brand

5. Measure results


MFHA – The Multicultural Foodservice & Hospitality Alliance - is an educational non-profit that delivers

multicultural solutions and services to our members that help maximize business opportunities in the

workplace and marketplace.

Who We Are

We are available to answer any questions and assist you with taking your

organization's multicultural efforts to the next level.

Please call 401-461-6342 for a complimentary consultation or email [email protected]

mailto:[email protected]

Copyright 2012-2013 www.mfha.net28

Our Members

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Category:	Recruiting & HR
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Building Multicultural Relevance Into Your Employment Brand

Recruiting & HR