Diversity: Critical Recruiting and Outreach

Rich Peterson thinks the challenge with Diversity Programs in general is that it is so hard to find companies willing to participate in diversity studies, the research is minimal.

Implementing strategies, programs and procedures to attract and retain talent including special emphasis on the attracting a minority workforce can be challenging. Knowing what works, what doesn’t and why is imperative! 

Establishing compelling employer brands and advertising campaigns that motivate and capture a diverse minority pool, is necessary when designing, developing, implementing, and evaluating strategic recruitment plans that play a key role in attracting and retaining the best talent possible.

As for strategies, increasing the client’s access to minority professionals, services generally falls into the following categories:

• Strategy development (developing a strategic diversity staffing plan)

• Image/Web site campaign development and placement (developing an external communications message that created national/worldwide awareness)

• Public relations (increasing the company's exposure with minority media, associations  and the local community)

• Diversity ResumeEvent (job fair in print and on the Internet)

• DiversityDirect (announcing current job openings to minority and community organizations via direct mail)

• Open house/event coordination (customized hiring and PR events)

• Direct sourcing of minority candidates (targeted candidate search services for all levels of minority professionals)

Recruiting on the Internet is just one of many sources to use to attract wide spectrum of diverse talent. Rich Peterson firmly believes that one theory is that minority job seekers view the Internet as a “colorblind environment, where their resumes will be judged based on skill sets, as opposed to their race, creed or nationality.  The Internet maximizes recruitment initiatives by reaching multiple, coveted, audiences—while simultaneously sending out essential diversity messages. Companies and federal agencies that enable the Internet audience to easily view and apply for open jobs are reaching one of the fastest growing and most diverse audiences available.  Since the Internet is primarily a ‘pull’ environment, its visitors have total control of where they go and what they see. This freedom of choice naturally encourages the growth of a diverse audience.  Organizations that offer a view into a diverse corporate culture through their Web site can show potential candidates that there is a commitment to providing the right mix of people and ideas. Organizations that can show potential candidates that there is a commitment to providing the right mix of people and ideas will achieve a greater sense of success.

There is no single source that can be used to meet all diversity hiring goals.  Successful diversity recruiting requires utilizing a number of inside and outside sources as well as knowledge of federal, state and local equal opportunity employment regulations.

Two key components in all diversity recruitment are:

1.) Culture--Define a culture and they will come.

2.) Look for ways for employees to identify themselves with company. 

The market research process is everything.  This helps the company make educated media decisions.  Some sample market research included:

    Area Labor Force Studies

    Cost of Living Surveys

    Compensation Studies

    Industry Trends and Information

    Demographic Studies

    Geographic Studies

    Layoff Statistics

    Relocation Policies and Procedures

    Media Analysis

    Cost-per-Hire Analysis

Rich Peterson says advancing discussion and participating in making your Diversity and Talent Acquisition programs tangibly different and unique is paramount.

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