00-04 Strategic Planning and Diversity
--Linda Gravett, Ph.D.
How many times have you heard the comment, "You should be sure to align your diversity initiative with your company’s strategic plan." Sounds good…but what does that mean? It means that before you embark on a diversity initiative, you should investigate the following:
Does your company have a mission statement that drives the organization’s strategic planning process? Whether you’re establishing a diversity initiative, a compensation system, or a career development plan, you’ll want to build on a strong foundation or mission. The mission answers the question, "why are we here?" Your company is in business to produce a product, provide a service, or both. If that product or service isn't produced, the organization isn’t viable. Any initiative developed now or in the future should ensure that the company survives and thrives.
Does your company have a vision statement….a course that provides direction about where the leadership sees the company in a few years? Perhaps the leadership wants to add products, make inroads into a new customer base, or move into a global marketplace. To accomplish the vision, specific skills, knowledge, and abilities will be required. Your diversity initiative can ensure that the right skills are obtained to be in the right place at the right time.
What are the environmental factors that affect your company’s ability to achieve its mission and vision? Examples are economic conditions (nationally and locally), social trends, competition, and the potential labor force. In this time of tight labor markets, recruitment and retention has become a major challenge for U.S. organizations. A diversity initiative can address creative ways to locate, hire, develop and retain a workforce that has a broad range of needed skills and talents.
Given the company’s desired path forward, the leadership will establish key result areas, or objectives, that focus employees on activities that will keep the company competitive. Objectives might be to build a customer base of consumers in their 40’s and 50’s, for example, or to build an Hispanic customer base. Employees in the marketing, sales, and customer service areas will have to understand and be responsive to the needs of the target customers.
After objectives are established, specific goals, timetables, success measures, and accountabilities can be set. One goal may be to develop a diversity initiative by the end of the calendar year and to begin with a culture audit to determine where the gaps exist in terms of behaviors, skills, and talents that are required to sustain the organization’s productivity and profitability. Another goal might be to establish a diversity council comprised of a diverse segment of the workforce that is charged with the responsibility of coordinating diversity efforts. In any event, the diversity activities cannot be conducted in a vacuum: they should be designed to address the values and mission of the organization.
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