![]() |
||||||||||||||||
|
||||||||||||||||
|
||||||||||||||||
| Frans Johansson was raised in Sweden by his African-American-Cherokee mother and Swedish father, and has an MBA from Harvard Business School. He is a frequent speaker on the power of creativity and innovation, and recent audiences have included Sprint Nextel, Nike, Pepsi, General Motors, SAAB, Motorola, IBM, EDS, Unilever, JP Morgan Chase, Pfizer, TeliaSonera, and Honeywell. He is author of the widely praised, award-winning book, The Medici Effect: What Elephants and Epidemics Can Teach Us about Innovation (Harvard Business School Press, Paperback Edition). It is often said that one of the strongest business cases for diversity is that it fosters innovation. But is this assertion true? And if it is, what are the implications for Human Resource professionals? The stakes are high because corporations across the world feel tremendous pressure to innovate. If, indeed, diversity drives innovation, then HR could have a significant impact on a company’s growth prospects. In fact, HR should be an essential part of a corporation’s innovation strategy. Well, it is true. Diversity does drive innovation—particularly groundbreaking innovation, the type of innovation that companies are desperate for. During the 1990s, there was a movement afoot for American businesses to show a more heterogeneous face. In many companies, HR departments were charged with the responsibility of overseeing the hiring of more women and minority employees. As diversification efforts broadened across the U.S., analysts began to see a connection between increased diversity, a rise in innovation, and higher profits. One doesn’t have to be an organizational analyst, however, to understand why this would be true. On the one hand, the information age has brought all of the globe’s consumers into a single market. If clients and customers are diverse, the provider of goods and services had better be, as well. Secondly, our companies are competing against those of other cultures and countries. Old-fashioned American competition dictates that we meet our competitors on their terms, and we can only do this by understanding the needs of their customers and by providing for them better than their “home” corporations do. Diversity generates more ideas - and more different ones The point is that bringing together people from different cultures will drive new and different ideas. People and teams that break new ground also generate and execute far more ideas. The more ideas you have, the better chance you have of finding the right solution to a particular business challenge. A classic example of how diversity on a team can generate more ideas happened in World War II, when the Allies were fighting a losing battle against the German navy. When a German submarine spotted an Allied convoy, it would send a coded signal to other German submarines in the area. These submarines would then gather into a group formation, known as “wolf packs,” and attack the ship with punishing success. Between 1940 and 1041, the Germans sank more than fifty ships a month, with casualties exceeding 50,000. The Allies were helpless against these attacks because their code-breaking team was unable to crack the German coding system, which was produced via a coding machine known as the Enigma. British intelligence therefore built the most formidable of code-breaking teams, headquartered in a large Victorian mansion called Bletchely Park. Although cryptologists had traditionally come from the field of linguistics, this new group also contained mathematicians, scientists, classicists, chess grand masters, and crossword addicts, all of whom worked together in supreme secrecy. Together, this diverse team managed to break the Enigma by bouncing ideas off one another and generating many new, unusual perspectives. As a result, it turned the tide of the naval battle. A new role for HR The main argument for having a diverse workforce is the increase in innovation. Business leaders know that heterogeneous workforces are rich seedbeds for ideas. Yet companies rarely tap employees for insights and experiences specific to their cultures. Furthermore, barriers of language, geography, and association may prevent diverse employees from coming together on innovation efforts. This is where HR comes in. When HR takes a leadership role in facilitating diversification, profit happens. Let’s look at some examples of how this works in real business settings. In 1996, L’Oreal acquired Maybelline, headquartered at that time in Memphis, Tennessee. They hired an Indian who grew up in Kenya named Ketan Patel, who was interested in getting together people from different approaches, traditions, cultures, and so on. He started hiring people from all over the world, mixing it up as much as possible because he wanted these different perspectives. Patel’s teams examined market after market, and looked how they could do things differently. For instance, they came to understand that Japanese women are very concerned about having curled eyelashes. So they reformulated a mascara brush and product to do that, something the homogeneous Japanese cosmetics firms had never thought of. In two years, Maybelline was the number one brand of mascara in Japan. At MTV Networks, one cross-cultural group discovered new and profitable marketing opportunities in the congruence of North American country music and Latin American music, which use many of the same instruments, feature singers with similar vocal styles, and—in the U.S. Sunbelt—appeal to much the same audience. The probability that you will get good, original, innovative ideas by imposing more complexity into team chemistry is simply much higher. Finding new combinations at work It makes sense to spend time on a variety of projects in different fields if one wishes to find new combinations and generate innovative ideas. Unfortunately, most organizations do not work like that. Usually a company is set up to identify the optimal job for each employee. Once that position or area has been identified, the company then supports further specialization. One firm that understands the advantages of workers with highly varied experiences is Bain & Company, one of the world’s leading strategy consulting firms. While Bain certainly has practices and experts, its consultants work in areas outside their specialties. You can find the head of health care, for example, working on media strategy. The company makes people switch areas and fields on a regular basis, and HR plays a key role in facilitating this fluidity. A variation on this theme happens at Corning. Lina Echeverria, head of the glass research group at Corning, encourages creativity in her researchers. To get them to innovate, she tells them, “Follow your heart. Do something you are interested in, do something you can get energized about.” In other words, stepping outside of known boundaries is rewarded at Corning. Echeverria asks people to interact, share, and collaborate in order to create or join projects they are excited about. She even created a special “creativity room,” where people can talk about whatever is on their mind, to encourage cross-fertilization of ideas. Spotting innovative opportunities in your company Look at Pepsi-Co., where diversity was responsible for a hugely successful new product line. The Hispanic employee affinity group at Frito-Lay, a division of Pepsi-Co, provided input for a line of guacamole-flavored potato chips. This became a $100 million product. Another example of profit from diversity: Russell Corporation, an Atlanta-based company that specializes in athletic clothing, discovered that a large number of Russell employees had graduated from historically black colleges and universities. The group then used those graduates to create products for the black university market, resulting in an $8 to $10 million deal. Encouraged by this success, Russell has since created several additional development groups that combine employees of different ethnicities and religions. Creating the Medici Effect at your company This is not about the Renaissance or the Medici family. It is about the effect that they created and how we can create the same effect in the organizations that we work for. Forward-thinking HR professionals can help to create the Medici Effect by encouraging diverse teams, which more readily generate ideas for new products and market strategies. (Editor’s Note: For information about author Frans Johansson and his book, go to www.themedicieffect.com, or contact the Employers Group Editor, Wendy Taylor, at (213) 765-3979, wtaylor@employersgroup.com. ) |
| |
Attention Federal Contractors! By Ahmed Younies, Director, As of April 2, 2007, the regional offices of the Office of Federal Contract Compliance Programs (OFCCP) have scheduled compliance evaluations of subject federal contractors from a second Fiscal Year (FY) 2007 scheduling list. The agency released an initial scheduling list in November 2006. As part of the selection process, the OFCCP attempted to better identify whether a potential contractor actually holds a current federal contract by matching the EEO-1 list to external federal contract databases. The list also includes a number of establishments identified through external federal contract databases as part of OFCCP's Contracts First Initiative. Some establishments are excluded based on a variety of factors, including these:
These establishments will be selected for evaluation through a separate process. OFCCP has mailed a Corporate Scheduling Announcement Letter (CSAL) to the Chief Executive Officer (or designated point of contact) of each parent company with more than one establishment listed for the scheduling of a compliance evaluation this Fiscal Year. Companies who received a CSAL as a result of the November 2006 scheduling list may not receive another letter unless one or more additional establishments appear on the newly-released scheduling list. It is also possible that federal contractors other than those specifically identified in the CSAL may be evaluated by OFCCP for other variety of reasons, such as:
The OFCCP, however, will not schedule more than 25 new evaluations of a single contractor during a scheduling cycle (approximately 12 months). (Editor’s Note: For additional information concerning the CSAL, FCSS, or AAP requirements please call EG’s Director of Compliance Programs, Ahmed Younies, at 800.748.8484, Extension 3942, or e-mail ayounies@employersgroup.com.) |
|
By Jeff Hull, You’ve heard about Generation Y, but what are you doing to prepare for their arrival in your workplace? This generation is tech-savvy, brand aware, they know what they want and they expect to have their needs met. Their arrival also means that for the first time in history, four generations will be working side-by-side in companies everywhere. Making sure all of these groups work in harmony will be a challenge for even the most prepared of companies. Who is Generation Y? What are they about? What do they know? What are the employers’ challenges? According to a study by Lee Hecht Harrison, “60% of employers say they are experiencing tension between employees from different generations.” Additionally, according to an article in USA Today (11/8/05), “more than 70% of older employees are dismissive of younger workers abilities. And nearly half of employers say that younger employees are dismissive of the abilities of their older co-workers.” What can an employer do? The skills of the Generation Y will certainly mesh well with organizations striving for creativity, innovation, and being resourceful. Naturally, organizations wanting to better understand the Generation Y market, would certainly benefit from hiring Generation Y employees. According to the ASTD article, organizations must assist all employees, not just Generation Y, in identifying their strengths and weaknesses. This is a personal process rather than obtaining feedback through a performance evaluation or 360 degree feedback. One easy way to help someone identify individual strengths is through the SIGN process.
The individual should recognize how they feel while doing a task. If they feel good, then most likely that task is playing to their strengths. Once known, employees should spend more time doing tasks that involve their strengths rather than tasks associated with their weaknesses. This will result in better performance and happier employees. Can training help?
These steps will allow an organization to minimize the negative impact of generational differences and maximize the opportunities for individual, team and organization success. A training program should include real-world situations so that employees can recognize, respond and resolve differences involving generational issues where productivity, teamwork and customer satisfaction could suffer. An organization that can draw on the different perspectives, skills and strengths of a multi-generational workforce will enhance creativity, productivity and innovation. It will give both employees and managers across all generations the skills necessary to acknowledge the issues and then take action to resolve them in ways that enhance productivity and mutual respect. (Editor’s Note: Employers Group offers a multi-generational diversity course that includes the four generations (traditionalists, baby boomers, Generation X and Generation Y). This program is available for on-site delivery. Please email training@employersgroup.com for more information, pricing and availability.) |
||||||||
|
By Jennifer Shin, Since late 2006, the Human Resources world has been abuzz with forecasts of low unemployment rates (this past March marked a five-year low in unemployment at 4.4 percent), high turnover and competitive compensation/ Any HR professional knows finding good employees is one major challenge, but keeping employees happy and willing to stay with the company is entirely another. Fortunately, Employers Group’s 2007 HR Practices and Benefits Survey has just been released, providing inside information as to what other employers are doing to engage new and current employees. Have a formal recruitment strategy Other companies have incentive or employee recognition programs that reward current employees. Careerbuilder.com suggests that companies offer quarterly or holiday bonuses, share stock with employees, plan a company trip out of state or do something as simple as taking employees out to dinner to build employee work relationships and maintain employer/employee relationships. More employers are nurturing growth Flexibility is key Flextime allows employees to begin work early in the day or stay later in the evening, depending on needs and preferences. On a flextime schedule, employees work their regular number of days and hours each week. This scheduling system allows employees to schedule their work week around personal commitments and responsibilities like meetings, appointments, school, and abilities to acquire child care. For the employer, this scheduling system helps to meet their staffing needs when the qualified workforce is relatively small by creating less absenteeism, reducing overtime, reducing role conflicts, and improving employee productivity. Create a great place to work Ultimately, by implementing such policies, companies are creating an employee-friendly workplace that is not only attractive to current and new employees, but promotes better business performance and sound people practices. (Editor’s Note: For more information about this article or if you are interested in implementing a Best Workplaces Program to see how your company ranks, please contact Research Services today at surveys@employersgroup.com or call EG’s Director of Research, Juan Garcia,at 213.765.3969.) |