Implementing a diversity management programme. (Checklist 152).

* This checklist provides a framework for setting up a diversity management programme in an organisation. It is aimed at managers in all areas and at all levels.

Definition

The concept of diversity encompasses any sort of difference between two or more people. Differences might exist in terms of race, age, gender, disability, geographic origin, family status, education, social background--in fact, anything that can affect workplace relationships and achievement. The management of diversity involves the implementation of strategies through which a network of varied individuals are knitted together into a dynamic workforce.

The approach goes beyond that of equal opportunities by recognising an infinite number of differences between people and focusing on the individual rather than various disadvantaged groups. Recognition of diversity within the workforce enables a more positive use of a major organisational resource, people.

Advantages of diversity management

* A diversity management programme will encourage compliance with legal requirements covering discriminatory behaviour in the workplace.

* It will enable an organisation to keep pace with social and demographic changes, such as increasing numbers of female, ethnic minority and older workers in the labour market.

* Employee recognition can lead to empowerment, motivation and commitment, and therefore to competitive advantage for the organisation.

* By encouraging the individual talents of each person it strengthens the pool of human resources on which a company can draw.

* Since diversity management encourages employees to feel more valued and more content in their work, labour turnover is lower and savings on recruitment and training costs are made.

* A diverse workforce is better equipped to serve a diverse customer base and diverse markets. It also facilitates entry into the global marketplace.

* Diversity management can create a flexible workforce, which can be more productive.

* Successful diversity management can benefit corporate image.

* Diversity management can underpin an organisation's social responsibility.

Disadvantages of diversity management

* If handled insensitively, a diversity programme may invade employees' privacy.

* Implementation of a diversity programme may, in the short term, be expensive.

* Deep-seated prejudices may be brought into the open, causing short-term tension.

* Conflict and ill-feeling may result from a poorly handled programme.

Action checklist

1. Gain top level support

Approach the directors and managers in your organisation and convince them of the advantages of diversity management. Present both the business and social cases for a diversity initiative. If necessary, conduct high level diversity awareness training to develop the commitment of key decision makers.

2. Assign financial and human resources to the programme

Don't underestimate the time and money that will be needed, and look to the long term--the programme will spread over years rather than months. At this stage, identify as many facilitators as possible who can act as change agents to lead the initiative and cascade it throughout the organisation.

3. Decide what you want the programme to achieve and set goals accordingly

Methods used to produce diversity management goals could include consultation, brainstorming, benchmarking, or literature reviews. Ensure that goals are specific and achievable. Examples might be:

* increase the proportion of women in our workforce to 50%

* enable parents to take time off to care for children when they are ill

* facilitate recruitment from a wider geographical area.

Gain the support of employees for these goals, and relate them to the organisation's overall vision and mission statements, and to any other initiatives which are going on in the organisation, such as quality management.

4. Establish current levels of diversity management in your organisation

Plan and conduct a diversity audit to gauge existing levels of diversity management. You will need to assess both qualitative and quantitative evidence, focusing on people, processes and strategies.

Find out:

* which kinds of difference affect the ability of individuals to achieve their working potential in your organisation

* to what extent these differences create disadvantages or advantages for employees

* how the procedures and strategies of the organisation affect different groups of employees. Some data gathering methods include:

* questionnaires--design these with your target audience in mind, and ensure anonymity and privacy for respondents.

* individual and group interviews--consider who should conduct these and how to create an informal and frank atmosphere.

* focus group discussions--you could, for example, talk to groups of female, disabled, ethnic minority or older employees.

* unobtrusive observation--a discreet walkabout can be very revealing.

* document surveys--examine written procedures, personnel records, customer complaints, publicity material and any other documentary evidence within the organisation.

* benchmarking--look in organisations similar to your own for examples of best practice to follow and of bad practice to avoid.

5. Conduct a gap analysis

Review the audit results and establish how great the difference is between your current position and your goals.

6. Identify areas where change is needed

Work out the forms of action which will be needed to achieve your goals. You may need to make changes to:

* processes--for example, revising the recruitment procedure

* working arrangements--for example, introducing flexi-time, childcare facilities, time off for family responsibilities

* attitudes--for example, combating inter-cultural prejudice and improving inter-cultural communication

* physical environment--for example, creating better access for disabled workers and customers, introducing interdepartmental rest rooms, revising office layout.

7. Write a diversity policy

Use these broad change ideas together with your diversity goals to compile a concise written diversity policy. The policy could cover:

* a definition of diversity

* reasons why it is important

* the goals of the diversity management programme

* the ways in which the goals will be achieved.

Communicate the policy to employees and all stakeholders. Post a copy on every staff noticeboard, in the staff handbook, and, if you have one, on the company intranet.

8. Compile a detailed diversity action plan

Define the finer details of the programme, specifying exactly how the planned changes will be brought about. Hold brainstorming sessions to produce ideas for action, then compose an implementation plan which coordinates and timetables the action to be taken. Make sure the plan includes regular reviews--decide what should be measured and monitored before the programme starts and make data gathering an ongoing part of the plan.

9. Set the programme in motion

Communicate the plan to employees and put it into action. Appoint programme coordinators and publicise their role, giving employees a point for feedback and information.

10. Monitor and review

Monitor the programme over twelve months, and adjust the plan as necessary. Where problems occur, review the diversity policy and decide whether it should be amended.

11. Establish an ongoing programme

Schedule an ongoing diversity programme for the long term. Allow for the programme to be fluid and change as the organisation's internal and external contexts change. Make sure that diversity remains a high profile issue and work towards its internalisation within the organisation. Diversity management should become a natural part of everyday life.

Dos and don'ts for successfully managing diversity

Do

* Communicate at all stages of the programme. Ensure that employees, managers, customers, shareholders, and other stakeholders are kept informed, as their support is vital to the programme's success.

* Involve everyone. This is not just an issue for the personnel department or senior managers but should concern people throughout the organisation.

* Make use of established change management processes to carry through the programme.

* Look to the long term. Changes which involve attitudes will not happen overnight, and you should expect the programme to last for years rather than weeks or months.

* Be prepared to invest money, time and resources to achieve your goals.

Don't

* Mistake equal opportunities for diversity management. The equal opportunities approach will form a part of any diversity initiative but the programme should go far beyond traditional equal opportunities issues.

* Design the diversity goals and policies for `them'. Look instead at `us'. Diversity is about inclusiveness, and you should aim the programme at everyone in the organisation--including yourself!