Hirons & Company Diversity Plan

Transcription

1 Hirons & Company Diversity Plan As an advertising and public relations firms, our job is to help our clients produce the results they seek through effective communication of their messages. As communications professionals, we also understand the importance of crafting messages that effectively reach diverse audiences. Businesses, nonprofits and government agencies throughout the country are placing significant value on diversity and working to achieve greater diversity among the publics with which they work and interact their customers, their vendors, their partners and the staff members working within their organizations. No industry is better positioned to effectively communicate the value of diversity, in support of organizational goals to highlight and achieve greater diversity, than communications agencies. Hirons & Company recognizes and can successfully communicate the importance of diversity in our clients messages and objectives because we place significant value on diversity within our agency and in our workforce. Hirons is implementing a diversity plan and policy for its offices, as a testament to the commitment for inclusion of differences. Hirons is committed to creating a working environment that values and utilizes the contributions of its employees as a reflection of the community in which we live and work. Hirons works to advise and consult our clients on the importance of diversity through media placement, creative designs, communications consulting and media relations. Diversity, as Maya Angelou once said, makes for a rich tapestry. Tom Hirons President & CEO Hirons & Company SITUATION ANALYSIS Understanding the importance of diversity and embracing a culture of inclusion within the workplace is key for the success of a company. Hirons needs to educate employees on the importance of diversity within the workplace and clients on the importance of diversity in communications. Advertising agencies, communications firms, colleges and universities throughout the nation struggle with recruiting diverse talent. The American Advertising Federation has a broad diversity program Mosaic to address the challenges of recruiting minorities into advertising and promoting diversity within the field. There is a lack of leadership in the field of diversity for

2 communication firms in Indianapolis and an opportunity for Hirons to emerge as a leader. HISTORY OF COMMITMENT Beginning 32 years ago, Hirons has had a commitment to diversity and inclusion. Hirons understands and appreciates differences in backgrounds and ethnicity and the value that it adds to the work product. Throughout the history of Hirons, senior management has placed an emphasis on a diverse workforce, particularly in the Bloomington office which has had a large number of employees from diverse ethnicities. In addition, Hirons has been a leader in the recruitment and retention of women employees and promotion of women to senior leadership positions within the agency. Hirons has teamed with and served as a mentor to local small businesses, including Infinite Advertising, an African-American owned advertising firm in Indiana. Hirons led the Mosaic initiative for the Indy Ad Club in the 80s and 90s and was the first U.S. company with offices in China to register a female Chinese national in the chief executive role. Hirons has not been perceived in the market or to its clients as a leader in diversity. Although some employees may have diverse backgrounds, overall the agency is not recognized for its diversity practices or workforce. At the time of initial diversity planning for the agency in April 2010, of the 47 full-time Hirons employees, three employees would be considered as coming from diverse ethnic backgrounds, 6 percent of the total agency. Recognizing the lack of diversity within the company in the mid-1990s, Hirons made a conscious and strategic effort to recruit and retain a diverse group of employees within the agency. It is important to have staff that reflects the community that we work in. Since April 2010, the agency has increased its total workforce diversity to 11 percent, a 54 percent increase. Hirons management has expressed an interest in diversifying the agency and creating a culture for inclusion. Hirons has been instrumental in writing diversity plans for our clients and in managing programs that promote inclusion and diversity among the workforce and contracts for the minority-, women- and veteran-owned business community. In 2010, Hirons worked alongside community leaders to ensure that all members of the community had a chance to be counted in the 2010 U.S. Census. Best Management Practices According to a report by the New York City Human Rights Commission, as reported by Diversity Inc., major advertising agencies have only made baby

3 steps toward improving their diversity in recent years. Companies struggle to reflect with their workforce and the community in which they exist. The most successful organizations did a few things very well: 1. Had a commitment from senior level management to diversity and inclusion 2. Clearly defined realistic goals for their companies to attract, retain and develop diverse talent 3. Understood the importance of diversity and the role it plays in the workplace environment 4. Received internal feedback from employees on policies and strategies 5. Sought outside opinion from advisory councils and diversity roundtable sessions GOALS Position Hirons & Company as a leader in diversity best practices in Indianapolis and throughout the state of Indiana. Motivate employees to participate in Hirons diversity programming/training. TARGET PUBLICS Employees Clients Potential Clients and Business Community Community Organizations and Advocacy Groups Target Public: Employees KEY MESSAGES Hirons & Company values and has a commitment to diversity. Hirons understands the importance of a diverse workforce and embraces cultural differences. Diversity makes our agency a better place to work, is good for our business, our clients and our bottom line. Hirons is a champion for diverse practices within our company and encourages a commitment to diversity for our clients. Hirons employees are the faces of our company among clients and within the community. Hirons employs a workforce that is diverse and reflective of the community in which we live and work. Hirons & Company believes in supplier diversity. Hirons supports businesses owned by minorities, women and veterans and encourages its clients to support as well.

4 Objective 1: Within five years of initial diversity planning, increase workforce diversity at Hirons. Strategies 1. Intern Recruitment Send internship program materials to universities with diverse student populations and diverse student associations, including Historically Black Colleges & Universities throughout the nation Send information to university career counselors Build relationships with faculty in Indiana colleges and universities 2. Employee Recruitment Send job opening materials to professional associations, minority media, community associations/organizations Post job openings to career search engines Objective 2: Within one year of initial diversity planning, increase Hirons supplier diversity numbers for agency and client purchases. Strategies 1. Purchasing materials from M/W/VBE certified companies Work with the City of Indianapolis Department of Minority & Women Business Development for listing of minority-, women- and veteran-owned supplier companies Develop a directory of M/W/VBE companies by industry of supplies/services that clients may frequently purchase Work with companies owned by minorities, women and veterans and encourage certification through the City s Department of Minority & Women Business Development

5 Objective 3: Within one year of diversity program rollout, increase the belief that Hirons is a diverse organization among employees. Strategies 1. Employee Education Series Require diversity training as a part of the new hire orientation program Incorporate diversity speaker series into Hirons brown bag lunch series 2. Support diverse organizations and associations brought to our attention by employees or clients 3. Join community organizations/associations 4. Draft an academic white paper on diversity trends Select annually a group of diverse nonprofit organizations and associations for employee volunteer work and/or charitable giving Encourage employees to become involved in their communities and join local organizations and associations or support with charitable giving Draft a white paper on diversity trends in Indiana - Minorities in Indiana. Focus on new demographics using Census and Scarborough data Target Public: Clients KEY MESSAGES Hirons & Company values and has a commitment to diversity. Hirons understands the importance of a diverse workforce and embraces cultural differences. Diversity makes our agency a better place to work, is good for our business, our clients and our bottom line. Hirons is a champion for diverse practices within our company and encourages a commitment to diversity for our clients. Objective 1: Within one year of diversity plan rollout, increase awareness of Hirons diversity programs and efforts among clients.

6 Strategies 1. Client education Post information on Hirons website about Hirons diversity policies, services and programs Encourage account managers to promote Hirons diversity programs to clients Add diversity information to the Client Involvement Training (CIT) Sponsor an external speaker series/presentation Promote Hirons diversity program at 2011 client holiday party 2. Third party endorsements Apply for diversity business awards 3. Client diversity training Develop a team of diversity experts within the agency that can speak and educate clients on diversity issues and best practices Education clients on issues affecting the community and successful communications tactics when working with diverse groups Target Public: Potential Clients and Business Community KEY MESSAGES Hirons & Company values and has a commitment to diversity. Hirons understands the importance of a diverse workforce and embraces cultural differences. Diversity makes our agency a better place to work, is good for our business, our clients and our bottom line. Hirons is a champion for diverse practices within our company and encourages a commitment to diversity for our clients. Hirons has experience working with clients on diversity issues, including the development of diversity plans/programs, M/W/VBE compliance and workforce diversity strategies and public outreach. Objective 1: Within one year of program rollout, increase awareness of Hirons diversity programs and efforts among potential clients and the Indianapolis business community.

7 Strategies 1. Education Post information on Hirons website about Hirons diversity policies, services and programs 2. Third party endorsements Apply for diversity business awards 3. Media Relations Pitch reporters to cover Hirons diversity programs and successes, including speaker series and volunteer activities 4. Support diverse organizations and associations brought to our attention by employees or clients Select annually a group of diverse nonprofit organizations and associations for employee volunteer work and/or charitable giving 5. New business efforts Include information about Hirons diversity programs and clients in new business proposals Distribute an RFP for pro bono work to diverse organizations Target Public: Community Organizations and Advocacy Groups KEY MESSAGES Hirons & Company values and has a commitment to diversity. Hirons understands the importance of a diverse workforce and embraces cultural differences. Diversity makes our agency a better place to work, is good for our business, our clients and our bottom line. Hirons is a champion for diverse practices within our company and encourages a commitment to diversity for our clients. Hirons has experience working with clients on diversity issues, including the development of diversity plans/programs, M/W/VBE compliance and workforce diversity strategies and public outreach. Objective 1: Within one year of diversity program rollout, increase awareness of Hirons diversity programs and efforts among community organizations and advocacy groups. Strategies 1. Education Post information on Hirons website about Hirons diversity

8 policies, services and programs 2. Third party endorsements Apply for diversity business awards 3. Advisory Council Assemble a group of community leaders to review Hirons diversity policies, practices and programs twice a year 4. Support diverse organizations and associations brought to our attention by employees or clients Select annually a group of diverse nonprofit organizations and associations for employee volunteer work and/or charitable giving EVALUATION Objective Within five years of initial diversity planning, increase workforce diversity at Hirons Data Collection Method Human resource files and information from department managers Evaluation Criteria Certified payroll information from accounting. Human resource and department manager tracking to meet the following increases Evaluation Intervals Five years after program rollout, followed by oneyear intervals Within one year of initial diversity planning, increase Hirons supplier diversity numbers for agency and client purchases Within one year of diversity program rollout, increase awareness of Hirons diversity programs and efforts among clients Spending audits on Hirons purchases Online survey of clients Monitor the amount of money spent with M/W/VBE suppliers and track if there was an increase in spending 60 percent of clients surveyed indicate awareness of Hirons diversity program and efforts One year after diversity planning, followed by oneyear intervals One year after program rollout, followed by oneyear intervals

9 Objective Within one year of program rollout, increase awareness of Hirons diversity programs and efforts among potential clients, business community, community organizations and advocacy groups Data Collection Method Analysis of proposals distributed that include information about Hirons diversity program Number of Web hits to the diversity sections of the Hirons website Evaluation Criteria Evaluation Intervals One year after program rollout, followed by oneyear intervals Qualitative feedback from advisory council members