increasing membership through diversity presenters : fannie glover nys shrm diversity director...
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Increasing Membership Through Diversity Presenters : Fannie Glover NYS SHRM Diversity Director Linda Caffin NYS SHRM Membership Director Ashley Cuthbertson NYS SHRM College Relations Director Susan Post SHRM Divisional Director East. APRIL 5, 2014. Agenda. - PowerPoint PPT PresentationTRANSCRIPT
Increasing Membership Through Diversity
Presenters: Fannie Glover NYS SHRM Diversity DirectorLinda Caffin NYS SHRM Membership DirectorAshley Cuthbertson NYS SHRM College Relations DirectorSusan Post SHRM Divisional Director East
APRIL 5, 2014
Agenda Diversity CLA and role Diverse opportunities for membership Membership CLA and role Membership Strategies & Opportunities Group Exercise
Diversity CLA• Overview of Diversity Director’s role• SHRM National Webinars:
Diversity Meetings for 2014 all at 3pm for one hour unless otherwise stated.
• 5/29 - Webinar9/11 – Webinar• 12/4 – Webinar
• Groups to consider:• LGBT*• Millennial/Generation Y• Veterans• Mature workforce• Asian• Hispanic/Latino• African American
*570,388 3.8% of NYS population have self identified LGBT
Why Diverse Population May Not Be Joining….
1. Failing to make the value clear to potential membersMake value of joining clear in many different forms
2. Failing to be sensitive to potential feelings of social and professional discomfort
Be aware of associations’ personalities, culture and unknown rules
3. Creating an environment or perception that discourages participationForm a welcoming committee/team Develop fun activities for “newcomers”
Guidelines for Achieving Diversity & Inclusivity
Strategy ASet up a diversity task force or committeeTake time to get comfortable with each other before workChoose a leader who understands the importance of
inclusionStrategy B
Examine the demographics of your associationYour membership focus should be driven by the
demographics of the area you are serveStrategy C
Develop written materials that visually reflect diversityMake sure your communication vehicles is also inclusive
Strategy DMake your chapter visible in minority communities, mediaParticipate in local events or help with fund raisers
•Membership Orientation •HR Games •Service Project •Business Meeting •Online Discussion Forum
Who is most likely to participate?
Generational Engagement
•Membership Orientation •HR Games •Service Project •Business Meeting •Online Discussion Forum
Who is most likely to participate?
Generational Engagement
•Membership Orientation •HR Games •Service Project •Business Meeting •Online Discussion Forum
Who is most likely to participate?
Generational Engagement
•Membership Orientation •HR Games •Service Project •Business Meeting •Online Discussion Forum
Who is most likely to participate?
GenerationalEngagement
•Membership Orientation •HR Games •Service Project •Business Meeting •Online Discussion Forum
Who is most likely to participate?
Generational Engagement
NYS SHRM Membership by Ethnicity 10,265
341011
395
349
209
7949
318 Asian
American Indian/AlaskanNative
African American/Black
Hispanic/Latino White
Hispanic/Latino
Two or MoreRaces/Other
White
NYS SHRM Membership by Ethnicity Percentages
10%4%
3%
2%
78%
3%Asian
American Indian/AlaskanNative
African American/Black
Hispanic/Latino White
Hispanic/Latino
Two or MoreRaces/Other
White
6,367
8,469
14,836
NYS SHRM Membership
State Chapter Members
At-Large Members
Total Members in NYS
HUGE OPPORTUNITY:
8,469POTENTIAL NEW MEMBERS
NYS HR Professionals
73,850 HR Professionals
Source: Census.gov
NYS HR Professionals
1,775
17,880
1,800
40,540
5,550
6,305
NYS HR Professionals – 73,850 Comp & Benefits Mgrs
Human Resources Mgrs
Training & Dev.Mgrs.
HR Workers
Comp & Benefits Spec.
Trg. & Dev. Spec.
40
1,270
151,970
300
325
Hispanic or Latino /WhiteComp & Benefits Mgrs
Human Resources Mgrs
Training & Dev.Mgrs.
HR Workers
Comp & Benefits Spec.
Trg. & Dev. Spec.
3,920 HR ProfessionalsSource: Census.gov
NYS 3,920 HR Professionals
60
1,145
30
2,350
260245
Hispanic or Latino
Comp & Benefits Mgrs
Human Resources Mgrs
Training & Dev.Mgrs.
HR Workers
Comp & Benefits Spec.
Trg. & Dev. Spec.
Source: Census.gov
4,090 HR Professionals
NYS 4,090 HR Professionals
Not Hispanic or Latino- White Alone
50,885 HR Profes-sionals
1,375
11,990
1,360
27,970
3,980
4,210
White Comp & Benefits Mgrs
Human Resources Mgrs
Training & Dev.Mgrs.
HR Workers
Comp & Benefits Spec.
Trg. & Dev. Spec.
Source: Census.gov
NYS 50,885 HR Professionals
240
1,970
340
5,755
750
985
Black or African American
Comp & Benefits Mgrs
Human Resources Mgrs
Training & Dev.Mgrs.
HR Workers
Comp & Benefits Spec.
Trg. & Dev. Spec.
9,740 HR Profes-sionals
Source: Census.gov
NYS 9,740 HR Professionals
45
110
4 4
American Indian & Alaska Native
Human Resources Mgrs
HR Workers
Comp & Benefits Spec.
Trg. & Dev. Spec.
163 HR Profes-sionals
Source: Census.gov
NYS 163 HR Professionals
60
1,295
501,940
190 380
AsianComp & Benefits Mgrs
Human Resources Mgrs
Training & Dev.Mgrs.
HR Workers
Comp & Benefits Spec.
Trg. & Dev. Spec.
3,915 HR Pro-fessionals
Source: Census.gov
NYS 3,915 HR Professionals
610
65
55
Two or More Races & Other
HR Mgr/Workers
Comp & Benefits Spec.
Trg. & Dev. Spec.
730 HR Profes-sionals
Source: Census.gov
NYS 730 HR Professionals
165
670
80
1825
265
450
105
Monroe County HR Profes-sionals
Comp & Benefits Mgrs
Human Resources Mgrs
Training & Dev.Mgrs.
HR Workers
Comp & Benefits Spec.
Trg. & Dev. Spec.
HR Assistant
3,560 HR Profes-sionalsSource: Census.gov
3,560
NYS COUNCIL MEMBERSHIP DIRECTOR• LIAISE WITH CHAPTERS, STATE COUNCIL AND SHRM
NATIONAL TO EXPAND MEMBERSHIP -- BOTH AT-LARGE MEMBERS & NEW MEMBERS
• WORK WITH & SERVE AS RESOURCE FOR STATE CHAPTERS REGARDING MEMBERSHIP ISSUES
• ENSURE CHAPTERS HAVE ACCESS TO ALL RESOURCES FOR MEMBERSHIP RECRUITMENT & RETENTION
• TRACK & REPORT ON NYS MEMBERSHIP GROWTH & RETENTION
• PROVIDE FORUM FOR CHAPTER MEMBERSHIP DIRECTORS TO DISCUSS ISSUES AND SHARE BEST PRACTICES
2014 MEMBERSHIP CLA2014 SHRM MEMBERSHIP WEBINARS (1 HR)
4/17 - Webinar @ 3:00 PM ET9/4 - Webinar @ 3:00 PM ET
12/2 - Webinar @ 3:00 PM ET
----------------------------------------------------------------------
MEMBERSHIP STAR AND SUPERSTAR AWARDS
MEMBERSHIP STAR AND SUPERSTAR AWARDS RECOGNIZE ACHIEVEMENT IN SHRM MEMBERSHIP GROWTH. AWARD LEVELS RECOGNIZE MEMBERSHIP GROWTH DURING THE CALENDAR YEAR. CURRENT AWARD PARAMETERS ARE:
STAR: 1% -3.99%
SUPERSTAR: 4%+
SHRM HOME PAGE
CLICK HERE …
SHRM VOLUNTEER LEADER RESOURCE PAGE (“VLRC”)
Located in the VLRC –
Membership CLA section
TOP REASONS MEMBERS…
• Networking• Learning & career
development• Advocacy
LEAVE
• No $ in budget• Can’t engage with
the chapter• Membership
benefits are not readily apparent
JOIN
CREATIVITY
…Involves breaking out of established patterns in order to look at things in a different way
EDWARD DE BONOLateral Thinking for Management
COLLECTIVELY, LETS…
THINK STRATEGICALLY
BE MORE CREATIVE
TO BROADEN OUR NYS MEMBERSHIP
CHAPTER MEMBERSHIP STRATEGY• SET A CHAPTER MEMBERSHIP GOAL 3-5% RANGE • TARGET YOUR COMMUNICATIONS TO REACH
INTENDED AUDIENCES– CREATE CHAPTER FACEBOOK PAGE– USE LINKED-IN HR GROUPS TO REACH UNAFFILIATED HR
PROFESSIONALS & PUBLICIZE YOUR CHAPTER’S EVENTS– USE TWITTER TO ENGAGE WITH STUDENTS AND YP’S– CREATE & USE LINKED-IN CHAPTER PAGE– PHONE CALLS– DIRECT MAIL
• SHRM AT-LARGE MEMBERS• ASSOCIATIONS
• AMERICAN ASSOCIATION FOR AFFIRMATIVE ACTION• NATIONAL ASSOCIATION OF AFRICAN-AMERICANS IN
HUMAN RESOURCES• SOCIETY FOR HISPANIC HR PROFESSIONALS
• ROSTERS FROM HR EDUCATIONAL PROGRAMS• LINKED-IN TO IDENTIFY HR PROFESSIONALS IN YOUR
AREA, SUCH AS• DIVERSITY PROFESSIONAL NETWORK GROUP• CULTURAL DIVERSITY NETWORK• OPEN GLOBAL NETWORKING GROUP
Linked-In Example:
QUICK MEMBERSHIP MARKETING TIPS PERSONALIZE YOUR E-MAILS AND COMMUNICATIONS
MAKE GUESTS & NEW MEMBERS FEEL WELCOME & INCLUDED
KEEP IN TOUCH WITH YOUR FORMER CHAPTER MEMBERS
USE MULTIPLE COMMUNICATION CHANNELS FOR RENEWAL (I.E., E-MAIL, CALLS)
TARGET EACH COMMUNICATION TO BEST REACH SPECIFIC AUDIENCE TRYING TO REACH
FOCUS ON WHAT MATTERS TO PROSPECTIVE & CURRENT MEMBERS
MAKE IT EASY FOR YOUR MEMBERS TO GET INVOLVED
OPTIMIZE YOUR CHAPTER WEBSITE FOR JOINING & PARTICIPATING
WITH MARKETING MESSAGES, USE A CLEAR CALL TO ACTION WITH A DEADLINE
YOUNG PROFESSIONALS (“YPs”)• WHO ARE THEY?
– 35 & UNDER (SHRM)– MILLENIALS TYPICALLY 30 & UNDER
• WHAT DO MILLENIALS SEEK?– VALUE– OPPORTUNITY TO MAKE A DIFFERENCE– CHANGES– INTERACTION
YP’s -- OUR FUTURE• IF YOU DON’T INVOLVE YPs, THEY’LL
GRAVITATE ELSEWHERE• GET STUDENT CHAPTERS INVOLVED IN YOUR
CHAPTER – OFFER OPPORTUNITY FOR ACTIVE CHAPTER ROLES
• COMMUNICATE TO ATTRACT YPS – TWITTER, FACEBOOK, LINKED-IN
• MORE “SOCIAL” NETWORKING ACTIVITES SUCH AS MEET-UPS & NETWORKING EVENTS
NEW NYS MEMBERSHIP INITIATIVE
• NEW YORK IS ONE OF SHRM’S FIVE KEY TARGET STATES (CA, FL, IL, NY, TX)
• MULTI-YEAR MEMBERSHIP INITIATIVE• PARTNERSHIP BETWEEN SHRM, NYS SHRM
AND AFFILIATED CHAPTERS IN THE STATE
NEW NYS MEMBERSHIP INITIATIVE
• FOCUS AREAS:o INCREASED OVERALL MEMBERSHIP IN THE STATEo LOCAL MEMBERS ONLY (LMOs)o SHRM AT-LARGE MEMBERSo YOUNG PROFESSIONALS & STUDENTSo HISPANIC HR PROFESSIONALSo INCREASED AVERAGE SHRM MEMBER
RETENTION IN THE STATE
NEW NYS MEMBERSHIP INITIATIVE
• LOOKING FORWARD:o TASK FORCE ESTABLISHED – WILL MEET IN APRIL
TO DEFINE STRATEGYo ENGAGEMENT OF CHAPTER MEMBERSHIP
DIRECTORS IS CRITICALo VARIETY OF TACTICS TO ATTRACT NEW SHRM
MEMBERS & ENGAGE CURRENT MEMBERS (webinars, networking events, etc.)
GROUP EXERCISE• Break out into groups• Create realistic chapter membership goals
incorporating what we just talked about – 1 short term goal (within 3 months)– 1 long term goal (6-12 months)
• Briefly describe a strategy to accomplish these goals
• Assign note-taker in your group to take LEGIBLE notes to give to us -- help us prepare a new membership agenda for NYS
• Select “reporter” to report to larger group
Sources
Census.govShrm.org
Thank You!
Any Questions????