© 2007 Debra Ruh, TecAccess www.TecAccess.net

Successful Disability Employment: Successful Disability Employment: ROI Strategies for BusinessROI Strategies for Business

Presented by

Debra Ruh

TecAccess President and CEO

www.TecAccess.net

AgendaAgenda• Introductions/Who is TecAccess

• How including employees with disabilities impacts return on investment

• How disability employment can provide an advantage over your competition

• Strategies for accommodations, retention, and company-wide success

• Best Practices: The businesses that are currently recruiting, hiring, and retaining employees with disabilities

www.TecAccess.net

Who is TecAccess?Who is TecAccess?

• The TecAccess Story

• 60 employees with disabilities, including disabled veterans

• An experienced accessibility solutions provider that helps agencies and educational institutions plan, implement, and manage accessibility

• Accessibility services that save money and time and meet the governing standards

www.TecAccess.net

TecAccess is an

international leader in

Accessibility

Solutions. Our

complete suite of

services enables our

clients to:

Accessibility Program Planning, Execution, and Management

Legislation, Laws & Guidelines Interpretation

Subject Matter Expertise and Consulting

Consulting Consulting ServicesServices

Long & Short Term Staff Augmentation

Targeted Training and Employment Placement

Disabled & Mature Employee Staffing Programs

Professional Professional PlacementPlacement

Research and Marketing Solutions for Targeted Demographics

Information Portals, Stats, and Reporting for Disabled and Aging Markets

Global Policy Tracking & Documentation

Marketing & Marketing & Research SolutionsResearch Solutions

Testing, Audits & Remediation (508,W3C, ADA & Usability)

Training Classes (Online & Classroom)

Website, Portal, Software Application & E-Learning Development

Technical & Technical & Testing SolutionsTesting Solutions

• Increase their ROI

• Meet social and legal responsibility goals

• Differentiate themselves from competition

• Expand existing and new markets in the US and Internationally

"TecAccess offers practical solutions every step of the way." 

www.TecAccess.net

Before We Move Forward, Consider this Before We Move Forward, Consider this Question…Question…

What percentage of the US population

do you think has a disability?

3 to 5%3 to 5%

6 to 10%6 to 10%

11 to 15%11 to 15%

15 to 20%15 to 20%

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Before We Move Forward, Consider this Before We Move Forward, Consider this Question…Question…

What percentage of the U.S. population do you think has a disability or limitation?

3 to 5%

6 to 10%

11 to 15%

15 to 20%

There are more than 750 million people with physical or sensory limitations worldwide.

Approximately 60 million of these people live in the United States.

Recent reports indicate these numbers are rising – and are trending upwards to 20%.

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The NumbersThe Numbers

• One in three households affected

• People with disabilities are one of the largest and fastest growing minority groups in the world

• A largely untapped market

• Represents over $220 billion in discretionary income in the US alone

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The ImpactThe Impact

• Larger than any single ethnic, racial, or cultural group

• $3 Trillion in discretionary spending worldwide

• An untapped spending, buying, voting, and employment power

• Source: National Organization on Disability 2005

BeijingAustin

Sydney

LondonStuttgart

Raleigh

Sao Paulo

ParisBostonTokyo

BeijingAustin

Sydney

LondonStuttgart

Raleigh

Sao Paulo

ParisBostonTokyo

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Impact is IncreasingImpact is Increasing

• The world’s population is aging, and an increasing number of people are acquiring disabilities for the first time in their lives

• As we all know, an increasing number of disabilities and impairments are associated with the aging process

• In other words, having a disability is no longer confined to traditional definitions anymore

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Numbers RisingNumbers Rising

• The Administration on Aging is projecting that we will see a dramatic leap in the number of people developing disabilities for the first time in their lives

• The U.S. Department of Labor’s Office of Disability Employment Policy indicates that as the population ages, approximately 40% of those over 65 will likely acquire a disability

• With the numbers identified, I think we’ll all agree – there is certainly a challenge before us; yet within this challenge lies an opportunity

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Why Care? Why Care? Because there is a Because there is a Business Case for Disability Employment!Business Case for Disability Employment!

• Disability employment enables businesses to recruit and hire from an untapped qualified labor pool

• Economists indicate that due to the retirement of baby boomers there will be a serious shortage of qualified employees in the near future; persons with disabilities can fill this gap

• Employers will gain loyalty of users and positive brand recognition

• Increase sales

• Leverage a new market segment

• Increase public image

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Disability employment research proves that:

– There is no significant difference between the productivity of people with disabilities and people without disabilities, particularly in knowledge-related business

Reasons for Investing in Reasons for Investing in Employees with DisabilitiesEmployees with Disabilities

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Despite the Facts, There are Still Despite the Facts, There are Still MisperceptionsMisperceptions

Before we review how to maximize the many benefits of hiring employees with disabilities, it is crucial to first understand that misperceptions are still present!

Studies show that employers still mistakenly perceive people with disabilities as:

• less productive than equally qualified individuals without disabilities

• more costly than workers without disabilities–they need special accommodations–they might be heavy users of health care benefits–they might have a negative impact on customers

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Debunking the MythDebunking the Myth

• To prove such perceptions untrue, take TecAccess, a business that primarily hires people with disabilities, for example.

• Associates with disabilities have ensured that TecAccess’ revenue steadily grows.

• TecAccess associates with disabilities have led the company to international recognition, multiple awards in private industry, and invitations to speak all over the world.

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More ChallengesMore Challenges

• The cost of accommodations is often cited as a reason not to hire a person with a disability

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Debunking the MythDebunking the Myth

• In reality though, the cost is usually very minimal

• The Able Trust Employer Attitude Study demonstrated:

– 73% of businesses reported that their employees with disabilities did not require accommodations

– 61% said that average costs of accommodation were $500 or less

– 29% said $100 or less

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Even More ChallengesEven More Challenges

• There is also a lack of knowledge among employers, both about disability issues and the disability resources available to businesses

• On average, two-thirds of employers are not highly aware of disability issues; half have no formal policy for hiring individuals with disabilities; only 25% feel they are recruiting well; and only 35% have disability training programs

• The majority of employers lack familiarity with agencies and programs related to individuals with disabilities (especially those that provide financial assistance)

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In Reality Though…In Reality Though…

• In the afore mentioned cases, the common theme is lack of awareness

• In reality, study after study demonstrates that businesses that actually employ individuals with disabilities have positive attitudes towards such employees

• The Able Trust Study of Employer Attitudes demonstrates that businesses with formal disability policies also tend to have more positive attitudes towards individuals with disabilities

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In Reality Though…In Reality Though…(continued)(continued)

• A recent study in the Journal of Vocational Rehabilitation found that nearly all the employers (97%) who had hired someone with a disability in the past indicated they would hire an individual with a disability again in the future

• Conversely, The Able Trust Study shows that businesses with no employees with disabilities and businesses with no formal disability policies tend to have more negative attitudes toward individuals with disabilities

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How About Consumer Views?How About Consumer Views?

• As demonstrated, employers’ negative attitudes and fears have long been a barrier to the employment of individuals with disabilities

• Accordingly, attitude literature and studies on the employment of people with disabilities has almost always focused exclusively on employers

• However, due to their influence over business practices, the successful employment of people with disabilities is also contingent on the views of the consumer

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Consumer AttitudesConsumer Attitudes

• America’s Strength Foundation and the University of Massachusetts recently released a national survey of consumer attitudes towards companies that hire people with disabilities which stated:

”The public, across all ages and education, views companies that hire people with disabilities as favorably as they do companies that provide healthcare to all workers and actively protect the environment.”

”Companies are aware of the public’s concern over health and environmental issues. What they need to be more aware of is that hiring people with disabilities falls under the umbrella of corporate social responsibility and is an important building block in creating a reputable image.”

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Consumer Attitudes Consumer Attitudes (continued)(continued)

The results of the America’s Strength survey proved:

• The public views hiring a person with a disability as the socially responsible thing to do

• Businesses that have actually hired employees with disabilities view hiring a person with a disability as a gainful business practice

• It is therefore important that companies not only hire people with disabilities, but also communicate this practice to the consumer

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The End ResultThe End Result

The America’s Strength survey concluded:

“Companies will be able to strengthen their

workforce with employees that are found to be

reliable, committed and hardworking while also

benefiting from consumer enthusiasm,

appreciation and support for their company and

its brand.”

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Reaching Employees with Reaching Employees with DisabilitiesDisabilities

• Now that disability employment is evolving into a sound business practice, how does one define this employee base, and most important – how do you reach this untapped workforce?

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First: Analyze the NeedFirst: Analyze the NeedUnderstanding the Needs of People with Disabilities

Consider this question:

• What types of limitations or disabilities could affect an employee’s ability to work, interact, and excel at your place of business?

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Analyzing the NeedAnalyzing the NeedUnderstanding the Needs of People with Disabilities

Types of Disabilities• Blindness and visual limitations • Deafness and hearing limitations • Speech limitations • Mobility limitations • Multiple limitations

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Second: Understand Common Second: Understand Common Problems Problems

For this presentation today, TecAccess facilitated a short survey to sample the opinions of employees with disabilities about the workplace, a sample of the responses included:

• “General lack of awareness about disabilities and associated limitations”

• “Little knowledge about how to communicate effectively to people with disabilities”

• “Documentation in an inaccessible format”• “Deficient in knowledge about assistive technologies”• “Some businesses do not know how to use accessibility

features/functions”• “Lack of patience in interacting with people with disabilities”• “Deficient in employee training with regard to disability awareness”

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Third: Understand AccommodationsThird: Understand Accommodations

We can approve the above responses by understanding proper accommodations:

• Braille displays, large computer screens, and clear displays without flashing lights or images help the visually impaired make sense of what they see

• Accommodations for deaf/hearing-impaired

• Accommodations for speech impairments

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Further AccommodationsFurther Accommodations

• Telecommuting allows associates with limited mobility to work effectively from home

• Assistive technology provides employees with disabilities ways to manipulate their environments:

• Voice recognition software• Head pointers• Word boards • Environmental Control Units

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Further Accommodations (continued)

Types of Assistive Technologies Used by People with Disabilities

• Augmented Output Devices

• Visual representation of auditory information for hearing impaired

• Augmented Input Devices

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Other AccommodationsOther Accommodations

• People with cognitive disabilities need clear work instructions with plenty of visual illustration to support them

• Employees with emotional/psychiatric disabilities often work well in more flexible schedules:

• Flex hours in the office• Laptops to take home for work at night

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Other Accommodations Other Accommodations (continued)(continued)

• Disability awareness training and etiquette

• Improved communication

• Ask for employee feedback on how you’re doing

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Easy To Implement SupportsEasy To Implement Supports

•Develop a “best in class” disability employment team that is easy to implement:

-Support centers and company policy-Communication channels and formats-Documentation and signage-Training-Support specific disabilities-Assitive technology

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Customer Support CentersCustomer Support Centers

• A Clear Company Policy

• Create a dedicated section on disabilities

• Meet expectations and maintain a level of consistency

• Create guidelines on accessibility

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Disability Employment PolicyDisability Employment Policy

• Encourage employees to inform their supervisors of their individual requirements

• Policies and procedures to handle complaints

• Range of access methods to register complaints effectively

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Support Center MeasurementsSupport Center Measurements

• Analyze and measure employee information requirements:

-Contextual inquiry-Focus groups-Usability testing-Employee surveys

• Develop performance measures

• Host an accessible customer support session

• Online support communities

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Information can be accessed by multiple communication channels:

• Face to face (Brick and Mortar)• Telephone• Email• Documentation• TTY/TDD• Telecommunications Relay Service • Speech recognition• Chat applications• Instant Messaging• Interpreter

Communication Channels and Communication Channels and FormatsFormats

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Communication Channels and Communication Channels and Formats Formats (continued)(continued)

• Some communication channels work better for people with disabilities than others

• Select the “best” communication channel or format for each situation

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Communication Channels and Communication Channels and Formats Formats (continued)(continued)

• Documentation in multiple formats

• Document lessons learned

• Promote your accessible support efforts:– Braille/Large print

documentation– TTY telephone line– Interpreters

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Other ExamplesOther Examples

• TTY Line

• Telecommunications Relay Service, also known as TRS

• Staff and supervisors that understand how to use the specific technology

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Documentation and SignageDocumentation and Signage

Documentation:

• Electronic format that can be read by screen readers

• Braille Documentation• Large Print Documentation• Audiotapes

Signage:

• eye symbol • wheelchair symbol • include these symbols on

manuals, employee materials, and HR documents

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TrainingTraining

• Understanding the different types of disabilities

• Be aware of hardware and software (assistive technologies)

• Understand system requirements and configuration

• Provide general usage and terminology of assistive technologies

• Present troubleshooting tips, checklists, and processes for problem escalation

• Simulation exercises

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Your Plan In Action: People with Your Plan In Action: People with Visual ImpairmentsVisual Impairments

• Printed documentation

• No “one size fits all”

• Anything in print – such as your employee policies, expectations or contact info -- can cause problems for people with visual impairments

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Printed PublicationsPrinted Publications

•This means clear layout and type faces

•Consider using 14pt as a general standard or greater

•Time to read and some may use special equipment

•Provide different formats for those who cannot read print”

-Braille, audio tape, large print and computer disc.

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Employees who are Deaf /Employees who are Deaf /Hard of HearingHard of Hearing

• Hearing loss and the use of telephones

• Sign language is often the first language

• Some people also use other systems of communication

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Deaf / Hard of Hearing TipsDeaf / Hard of Hearing Tips

• Support for Telecommunication Relay Services

• Call steering system – allow for a live person

• Transcripts

• Text Phones

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Speech, Language and Speech, Language and Communication ImpairmentsCommunication Impairments

• Employees who are physically unable to speak

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Communication TipsCommunication TipsTelephone

• Concentrate on what is said, rather than how it is being said.• Talk in a relaxed and natural way.• Allow plenty of time and never rush.• Do not shout.• Do not assume that you know what the person you are talking to wants to

say. • Ask the person if they would like you to finish sentences for them. • Introduce one idea at a time; keep words simple and sentences short.• Confirm that you understand what they want to say.• Recap to sum up as the interaction closes.• Finally, check that you both understand.

Face to Face

• Do not talk to an employee’s companion/assistant as if the person were not there.

• Draw or write if needed.• Give a written record of any important information discussed.

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Disability Employment LeadersDisability Employment Leaders

• IBM

• Canon USA

• United States Postal Service

The ones doing it right….

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Best Practice: IBMBest Practice: IBM

• IBM's focus on disability employment stems from a simple belief that business must operate to reflect the diverse and changing needs of clients and employees

• As a result, employees with disabilities working for IBM have offered tremendous new business opportunities due to IBM’s holistic, end-to-end approach

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Best Practice: IBMBest Practice: IBM• For example: Dr. Dimitri Kanevsky, an IBM Master Inventor with more

than 100 patents to his name, is deaf.

• In 1986, he joined IBM and found the environment, resources, and support to begin inventing in earnest.

• Breaking new ground:

--Dr. Kanevsky invented the concept of Artificial Passenger, a tool that uses voice to help prevent drivers from falling asleep at the wheel.

--In addition, he created the world's first automatic speech recognizer in Russian, developed the first uses for speech recognition as a communication aid for deaf telephone users, and contributed algorithms and inventions that led to technologies that transcribe broadcast news.

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Other Best Practices: Canon USAOther Best Practices: Canon USA

• Canon has a long heritage of pioneering and extending quality business opportunities to employees of all abilities.

• Innovative copier and imaging technology has earned the Louis Braille Corporate Award.

• Best Practice Example: Canon Call Center

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Industry Best PracticeIndustry Best Practice

• “Building on a legacy of quality means being able to promote access and approaching product development with a view to usability, barrier-free design and always thinking about what to offer the customer.“

--Todd Pike, Senior Vice President, Imaging Systems Group, Canon U.S.A

• Canon’s employees with disabilities are helping lead this movement!

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Government Best Practice: USPTOGovernment Best Practice: USPTO

Other success stories:

Best Practice Demonstrated by US Patent and Trademark Office (USPTO):

• The USPTO has hired over 60 federal employees with disabilities.

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Government Best PracticeGovernment Best Practice

• The USPTO saves $19,000 per person a year.

• It pays to make reasonable accommodations.

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How Did They Do It, How Did They How Did They Do It, How Did They Leverage It?Leverage It?

Now that you’ve identified the need, and the many reasons why, it’s time to maximize your milestones:

• Promote your disability efforts up front

• Leverage the steps that you’ve taken

• Get the “right” people involved

• Partner with experts in the field

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Developing A Successful Developing A Successful Sales StrategySales Strategy

• Become a trusted advisor

• Set yourself apart as an expert on this topic, and leverage this knowledge to attract new customers

• Understand the buyer motivation and requirements

• Understand that this market is no different than the rest – we all know someone with a disability

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Unique Selling PropositionUnique Selling Proposition

• Promote your “disability-friendly story” based on history and commitments

• Promote your knowledge regarding disabilities and practical solutions

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An Added Value…An Added Value…

• Expand your market, include a larger customer base

• Attract new customers, with and without disabilities

• Recruit and retain employees

• Attract new talent

• Enjoy a competitive advantage

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Next StepsNext Steps

• Respond to this growing consumer and employee base

• Expect greater market share

• Considering disability employment in all stages of product development and marketing

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SummarySummary

• Understand pertinent disability employment data and customer attitudinal surveys

• The current landscape driven by employees and customers with disabilities

• Staying competitive through disability-friendly support

• Investing in the experience you deliver to your customers

www.TecAccess.net

What You Can Do!What You Can Do!

• Remember these success stories

• Look within your respective business environments

• Find creative ways to make it happen

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Questions?Questions?

Debra RuhTecAccess, President and

Founder Druh@tecaccess.netwww.tecaccess.net

(804) 749-8646

Mrs. Ruh has built a viable company that also provides a valuable corporate service. This is truly a remarkable accomplishment.“

--VA. US Senator John Warner