Handbook of Corporate Communication and Public ... - Blogs Unpad

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5 Working to define clear and measurable critical objectives. 6 How to continue to motivate someone who is evaluated as an exceptional performer. Helping them to see how they can add value. 7 How to motivate people who are in a dead-end job. 8 Understanding the motivation, or lack thereof, of the new generation of staff. 9 How to sincerely communicate a positive sense of morale to persons who have low morale. In this sample group the managers also had concerns about their personal performance for which they sought discussion and advice: 1 Finding ways to get better feedback from my boss. 2 Giving my boss feedback about how he/she provides feedback to me. 3 Working on personal impression management and knowing how to ‘build your skills and your personal franchise’. 4 Communication/leadership aspects of forming a new team. 5 How to reinforce and maintain the communication things I am doing that are effective with my team. 6 How to encourage the culture to open up the conversations Can we motivate by other than fear 7 How to approach further personal development as a supervisor. 8 Dealing with cross-cultural communication differences. 9 Managing meetings. This set of interviews demonstrates that in addition to concerns about personal and team performance, equity and accuracy in the conduct of performance evaluation is a significant issue for managers. To mid-level managers performance evaluation is where they are challenged to ‘overlook differences’ and treat everyone the same. Directors of diversity programmes Diversity directors from six organizations were interviewed for their impressions of the status of diversity management programming today. It was interesting to note that half of this group were ‘professionals’ in the sense that they had worked with diversity management in more than two corporations or government entities. The others were moved to this position in their corporation because of their understanding and sensitivity to the issues. In all cases they were African–American female or Hispanic, or a combination of these features. Although never directly queried, there seemed to be an implicit question: ‘Does it require a person who is of minority status to be in this position’ All would probably assert it as an advantage because they talked about how they could relate from personal experience to the subtle difficulties that diversity personnel in their organization were facing. There was a feeling among the diversity directors that legality provided the genesis of the department they worked in: ‘We saw a problem, noted the increase in litigation over issues of equity and fairness and responded with this unit. As the tendency increases for employees to sue when they believe they are wronged, our unit is considered as a part of the remedy.’ They observe however that that reality is both reassuring, for the continued existence of their unit, and troublesome because the legal perspective is only a portion of the rationale for their programming. One director said that: ‘We are trying to do the right things for the wrong reasons.’ He goes © 2004 Sandra Oliver for editorial matter and selection; individual chapters, the contributors

on to explain that legal issues and court orders need to be addressed; however the real impetus for his unit is the economic reality the corporation must face: ‘There is an entire segment of the population who are potential clients that we are not reaching. Suddenly management has realized that to ensure the future of the corporation we need to get interested in diverse customers and employ people who look like the new customers.’ Others noted that the pool of qualified employees was becoming increasingly diverse and that that demographic pattern will continue to increase. They agreed that diversity management is an inescapable issue in the twentyfirst-century corporate environment. The diversity directors who were interviewed in this study often tend to speak in metaphors to describe the true nature of the challenges they see their organizations facing today in the American workplace. They believe that persons not from the dominant culture, usually referred to as diversity personnel, ‘experience a longer runway to success’. This connotes the reality for most of these persons: that they must adapt to the dominant culture that is thoroughly ingrained in the corporate culture. Often learning ‘the way we do business around here’ is a necessary component for success. Paradoxically the diverse background, along with a divergent perspective, that encouraged the hiring of a minority category member, may be a disadvantage to that new member in functioning with the existing set of dominant culture co-workers. Odious overt expressions of bias are rare and are the easiest situations to handle because most organizations currently practise a zero-tolerance policy for such issues. Most individual problems that employees have in the workplace are not considered as issues related to diversity. They are considered to be performance issues. In the pressured environment of the new decade ‘everyone must be a producer’. It is the multiple outcomes of a person’s labour that become the prime focus of evaluation. Rarely is a performance issue ever discussed in terms of its root cause, which could be cultural; rather, it is treated as a measurement issue. It is the ‘bottom line’ that counts. As one diversity official said: ‘They have effectively removed the humanity from the equation of performance evaluation and decisions on rifts.’ Women still substantially feel there is a glass ceiling. In one large corporation the diversity director reports that: ‘When we did a study of the most successful people we noted that the most successful women over the age of forty do not have children. On the other hand it is interesting to note that the most successful men over forty do have children.’ Female executive interviewees repeatedly indicate that they have to adapt to the corporate leadership style in order to be successful. They need to ‘be as hard-nosed as a comparable man’. Lower-level women in the organizations resent this tendency and point out that ‘the most macho executives are the women who have had to be ruthless’ to get to the top. ‘She is tougher in her expectations of me then she is of any of the men under her.’ Typically when a female executive is confronted with this impression the response is incredulity: ‘Of course I’ve been tough and enforced high standards. It is the only way to make a mark as a leader in this corporate culture. I don’t see a distinction between male and female leaders in that regard.’ However the same female executives will admit in private coaching sessions that over the years they learned to modify their interaction patterns to fit those of the males in the boardroom. In the environment of pressured decision making, female executives will admit that their interaction patterns must fit ‘playing the © 2004 Sandra Oliver for editorial matter and selection; individual chapters, the contributors

5 Working to define clear <strong>and</strong> measurable<br />

critical objectives.<br />

6 How to continue to motivate someone<br />

who is evaluated as an exceptional performer.<br />

Helping them to see how they can<br />

add value.<br />

7 How to motivate people who are in a<br />

dead-end job.<br />

8 Underst<strong>and</strong>ing the motivation, or lack<br />

there<strong>of</strong>, <strong>of</strong> the new generation <strong>of</strong> staff.<br />

9 How to sincerely communicate a positive<br />

sense <strong>of</strong> morale to persons who have low<br />

morale.<br />

In this sample group the managers also had<br />

concerns about their personal performance<br />

for which they sought discussion <strong>and</strong> advice:<br />

1 Finding ways to get better feedback from<br />

my boss.<br />

2 Giving my boss feedback about how<br />

he/she provides feedback to me.<br />

3 Working on personal impression management<br />

<strong>and</strong> knowing how to ‘build your<br />

skills <strong>and</strong> your personal franchise’.<br />

4 <strong>Communication</strong>/leadership aspects <strong>of</strong><br />

forming a new team.<br />

5 How to reinforce <strong>and</strong> maintain the communication<br />

things I am doing that are<br />

effective with my team.<br />

6 How to encourage the culture to open up<br />

the conversations Can we motivate by<br />

other than fear<br />

7 How to approach further personal development<br />

as a supervisor.<br />

8 Dealing with cross-cultural communication<br />

differences.<br />

9 Managing meetings.<br />

This set <strong>of</strong> interviews demonstrates that in<br />

addition to concerns about personal <strong>and</strong> team<br />

performance, equity <strong>and</strong> accuracy in the conduct<br />

<strong>of</strong> performance evaluation is a significant<br />

issue for managers. To mid-level managers<br />

performance evaluation is where they are<br />

challenged to ‘overlook differences’ <strong>and</strong> treat<br />

everyone the same.<br />

Directors <strong>of</strong> diversity programmes<br />

Diversity directors from six organizations were<br />

interviewed for their impressions <strong>of</strong> the status<br />

<strong>of</strong> diversity management programming today.<br />

It was interesting to note that half <strong>of</strong> this<br />

group were ‘pr<strong>of</strong>essionals’ in the sense that<br />

they had worked with diversity management<br />

in more than two corporations or government<br />

entities. The others were moved to this position<br />

in their corporation because <strong>of</strong> their<br />

underst<strong>and</strong>ing <strong>and</strong> sensitivity to the issues. In<br />

all cases they were African–American female<br />

or Hispanic, or a combination <strong>of</strong> these features.<br />

Although never directly queried, there<br />

seemed to be an implicit question: ‘Does it<br />

require a person who is <strong>of</strong> minority status to<br />

be in this position’ All would probably assert<br />

it as an advantage because they talked about<br />

how they could relate from personal experience<br />

to the subtle difficulties that diversity<br />

personnel in their organization were facing.<br />

There was a feeling among the diversity<br />

directors that legality provided the genesis <strong>of</strong><br />

the department they worked in: ‘We saw a<br />

problem, noted the increase in litigation over<br />

issues <strong>of</strong> equity <strong>and</strong> fairness <strong>and</strong> responded<br />

with this unit. As the tendency increases for<br />

employees to sue when they believe they are<br />

wronged, our unit is considered as a part <strong>of</strong><br />

the remedy.’ They observe however that that<br />

reality is both reassuring, for the continued<br />

existence <strong>of</strong> their unit, <strong>and</strong> troublesome<br />

because the legal perspective is only a portion<br />

<strong>of</strong> the rationale for their programming. One<br />

director said that: ‘We are trying to do the<br />

right things for the wrong reasons.’ He goes<br />

© 2004 S<strong>and</strong>ra Oliver for editorial matter <strong>and</strong> selection;<br />

individual chapters, the contributors

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