Diversity at work
A new campaignto highlight the benefits of cultural diversity was unveiled in Berlin on 23 August. It aims to underline the contribution that people of all races, religions and cultures are making to German economy and society.
More than 15 million first, second and third generation migrants live in Germany today. Many of them are German citizens, with the rights and responsibilities that come with carrying a burgundy passport. They are engineers, doctors, bakers, teachers, entrepreneurs and police officers. But their contributions to German society – and the German business world - are often not visible enough. To highlight the important role that people of different nationalities and races play in shaping every aspect of German society, the country's government has launched a new information and PR campaign. One of the key messages of the campaign is that businesses stand to profit from a diversified workforce.
Speaking at the press conference to launch the new initiative on 23 August, Prof. Dr. Maria Böhmer, Minister of State and the country's highest integration officer explained why diversity was so important to a modern society, and its businesses in particular. She pointed to a recent US study, which had found that multicultural companies outperformed their competitors on the stock market, turning an average 12.8% higher stock profit in 2004. According to a 2005 EU report, a greater variance among the cultural background of employees also made companies more attractive employers, Böhmer said. They tended to receive a higher number of applications from highly-qualified candidates, drastically reducing their recruitment costs – a particularly relevant fact for companies in the high-tech field, where there is a shortage of qualified personnel.
More than 15 million first, second and third generation migrants live in Germany today. Many of them are German citizens, with the rights and responsibilities that come with carrying a burgundy passport. They are engineers, doctors, bakers, teachers, entrepreneurs and police officers. But their contributions to German society – and the German business world - are often not visible enough. To highlight the important role that people of different nationalities and races play in shaping every aspect of German society, the country's government has launched a new information and PR campaign. One of the key messages of the campaign is that businesses stand to profit from a diversified workforce.
Speaking at the press conference to launch the new initiative on 23 August, Prof. Dr. Maria Böhmer, Minister of State and the country's highest integration officer explained why diversity was so important to a modern society, and its businesses in particular. She pointed to a recent US study, which had found that multicultural companies outperformed their competitors on the stock market, turning an average 12.8% higher stock profit in 2004. According to a 2005 EU report, a greater variance among the cultural background of employees also made companies more attractive employers, Böhmer said. They tended to receive a higher number of applications from highly-qualified candidates, drastically reducing their recruitment costs – a particularly relevant fact for companies in the high-tech field, where there is a shortage of qualified personnel.
More on the initiative:
In a world where consumers make conscious choices and increasingly leverage their purchasing power to make a political and social statement, a strong commitment to a diversified work force can also attract new clients.
Overall, Böhmer said, companies had to begin to see diversity as a strength. They should learn to capitalize on their employees of different backgrounds and reexamine their product portfolio. More than 2 million people in Germany had a Turkish background – representing a purchasing power of EUR 17 billion. A number of companies had already reacted to the changing times: VW and Mercedes-Benz, have both hired Turkish sales personnel for specific markets. Deutsche Bank and telecomm provider E-Plus, on the other hand, offer products tailored to the needs of a diverse clientele with strong ties to countries other than Germany.
In addition to the media campaign, the government is planning a series of workshops to help particularly small and medium-sized enterprises address the issue of diversity management, which is largely unknown in Germany. An international conference planned for December 2007 will bring together experts, business leaders from both large and small companies and representatives from the public sector to facilitate the exchange of information and best practice. The government is also launching a business competition, in which companies can showcase their individual solutions to addressing a multicultural workforce. Roland Berger Strategy Consultants has been a part of these multiple programs since their inception, supporting the design and implementation of these various programs.
The initiative and event and conference series builds on the "Diversity Charter," launched earlier in the year, under which signatories pledge themselves to creating a working environment free of prejudice. The charter is also intended as a sign that the differences among the workforce, customers and business partners are acknowledged and valued. Taken together, these new measures support the EU's European Year of Equal Opportunities in 2007.
If you have questions or comments on this, or any other story, please do not hesitate to contact us:
Overall, Böhmer said, companies had to begin to see diversity as a strength. They should learn to capitalize on their employees of different backgrounds and reexamine their product portfolio. More than 2 million people in Germany had a Turkish background – representing a purchasing power of EUR 17 billion. A number of companies had already reacted to the changing times: VW and Mercedes-Benz, have both hired Turkish sales personnel for specific markets. Deutsche Bank and telecomm provider E-Plus, on the other hand, offer products tailored to the needs of a diverse clientele with strong ties to countries other than Germany.
In addition to the media campaign, the government is planning a series of workshops to help particularly small and medium-sized enterprises address the issue of diversity management, which is largely unknown in Germany. An international conference planned for December 2007 will bring together experts, business leaders from both large and small companies and representatives from the public sector to facilitate the exchange of information and best practice. The government is also launching a business competition, in which companies can showcase their individual solutions to addressing a multicultural workforce. Roland Berger Strategy Consultants has been a part of these multiple programs since their inception, supporting the design and implementation of these various programs.
The initiative and event and conference series builds on the "Diversity Charter," launched earlier in the year, under which signatories pledge themselves to creating a working environment free of prejudice. The charter is also intended as a sign that the differences among the workforce, customers and business partners are acknowledged and valued. Taken together, these new measures support the EU's European Year of Equal Opportunities in 2007.
If you have questions or comments on this, or any other story, please do not hesitate to contact us:
More news
New book on leadership by...
Leadership has become more difficult. Globalization has reduced confidence in trends and structures... >>
There's life in the old...
Despite all claims to the contrary, the market for print media is still alive and kicking. Although... >>
New book on leadership by...
What characterizes good management? How can you win back lost trust? In his book, Burkhard Schwenker... >>
Roland Berger Strategy...
The recruiting workshop start2009 offers university students and graduates an inside view of how the... >>
Karsten Neumann: A minority of...
In an interview with Austrian magazine Format, Roland Berger healthcare expert Karsten Neumann spoke... >>
Good things come in small...
In an article about corporate growth, the business magazine quotes Roland Berger Partner Tim... >>
