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Posted on January 1, 1995July 10, 2018

Workers Take Leave of Job Stress

Mention the word sabbatical and most people think of teachers. Hailed as an opportunity for faculty members to renew their classroom-worn vigor, these leaves of absence were often used to attract people to a profession known for dubious financial rewards.


Today, what was once considered useful for teachers is reaping benefits for lawyers, consultants and techies alike as a growing number of companies experiment with workplace sabbatical programs—lengthy leaves of absence that often include full pay and benefits. Companies employ these programs as a way to deal with employee burnout and morale problems. Some even use them to ease the pain of downsizing, or to enable employees to participate in community service projects. Most often overseen by human resources departments, sabbaticals benefit both employees and employers. Workers get a break from job stress; their employers get rejuvenated employees.


“Companies are beginning to view sabbaticals as another dimension to work-force flexibility—to satisfy downsizing and redeployment objectives, and to address a need for more balance in the work and personal lives of their employees,” writes Helen Axel in her special report, “Redefining Corporate Sabbaticals for the 1990’s,” a Conference Board publication. “Some see them as opportunities for personal growth and career development,” Axel continues. “Other firms are attracted to sabbaticals because they meet social or cultural interests of the organization. To still others, they’re part of a ‘kit of tools’ to compete in the marketplace for people with skills they need and want.”


Diana Reace, manager of Hewitt Research Group, a research arm of Lincolnshire, Illinois-based Hewitt Corp., has studied workplace sabbaticals in detail. “There are many different kinds of sabbaticals,” she says. “The major reasons for them are reducing job burn-out, avoiding technical obsolescence, rewarding longevity on the job and use as a carrot to retain senior employees. They also make people feel better about their jobs, and help employers compete for employees.”


Sabbaticals offer workers R&R.
Workplace stress is the most often cited reason for companies to adopt sabbatical programs. Disability due to stress costs the nation an estimated $75 billion annually, according to Palo Alto, California-based stress-management specialist, Sharon Kufeldt. Because few companies are immune to stress-related disabilities, many are looking at sabbaticals as an answer.


This is particularly true among the high-tech colossi of the Silicon Valley. Workplace sabbaticals here date back to the early 1970s and are seen as necessary relief from the turbulent grind of corporate high-tech. “The intent behind our sabbatical program was to recognize that employees are more productive if they’re given a chance to periodically recharge their batteries while focusing on personal priorities,” says Betsy Lamb, director of compensation and benefits for Cupertino, California-based Tandem Computers Inc. “They actually come back refreshed and ready to go.”


Workplace sabbaticals in the Silicon Valley date back to the erly ’70s, and are seen as necessary relief from the turbulent grind of corporate high-tech.


This philosophy, Lamb points out, is typical of Silicon Valley firms. “The cornerstone of Silicon Valley high-tech companies is the need to be creative. They need to offer employees a chance to focus on personal goals to stay creative.”


Tandem employees are eligible for sabbaticals after four years of continuous service. The policy allows employees six weeks’ leave with full pay and benefits. Even part-timers, who work 20-hour weeks, are eligible, and receive their normal part-time pay.


Another high-tech Silicon Valley company, Apple Computer Inc., also based in Cupertino, offers its employees a similar sabbatical program. Under its terms, employees are allowed six weeks of paid leave every five years.


But the computer industry isn’t alone in using sabbaticals to combat stress. Major law firms, consulting practices and other high-stress industries also offer the programs to counter the job burnout problem.


For example, Hewitt Associates, which provides management consulting services, launched an ambitious sabbatical program in 1988. “We wanted to reward the long service of our senior people,” says Dave Wille, Hewitt’s director of human resources. “Rather than beefing up our vacation policy, we looked at a ‘vacation splash’ sabbatical.” Through the program, an employee is eligible for an additional three weeks of vacation after 15 years of service, and another three weeks of leave every five years after that. Principals in the firm are eligible for a five-week leave every five years. “Employees are encouraged to take the full three or five weeks at a time,” Wille adds, “because the consulting business can be so draining.”


Even companies such as Oak Brook, Illinois-based McDonald’s Corp.—which is mostly divided into numerous regional offices and restaurants throughout the country—offer sabbaticals for key employees. McDonald’s established its program in 1977.


“Our definition of a sabbatical,” explains company spokesperson, Mark Walker, “is a program that offers long-term employees an opportunity to reflect on their jobs and careers, as well as the overall operation of the business, and to do it away from the daily pressures of work. We feel this time should be spent any way the employee feels will contribute to his or her personal and professional growth with McDonald’s.”


McDonald’s offers its sabbatical program to full-time employees who have completed at least 10 years of service. Employees are then eligible for an eight-week paid leave. After 20 years of service, employees are eligible for a 16-week break. “The leave must be taken all at once,” Walker says. “That’s because it isn’t a reward for past performance, but an investment in their futures. It isn’t seen as a fringe benefit.”


Sabbaticals provide time for personal pursuits and philanthropic projects.
In addition to relieving stress, sabbaticals can be employed as a way to recognize employees’ various personal needs. Such needs can’t always be expressed in simple terms, but they may still be important to the people who have them. One person may feel a pressing need to write a book, for example, while another may wish to explore his or her family history. Still others may wish to engage in personal challenges that will help them better understand themselves.


New York City-based Time Inc.—a vast repository of “creative types”—recognized a need to provide this opportunity for its employees many years ago. Time’s program, according to Axel’s Conference Board report, was originally established for the benefit of its editorial employees, “… for research and writing, with the expectation that the company would benefit from this enrichment when the employee returned. However, the leaves have long been available to employees on the business side of the company as well.”


Robert Mintz, vice president of human resources for Time, says his company’s sabbaticals are available to employees with 15 or more years of service. Eligible employees may take up to six months’ leave, and receive 50% of their normal pay. They may also opt to break the leave into two separate three-month leaves. Employees who choose to take their leaves after 20 years of service are eligible to receive 75% of their regular pay for a three-month leave. “Given the demands on our people,” Mintz reflects, “it’s helpful for them to go off and explore other things. It’s an opportunity for a combination of rest, relaxation and personal growth.”


For these same reasons, San Francisco-based Wells Fargo & Co. provides a Personal Growth Leave (PGL) sabbatical for employees in good standing with more than 10 years of service. “The purpose of PGL,” explains Diane Egelston, vice president of Corporate Responsibility, “is for employees with long service to take leave of up to three months, with full pay and benefits, to pursue personal interests. They must, however, demonstrate a past commitment to that interest.”


Some companies are going beyond providing sabbaticals as a way to fulfill personal needs and offering them to employees who choose to work for nonprofit groups. Stamford, Connecticut-based Xerox Corp., for example, launched its ambitious Social Service Leave program in 1971. Originally an experimental program, the plan was developed at the behest of socially conscious employees.


“We allow employees to take off for up to one year,” explains Evelyn Shockley, program manager for Xerox Foundation, the philanthropic arm of Xerox. “We pay their full salary while they work for organizations of their own choosing.”


Although employees choose their own projects, the projects must first be approved by a special committee, put together by Shockley and consisting of a cross-functional, cross-divisional group of employees. Religious or political activities are excluded from consideration. Shockley says that employees wishing to take leave must have at least three years of service with the company, must agree to submit monthly reports and adhere to site visits by public affairs personnel.


Wells Fargo was inspired by Xerox’s lead. “Our Social Service Leave (SSL) is available to full or part-time employees who have three or more years of service,” says Egelston, who’s the officer in charge of the program. “The purpose of SSL is to allow employees with a demonstrated commitment to community service to work for a nonprofit service agency for up to six months, with full pay and benefits.”


Egelston says that Wells Fargo supports numerous worthy projects. For example, “One of our branch managers worked for six months with the American Women’s Economic Development Corp., an organization that provides training for female entrepreneurs. She developed training program components for them, and a book about obtaining loans.”


Another use of sabbaticals that has emerged in recent years has come about as a result of the need to reduce the work force. Companies facing the ordeal of downsizing have eyed sabbaticals as a kinder and gentler way to ease the transition. One notable example is the colossal AT&T, which refers to its sabbatical program as a Special Enhanced Leave of Absence (SELOA). “We first tried Special Enhanced Leaves of Absence in 1991 as an experiment,” reports Ruthanne Prange, district manager of human resources for Basking Ridge, New Jersey-based AT&T. “There were a combination of such factors as a need to reduce our work force while balancing force and load.”


The AT&T program, which Prange says was tried again in 1993, was offered for periods ranging from nine to 24 months. The leaves, which were granted to 1,700 employees in 1991, were given without pay to employees who had been with the company at least five years. Prange says, however, that some benefits were offered.


The idea behind the program was to reduce the company’s payroll burden, while also allowing favored employees a chance to tend to personal needs. “If people needed time to do something,” Prange says, “and there were places in the business where we needed to cut back, why shouldn’t we do something that allows some ventilation in the system?”


Philadelphia-based Bell Atlantic Corp. experimented with a similar sabbatical program during the late 1980s. The purpose of the program—which allowed employees to take up to two years unpaid leave—was to provide the company with a way to ease its downsizing efforts. In the short run, the absence of these employees would ease payroll expenses. It also was suspected that some workers would ultimately terminate their relationship with the company.


Bell Atlantic soon discovered, however, that using a sabbatical program as an incentive plan for work-force reduction fosters a lack of control. First, there’s no control over which persons will elect to go on leave. A company could unintentionally lose some of its prize employees. Second, there’s no guarantee that leave-takers will not eventually elect to return to their jobs.


As a consequence, Bell Atlantic’s sabbatical program lasted only three years, according to Joan Rasmussen, a Bell Atlantic spokesperson. “We felt that our sabbatical program wasn’t effective for our company,” she says. “It wasn’t a permanent solution to the downsizing issue. We’ve since developed other incentive programs for our employees, such as early retirement programs.”


HR facilitates sabbatical programs.
With the exception of social service leave programs which usually are managed by agencies that take responsibility for community relations and philanthropy, most sabbatical programs are designed and administered by human resources departments. Indeed, it’s often necessary for HR to assume this management role because it normally maintains records pertaining to employee eligibility. (Benefits consultants, actuaries or others who often work with HR, seem to have rarely—if ever—had a hand in the formation of sabbatical programs for any known major company.)


In addition to conceiving and administering the programs, HR people tend to assume responsibility for selling the idea to management. This is usually true of the more conventional sabbatical programs, such as those offered by Tandem, Apple, McDonald’s and Hewitt.


HR rarely needs to vigorously promote the programs, however, because most employees tend to be well aware of their options to take such generous leaves. Often, companies that offer sabbatical programs will make their employees aware of them at the time of hiring, and provide references in employee handbooks.


The job of the human resources department, according to Lamb, is to smooth out any rough edges. “We try to minimize the use of temporary employees to fill in,” she explains. “Rather, we use [the leave] as an opportunity for employees to ‘take ownership’ of their work, and to coordinate with their managers and work groups to make sure the job gets done while they’re gone.”


Most HR people whose companies have implemented sabbaticals haven’t been overburdened by managing them. Mintz, for example, says the program at Time is fairly simple to manage. “We make sure individuals know what they need to know,” he says, referring to such matters as eligibility requirements and time restrictions. “We also credit pensions, keep track of details, and make sure that the program is administered fairly and equally in all departments.”


Wille also reports smooth sailing at Hewitt. “We notify associates and their managers a year in advance that they have the time coming so that they can make adequate preparations,” he says.


Hewitt’s HR department, according to Wille, also solicited feedback from the program’s first leave-takers. “We asked our principals—during the first four or five years of our program—to provide us with a little write-up about what they did while they were away. The idea was to share this information with others who weren’t sure how to use their own leave time.”


Wille’s department also makes an effort to obtain feedback about the effects of the program. “We want to know if, when an owner (partner) is away for five weeks, the business still runs. We also want to know if the person is refreshed and rejuvenated [upon return].”


Although HR usually manages the programs, most engage the use of special committees for approving sabbaticals. At Wells Fargo, for example, Egelston is responsible for assembling a Social Service Leave committee, and a Personal Growth Leave committee, each of which oversees one of the employee leave programs and reviews applications. Egelston chooses a chairperson for each committee who, in turn, recruits several other members, usually company vice presidents who represent various divisions of the company. Each member serves a two-year term.


Committee members meet each fall and render their decisions by early winter. “Each committee member reads through applications,” Egelston explains. “They look for such things as commitment to activities, and the specificity of the plan of action. We end up selecting applicants on merit.”


Egelston says each of her committees reviewed approximately 50 applications last year. Of that number, each committee selected approximately 10 candidates.


A Social Service selection committee, made up of people from different divisions and focus areas of diversity from across the nation, chooses Xerox’s leave takers as well. “We bring them to corporate headquarters, where they sit for two days and review the applications,” Shockley says. “The Xerox foundation staff has no vote.” In a typical year the company, which employs 56,000 people nationally and nearly as many outside the country, receives between 47 and 60 applications.


Shockley says that after employees are selected for leave, her department manages the follow-up details. “We put employees through orientation and explain to them exactly what their responsibilities are to their company and organizations,” she says. “We’re also responsible for follow-up. We require monthly reports, and report plans for each coming month. We go out and visit leave-takers to ensure that everything is going smoothly. And, we encourage employees to keep in touch with their managers at Xerox so that their re-entry will be smoother.”


Before following up, follow through.
When implementing and running a sabbatical program, Hewitt Research Group’s Reace emphasizes that HR people plan above all else. “Plan carefully for it,” she urges. “Look carefully at goals. Is it meant to be a reward, or to help control stress? Answers to those questions will tell you who the program’s for.” Reace also tells interested HR people to carefully study companies that have already tried sabbaticals for their workers.


Tandem’s Lamb says that companies wishing to adopt sabbatical programs should carefully consult their own internal players as well. “For HR people working on these issues, I would encourage them to have other groups explore the program, and to get a lot of feedback from employees and managers.”


Adds Hewitt Associate’s Wille: “First, establish up-front objectives. What are you trying to accomplish? How will you measure strict cost objectives? How will you measure morale? Also, listen to the needs of business as well as to those of your employees.


“I think companies should explore [the concept] to see if it meets some of the needs they have in terms of their relationships with their employees,” he suggests. “But it depends on the company. Some may already have broad vacation policies so that additional time away from the company won’t work. Others may find that their business won’t allow for people to be off so long.”


Poor planning is one of the major causes of problems with sabbatical programs. For example, Reace says that if a company wants to make sabbaticals available only for top people, HR must consider the effects on the morale of people who aren’t eligible.


Even with planning, however, problems with sabbatical programs can occur. Through her research, Reace has identified some challenges that sabbatical planners have faced. “There has been concern about people who need them, but who don’t take them,” she notes. “One or two law firms have had to make their programs mandatory. The people who are susceptible to burnout are the people who think their companies can’t survive without them.”


Reace also suggests that timidity can be a problem. “Another element is letting people know it’s OK to take leave,” she points out. “One of the best ways to do that is to lead by example by having senior people be the first to use the program.”


Time’s Mintz claims HR’s biggest problems can be self-inflicted. “We have no problems with the program,” he says, “because we don’t overmanage it. I advise other HR people to just follow common sense parameters, and not to make a big bureaucracy out of it.”


Sometimes problems can’t be avoided, however. ROLM, a Siemens company, established a pioneer sabbatical program as a way to ease the stress on its hard-working employees. “We worked long and hard hours,” recalls Catherine Healy, human resources administrator for ROLM. “And the program was an opportunity to give our people time to relax and sort things out.”


Let people know it’s OK to take leave. One of the best ways to do that is to lead by example by having senior people be the first to use the program.


Under the San Francisco-based tele-communications company’s sabbatical program-conceived and shaped exclusively by its HR people-full-time employees were eligible for a 12-week, fully paid leave in their seventh year. Those who desired could opt for a six-week leave at double pay.


ROLM discontinued the program in 1993. Was it because it was a failure? Not according to Healy, who even suggests that the program “may have reduced turn-over.” Significant changes within the organization, however, created irresistible pressures for change. “It no longer was cost-effective,” Healy says, referring to the changing nature of a company that had grown dramatically over the years.


Even more than growth pressures, however, were the unique problems associated with ROLM’s merger with IBM, and later with Siemens. “Sabbaticals weren’t a benefit that IBM or Siemens offered,” Healy explains. And because company officials desired a consistent benefits package for all employees, the ROLM division was encouraged to phase out its sabbaticals program.


(Axel’s recent Conference Board report, “Redefining Corporate Sabbaticals for the 1990’s,” indicates that IBM does offer unpaid Extended Personal Leaves of up to three years for full-time employees. Workers receive full benefits during the leaves. Employees must, however, be available for part-time work during the second and third years, and are subject to annual reviews while on leave. A company spokesperson confirmed this, and explained that IBM also offers a Flexible Work Leave of Absence, which enables employees to work part-time for three years while receiving full benefit coverage. Full-time reinstatement after that time, however, isn’t guaranteed. Approximately 90% of the average 2,500 employees on leave at any one time are women with small children.)


Sabbaticals reap benefits for workers and employers.
Despite some setbacks, problems with sabbaticals seem to be few and far between. In fact, most companies insist that their sabbatical programs are little or no trouble.


Wille knows of no problems at Hewitt. “We’ve shown that we can work through five-week absences,” he says. “Now with five years’ experience, we don’t have any problems. It isn’t a difficult program, but it yields positive results.”


The wide-spread optimism reported by administrators of sabbatical programs seems largely based on an almost intuitive sense of the programs’ results, more than on any hard scientific data that validates those feelings. “We didn’t spend much time looking at cost,” Wille admits. “But in the consulting business, work tends to get done anyway. We find that most people are ready to cover for each other.”


Lamb also acknowledges no awareness of scientific cost or benefit studies at Tandem. “We haven’t undertaken any productivity studies,” she says. “My suspicion is that if we did, we would see improvement because of cross-training that occurs.”


Shockley offers her own positive findings, though they don’t directly relate to dollars and cents either: “We feel it’s a success because of the feedback we get from employees and outside organizations.”


Companies that use sabbatical programs define success in many ways. Lamb explains the three major benefits of Tandem’s program: “The first is rest and relaxation [for employees],” she says. “The second is our belief that we gain in productivity from employees who gain a renewed perspective. And the third is our desire to acknowledge their hard work to their own work unit.”


Tandem also sees the program as a vehicle for development. “We look upon the sabbaticals as an opportunity to cross-train our employees,” Lamb points out, referring to the opportunities for employees to learn other jobs while filling in for those on leave.


Walker says that McDonald’s program has been a big success because, “We’ve found that sabbaticals bring tremendous personal satisfaction to employees and their families,” he says. “The principal purpose is to enhance the quality, quantity and duration of our long-service employees’ work. We believe that long-time employees are able to lend unique and valuable perspective to the business. That’s why we instituted this program.”


Despite all the optimism, Reace finds: “There’s no overwhelming trend toward these sabbaticals.” Not all organizations are equally troubled by stress problems. And some organizations—because of the nature of their business—can’t spare key employees for long stretches of time.


Timidity also may be a factor. Offering generous leaves—especially during tough economic times—may seem risky, to say the least. But according to the companies that have found success from these programs, the risk is worth the price.


Personnel Journal, January 1995, Vol. 74, No. 1, pp. 38-48.


Posted on January 1, 1995July 10, 2018

Leveraging a Low-wage Work Force

Bill Chickering has heard all the complaints about how difficult it is to manage a low-skill, low-wage work force. He has heard human resources professionals grumble about the lack of motivation and dependability—and what an enormous toll it takes on productivity. But the director of employee relations for Benton Harbor, Michigan-based Whirlpool Corp. doesn’t buy the sob stories. He admits that building a solid and dependable low-wage labor force takes work, but guarantees that “once an organization is able to develop its human resources, it’s possible to unleash workers’ brainpower and enthusiasm in ways that might not ever be imagined.”


Chickering speaks from experience. Whirlpool, a $7.5 billion company that sells appliances in 120 markets worldwide, employs hourly workers in dozens of locations throughout the United States. During the last six years, the company has grown 85%, while reducing turnover and increasing productivity. How? Partly by giving its low-wage workers—everyone from assemblers to janitors—a major stake in running the company.


Whirlpool does this through a stock purchase plan and gain-sharing. The latter encourages workers to view the plant they work in as their own and find ways to cut costs because the dividend goes straight to their pocketbooks at the end of the year. There’s also GED programs, college tuition reimbursement programs and ongoing training. And, perhaps most important of all, there’s an overall recognition that line employees have valuable insights and knowledge that can help the company operate more efficiently. Hourly employees serve on hiring teams; they even work alongside top executives as part of strategic groups to help decide where factories should be located and how work should be processed and distributed.


“If you expect a lot out of a work force, if you create realistic ways to get people involved and not just repeat hackneyed cliches, there are tremendous opportunities,” says Chickering. “The notion that the company would like to tap into the opinions and knowledge of its hourly work force is often met with skepticism. But once you can demonstrate over time the commitment to such a philosophy, the transformation is remarkable.”


Whirlpool is among a growing number of companies discovering the changing dynamics of the U.S. labor pool, and the need to adjust their HR practices accordingly. These companies see the need for HR to structure pay and policies to build a powerful low-wage work force. They must attract, retain and promote good workers. And, perhaps most importantly, they need to work with top management to fashion an organization that’s both solid and nimble. Says Donna Klein, director of work/life programs at Washington, D.C.-based Marriott International: “It’s a far more complex issue today than it has been at any point in the past. However, the companies that can manage their low-wage work force well are in a position to reap tremendous rewards.”


The low-wage labor pool swells as society changes.
Today, as the world economy grows more complex and intertwined, many jobs are being exported overseas—leaving vast numbers of the unskilled and uneducated clamoring for whatever work they can find. Meanwhile, wave after wave of immigrants—both legal and illegal—are flowing into the United States, many of whom are willing to work for rock-bottom wages.


In addition, society is changing from an industrial-based economy to a service economy, fundamentally changing the very nature of work. As better paying manufacturing jobs vanish with each round of layoffs and corporate downsizings, lower-wage jobs in restaurants, hotels and retailing flourish. According to the San Francisco Federal Reserve Bank, the service sector is expanding at a robust 18% annual clip. And the Bureau of Labor Statistics reports that since 1980, the service sector has expanded by 18.8 million jobs.


In many cases, these service jobs pay far lower wages than comparable unskilled jobs in the manufacturing sector. For example, the most recent figures available from the Federal Reserve Bank of Cleveland show that the lowest 10th percentile of the service sector earned only $212 a week in 1992, compared to $231 in the manufacturing sector. That translates into $1,000 a year less for service workers. “There’s a tremendous drive to increase productivity and lower costs—and in many instances the only variable is labor costs,” says Fred K. Foulkes, director of the Human Resources Policy Institute and a professor of management policy at Boston University.


Glance at statistics and you begin to understand the impact. According to the U.S. Census Bureau, almost one-fifth of America’s full-time workers receive what the government considers low pay—less than $13,091 a year. Among 35 to 54 year-olds, the percentage of low-wage workers grew from 9.9% in 1979 to 13.3% in 1983. Among the younger labor pool, the trend is even more pronounced. Those in the 18 to 24-year old age group, for example, have watched the numbers grow from 22.9% to 47.1% during the last 14 years.


However, many economists insist that government numbers don’t tell the entire story. Examine the minimum wage work force—those who earn roughly $8,500 a year full-time—and it’s obvious that the labor picture is even worse. Traditionally, Congress has set the federal minimum wage at roughly 50% of the average manufacturing wage. Today, however, the figure hovers at 40%, and is in danger of falling into the high 30s. “It’s a trend that can’t be ignored,” says Foulkes.


That has many deeply concerned. Edward N. Luttwak, director of Geo-Economics at the Washington, D.C.-based Center for Strategic and International Studies, believes that America could become a Third World country by 2020. He points out that in 1970, the nation’s GNP was $4,950 per person, while Japan was only $1,950. Two decades later, the U.S. GNP was $21,000 per person, while Japan had soared to $23,810. And by the year 2000, Japan is projected to double the GNP per person of the United States. Of course, many find the notion that the United States could suffer such a fate unbelievable. But Luttwak says that one only needs to look at Argentina for proof it can happen. A wealthy nation in the 1950s, this country has suffered a 40-year slide into poverty.


Adds Allen Scott, director of the Lewis Center for Regional Policy Studies at the University of California at Los Angeles: “Many areas—particularly America’s cities—have become vast pools for unskilled workers. It’s creating Third World conditions, and changing the responsibilities and challenges for companies and society.”


The issues stretch far beyond dollar figures on the corporate balance sheet. Not only do many of these low-wage workers require ongoing training to compensate for a lack of education and language skills, they embrace cultural and social practices that are fundamentally different than those professed by the vast majority of America’s work force. Getting them to believe in the corporate culture can be difficult, but failure to do so often results in unacceptable levels of turnover (as high as 80% to 100% a year in industries such as fast food), low worker morale and a general deterioration of the very service that’s the cornerstone of many firms that employ low-wage workers.


High turnover prompts scrutiny of selection processes.
To address the issues faced when depending on a low-wage work force, many companies are re-examining how they hire, train and reward employees. “Companies are far more selective in hiring because they’re recognizing the high cost of recruiting, retraining and turnover,” says Janet Fuersich, director of compensation consulting for New York City-based Coopers & Lybrand.


But finding educated, literate and dependable workers—especially in urban areas—is becoming a formidable challenge. “There’s a need to find people who have enough education and ability to function well on the job—so they’re often having to pay higher than minimum wage.”


At many fast food firms in urban areas, for example, it’s now necessary to pay entry-level workers $6 to $6.50 an hour—nearly $2 above minimum wage. Manufacturing jobs—union and non-union—often translate into an $8 to $12-an-hour wage. “The Federal minimum wage is a floor. But many organizations find that to attract and keep their labor category’s best and brightest, they must pay a higher wage,” says Fuersich. “And there’s often a shortage. That’s one reason why you see more senior citizens taking work in fast food restaurants, retail stores and banks.”


Adjusting salary alone isn’t enough, however. That’s why Chicago-based Sears Roebuck & Co. has scrutinized its HR practices. Sears, with more than 800 stores and 360,000 associates located throughout the nation, has worked during the last few years to construct standardized systems for hiring, retaining and promoting its employees. Although it’s built a stable work force in some areas, it suffers from chronic turnover in others.


The hiring process serves as the foundation for the company’s strategy. Sears now requires department managers—the people responsible for hiring virtually all associates—to adhere to a standardized interviewing process, which requires ongoing training and thorough documentation.


In addition, the stores also use paper and pencil testing for determining dependability. “We’re moving toward more testing, especially in the area of customer-service orientation,” says Sally Hartmann, manager of measurement and assessment systems in the firm’s national HR office. “We’re trying to do a better job of selecting applicants. We realize it’s crucial to think about the job requirements, ask the right questions and listen closely to the answers.”


Making sure that prospective employees understand what the job is all about has also become a priority. “It’s important to hire the right people in the first place,” Hartmann says, “but it’s also vital to give them, before they accept a job, a realistic job preview about what they can expect. That means talking to them about the job, the hours, the scheduling, the unpredictability and the need to be flexible. They must understand that they’re going to have to pitch in and straighten up, even if they’ve been hired to sell. Reducing turnover begins with recruiting and hiring.”


Sears expects that some turnover is inevitable. A certain amount actually is desirable. The very nature of the corporate pyramid is to weed out those who are less than committed to the company or don’t fit in on a long-term basis. Some observers argue that certain industries—particularly fast food—thrive in a high-turnover environment because new employees can be trained in a matter of minutes or hours and paid lower wages than long-term employees. Nevertheless, experts say that one of the most distressing problems for a company is to lose solid, dependable workers for the wrong reasons.


Says Sears’ Hartmann: “Ultimately, if we have a college student work for us for four years and then leave to become an engineer, then we view it as a wonderful partnership. However, if an associate graduates with a degree in fashion merchandising and then goes to work somewhere else, then we have really missed the boat. It’s important to identify those who have management potential and get them on the right track.” But Hartmann also admits that associates sometimes “fire” Sears. “If they’re a good employee and they leave to make 25 cents-an-hour more down the street, then we’ve failed.”


Sears now looks closely at why workers stay and why they leave, and has created a turnover management kit, which helps store managers access data from their own computers that gives them ideas on how to reduce turnover. Exit surveys that provide analysis and insight into why employees are leaving also have become part of the picture. “Overall, we know how costly turnover is in dollars from an HR and companywide perspective. But it also has tremendous costs in terms of customer perceptions and morale in the stores. So, there’s no way to attach a specific dollar amount,” says Hartmann.


Profit sharing and employee involvement foster loyalty.
Part of the reason low-wage workers leave a company is that they lack motivation to view their job as a career opportunity. They see little or no reason to buy into the corporate philosophy that management faithfully and doggedly espouses. In many instances—particularly in large cities—hourly employees feel little loyalty to their employer. They often jump at the opportunity to change jobs and earn 25 cents-an-hour more someplace else.


In response, companies must find ways to make their low-wage workers feel part of a cohesive corporate culture from day one. Sears assigns each new sales associate a buddy, who can answer questions and help the newcomer learn the ropes. Departments and entire stores also plan picnics, softball teams and other events to help build stronger bonds and encourage new workers to get to know their peers.


Sears also makes a commitment to ensuring that low-wage workers have opportunities for advancement and growth. New sales associates receive 12 hours of training that the company tries to make fun and entertaining with the use of such techniques as videos and interactive exercises.


Whenever possible, Sears prefers to promote from within. Not only do associates understand the nuances and realities of what goes on inside the stores, they often display great loyalty. “They know Sears from the bottom up. They know the customers; they’re aware of what they like and dislike in a manager, and they understand what it takes to motivate people who work on the floor,” says Hartmann. In fact, Sears recently has been focusing on making sure its most qualified associates get channeled into regional training programs, where they receive classroom instruction and mentoring. Then, they’re slotted into management positions as they become available.


“America’s cities have become vast pools of unskilled workers, creating Third World conditions, and changing companies’ responsibilities and challenges.”


Irvine, California-based Taco Bell Corp., an independent division of Purchase, New York-based PepsiCo Inc., embraces a similar approach. Says Dave Pace, vice president of human resources: “We try very hard to develop people through the system. We have people who started in entry-level positions and now are store managers, even assistant general managers running as many as 30 units. In many cases, the talent and initiative are there. It’s simply a matter of giving people an opportunity to grow within the organization.”


According to Pace, the greatest undertaking for this fast-food chain, which operates 3,500 company-owned Mexican restaurants in the United States, is distinguishing itself from the rest of the burger and burrito pack. “The challenge,” explains Pace, “is to become the employer of choice. Essentially, everyone in the industry is competing for the same labor pool.” Because Taco Bell’s “Value Menu” features ultra low-price items, which translates into razor-thin profit margins and an increased need to control labor costs, keeping low-wage workers is particularly important.


However, Taco Bell has cultivated a strong hourly work force by giving employees greater responsibility and allowing them to make decisions on their own. In most cases, crews are trained to open and close restaurants without a manager present, are allowed to handle cash and make bank deposits, and have responsibility to accept deliveries, manage inventory and even order food and supplies. “They’re able to handle a lot of duties that would traditionally be considered the responsibility of a manager,” Pace explains.


Besides making the work environment challenging, the company tries to make it exciting—and profitable. It offers an automatic stock option program for workers who have been at the company at least a year, and it has introduced monetary incentives to stores that meet key business benchmarks. That can add as much as 25 cents an hour to an employee’s pay during a specific month. More importantly, says Pace, it’s a way for store employees to identify with “what we’re trying to achieve from a business standpoint and receive a reward when they’re able to hit the goals.”


Whirlpool shares this philosophy of involving and rewarding hourly workers. In the mid- 1980s, the firm realized it had to redesign its workflow and HR policies to compete in an increasingly global environment. So it began systematically revamping work processes and its basic mindset. Whirlpool began inviting line employees to serve on hiring teams, and to travel with top executives to new plants so that the company could gain a broader perspective on production and labor issues.


The program has worked smoothly—with human resources providing training in interviewing and other personnel issues. “Not only do line employees know what it takes to do the job well, they’re suddenly accountable for the quality of the workers they hire,” says Chickering. And at Whirlpool, that’s an issue everyone takes seriously. The company’s gain-sharing program transforms each manufacturing plant into its own business. By reaching specific benchmarks and finding ways to operate more efficiently, the company and employees share in the profits. That can often translate into a $2,000 to $3,000 annual bonus [see “Whirlpool Strives To Build a Performance-based Strategy”].


But Whirlpool’s program doesn’t stop there. The company also places line employees on strategic teams that help make key business decisions for facilities nationally and abroad. The workers—some earning $12 an hour—serve alongside top managers and executives, and even travel overseas. “We want them to feel and act like equal partners in determining the company’s future,” Chickering says. “They may simply be assembling a part, but they know a lot more about how it can be done quickly and efficiently—and at a lower cost—than managers who sit in an office and crunch numbers.”


Winning over the trust of low-wage workers has been no easy task. Many employees simply don’t believe that the company means what it says. They often view the introduction of such programs and policies as nothing more than a ploy to keep them placated. But what Whirlpool has learned is that “skepticism doesn’t necessarily mean resistance, it may simply mean that they don’t know what’s involved, what’s expected of them and how they can contribute,” explains T.R. Reid, the firm’s manager of financial communications. “Everyone has to understand that there’s a learning curve and you aren’t going to remake the company overnight.”


Ultimately, adds Chickering, the company runs far more efficiently. “The more you cut down the barriers between exempt and non-exempt workers, the better the communication and the more everyone sees the big picture. No longer do workers check their brains at the door and figure that problems are someone else’s to deal with. Suddenly, they’re enthusiastic and involved. They’re truly a human resource.”


Personal support increases productivity potential.
Certainly, reducing turnover and eliminating low productivity isn’t easy. Comprehensive approaches like those at Taco Bell and Whirlpool are a start, but often aren’t enough by themselves. As a result, many companies now are taking a far more holistic approach. They’re getting involved in their employees’ lives and helping resolve personal problems that can spill over into work.


Marriott is a prime example of how a company can overcome tough challenges that extend beyond low income. Marriott’s product is largely its high standard of service, and all of the brainpower and management savvy in the world isn’t going to spell success at individual hotels without additional people support. “We have a high regard for our associates,” Klein says. “We understand that these are the people who deliver the product—it isn’t the manager or the executive at headquarters.” With personnel speaking 26 different languages and many employees less than familiar with U.S. customs and practices, there’s plenty of room for glitches. A clerk unfamiliar with U.S. social practices, for example, may inadvertently brush a customer off, or a housekeeper might not come to work because of a personal problem.


As a result, Marriott has created a series of programs for both managers and associates. Today, managers at the hotels receive extensive instruction on hiring techniques. In addition, many locations include customer and associate sensitivity training and teach about specific cultural practices. “It’s more than timesheets and payroll. It’s as much about the art of managing as the skill,” says Klein. Meanwhile, associates are placed in a detailed orientation program and then offered ongoing training and instruction in a wide array of areas—from interfacing with customers to balancing work and personal issues.


The centerpiece of Marriott’s approach is its work-life program. It’s something that, according to Klein, “focuses on the breadth of an employee’s life rather than just basic family issues.” Indeed, the company now provides ongoing educational programs on relationships, child care, elder care and legal issues. It offers a pilot hotline in Florida with trained representatives who can answer questions on a wide range of topics—including immigration, child care, education and housing—in Spanish, French and Creole.


It’s a program that has made a major impact on Marriott’s low-income work force. Employees who otherwise would miss work—or leave the company—because they don’t understand the bureaucracy or complexity of the U.S. system, are able to resolve their problems. Not surprisingly, that has led to a boost in productivity—particularly for managers who find themselves with 25% to 50% more time on their hands now that they’re free from counseling associates. Ultimately, says Klein, “the better employees are able to manage their lives, the better they’re able to serve our customers.”


Other companies have evolved toward a work-life approach as well. Seattle-based SeaFirst Bank, which operates 271 branches in the Pacific Northwest, provides a plethora of services: free or reduced cost banking; tuition reimbursement; English classes; career counseling; a discovery center where employees can improve skills needed to move up in the organization; child care, including provisions for sick children; a fitness center; and a wide array of social events.


SeaFirst also has established a variety of employee-recognition programs. It has staff excellence awards—cash bonuses of $475 to $7,500 for exceptional employees; a ThinkFirst program that rewards innovative ideas with cash incentives of $25 to $25,000; a “Teller Hall of Fame,” and an “Employee of the Quarter” award.


The philosophy has been successful. SeaFirst’s 1993 turnover rate was 19%, compared to the 22% average for businesses in the entire state of Washington. More importantly, the company has consistently ranked among the top 20 employers in the state, according to Washington CEO Magazine. Says Vicki Rohr, work, home and health coordinator for SeaFirst: “Today, as a company, you have to ask, ‘How do we motivate people? How do we make them feel that they’re an important part of the team? How do we maintain an hourly work force so that we’re better positioned for high performance?’ The cost of operating the programs is an investment—and one that generally pays huge dividends.”


Understanding the dynamics of the work force is key.
There’s no doubt that a low-wage work force presents unique challenges for human resources. Fred Foulkes believes that HR has a particularly tough role in balancing company and worker interests. “On the one hand, HR is striving to become a business partner that plays an important role in corporate decisions—and that can often mean keeping wages and costs down. However, HR also thinks of itself—and has been traditionally viewed—as a representative or advocate of employees. And that can present a huge conflict.”


He and other experts say that it’s essential for top management and HR to work side by side to re-examine company policies and practices, implement new programs that accomplish their intended goals, and learn to balance issues to create a stable work environment—one in which low-wage workers can feel valuable and important, and where the company can thrive while facing low-profit margins and growing competition.


But it’s also necessary to thoroughly understand the subtlety and diversity of today’s workplace. And that means more than just creating specific programs and communicating with hourly workers. It’s about understanding who the firm’s work force is and what kind of environment it needs to thrive. For example, Coopers & Lybrand’s Fuersich notes that in regions of the nation that have large concentrations of Hispanics—including Florida, New York, and Los Angeles—the social aspects of work are vital. As a result, it’s necessary to create an environment where employees feel they’re working together and can share common goals. Says Fuersich: “No matter what collar a work force wears, it’s crucial to understand them so that they can perform work to their potential.”


Foulkes echoes the sentiments. He also believes that a lower-wage work force is only as good as the managers and supervisors who oversee them. The habits and attitudes of management go a long way toward determining the success or failure of an organization. These individuals must know how to deal with the problems and idiosyncrasies of low-wage workers—many of whom have entirely different value systems—and they must understand what it takes to motivate and retain them. Moreover, “Many companies don’t understand that high turnover and poor training among entry-level managers can be devastating. They’re often the thread that holds low-wage work forces together.”


In the end, by giving workers the respect and credibility they deserve, and by listening to them and taking what they have to say seriously, a company can eliminate many of its most difficult problems. “Fundamental values ultimately get transferred from a company to its work force,” Foulkes remarks. “There’s no shortage of firms that depend largely—if not entirely—on lower-wage workers and manage to thrive.”


Personnel Journal, January 1995, Vol. 74, No. 1, pp. 90-102.


Posted on January 1, 1995July 27, 2018

Managing Strikes, Minimizing Loss

Eddie Kochiyama misses his annual ritual. It usually begins with a brisk walk across the Triborough Bridge to Yankee Stadium—a mile away from his home in Manhattan. Sporting his favorite baseball cap, he stands in line for a hot dog squirted with mustard, a cup of Miller Ice and a box of Cracker Jack. He often remembers the time, more than 30 years ago now, when he and his Dad watched Mickey Mantle step up to the plate and blast one into the cheap seats. But last August, he didn’t get to grouse with 56,000 other baseball fans about slumping batting averages, anemic pitching and the ballooning weight of American League umpires. For the first time in 90 years, there was no World Series. In fact, the Yankees gave up their first chance of making a comeback since they beat the Dodgers 4 to 2 during the 1978 World Series. “It’s been very disappointing. The Yankees had an excellent shot since they were in first place [in the American League Eastern Division],” says Kochiyama. “If I had tickets, I would have gone.”

But like millions of other frustrated baseball fans, Kochiyama, an administrative assistant for the New York-based National Postal Mailhandlers Union, Local 300, understands strikes. He also realizes that baseball is much more than just a field of dreams. Even though it’s a national pastime and sport, the relationship between baseball owners and players is no different from that of any other business and its unionized work force. Indeed, when the baseball Players Association went out on strike last August, the action underscored the nature of classic labor-management disputes. When it comes to wages, benefits and job security, anybody can play hard ball. It doesn’t matter whether the playing field is a baseball stadium, a factory, a post office or a highway.

 
Prepare in advance for a possible strike.
Today, according to the Bureau of Labor Statistics (BLS), unions represent about 16% of America’s work-force. Even though the number of strikes is declining, as long as companies operate in a union environment, human resources managers would be foolish not to assume and plan for the possibility of a strike. “A fair portion wait until the eleventh hour,” says Jim Levine, senior vice president of Vance International, a protection services company. “Part of it is that they think if they talk about security, it’s an admission of defeat. But anywhere within a year’s time is not too far ahead of [anticipating] a problem.” HR leaders usually represent their companies at the bargaining table, but their first responsibility must be to ensure that their company will continue to operate under extraordinary, and sometimes volatile, circumstances. A strike will inevitably pose challenges in many areas: managing contingent workers; setting up communication between management and all employees; maintaining customer service; establishing interim policies regarding benefits, overtime, vacations and sick leave; and bolstering non-striking employees’ morale. Clearly, those that prepare well in advance will suffer the least trauma during and after a labor dispute.

“The vast majority of strikes occur when a contract expires,” says Irving Bluestone, professor of labor studies at Detroit-based Wayne State University, and a retired vice president of the United Auto Workers (UAW). “They can (be prompted) by any number of issues. In each instance, the duration, intensity and settlement will vary,” he says. But with increased downsizings, global competition, deregulation, technological changes and subcontracting of work, unionized employees are understandably concerned about their futures. Moreover, managers’ growing acceptance of permanently replacing striking workers poses a grave threat. “Under law, a striker may not be discharged, but (he or she) can be replaced. But I’ve never understood the difference,” says Bluestone, noting that supporters of S55 (the bill that would have banned the practice) failed to invoke cloture and halt a Republican filibuster last July.

As long as companies operate in a union environment, human resources managers would be foolish not to assume and plan for the possibility of a strike.

Nevertheless, at least 471 strikes occurred between January and October 1994, according to Floyd Wood, deputy director of the Federal Mediation and Conciliation Service. Nearly 40 of them involved companies with more than 1,000 striking employees. Although unions upset the labor-management status quo, they don’t have to be viewed negatively, he says. “Unions can be invaluable in harnessing consensus among employee groups. And HR managers should continue to integrate a spirit of teamwork in their organization,” says Wood. Last year, the 48-year-old agency negotiated thousands of expired labor contracts, including the National Master Freight Agreement involving the Teamsters. Its 199 mediators provide free services for the private, public and federal sector, he adds. Under the Taft-Hartley Act, if a union anticipates a strike, it must provide FMCS with a 30-day notice. Likewise, if a company plans a lockout (when employers close the plant gates until a contract is settled), the agency must be notified before any economic action. Once notified, FMCS mediators contact the company’s human resources department because HR usually represents the company at the bargaining table. FMCS advises HR about the agency’s mediation services. “We don’t like to be called in at the last minute, when the parties are so hardened. If there’s a potential strike, we want to help the union and management find solutions,” says Wood.

In fact, about one-third of the agency’s work is devoted to preventive-mediation training. Wood says the proactive approach is offered to both sides of a labor dispute before a contract expires to enable more interest-based bargaining. The training includes relationship building, organizational process and problem-solving. Last year, FMCS facilitated 200 such negotiations—most of which involved human resources professionals, management executives and union representatives. HR professionals, he adds, increasingly are acquiring the necessary negotiation and communication skills required to settle labor disputes. The way Wood sees it, both employers and unions have to “step up to the plate, take the pitch” and find ways of solving problems at the workplace through means other than strikes.

But since labor disputes are still a reality—even when companies have instituted total quality movements and joint labor-management programs—those who have survived strikes can offer valuable insights. To better understand how HR has weathered such conditions, Personnel Journal interviewed three human resources executives to see how they managed during last year’s strikes in the transportation, trucking freight and baseball industries. In all three cases, these HR leaders demonstrated commendable resilience and fortitude. They are: Leila Procopio, assistant director of human resources in administration for the Los Angeles County Metropolitan Transportation Authority (MTA); Brian Tierney, director of human resources for CF MotorFreight; and John C. Lawn, vice president of operations for the New York Yankees.

 
Preparation can minimize a labor crisis.
Last year, on July 25th, 1,900 mechanics and service attendants belonging to the Los Angeles-based Amalgamated Transit Union (ATU) walked off their jobs. Two other unions, representing 5,000 bus drivers, rail operators and transit clerks, honored the picket lines. The walkout left more than 1.2 million daily commuters in the country’s second-largest city without access to the MTA’s full fleet of 2,508 buses and 54 rail cars. “I don’t know how to describe it. It was hell. Most employees, like myself, had never experienced a strike,” says Procopio, who served on the MTA negotiation team for transit police a couple of years ago. But preparation—two months before the union contract expired—minimized the chaos. For example, on May 9, the MTA certified 107 of its own transportation supervisors to operate the buses. In addition, 87 other secretaries and managers learned how to drive a bus during a five-week training session. “Some of our employees didn’t want to drive buses,” she says. “They were scared, but if there hadn’t been any planning, it would’ve been impossible to run the service.” By the second week of the strike, the MTA ran 380 buses that serviced 38 of the system’s 200 routes. Two-thirds of them, however, were leased school buses that reportedly cost the MTA $160,000 per day to rent. And since they weren’t equipped to collect fares, lucky commuters rode free instead of paying the usual $1.10. As the strike unfolded, the MTA also reassigned other employees to fuel, maintain and clean the buses, provide perimeter patrol or staff the temporary telephone centers, says Procopio.

The labor dispute, she explains, was over the use of non-union subcontractors such as community groups and juvenile offenders to clean buses of debris and graffiti. Union members also worried because the MTA wanted the ability to buy parts that cost less than making them in-house with union labor. For example, it cost $25 for a union-made mop pan, which sells for $9 at a hardware store. The union believed that the agency’s fiscal constraints were signs that the previous year’s layoffs might not be the last. The ATU’s members worried that they’d be sacrificed in the agency’s efforts to balance its reported $3 billion annual budget.

One of the reasons why the MTA was able to maintain minimal customer service during the nine-day strike was that HR had kept a file of recent employee applicants. By taking proactive measures, the agency processed 79 contingents off the list to help drive or maintain the buses, or staff the telephone center. They also received training about customer relations, safety and current legislation affecting the disabled. “Most were never used because the strike ended before the training was completed. But we’re extremely proud of the way training was done,” she says. “Those who were hired were let go after the strike.” Other contingents, Procopio adds, were recruited through newspaper advertisements that normally take longer periods to process. Since the Department of Motor Vehicles requires physical examinations, clinics were notified to keep their doors open to accommodate the agency’s emergency-staffing needs. “We had to send many applicants for physical examinations, and drug and alcohol testing. Of course, it added a lot more work for the clinics and ourselves because we had to review the results,” she says.

Even though HR had prepared for contingent staffing, Procopio and others also had to establish special interim policies that would affect striking and non-striking employees. Unpredictable issues required a quick response, she says. For example, “We didn’t foresee that striking employees would line up to request their paychecks or want to be put on our sick-leave program after the strike had begun,” she says. HR, therefore, had to assign personnel to explain the agency’s policy and screen employees’ requests for sick leave. The agency also suspended its flexible-work schedule during the strike, and non-striking employees were asked to sacrifice their vacations. The MTA exempted a few from the policy, including one employee who had already paid for a vacation cruise. “It depended on the situation,” she says. But for the most part, “Everybody just rolled up their sleeves and did whatever they had to do. We can laugh about it now, but we even had to empty our own trash at the end of the day because the custodians were supporting the strike.”

To maintain communication between Franklin White, the CEO, and the employees, HR provided access to the personnel database so employees on both sides of the picket line could receive important news from management. At the end of the strike, White even had thank-you letters sent to all of the staff that had worked during the dispute and threw a party for them.

When all the dust had settled, the agency and the union had made some gains. The MTA guaranteed that no union workers would face layoffs as a result of subcontracting. But the MTA would maintain the right to subcontract for some maintenance and transportation operations. Newer employees hired for those positions, however, would receive lower wages than unionized employees. And union employees’ wages would be frozen during the first year of the contract. As she reflects on the strike four months later, Procopio says that even though the action was disruptive to normal operations, it didn’t permanently impair labor-management relations. The strike was something the agency and its employees had to weather. “That’s what negotiations are all about. But we hope it doesn’t happen again.”

 
Daily communication alleviates uncertainty during labor strife.
If there’s any lesson that Brian Tierney learned during the 24-day Teamster strike last year, it was this: Never underestimate your employees’ emotions. As director of human resources for Menlo Park, California-based CF MotorFreight, Tierney had never managed a strike before. He’d read Thriving on Chaos by management consultant Tom Peters, but even that didn’t help. “The book talks about being as creative as possible. But during a strike, there’s no opportunity for creativity,” says Tierney. “It’s disheartening when management has worked to build bridges and [a strike] arises. Trust is eliminated, and you can’t manage in a systematic manner.” Even though CF MotorFreight had prepared for some local strikes, Tierney says HR didn’t expect it to be nationwide.

On April 6, 70,000 trucking-industry workers went out on strike when the three-year National Master Freight Agreement expired. The Teamsters’ contract covers about 120,000 workers for 20 major long-haul trucking firms such as CF MotorFreight, Yellow Freight and Roadway Express. Most of the firms are represented by Trucking Management Inc., a multiemployer collective-bargaining arm of the unionized freight-trucking industry. Among the main issues were management’s desire to: divert more traffic to rail; establish labor stability by changing the contract to a four-year agreement; reduce wages; and hire part-time employees. “Our employees were very emotional about the part-time issue,” says Tierney. “They didn’t want a lower standard of living and thought part-timers would contribute to that. In retrospect, it was understandable.”

But CF MotorFreight and other trucking firms, he explains, have been trying to survive since deregulation in 1980. Today, trucking firms face stiffer competition since the government lifted the trucking industry’s anti-trust immunity to pricing. Now, non-union carriers offer more flexibility and have lower cost structures than unionized carriers. “That puts more economic and service pressure on the long-haul segment of the less than truckload market.” Over the years, the pressure also aggravated management and employee relations. Realizing that adversarial relations would only weaken the company’s competitive edge, CF MotorFreight initiated a total quality management program in 1989. The company established quality teams at hundreds of its nationwide terminals. CF MotorFreight managers, Tierney says, spend at least 80% of their time visiting more than 500 terminals and conducting town-hall meetings with videos to keep employees abreast of the industry, the company and other personnel matters. These activities were well in place before the strike and viewed by executives as efforts to “open up the management style.”

“For the most part, every body just rolled up their sleeves and did whatever they had to do.” — Leila Procopio, LA County MTA

So when the strike began, Tierney knew that his first priority would be to maintain quality communication between management and employees. Otherwise, previous TQM efforts would be undermined. “We set up a 24-hour hotline so our employees could contact us. We wanted them to be aware of how negotiations were going and what we were doing.” The 800-number, he says, provided some degree of comfort because the employees were “starving for information.” Tierney says that management must communicate as honestly and frankly as possible. “Make sure you always talk about inclusion. It’s important to [realize] that the strike will end and we’ll need to work together.”

Communication also served CF MotorFreight’s customers such as Hewlett Packard, Sears and US West. All were contacted on a daily basis. Even before the strike, HR ensured that customers were alerted to the possibility of a strike. If they needed to make alternative shipping plans for computers, clothing or communication products, CF MotorFreight encouraged their contingency plans. During the strike, the company also worked with some customers to deliver freight when it was critical. “We had some managers delivering, and in some cases, we arranged for customers to pick up their [own] freight. But that was difficult because emotions were running very high. Any trailer that appeared at the terminal was perceived as taking work away during the strike. So we tried to get it done as quickly and as easily as possible,” he says. The bolder customers, however, didn’t escape the strikers’ wrath. Those who had chosen to pick up their shipments experienced some damage to their equipment. But the strikers that were caught provoking incidents were charged with disorderly conduct.

During the strike, HR also must prepare its managers for adjustments in their salary. CF MotorFreight, for example, told its managers that they would have to expect reduced wages during a period of the strike. Senior managers took a 50% cut in pay; middle managers, 35%; and front-line supervisors and sales representatives, 25%. “We weren’t taking in revenue, so we had to look at ways to preserve cash during that time,” he says. Since the company was basically shut down, some managers also were given a week off without pay, he says.

By June 5th, however, the Teamsters union had formally voted to accept a new four-year contract. In addition to wage and pension increases totaling $3.20 an hour over four years, the companies agreed to drop a proposal to use large numbers of part-time dock workers, but kept the right to use casual four-hour employees. The trucking companies also won the right to move more freight by rail.

As with many labor disputes, the strike ultimately took a heavy toll on both sides. The work stoppage reportedly drained the Teamsters’ strike fund and left it with a $28 million debt. And TMI, the employer bargaining group, had estimated its members had lost more than $1 billion in revenues, according to news reports. “The strike did weaken TQM, so we’re working to re-establish that by refocusing on our strategic element, the customer,” says Tierney.

 
HR managers have to be resilient during a strike.
Last fall, John C. Lawn didn’t know whether the gates of Yankee Stadium would open for the new season. For the first time in baseball history, the World Series had been cancelled. Yet, as vice president of operations for the New York Yankees, he had to assume that the strike would end before Opening Day—maybe even before spring training. “We must go forward,” says Law, former administrator of the Drug Enforcement Administration under the Bush Administration. “We can’t wait to sell seats after the strike. The volume of work would be so substantial, we wouldn’t get it done.” Add to that the additional responsibility of reimbursing baseball fans and advertisers for 1994. “All of those fans who had purchased tickets for games after the strike date had to be contacted,” says Lawn. “Then a determination had to be made whether they wanted reimbursement or wanted to use the money to purchase tickets for the [next season]. We had to prepare thousands of checks.”

In spite of one of the game’s most exciting seasons, major league baseball players drew their line on August 12. The sticking point was a proposed salary cap. The 28 baseball club owners say they want a cap that splits industry revenues 50-50 and guarantees a set, minimum payroll level for individual players. They complain that escalating salaries have put baseball in dire financial straits. The players, on the other hand, say a cap would destroy their free agency. Complicating matters is a conflict between small- and large-market clubs. Franchises such as Milwaukee and Pittsburgh say they haven’t been able to compete with larger teams and need those clubs to share their revenues.

With no settlement in sight as of last November, Lawn proceeded to plan for the new season. But instead of managing his usual 75 full-time staff at the stadium, he was forced to put an undisclosed number of them on temporary leave. “As the strike continues to hang over us, we furlough more and more people each week.” As head of operations since 1990, Lawn is responsible for all activities within Yankee Stadium, except for those of the players. He oversees security, the restaurant, maintenance of the stadium and field, all of the electricians and plumbers and all personnel-related matters. In addition to his full-time, unionized crew, he also manages 1,500 part-time stadium employees during the baseball season. “But if there aren’t any games, there’s no requirements for these people,” he says.

“If there’s a strike, we want to help the union and management find solutions.” — Floyd Wood, Federal Mediation and Conciliation Service

When the strike began, Lawn found himself in the position of juggling his permanent staff. First, he reviewed the 19 union contracts he helped negotiate for his full-time employees. Some contracts allowed workers affected by strikes to be eligible for furlough and collect unemployment. Others didn’t. So Lawn had to find other ways to temporarily trim the staff. He encouraged his permanent employees to take their vacations. When that was used up, he sent furlough letters to the employees indicating that their medical coverage would still be covered. “But they were told not to come to work—that when the strike was resolved, they’d be called back,” he says.

Some, like Harvey Winston, director of administration and services, have since assumed some of those employees’ tasks. Without his assistant, he’s had to file purchase orders, respond to applicant resumes and help answer the phones.

“We’re down to the bone right now,” says Winston. “I’m in the position of taking care of employees and purchases. But if there are no employees, there’s nothing to purchase. So what’s my status?”

Clearly, Winston’s uncertainty about the future has been shared by his HR counterparts in other industries. Nobody enjoys a strike. But if a company operates in a union environment, HR professionals will have to expect that one day they’ll be in a similar situation as Procopio of the MTA, Tierney of CF MotorFreight and Lawn of the New York Yankees. All three survived their first strike as HR managers more easily because their companies had prepared in advance. Moreover, two of them continued to nurture better labor-management relations after the strike and negotiations were concluded. As Bluestone, of Wayne State University, observes: “Human resources management is moving in the direction of bringing decision making down to the workers,” he says. No longer are workers being viewed simply as adjuncts to their tools. Such attitudes have not only helped create a better working environment overall, but served as a reminder of how mutual respect must be maintained, even under adversarial situations such as a strike. Adds Wood of the Federal Mediation and Conciliation Service: “HR professionals and unions are becoming more sophisticated in how [they] treat people. They’re not just looking at their skills, but the whole person coming through the door.”

 
Personnel Journal, January 1995, Vol. 74, No. 1, pp. 50-60.

 

Posted on January 1, 1995July 10, 2018

Successful Sabbatical Programs Take Planning

Managers who are thinking about experimenting with their own sabbatical programs should take their time and proceed with caution. They might also consider the following suggestions:


  1. Make the program available only to your best workers.
  2. Restrict eligibility to top company executives.
  3. Limit eligibility to senior employees who have been with the company at least 5 years (or more).
  4. Experiment, first, on a limited number of employees.
  5. Don’t lock yourself into a permanent commitment. Make clear from the outset that your company reserves the right to cancel the program at any time (with prior notice).
  6. Carefully study the results of your trial program before you decide to maintain or extend the program.
  7. Consider the amount of time allowed. You should provide the employee on leave sufficient time to gain whatever benefit is desired without overextending your generosity.
  8. Encourage your employees to get whatever benefit out of the program that you want them to get. The best way to accomplish that is to offer the employee some specific tips. You might even offer seminars on how to get the most from sabbaticals.
  9. Before you adopt such a program, study the idea in detail. Read everything you can find on sabbaticals,consult experts, examine case studies.
  10. Be sure that you have adequate backup personnel who can competently handle the work of the persons on leave, without burning themselves out.

Personnel Journal, January 1995, Vol. 74, No. 1, p. 40.


Posted on January 1, 1995July 10, 2018

Make Security an Ally In Strike Situations

In any strike-planning situation, companies are well advised to prepare for the worst and hope for the best. Strikes, by their very nature, are adversarial. They often are accompanied by disruptions in service and product delivery, and sometimes even violence. And although HR professionals usually oversee functions other than security, they still need to be aware of how it will impact their company’s contingent operations. “HR should be in the forefront of promoting those kinds of discussions,” says Jim Levine, senior vice president of Vance International, a protection service firm based in Oakton, Virginia. “There’s not one thing that a company should dismiss as not going to happen,” he says.


Although most strikes occur over contract issues, some may not even be related to negotiations. A union could have other reasons for calling a labor action. For example, the union could be attempting to organize a competitor’s facility 20 miles away. By striking, it would gain visibility in the eyes of the non-union employees it wants to organize. Or, a union could be negotiating a contract at another company and want to use the striking employees as an example of the union’s muscle. “There could be a hidden agenda. Strikes don’t always have logical reasons for happening,” says Levine.


Regardless of the circumstances, strikes require anticipation, planning and meticulous security precautions. Levine says that companies should be careful about who they hire for security. Those with previous strike experience will provide the best reassurance that violence will be avoided. Some companies, he says, decide to utilize their own personnel. Others may hire local, off-duty police or local guard companies. But Levine cautions against the latter because the personnel could very well be related to the striking employees. “[Their] own family members, neighbors or friends could be working in the facility. It could be real tough for Johnny, the security, to look the other way if a buddy [or relative] comes up and says, ‘Maybe at 2 a.m., you need to go have a coffee break.’ And the next thing you know, the company has suffered a million dollars worth of damage because Johnny wasn’t around when the problems happened. When you get into a labor dispute, you need specialized services.”


During a strike, he says, the role of security is twofold: giving managers and non-striking employees the peace of mind that they can go to work without being hurt; and providing a level of evidence gathering to document any strike-related misconduct or illegal activity on the part of union employees. “Evidence gathering is definitely an HR concern,” says Levine, adding that the threat of identification averts disruptive and violent activity. One of the more common practices, he explains, is for strikers to throw down welded nails on the road with their points sticking up. The intent is to stop the movement of personnel, raw material or finished products. “If you can do that by flattening the tires of a vehicle, they’ve succeeded,” says Levine. “Unfortunately, the [agitators] often are indiscriminate and take out a school bus with innocent people. Then, the community suffers.”


In order to avert such mischief, during one coal strike, Vance International photographers took 60,000 pictures and collected thousands of hours of videotapes. The evidence was used in court against the mineworkers union that ended up owing $64 million in fines, according to Levine. “It reaffirms that evidence gathering is the most critical part of strike security,” he says.


In addition to perimeter security and evidence gathering, hired security should also provide protection for key executives and their families. The service can include escort service to and from work or round-the-clock protection for the executive’s family at their home. “Sometimes, there’s picketing at the home, late-night phone calls, bomb threats and drive-bys,” he says.


But the good news is that firms like Vance International corroborate what labor analysts are observing: Over the years, unions have gotten more sensitive about what they should and shouldn’t do. Strikes, after all, are emotional events. “They deal with people’s lives,” says Levine.


Personnel Journal, January 1995, Vol. 74, No. 1, p. 58.


Posted on December 1, 1994July 10, 2018

Attracting the Right Employees and Keeping Them

Every organization has its star employees. They may be the folks sitting in the senior ranks at headquarters. Or they could be the high-potential new kids on the block. But they all have something in common: The ability to continually outperform their peers, the determination to constantly strive for improvement and the creativity to reinvent their job tasks.


Unfortunately, they may lack a quality just as important to your business: company loyalty. In these days of downsizing, belt tightening, and limited advancement openings, your best and brightest could be turning a roving eye to other opportunities. Think it won’t happen to you? Think again. Because when businesses began to hack away at the employer-employee contract, they may have cut some of their losses, but they also severed a work-force mindset: Today’s employees put their own welfare before their company’s, and if that means packing up and heading somewhere else, then so be it.


With limited resources and a finite supply of talent, companies must pay extra attention to getting the right employees—and keeping them.


Smart companies recruit employees they can retain.
Dallas-based Texas Instruments was hiring more than 3,000 college graduates each year back in 1984. One decade and several downsizings later, the company extends only about 200 job offers to college grads each year. With this limited recruitment effort, retention depends on getting the right people in the right job in the first place. “The requirement has changed,” says Dan McMurtrey, manager of placement services with TI’s corporate HR department. “It’s not: hire 200 good students. It’s hire 200 superb students.”


Unfortunately, not too long ago, Texas Instruments’ recruitment strategy wasn’t reaching the superb students. The company was visiting a limited number of campuses and administering an assessment test battery that took more than three hours for students to complete. “We were taking an awful lot of flack in working with campuses. Students didn’t like it, deans didn’t like it. This battery was worse than any final exam these students would take,” says David Current, manager for TI corporate university relations.


That way of testing created a twofold problem. First, it restricted the number of students that TI could reach; second, it didn’t give candidates much of a feel for what TI was like as a company, and it certainly didn’t promote the company’s best attributes. Current decided that for successful recruitment, TI would need a tool that would assess the student’s fit with the company while serving as an introduction to Texas Instruments. But, in order to engage a large number of students in the first place, it also had to benefit the candidates. Says McMurtrey: “We said ‘How do we package some sort of approach so that the student will want an assessment test?’ It seemed ludicrous at the time, but we think we’ve done that.”


The result was “Engineer Your Career,” a tool that assesses candidates both professionally and personally for their fit with TI while introducing the student to the company’s culture—and providing career planning information. The kit, designed by Personnel Decisions Inc., contains a disk which opens up a brochure that tells the student a little bit about TI—its products, its history, its values.


Following the introduction is a self-selection tool. “This gives the student an opportunity to basically open the doors of Texas Instruments, look inside and see what our environment is,” explains Current. In the self-assessment, candidates respond to 32 questions about work preferences, such as work environment, working conditions and relationships. In answering, they also may respond to what degree they agree or disagree. For instance, one question asks how the candidate feels about smoking in the office, and the student can reply with a response from strong agreement to strong disagreement. At the end of this section, the computer displays a bar-like code to show the candidate’s relative compatibility with the company. If there’s a potential problem, it informs the student of this. So in the case of smoking in the office, if the student responded that he or she felt strongly in favor, the computer would signal that TI has a non-smoking environment, which may be an issue for the student. It also highlights strong matches. By being honest and open about TI’s work environment and expectations, the company effectively allows a job candidate “inside” the company, so the applicant can make an informed choice rather than finding out too late that the situation won’t work.


Following this section is a built-in resume writer for the student to complete, followed by job opportunities that are currently available at TI. Because the job listings are on disks, TI can update them each time it issues a new disk. A “career mapper” section gives TI further information about a candidate’s skills and interests to better match the student with openings.


All students who complete the “Engineer Your Career” program and mail it to TI receive direct feedback on their fit—as well as a manual that informs students on getting started in the work force. “We think we’ve packaged assessment and product advertising in such a way that it’s desirable even if the individual doesn’t want to come to TI,” says McMurtrey. “It’s a useful, initial graduating-senior self-help kit.”


TI is currently introducing the disks to campuses where it does not usually recruit, and is awaiting the results. McMurtrey predicts that the Engineer Your Career program will benefit recruiters on three levels. First, TI may use the disks to prescreen candidates in deciding which students they want to interview when visiting campuses. Second, TI can use the personality assessment to screen out individuals who just wouldn’t fit, no matter how well-qualified they are. For instance, the company is evolving toward self-directed work teams, so a person’s inability to be a team player would definitely weigh against him or her. “Our decision to select an individual certainly won’t be based just on skills; it will be biased heavily toward such things as interpersonal relationships,” explains McMurtrey.


“By having students apply for jobs on disk, we can reach a wide range of universities. We can find the applicants who are the best, who fit the best.”


Finally, by providing an honest view of TI values and culture, students go into the process with open eyes. Says McMurtrey: “Many may decide to self-select out, and that’s good. It’s going to increase the quality of the face-to-face interviews that we do have on campus.”


Current sees nothing but benefits from the new process: “This disk is an important tool. We can’t continue to use the same apparatus to mount a campaign at a wide range of universities. It’s cost prohibitive. With this approach, you can effectively reach every campus in the nation. This will allow us to find the ones who are the best, who fit the best, and allow us to engage those individuals.”


Another company using testing in its recruitment process is ServiceMaster. The Downers Grove, Illinois-based company, which employs people for pest control, lawn treatment, and cleaning services, knows that to run a successful business, each of its 36,000 employees must have certain work ethics.


For one thing, these employees, who often work at people’s houses and businesses unattended, must be trustworthy and responsible. “Our first objective is to keep risky employees out of the organization,” says Bill Selkirk, senior administrator of loss control, claims and safety management. “We believe that every applicant is a potential success or a potential loss. We want to make sure that we’re on the potential win side of the picture.”


Pre-employment testing plays a major part of ensuring retention. Screening out those who will not succeed with the company saves it time and money. ServiceMaster’s test screens for seven risk factors not wanted in the organization. These are:


  • Theft
  • Drug Use
  • Violence
  • Poor customer relations
  • Poor work values
  • Unsatisfactory cognitive skills
  • Unsafe work habits.

The test, developed by London House, doesn’t just cover whether a worker has engaged in certain activities in the past, but whether the candidate has a propensity toward certain behavior or even tolerance of it. For instance, to keep drug users out of the company, ServiceMaster goes beyond physical testing to find candidates’ psychological viewpoints. “Alcohol or drugs are only tested for during a short window of time in a person’s application process,” says Selkirk. “We look at a person’s attitude toward alcohol or drugs. If they are tolerant of it in the workplace, we don’t want them. This doesn’t mean that they take drugs or alcohol, it just means that they have that propensity.”


Attitude toward safety was another important issue in employee retention. Because 90% of workplace injuries are due to people’s behaviors and attitudes, rather than any sort of malfunction, screening out candidates who ignore safety considerations is a must. And it worked: After the test was in place, ServiceMaster enjoyed a 44% reduction of injuries in those employees hired by testing.


Just as important, the test enabled ServiceMaster to extend employment invitations to only those employees who indicated that they would stay with the company for a substantial amount of time. This is significant, because ServiceMaster is in an industry that traditionally has trouble with retention. “Being a housekeeper is not exactly most people’s ultimate goal in life,” says Selkirk. “So for many, many people it’s a stepping stone. We really want to control that. We want people who want to be in a service-minded career, who are not ashamed of being a housekeeper or a maintenance mechanic or a bug sprayer. We want people who have a high level of service-mindedness and low turnover propensity, who will give their best no matter what job they have in life.” The testing has helped screen out these job hoppers: The company went from turnover rates of about 180% a year down to about 14% after testing.


First impressions can make or break a relationship.
Every good salesperson knows the customer makes a decision to buy sooner rather than later. Likewise, employee loyalty needs to be cemented in a new hire’s early days. With a good initiation, the company can continue to build employee loyalty from the beginning. With a shaky introduction, the company must backpedal to right its wrongs before it can proceed. Corning Inc. has made a strong commitment to getting employees off on the right foot. After implementing an orientation program in 1983, the Corning, New York-based company watched retention rates rise 25% among employees who underwent orientation.


So important is a smooth introduction to Corning that orientation is the first thing an employee does. “They don’t even report to their place of work the first day,” says Susan Richter, senior education consultant. Instead, orientation classes are available each Monday, with only two new hires necessary to form a class.


On the first day of orientation, new hires are steeped in the Corning culture. They learn about its history, heritage, values and the various positions within the company. On the second half of the day, they take care of some business like signing up for benefits and receiving their security badges.


The new hire also receives a new-employee workbook, which covers each of the seven learning modules that new employees will go through, along with questions and summaries of each section. Richter says that the workbook gives orientation a sense of validity—it seems like a carefully thought—out program rather than a series of time-consuming lectures. “It’s designed to let employees know what is going to happen throughout the orientation process—and the fact that it is indeed a process. It’s not something you just go through, sit there and be done with it.”


Corning then waits six weeks before finishing the remaining five modules of orientation. This time period allows the new employees to become more familiar with the company as well as to spend some time learning about their new division. At the end of the six weeks, all those hired within a six to eight-week time period attend a two-day orientation session. They begin the day learning about Corning’s performance development and review process-what to expect and how to prepare for it.


Because diversity is high among Corning’s values, new employees also attend a module called Valuing the Individual. Here, employees break into three groups and discuss the advantages and disadvantages of being a white male, a woman and a minority at Corning. Richter says this module is particularly important in opening the diversity discussion among new hires and sending a signal that Corning values diversity. “It’s a real eye-opener for some people who think that there are no disadvantages to being a white male. Well there are. Or those who think there are only disadvantages to being a woman. Well that’s not true, there are advantages to being a woman at Corning as well,” says Richter.


The second day begins with teaching new employees how to read parts of the annual report so that they understand what it means to them as an individual and how their actions effect the company. Speakers introduce such simple ideas as encouraging doublesided copying to save paper and discouraging first-class flying on business trips. This is important, because spending habits at an employee’s former company could be very different from what’s accepted at Corning. This makes it clear from the start what is OK and what is not.


“New employees decide within the first six or eight weeks whether they’re going to stay at a company. Orientation gives people the sense of belonging.”


Because new employees may feel hesitant about using the company’s resources at the beginning, a person from the Employee Assistance Program tries to encourage the program’s use. Says Richter: “It really makes everyone as an employee feel that if they’re just having a really rotten day, and they want someone to talk to, these people are here to listen. You don’t have to have a drug problem or be in bankruptcy or have marital problems. They really eliminate some of the myths that are there.”


Finally, members of Corning’s research and development, and engineering groups present some of their projects. “It really is a big show and tell,” says Richter. “They set up a table full of products. For some people this may be the only time they see some of the end products that Corning sells. A lot of people are familiar with the cup or plate that Corning sells, but they’re not familiar with headlamps or TV tubes or cellular ceramics.” Again, it’s a matter of making the employee feel familiar with the company.


Richter says that although orientation is currently only for salaried employees, Corning is looking into shaping up its non-salaried employee orientation as well. She says that Corning’s orientation plays a major role in employee retention. It provides new employees with a lot of contacts within the company, and it ensures that they have a smooth move into the culture. “Employees decide when they join a new company within the first six or eight weeks whether they’re going to stay at that company. That first impression is such a lasting impression, which is why we try to get the orientation done in that time frame. It gives people the sense of belonging and being valued and important. We try to capitalize on that.”


A little attention goes a long way.
Turnover doesn’t always happen right away. Most employees want to make their situation work, and leave only when they feel they have no other choice. The Big Six accounting firm Deloitte & Touche discovered a major problem of this sort two years ago: It was losing its women employees.


It wasn’t that the Wilton, Connecticut-based company was hiring unevenly; in fact, for the past 10 years, approximately 50% of its new hires have been women. and because it takes about 10 years to become a partner, the firm was expecting to see an increase in the number of women coming up the pipeline for candidacy to partnership. Instead it was seeing a decline. “That concerned us from one primary standpoint,” says Jim Wall, national director of HR. “We were having a talent drain of capable women. We had to do something about it.”


Deloitte & Touche took action. It launched a Task Force on the Retention and Advancement of Women to find the problem and fix it. It retained the services of such groups as Catalyst, the Charles Rogers Group and Work/Family Directions. It also interviewed women at all levels of the company, as well as women who had left the firm.


What they discovered were three main areas of complaint. Although work-life balance did play a part, it was really the work environment and what they felt was limited advancement opportunity that had women up in arms. They felt they were being left out of both informal networking and mentoring systems. Fixing this would be a challenge, because the exclusion was subconscious rather than deliberate. “In a male-dominated business society, men network, and often do so—I don’t believe intentionally—but often at the exclusion of women,” admits Wall. “Informal mentoring systems within the firm worked better for men. Men tended to sponsor other men. Mentoring occurred as a more natural process for men than it did for women.”


To solve this problem, Deloitte & Touche knew it could do nothing less than retool the work environment itself. Beginning in early 1993, it made some changes. One such change was a renewed commitment to flexible work arrangements, such as reduced workload and flextime. The firm also developed plans for company-sponsored networking and formal career planning for women. Also, the firm’s 5,000 partners, senior managers and managers attended two-day workshops concerning “Men and Women As Colleagues,” at a price to Deloitte & Touche of about $3 million.


“We were having a talent drain of capable women. The informal mentoring and networking systems within the firm worked better for men than women.”


The result? Retention of women at all levels has risen, and for the first time in the history of the firm, turnover rates for senior managers—the last position before partnership—have been lower for women than men. Deloitte & Touche is finding that retaining talented women also attracts talented women: It now has the greatest number of female employees in the Big Six. Says Wall: “The external recognition in the marketplace is helping us retain people. It’s helping us develop our own business. It’s helping us tremendously in recruiting. The business reasons for doing this are coming home very quickly.”


But it’s not just women who need a commitment from their employer. All employees want recognition. All employees want to feel their employer takes an interest in their career. And today that desire for attention is elevating from a plea to a demand. “There’s been a change in the employer-employee contract,” says Lincoln Norton, CEO and chairman of HRSoft, Inc., which produces HR planning software systems. “Retention today is more about what’s in it for the employee. Vertical growth in a down- sizing environment doesn’t happen. So when you’re down to that, the employee has to say, these are the reasons I work for this company: I’m learning, I’m growing, I’m evolving.”


Kansas City, Missouri-based Hallmark works hard to identify its high-potential employees early on to ensure they are challenged and kept interested. It’s a major part of the company’s culture for senior managers to identify these employees, and take them under their wings, nurturing them into the company. “It ranges from inviting them onto special project teams or planning sessions or finding reasons for them to make presentations at higher-level staff meetings to senior execs,” says Dave Pylipow, director of employee relations.


Pylipow estimates that the senior-level execs at Hallmark could name right off the top of their heads the 15 most important players in their divisions for the long-term. “Once they identify a high-potential, they begin to figure out ‘How do I keep that person plugged in?'” says Pylipow. “Most of those folks just crave the opportunity to show you what they can do, and respond well when they know they’re being recognized.” Hallmark has indeed tapped an important part of employee retention. In a Robert Half survey of 150 executives, 34% said that it was lack of praise or recognition that most often caused employees to leave a company.


On top of providing this sought-after attention, Hallmark has a number of other initiatives to direct its employees toward a future with the company. For instance, Hallmark’s profit-sharing system provides larger chunks of money to employees the more years they rack up.


Also, to demonstrate the value it places on long-term employees, the more seniority a worker has, the more steps must be taken for any termination proceedings. Wall himself must sign off on any termination for employees at Hallmark two to four years. If an employee has been with the company five years, it takes two vice presidents to approve termination. “Employees here know they’re going to be treated fairly,” says Wall. “It doesn’t mean we don’t fire people, because we do, but anybody who does lose their job has had a very thorough review of their case.” This process not only emphasizes the importance of tenure, it also provides employees with a sense of security and the freedom to share thoughts or to disagree with superiors without worrying about it coming back to haunt them.


Finally, Hallmark celebrates seniority by recognizing employee anniversaries. In particular, the 25th anniversary brings a big celebration, with an appearance by the chairman of Hallmark if possible. Little gestures like recognition and praise have reaped big rewards for Hallmark—it has a turnover of only 5-1/2%—and 3,000 employees, some now retired, have made it to the 25-year mark with the company. “Folks tend to stick around for quite a while, so we think we’re doing something right,” says Pylipow.


With employees quickly becoming business’s greatest asset, employee retention must become a company’s highest priority. It’s not enough to hope employees will stay. HR must give them the reasons to stay.


Personnel Journal, December 1994, Vol. 73, No. 12, pp. 44-49.


Posted on December 1, 1994July 10, 2018

Dispute Resolution Program Heads Off Employee Conflicts

No company likes to throw away $1 million. However, that’s exactly how much money Brown & Root Inc, a Houston-based engineering, construction and maintenance company was spending each year in legal and court fees litigating disputes involving employees. To make matters worse, the company was spending this money on only 2% of its 35,000 employees who seemed unable to resolve their conflicts without litigation.


After considering a new tactic for nearly four years, Brown & Root implemented a dispute resolution program in June 1993. Whenever workers feel they need to resolve a dispute, the program allows them to choose one or all of four options: Open-door policy, conference, mediation or arbitration. “We wanted to give our employees several ports of entry to lodge a complaint if they wanted to,” says Ralph Morales, manager of employee relations and administrator of Brown & Root’s Dispute Resolution Program.


Because management surveyed employees extensively about what such a program should look like before they put it into place, there were few problems once it was implemented. Says Morales: “Only two employees had any problem with it.”


Open door policy. Although the company had maintained an informal open-door policy for many years, the new program emphasized that employees can take any problems to management at any level in the organization. Employees are encouraged to start at the lowest possible level, but they may take them as far up the chain of command as they need to, including the CEO.


In addition, the company added an employee hotline and a legal consultation program. Through the employee hotline, advisers offer free, expert and confidential advice and also provide information on how workers can solve problems informally within the company or through the other external options such as mediation or arbitration through the American Arbitration Association (AAA).


Employees also may request a legal consultation with the attorney of their choice when their dispute involves a legally protected right. “We can say it’s a fair system, but to make it fair, we said, how much more fair can it be if an employee has a legal concern about an employment problem, and we’re telling them that we’ll pay for them to go see a lawyer if they want advice,” explains Morales. “We wanted to level the playing field.” Legal consultations are paid for much like benefits under the company’s medical plan. Employees pay a deductible of $25 and a copayment of 10% of the balance, and Brown & Root pays the remaining 90% with a maximum annual benefit of $2,500 per employee. So far, only 14 employees have used this option.


Conference. Workers also may request a conference with a company representative and someone from the dispute resolution program to discuss the conflict and choose a process for resolving it. From there, the employee decides whether to loop back to the chain of command option, try an informal mediation process or to proceed with mediation or arbitration.


Mediation. Through the mediation process, employees resolve their disputes by talking through their conflict with a neutral third party, called a mediator, who helps each party come to an agreement based upon their interests and needs. Mediation is a nonbinding process that helps each side by opening up the lines of communication and helps them recognize their options. All mediators used by Brown & Root are employed by the AAA.


Arbitration. Like the mediation process, all arbitration proceedings are conducted by an AAA arbitrator. Employees are encouraged to resolve their conflicts before reaching this option; however, the company fully participates once this option has been selected. Arbitration is a binding process, through which employees can win monetary awards just like in a courtroom, although there is no jury.


“The first thing that people always think about is to implement something like this because it will save you money,” says Morales. Although the financial burden of litigation was a growing concern to the organization, a primary impetus for the program was to preserve the company’s relationships with its employees. “We’re not in the litigation business,” explains Morales. “So whatever we could do to minimize that, we wanted to do.”


Since the program was implemented, about 500 employees have used one or more of the program’s options. About 80% of their disputes have been resolved in fewer than four weeks. The majority of those conflicts have been resolved in fewer than two weeks. In an organization the size of a city, Brown & Root needed an alternative to litigation. “Any time you get people together, there are going to be disputes, and you just have to understand that you have to have a conflict management system in place to handle those,” says Morales. “We just don’t think that the courthouse is the place for it.”


Personnel Journal, December 1994, Vol. 73, No. 12, p. 69.


Posted on December 1, 1994July 10, 2018

Disadvantaged Teens Work Toward a Better Future

Ang Heng knows what it means to be scared. Really scared. One night this past summer, Heng, 18, was driving a friend home through an unfamiliar neighborhood in Long Beach, California. While stopped at a light, he and his friend suddenly heard “Mira, mira” (“look, look”). Heng looked out of his car window and saw a gang of youths moving toward his car. Heng remembers: “Then one of the guys came to the car with his baseball bat, and that’s when I saw his big pants, you know, those baggy pants and I saw his belt hanging down, and then I know I can’t go. I was in a panic. I didn’t know what to do. When I looked back, my window was smashed—boom!— like that, and then he came to the side and tried to hit my friend and he broke two of my windows. Then I sped up and they tried to follow us, but luckily, I drove up to Signal Hill where one of the police stations is. Then they forgot about it and went the other way.”


It was a frightening encounter. Heng can’t remember ever being so terrified. Although gangs, drugs and poverty are common in his neighborhood and throughout much of the Los Angeles area, Heng usually steers clear of trouble because he has more important things on his mind. Although economically disadvantaged, Heng’s dream is to become a physician. Having come to the United States from Cambodia six years ago, Heng has worked hard to learn English and to do well in school.


Because dreams aren’t limited by economic status, Heng has actively pursued opportunities to improve his life. One of those opportunities was the Long Beach Summer Youth Program funded by the federally run Job Training Partnership Act (JTPA). The summer youth program is a work experience and academic enrichment program for economically disadvantaged youth, 14 to 21 years old. During the eight-week program, the approximately 1,200 young people selected each year to participate in the program work at non-profit venues, including state, federal and city offices or public or community non-profit organizations.


Typically, the employers’ work with the youth is finished once the summer program is complete. However, after participating with a group of 10 teens in the program for the first time in 1993, one employer—the Los Angeles County Health Department—wanted to do more for the kids. Because the teens had benefited so much from their interaction with the employees at the health department, program administrator Jack Carrel thought that the kids would benefit from the continued involvement of himself and his co-workers.


To Carrel, working with kids like these is at the heart of health education and of America’s future. These kids had dreams. They needed guidance in figuring out how to make them come true. Whether these disadvantaged kids would sink or swim might very well depend on whether there were people who would reinforce that they could follow through with their dreams.


“For a lot of kids, a lot of their public health problems like violence, sexually transmitted diseases and drugs, it really comes down to people being able to have some long-term goals. I think the reason that a lot of stuff happens today is that kids don’t have that. I can teach people how to use a condom or clean their needles but unless I can get people to have goals and value themselves and other people, it’s pretty ineffective,” says Carrel, former director of health education for the Los Angeles County Health Department’s Sexually Transmitted Disease (STD) Program in Downey, California. “I’ve worked with a lot of kids, including kids just out of jail, and what I hear the most is: ‘I can’t go to school. I can’t do this. I can’t do that.’ We can show people that they really do have some options.”


Teens such as Ang Heng face enormous barriers to employment, including the lack of positive role models, money, job-search and job-retention skills. For some of them, English is their second language and they often are uncomfortable speaking English in front of a group. Carrel envisioned a program that would continue throughout the year and would enable the youth (most of the kids were 18 or younger) to improve their work and communications skills, build their self-esteem, clarify their life goals and have opportunities to practice employment skills that would help them get and retain good jobs. “It’s our firm belief that if we’re to truly impact the lives and employability of these youths we must offer ongoing support after the program, while they are actually looking for jobs,” says Carrel.


Carrel also wanted to provide each teen with a mentor who would support their individual efforts in overcoming whatever barriers to continuing their education or seeking employment they might encounter. He also thought that providing opportunities to interact with peer role models who had overcome similar barriers and providing job-search and job-retention training and practice would be important to the kids’ long-term development. The kids agreed.


What Carrel lacked was the money to fund such an effort. As luck would have it, Carrel’s father, Jack Carrel Sr., was a human resources manager at Gaylord Container Corp. in Bogalusa, Louisiana. The elder Carrel had regularly loaned his son copies of Personnel Journal. The younger Carrel subsequently noticed in the March 1993 issue that the magazine was offering a Rebuild America Challenge Grant to organizations interested in breaking down barriers to employment such as homelessness and lack of job skills through such avenues as apprenticeships, retraining programs and investing in inner-city communities.


The younger Carrel applied for and received one of three challenge grants that Personnel Journal awarded in 1993. (See “Personnel Journal Helps Rebuild America Through Its Challenge Grant,”). Over the past year and a half, the money from the grant has given Carrel Jr.’s team the opportunity to help 17 teens improve their job skills and prepare to be active participants in America’s work force.


Teens become job-ready.
After finishing the summer youth program in which the teens worked at the STD office and learned peer-education skills, most of them returned to school—either to finish high school, start college or to enroll in a technical school, such as nursing or real estate. Only one teen got a job instead. All continued to interact with the STD staff through monthly seminars that focused on becoming job-ready. For most of the kids, the employment information proved useful as they looked for after-school jobs, holiday jobs or employment after graduation.


“Not really knowing how to properly go about securing a job, the idea of having a resume, how to act in an interview, how to fill out an application and those sorts of things, were big problems for them,” says Carrel Jr. To help alleviate this problem, several health educators in the STD unit taught seminars on interviewing, preparing resumes, filling out applications and conducting job searches using employment training materials provided by the elder Carrel. “We could provide them with the kind of support and information about self-esteem and those kinds of things, but we really needed some outside help on how to get them ready for jobs,” explains Carrel Jr. who’s now manager of the HIV counseling and testing unit for the Los Angeles County Health Department.


One training session focused on how to fill out a job application. The elder Carrel provided this advice: Be neat. Carry a pad of notepaper so that you can write out answers to the longer questions. Take your time. Carry a small pocket dictionary to ensure the correct spelling of words that you want to use. Read the form carefully all the way through before you begin to fill it out, that way you’ll know which information goes where without having to guess or erase.


During a segment on interviewing skills, the teens learned about interview preparation. “I sent them information on preparing for an interview,” says Carrel Sr. “If you’re really interested in a particular company, then get some information about that company, so when you go in, you can impress them with the fact that you know something about the company.”


The elder Carrel also provided sample interview questions and these interviewing tips: Be prepared with answers to commonly asked questions. Dress neatly. Listen to what the questions are. Don’t answer before the interviewer is done asking the questions. Don’t sit until the interviewer says, “Have a seat.” Sit up straight. Don’t be a name-dropper.


Then the kids conducted mock interviews while being videotaped. Afterwards, they reviewed themselves, paying particular attention to their posture, their eye contact and how thoroughly they answered questions. Annette Peters, an STD program health educator and training coordinator for the teen program, says that most of the kids were extremely nervous during this exercise. She says that Heng felt particularly anxious because English isn’t his first language. “After we practiced, however, most of them felt a lot better about [interviewing],” says Peters.


The kids visited a local shopping mall where they practiced collecting applications. Peters says that the teens went into stores and asked about job openings. “It gave them a sense of being able to walk in somewhere cold,” says Peters.


Back at the STD office, the teens learned how to conduct a job search. They looked through want ads in the newspaper and placed cold calls about job openings with a specified set of questions such as: What are the job duties? How much does the job pay? What are the hours? Peters says that having a list of questions in front of them while they made calls gave them a sense of having a system and provided a checklist to refer back to when going in for an actual interview.


After completing a workshop on resume preparation, program administrators made copies of the kids’ resumes on disks so that they could continue to update them throughout the year and print out copies whenever they needed them. When some of the kids subsequently went out looking for jobs, they reported back to the group that employers were impressed with the fact that they had resumes. Most young people applying for service-type jobs just fill out an application and leave it at that. “Adding a resume really gave the application that extra oomph,” says Peters.


The kids found most of the employment information useful. For example, many of the teens felt much more comfortable speaking in front of a group after completing the training. Of all the teens, Peters says that Juan Barrias improved the most. She says: “He didn’t speak English very well, but he still got up [in front of the group] and really tried. I think that showed the comfort level he had for being around all of us,” Peters adds. Barrias was living in a group home in Long Beach last year. Whenever there was a group activity, Peters or his mentor would pick him up, sign him out and take him along. This year Juan was moved to another home in Los Angeles and was unable to continue participating in the teen program, although Carrel and Peters stay in touch with him.


Peters explains that as a result of the encouragement he got in the program, Barrias decided to go on in school and become a mortician. Peters remembers one exercise that she did with the kids where she asked them to say where they’d live if they could live anywhere in the world. “Most of the kids said they’d like to live in places like England or study in Paris. Juan said he’d like to live in Lake Elsinore [California] where he wouldn’t hear gunshots going off,” she says. “It was so humbling.”


Business involvement is crucial to teens’ long-term success.
At-risk students often need more than their school guidance counselors or teachers can give them. What they need is the real-world perspective of adults, especially those in business.


From a human resources perspective, the elder Carrel sees great value in students having firsthand access to human resources professionals, hiring managers and people in business. “I think if business would participate with educational institutions personally by standing up in front of the classroom and talking about these three things: applying for a job, interviews and after being hired, those companies are going to get much better employees in the long run,” says Carrel Sr. who was the HR manager for Gaylord for 23 years before retiring this March. “I’m not saying that students don’t take seriously what a teacher says, but I do feel that they do take seriously what someone from business says on what we expect from individuals who come to us and apply for a job and what we expect when we put an individual on the payroll. I think the impact of that is just tremendous.”


Each kid also had a mentor. In most cases, the mentor served as a sounding board—someone to bounce ideas off of. In some cases, the advice might have been difficult to accept, even though it was firmly based on firsthand information from the school of hard knocks. For example, Doris Simpson, a disease intervention specialist for the STD program, was a mentor to Carmen McLendon, 18. They immediately learned that they had something in common: Both had a child at a young age. McLendon had a daughter a year ago and completed her high-school education at an extension school because of her pregnancy. After graduating, McLendon attended real estate classes. Although she failed on her first attempt to pass the test, she hopes to pass on her next try.


After getting to know each other, Simpson, in a kind, but firm way, challenged McLendon to think about her career choice. Although real estate sales can be lucrative down the line, Simpson explained that it could take quite awhile before it would provide the kind of monthly stability that a young, unmarried mother would need to ensure the support of herself and her child. “I did sense that she thought about it. I was wanting her to look for something more concrete and more structured,” Simpson explains. “So many people have a microwave consciousness. They want everything right now, yesterday.”


Simpson knows the value of hard work and tried to convey her perspective to her protege during the mentor relationship. As a woman who married, had a child and divorced young, she took charge of her life by going back to school and pursuing a career. She recently got her master’s degree and is able to support herself comfortably. “Carmen would say to me, ‘You drive such a nice car.’ And I would say to her, ‘You can have nice things, too, but it doesn’t come easy. You’ve got to put forth the effort,’ ” says Simpson.


Harlan Rotblatt, director of the Adolescent’s STD/HIV Services Project for the STD Program, mentored two kids over the past year: Arturo Mata and Rang Thach. He says that he focused on helping his proteges “deal with the practical issues that come up as a direct result of the program.” He says, “I tried to hone in on helping them develop their resumes, work through the possibilities of getting job experience and provided resources and contacts.”


For instance, Thach didn’t have much work experience, so Rotblatt helped him think about whether any of his life experiences could be translated into job-related skills on his resume. For example, he reminded Thach that his planning a presentation and presenting it to his teen group was job applicable. Rotblatt also helped Thach prepare for the SAT.


Rotblatt says that the mentoring relationship became a structured place where the kids could talk about school, work or their future plans. It was important to get the perspective of someone in the business world who had gone to college and who could relate to their hopes and dreams. Mata says that Rotblatt helped him by being able to talk about college—what freshman year was like, what to expect and what to avoid. “I don’t know many people who went to college. My parents never went, so I really can’t ask them,” says Mata. “Besides my teachers in high school, I really didn’t talk to anybody else about college.”


Sometimes, the mentors gave their proteges the permission to think about career possibilities, even if they seemed somewhat far-fetched. For example, Thach had the idea of pursuing a very practical job. While he was developing a resume around that, he and his mentor realized he also was interested in a career that was a little less practical as well. “The fantasy job wasn’t necessarily practical, but I felt that it was important for him to think through that,” says Rotblatt. “I wanted him to realize that he could take his dream and apply the kinds of things that they were learning in this program to see if it was something he could do, and how to go about doing it in a practical way.”


Teens clarify their life goals.
Program administrators were surprised by the strength of character that the kids demonstrated throughout their involvement in the teen program, despite their many obstacles. They were always on time and always called when they couldn’t attend a function or come to a meeting. They also showed a lot of respect for their mentors, the health educators and each other. They raised their hands. They asked questions. They listened to each other’s hopes and fears. “This was a pretty goal-oriented group of youth,” says Rotblatt. “Most of the people already had ideas for themselves. The program was interesting to them because they already had a sense of being able to do stuff like this.”


The administrators were surprised that the kids had such well-defined plans for their lives when they started the program. “Ang, Arturo, Tina, Eang, Robert and Hortencia all said they wanted to go on in school when they first got there,” says Peters. “Most of them already had a goal in their minds, and that’s what impressed me most about this group. I found that quite amazing since most of them came from backgrounds of poverty.”


The kids’ lives were further complicated by violence and drugs. “Almost every one of them had seen at least one person shot and dead on the ground,” says Peters. Many of the kids regularly hear the sound of gunfire in their neighborhoods. Others had been approached by drug dealers at one time or another. “Some kind of way, they [managed] to rise above that,” says Peters. “These kids were something special.” She adds: “I will never again lump people together. [I’ll never again think that] just because someone lives below the poverty line that they have lower ambitions.”


Many of the kids also came from large families and faced the difficulty of studying or working on projects with lots of activity going on all around them. Because most of them grew up having family responsibilities in addition to work and school, they were comfortable doing several things at the same time. For example, Mata often babysits for his 6-month-old brother and sometimes cares for the baby and his two other brothers while his parents travel to Mexico. “In spite of all that,” says Peters, “he graduated [from high school] with honors.” Having scored 1,200 on his SAT (out of a possible 1,600), Mata entered college this year and plans to get a bachelor’s degree in health administration. Mata works as a security guard on the weekend and goes to school during the week. He continues to live with his family. He says that having worked at the STD office is a great addition to his resume and will look good when he applies for jobs as a health administrator down the line.


Although some of the kids had a good sense of what they wanted to do when they graduated from high school, they all further honed their plans through the interaction of their mentors and their involvement in the teen program. In the process, most of them identified the need for more schooling. “There’s not much you can do in this world with only a high-school education,” says Carrel. Most of the kids who are going to college are seeking financial aid.


Seven of the kids from the first summer’s group are now going to college. For example, Tina McCoy is both working at Target and is going to school at Long Beach City College and is studying nursing. Oscar Franco, however, got a job with the Long Beach Conservation Corps.


“All of the kids who participated in the program this year are now going to school, either returning to high school or entering college.”


Five of the same kids from the first summer’s group also actively participated in activities and mentoring during the second summer as well. In addition, seven new kids participated this year. All of the kids who participated in the program this year are now going to school, either returning to high school or entering college.


Their mentors helped them make contacts in the community. For instance, before applying to medical school four years from now, Heng must log in at least 500 volunteer hours at a health institution. Heng’s mentor last year, Peggy Preacely, helped set him up in a volunteer spot at Long Beach Memorial Hospital. He’s also volunteering at a local health center. He says that his mentor this year, Carrel, also has helped him a lot. But he says that both people must work at the relationship. “Some people don’t need their mentor and it doesn’t work well,” says Heng. “But me, I need their help. Everything they want me to do, I do it. Your willingness to work—that’s what makes your mentor want to help you.”


When he first started the program, Carrel says that he thought the kids either would need help in getting a job or going back to school. “What we ended up doing is working with most of them to get into school,” he says. “Sometimes the biggest issue for these kids is that they really don’t know that they have options. They come from a background where they haven’t had many options. That’s why some changed [their minds about] what they wanted to do.”


For example, Carrel says that people who advise youth usually try to steer them in certain career directions without trying to find out what their aspirations are first. As an example, he says that in the past, counselors tried to steer his protege Juan Barrias, who originally is from Guatemala and lives in the group home, into just getting his GED and then going to work as a clerk in a store. “I think a lot of people feel that kids like this have had a lot of disappointments in their lives, so they try not to make it worse,” he says. What they don’t realize is that it limits their choices. Carrel encouraged Barrias to stick with his idea of becoming a mortician. “We really did let the kids see what options they had and tried to expose them to things they hadn’t been exposed to before,” he adds.


Different viewpoints provide valuable perspective.
For such a small group, the teens represented a lot of diversity—a goal that Carrel wanted to achieve when he originally offered to take kids from the summer youth program. In all, there were eight women and nine men. And in terms of culture—six of the kids were Asian, five were African American and six were Hispanic.


The kids got along well with each other, in spite of, or maybe even because of, their different cultural backgrounds. For example, Heng (an Asian American) describes his interaction with Barrias, who had been in a Hispanic gang: “When he first came here, he acted all big and stuff, but then he was so nice to me, you know? I get along with him. If you want people to understand each other, maybe [you have to] learn about them.” Heng adds: “It’s tough. I think it’s not going to stop, this [racial] problem. I think you just have to live through it.”


Various field trips helped the kids to see the world from different perspectives. For example, they visited the Museum of Tolerance in West Los Angeles. While there, the kids learned about victims of the Holocaust and about various other cultural groups who face discrimination. “I think they learned that we’re all people and that we all need to be treated as human beings,” says Peters. They all talked about the experience afterwards. The kids agreed that one of the most powerful encounters was being in a room where they could push buttons and hear people shouting various racial slurs at them—it was an experience not unlike some that they had experienced in their own lives. “They learned that we all have to be conscious of everyday things, what we say, what we do and how we treat people,” adds Peters.


The kids also went on a field trip to a local Renaissance Faire, which is a tribute to medieval life held annually in Southern California. Afterwards, the group talked about what it would have been like to live during that time. Another outing involved going to a local bookstore to view a photo exhibit by some teens depicting life in their Los Angeles neighborhood, which is heavily affected by gang activity. The photos showed the more positive aspects of life in the community.


An important part of the program involved having positive peer role models speak to the teens so that they could learn how to overcome barriers encountered by youth like themselves and act as reinforcement that it’s possible to set a goal and achieve it. Probably the most memorable event for the kids was a visit from one of the stars of a recent movie called “Mi Vida Loca,” a film that told about the lives of female gang members. The kids had gone out to see the movie as a group one night, then the next evening, actress Seidy Lopez—a young woman in her early 20s—came to talk with the kids. She talked about coming to the United States from Mexico as a child, how she wanted to be a movie star and how she struggled to finish school and then finally got her big break in this movie. During her visit, each of the kids talked about their goals. She encouraged all of them to value their education.


She knows what it means to believe in herself when few others did. Through this teen program, disadvantaged kids were inspired to reach into themselves and find the place where strength and courage lies, with the help of some people who cared about their development. Like flowers growing through cracks in a sidewalk, these kids emerged from desolate neighborhoods with the dreams of a better life and the power to make them come true.


Personnel Journal, December 1994, Vol. 73, No. 12, pp. 34-43.


Posted on December 1, 1994July 10, 2018

Strategies for Managing Creative Workers

Question: Which employee would you rather manage? A) The marketing manager in the double-breasted suit who sits behind a mahogany desk in an office with hunting prints on the wall? Or, B) The graphic artist in the black jeans and T-shirt who sits at a drawing board lit by a lava lamp? If you answered “B,” chances are you have a few lava lamps of your own hanging around.


Creative workers, after all, are known, and even revered, for being a little, shall we say, unconventional. For example, one writer claims she can’t work certain times of the year because atmospheric vibrations from Russian woodpeckers interfere with her creative process. In a burst of creative zeal, perhaps she becomes one of those woodpeckers. Sure, she’s entertaining to be around, but the same characteristics that make creative people such as her so valuable as employees also can make them a pain in the paintbrush to manage.


Talk to HR managers in companies that employ a large number of creatives, and they’ll tell you these people are emotional, defensive, passionate, egotistical, overly sensitive and mysterious. And although they may be greatly respected for their ingenuity and cleverness, and for their ability to think outside the box, they’re also viewed as iconoclasts who would just as soon flout the corporate structure as learn to work within its boundaries.


Yes, these are stereotypes, but like all stereotypes, they contain a germ of truth. “Creative people are high-maintenance,” says Lori McAdams, director of HR for Lucas Digital Ltd. in San Rafael, California. She should know. Half of her company’s 650 employees are involved in some type of cutting-edge creative endeavor, mostly in creating visual and audio effects for feature films. They removed Lieutenant Dan’s legs in “Forrest Gump,” made Jim Carrey’s tongue slither two feet out of his mouth in “The Mask” and created herds of digital dinosaurs for “Jurassic Park.”


“Creatives live in a different world,” she says. “They’re visionary, independent and extremely bright. When their talent is nourished, they can do amazing things.”


But nurturing creative talent in the business world is different from nurturing talent in an art school, a recording studio or at a writer’s retreat. Why? Because in corporate America, creatives are hired to produce a product. They must contend with the daily realities of budgets, deadlines and client needs. They have to work with many other people to get a job done. And although most creatives are thankful to be hired and paid for their creativity, the very structure that makes that job possible is what they rebel against. The trick, therefore, is for HR professionals to find ways of channeling their talents toward a profitable solution.


“My biggest challenge is assimilating the creative spirit into the corporate environment,” says Paul Barker, creative director of the specialty design division of Hallmark, Inc., based in Kansas City, Missouri. “Most creatives began creating as a form of personal expression,” he says. “Creating products in the business world is different from creating something to be hung on an office wall or in a museum, however. Their creative potential has to be pointed at larger opportunities.”


But can creative potential be directed? What kind of environment do creative employees need in order to thrive? And what about companies such as Lucas Digital and Hallmark in which the output of highly creative people forms the lifeblood of the business? How do they manage the imaginative?


Give creative people tools and resources that allow their work to shine.
“First, realize that the best creatives are at their very soul artists who would be creating whether or not they chose to make a living at it,” says Allison Polly, vice president and creative manager for McCann Erickson, an international advertising agency based in New York City. For this reason, they’re largely self-motivated. The quality of their work matters. And, as Barker says, “Creatives often feel guilty getting paid for doing the kind of work they want.” (How often do you hear an accountant say that?)


But don’t assume that creatives simply wag their tails looking for opportunity. Their enormous intrinsic motivation will flounder if it isn’t supported and encouraged by external factors. What are those external factors? What should managers do to keep creative employees creating?


Because creatives are internally driven, what matters most to them is the quality of the work itself. Whether they’re writing advertising copy, designing theme parks or creating computer games, their rewards come from seeing their precious ideas reach fruition.


In the advertising industry, for example, creatives are hired based on the quality of their “book,” which refers to a portfolio of print ads or a reel of television commercials. “Creative people want to create the best,” says Karen Abbate, vice president and creative director at McCann Erickson. “We don’t feel the need for external motivation. We do it for ourselves.”


A creative director at Glendale, California-based Walt Disney Imagineering-the division that designs Disney theme parks and attractions-adds that his creative staffers feel tremendous rewards just being able to work for “The Mouse.” “There’s a certain magic here that people like to be associated with,” he says. “The quality of Disney work is so superb that creative people love to work here.”


To bring about this satisfaction in creative employees, companies should invest in the kinds of resources necessary for these employees to do their best work. At New York City-based Conde Nast Publications Inc., home of trendy and upscale magazines such as Vogue, Architectural Digest, Vanity Fair, Bon Appetit and Details, the creative employees’ rewards come from being able to spend money on a quality photo shoot, traveling to research a story or having the budget to print a complicated design spread. “Our employees get satisfaction from seeing their work produced in a quality manner,” says Freddy Gamble, HR director. “It’s them on that page.”


For this same reason, managers at Lucas Digital have found that the most effective method of motivating their employees is giving them the latest “toys” to play with. “Our employees constantly are striving for a new look or a new technique to be used in films,” McAdams says. “They’re constantly pushing the envelope.” Not only does the company make sure employees have access to the latest digital technology, but managers make these resources available to employees for use in personal projects. “Making these tools available not only rewards employees, it helps them realize what else they’re capable of achieving,” she says.


“One writer claims she can’t work part of the year because atmospheric vibrations from Russian woodpeckers interfere with her creative process.”


At the J. Paul Getty Museum in Los Angeles, some of the most creative employees are mount makers who find ways to secure the exhibits so that they’re able to withstand what the organization calls “seismic events.” They look for creative, unobtrusive ways to affix a vase to a stand, for example, or secure a large sculpture without harming the artwork or obscuring it from view. “Most of the items in our permanent collection already are secured,” says Kristen Kelly, manager of administration. “But we also are starting to display traveling exhibits, and each new and different object will require a new and different way of securing it.”


Because the seismic mitigation work is part of the mount makers’ job descriptions, the museum supplies these workers with materials and space, and allows them a fair amount of time in which to work on new technologies. “However, we have to put limits on it,” Kelly adds, “because other parts of their job are important too.” The amount of time allowed for projects fluctuates and is decided by museum conservators who manage the mount makers.


Despite the limits, the creative workers remain motivated to pursue the technology because, “They’re at the forefront of developing seismic mitigation techniques,” Kelly says. “If they can come up with ways to protect the collections of other museums, they’ll receive tremendous recognition. Being on the cutting-edge like this is all the motivation they need.”


Provide ongoing recognition and appreciation.
Although creatives are self-motivated, this doesn’t mean that they don’t require and respond to external recognition. They pour their heart and soul into their creations-their “babies.” They need to feel special: After all, they are. Not everybody can think like a 15th century artist as do the conservators at the J. Paul Getty Museum. Not everyone can create TV ads that people watch like soap operas, like the “Sharon-and-Tony” series created for Taster’s Choice by McCann Erickson.


Constant reinforcement from managers is essential in getting good work from any employee, but especially from creatives. They can be insecure, and thus need reassurance more often. Moreover, “creatives are ego-driven, especially in our business,” Gamble says. “Our publications employ some of the best fashion and art directors around, and we have to make it clear to them that we know they’re special.”


Ideally, this recognition should come from creative managers who understand the creative process and can appreciate good quality work. When an accountant tells an artist her work is pretty, it may be nice, but the compliment isn’t nearly as meaningful as one coming from an art director who’s able to comment on the artist’s ingenuity and sense of perspective.


Despite the need for recognition, however, HR managers in companies with a large number of creatives agree that formal reward programs aren’t nearly as effective as giving creatives regular pats on the back. Besides, if you develop a recognition program solely for creative employees, it can alienate the administrative types and reinforce an “us-vs.-them” mentality.


Just as important as recognizing creatives’ accomplishments is keeping them stimulated and inspired to continue producing. Creative people get bored easily. For them to continually produce fresh, new ideas, the right sides of their brains need constant arousal. Let them get out and breathe a little.


That’s why Fisher-Price in East Aurora, New York, encourages its toy designers to get out and regularly visit such places as toy stores, day-care centers, trade shows, parks and playgrounds. These workers face the daily challenge of creating toys for 1-, 2- and 3-year-olds. These are grown adults, mind you, who must think like toddlers for a living. How successful do you think you’d be if you had to think like a baby while sitting at your desk in a business suit? Probably not very, even if you wore a bib and drank from a two-handled spillproof cup. Original ideas, after all, don’t always happen because someone sits in a room waiting for them.


For this reason, the company also frequently organizes offsite meetings to give creative employees a necessary change of scenery. “We’ve had brainstorming sessions on the brink of Niagara Falls,” says Tom Mason, senior vice president of research and development-the same job Tom Hanks had in the movie “Big.” “We’ve sat around plastic tables in a Toys ‘R Us store. You see, we want our designers to come up with crazy ideas, and to do that they need constant stimulation.”


Managers at Fisher-Price have discovered that a variety of assignments is another key to success in product design, and rotates its designers among different product categories. One year, a designer may work on kids’ furniture. The next year, he or she may design girls’ toys. The goal? Fresh ideas, new approaches, off-the-wall techniques, products parents will buy and toys kids won’t put down.


This need for continual stimulation becomes obvious when you look at the environment in which creatives work. Given the chance, many will surround themselves with what may be considered rather unconventional office decor. Mark Moore, an art department manager at Lucas Digital who’s worked on such movies as “Star Trek VI” and “Baby’s Day Out,” has in his office what he calls a “wall of inspiration.” On it are old comic strips, photos from Aviation Week and Space Technology, covers of music magazines, and illustrations of skateboards, cars, robots and kitschy 1950’s-style spaceships.


Abbate, who has written advertising campaigns for AT&T, Kodak, Toshiba and Nestle, has the letters of the alphabet stretched across one wall in her office, sculptures of the numbers one to 10 on another and a stop sign painted in green with the word “go” on it on the third wall. Down the hall from her is a creative director who has a lamp with a shade in the shape of Elvis Presley’s head.


So what’s the point? That what’s inspiring to one creative may not be to another, but all of them need to express themselves and to create the kind of environment that stimulates them the most.


In the interest of fairness, however, companies that employ both creatives and non-creatives should allow non-creatives the same opportunity to decorate their offices as they see fit. That’s what Hallmark does. “Employees in the business unit also can do what they want to their offices, but they don’t tend to follow suit-at least not until recently,” Barker says. “As the environment in the creative department gets wilder, I’ve noticed the business people starting to let their hair down a bit more.”


Creatives require flexibility and a minimum amount of structure.
Freedom to express themselves isn’t enough to keep creative workers productive. If you ask any of them what sounds the death knell of creativity, chances are they’ll say “structure”-rules and regulations, endless rounds of approval, strict dress codes, hard-and-fast office hours, rigid assignments and fill-in-the-blank paperwork. Therefore, if you want your creatives to perform to the best of their ability, loosen the corset that binds your corporation.


This doesn’t mean allowing them to create whenever and wherever they please, free from all company rules. You still have a business to run. What it does mean is recognizing that creatives need some flexibility. So don’t impose structure where it isn’t necessary. “Creatives come in and out of their productive periods,” Gamble says, “unlike people in administration, who may have a similar mood, pace and work flow throughout the day.” So if it isn’t necessary for a creative to be at his or her desk from 8 a.m. to 5 p.m., why insist upon it if 10 a.m. to 6 p.m. works just as well?


Of course, structure means different things to different people, and varied assignments require various structural elements. At McCann Erickson, for example, employees work in team environments, so regular working hours there are a must. The creatives have gotten used to it and they don’t object. The kind of structure that has gotten in their way, however, is the need for several layers of management approval. “Creativity is very subjective,” Abbate says, “and with each approval, work gets watered down in an effort to please people. Here, we keep the levels of approval to a minimum so that our ideas stay intact as much as possible.”


What’s most important is being flexible with creatives’ work assignments. Sure, creatives are hired to do a specific job and they must respect the parameters within which they work, such as budgets, deadlines, product guidelines and client requests. A project supervisor or creative manager should be put in charge of communicating and enforcing these parameters. But give creatives the freedom to innovate whenever possible. “Creatives don’t take explicit direction well,” Gamble says. “If you’re too specific in your instructions, they’ll get bored and feel resentful. If you can recognize their intelligence and their ability to figure things out, and give them the room and space to execute an idea, it will pay enormous dividends.”


Hallmark’s Barker agrees. “Our employees are conceptors and idea generators,” he says. “We want passion to show in their work. That’s why we give them guidelines, not directives.” For example, managers may tell a team that it needs to create a birthday card for mothers falling in the $2 price range, and that the copy should be written using a me-to-you style. “That’s all we’ll tell the team,” Barker says, “because we want the members to focus on the content, the depth of expression and the relevance of the solution. They aren’t simply wrists executing an idea.”


Furthermore, as important as it is for creatives to be respectful of deadlines and budgets, don’t put them in charge of devising or enforcing them. Put a numbers person on the design team and let him or her sweat the details. At Lucas Digital, for example, three-person teams work on every visual effects project. These teams usually include a visual effects art director, who actually creates the effect; a supervisor, who determines which method should be used to create the effect; and a producer, who’s in charge of budgets, scheduling and interfacing with the client.


Employ creative people to manage and evaluate creatives.
Just as important as having numbers people in charge of creatives’ budgets and deadlines is having other creative people as their supervisors. “I think it’s essential that creatives manage other creatives,” Barker says. “They’ve lived the experience and know what it takes. Hallmark would never put an individual in charge of the financial department who didn’t understand finance. Without some expertise in the creative process, how can you expect someone to effectively manage those employees?”


Of course, because of their aversion to structure, routine, and in some cases, human interaction, not all creative people will want to be managers. Generally speaking, those who do will make it known and position themselves to pursue such opportunities. “Here at Fisher-Price, the process tends to be one of natural selection,” Mason says. “Those with a desire to get involved in management tend to think about bigger business and people issues, and they work to get noticed.”


The company doesn’t penalize creatives who want to stay creating, however. Instead, it offers a dual career path. One path leads toward management; the other toward the ability to take on larger creative projects. Creative employees may jump to the management path at any stage in their careers, Barker says.


And speaking of management, HR professionals agree that one of the toughest aspects of managing creative employees is evaluating them. “They aren’t doing anything quantifiable,” says Kelly of the Getty Museum. “A mount maker can appear to be staring into space for a whole day and then the next morning come in and execute a brilliant idea.”


Barker agrees that evaluating creatives is challenging. “It’s extremely difficult to measure creativity and innovation,” he says. “It’s ethereal. There are lots of vapors. But when creative work is wonderful, you know it intuitively.”


Because of the inherent difficulty in judging creative work, there’s no one right way to do so. Sure, there are some tangibles, such as meeting deadlines and staying within budgets, but evaluating creative output can be pretty arbitrary. That’s why at Lucas Digital creative employees’ supervisors evaluate them, in part, based on their eagerness to take on new work and to pursue ongoing learning of new technologies and techniques. “We know if the motivation is there, their work will be good,” Moore says.


Seeking to eliminate the arbitrary nature of creative evaluation, Hallmark takes a more thorough approach, evaluating employees based on four criteria:


  1. How creative managers and senior creative people view the quality of a creative’s portfolio.
  2. How well a creative’s work sold.
  3. How well a creative’s work performed in consumer preference tests-in other words, how often his or her products were chosen over similar products manufactured by Hallmark’s competitors.
  4. How fellow team members rate the creative’s ability to resolve conflict, be a team player, solve problems, and so on.

Which categories are most important? “Because creativity is so subjective, 60% of the evaluation is based on the subjective feedback of creative managers and consumers,” Barker says. Thirty percent of the evaluation score is based on team feedback, and only 10% comes from sales.


In addition to evaluating creative employees’ work, managers must help them. The perfect, most wonderful, “why-didn’t-I-think-of-this-sooner” solution to a creative problem rarely appears spontane-ously. More often, an idea is born and then nurtured into adulthood through a process that involves a lot of rejection and revision. “Rarely does a designer’s original idea make it to the big screen intact,” Moore says, referring to his world of visual effects. Simply put, there’s a lot more rejection than acceptance in the life of most creatives.


“Here at Fisher-Price, our product plan calls for us to develop 100 new and innovative products a year,” Mason says. “To get those 100 products, we start off with approximately 5,000 ideas. This means we reject at least 4,900 ideas a year. How? Systematically, and hopefully, without hurting our employees’ feelings. Still, it can be a pretty negative environment.”


But what does systematic rejection look like? “If we’re completely honest and forthright and timely in response to an idea that won’t work, employees accept the rejection easier,” Mason says. “We don’t wait to reject an idea and we don’t B.S. employees about the reason. It’s still a difficult pill to swallow, but employees get used to rejection very quickly. Here, in their first week on the job, their work will be rejected several times.”


Indeed, creatives who’ve played the corporate game know they can’t get married to their ideas. There are too many people to please and too many constraints on creativity from the bottom line. But don’t count on them to be stoic in the face of such rejection. Kid gloves are in order.


Keep in mind, there’s no one-size-fits-all creative.
The linear thinkers among us may think all creative brains work the same way. Hardly. The interests, motivations and passions of creatives vary greatly and are reflected in the kind of work they choose to pursue. Even creatives that do basically the same thing can demonstrate great variety and skill level.


“Creatives often are misinterpreted,” Moore says. “They don’t just sit at a desk and spit out ideas. They are multi-dimensional.” When assigning projects to them, consider their backgrounds, interests and enthusiasm for a project. The designers for “Jurassic Park,” for example, weren’t just visual-effects people. They had to know about creature design, anatomy and paleontology. The people who worked on “Star Trek” had to know about space and how to “create energy effects,” he says.


Because of the variety of projects, Lucas specifically looks for people with varied backgrounds and expertise in certain subjects. Recently, for example, the company hired an artist because of her background in zoology and her interest in animals. It brought her on as a contract employee to create highly-stylized mosquitos, zebras, rhinos and other animals for a film on which the company was working. It became obvious pretty quickly that her talent had wider applications, so the company hired her into a permanent position. A recent project had her creating facial expressions for dragons to be used in the upcoming feature film “Dragonheart.”


Personal interest in a project creates the kind of passion that can’t be faked. People gravitate toward work that interests them. Employees who work at Vogue, for example, “know that vichyssoise is served cold,” Gamble says, where-as staffers at Details, a publication geared toward Generation Xers, could care less. And the marketing executive with the hunting prints would wonder why either topic mattered.


And therein lies the final management challenge: getting creative and non-creative types to work together effectively. “Non-creatives need to understand that creatives aren’t just staring into space all the time,” says Kelly, “and creatives need to realize that the ‘suits’ aren’t just making rules and pushing paper. Each type of employee needs to understand what the other is doing and why.”


How do companies do this? Communication, training and teamwork. Hallmark sends its creative managers to a business leadership course, for example, in which they complete projects that require them to make decisions about distribution, advertising, technology and inventory control. Through this process, the creatives become aware of all the factors-in addition to the creative design-that affect sales.


At the same time, business managers can attend a course in which they must create a product line for a hypothetical group. In one recent course, managers were asked to develop a line of cards for the Lapland culture in Northern Finland. “They realized how much information they need to complete a project,” Barker says, “which increases their sensitivity toward the creative employees. Now they know when creatives are doing such things as looking through magazines, they’re really searching for ideas and gathering information.”


To foster even greater understanding between creatives and noncreatives, Hallmark puts them together in product teams. The company also measures employees based on many of the same performance objectives, including sales figures, consumer product performance and their ability to meet deadlines.


In thinking about non-creative employees, Abbate adds: “I actually think we’re more similar than we’re different. Every job requires creativity regardless of whether the word ‘creative’ is posted on the office door.” Furthermore, everyone can be sensitive about their work, everyone wants to be appreciated, everyone wants the best tools and resources, and everybody wants their work to shine.


“We’re just not that different from normal people,” agrees Mason. Maybe not. But then how do you account for lava lamps and Russian woodpeckers?


Personnel Journal, December 1994, Vol. 73, No. 12, pp. 104-113.


Posted on November 1, 1994July 10, 2018

1994 Global Outlook Optimas Award Profile The Coca-Cola Co.

In western Australia, where rural landscapes stretch farther than the eye can see, employees of The Coca-Cola Co. travel more than 2,000 miles a week to deliver their company’s products. Coca-Cola salespeople in Venice, Italy, don’t have as far to go, but must transport bottles and cans by gondola through winding canals. And in Morocco, it’s donkeys that carry Coca-Cola salespeople and their products to customer destinations.


The obvious difference between these scenarios is the mode of transportation used by the employees. But the differences go deeper than that. Just as the distribution of product in each country varies, almost all elements of employment vary as well. In one country, po-tential workers may willingly respond to questions regarding their families, while in another these inquiries are taboo. Some cultures value high base pay, while others are motivated by bonus plans. Even holidays vary from place to place.


So how does Coca-Cola, which operates in not just these three countries but in more than 195 worldwide, manage its human resources issues? Through a decentralized system that’s tied together by a shared vision and central support.


Coca-Cola is a multi-local company.
Although Coca-Cola’s headquarters is in Atlanta, Georgia, USA, the soft-drink giant is more than simply a U.S.based company with some operations overseas. It’s truly a global enterprise. Nearly 80% of the company’s operating income comes from its businesses outside the United States. These businesses range from wholly owned subsidiaries and bottling companies to independent bottling and distribution centers that license its products—mainly soft drinks. The company also manufactures and markets juice and juice-drink products.


The businesses that produce, market and distribute these products span the globe. Coca-Cola manages them through 25 operating divisions making up six regional groups: North America, the European Union, the Pacific region, the Northeast Europe/Middle East (NEME) group, Africa and Latin America (see chart). Each of these groups has a president, accountable for the businesses in his or her area. In other words, each region, although a part of the bigger system, is its own entity. As Michael J. Semrau, assistant vice president and director of international human resources, says: “The Coca-Cola Company just happens to be headquartered in Atlanta. It could just as feasibly be headquartered in any of the other locations [where we do business] and it probably wouldn’t make a difference.”


The regions and businesses are linked together by a shared mindset to think globally and act locally, a philosophy that Vladimir Pucik, director of international programs at the center for advanced human resources studies at Cornell University, says defines a global enterprise. “If you look at a global company from a business perspective, the emphasis is a combination global integration and local responsiveness,” Pucik says. Drawing a parallel to human resources, Pucik says that its role is to get all the different functional capabilities—such as selection criteria, training processes and performance assessments—to reinforce the way people can think globally and act locally.


That’s exactly what HR at Coca-Cola strives to do. “Coca-Cola always has been known as a multi-local company,” says Semrau. It’s like a family: Each business, as each family member, has its own unique qualities and can stand on its own, but benefits from being connected to the group. And just like a family, the businesses have a certain bond. “The common thread running through Coca-Cola is its willingness to allow the locations to be different, to conduct the business in ways that are appropriate for the market in which they’re operating,” says Jeff Peeters, who’s currently director of HR for corporate finance and human resources in Atlanta, but previously served as HR director for the Northwest European division in Brussels, Belgium. “When we sell the same products in Central Africa as in France, the way we sell those products is radically different: the level of sophistication is different, the support systems are different, distribution is different. Coca-Cola has found a way of balancing all of these differences with selling the same products. We don’t impose any dominant culture—we really allow the local people to implement that.” Semrau agrees. “Our culture isn’t codified,” he says. “In fact, a previous president used to say that to do that you might miss something. The culture really is one of diversity.”


Because of this culture, the role of the global human resources professionals is to maintain the link between businesses and the corporation. The structure of the HR function supports this role and enables businesses to act locally while thinking globally. Each of the 25 operating divisions has a director of human resources, as does each of the six groups. They’re supported by HR in Atlanta, but work fairly autonomously.


Peeters refers to the global human resources practitioners as “custodians for international equity,” who make decisions for such issues as benefits, compensation and training based on corporate philosophies. He says that while he was in Brussels, he accomplished this by staying in touch with the policy-making unit in Atlanta by telephone and written correspondence, and tried to visit the head office at least once a year to keep abreast of what was going on and to adhere to general policies as much as possible.


Essentially, corporate HR functions by providing the philosophy around human issues while allowing local businesses to apply those philosophies as they see fit for their region. For example, rather than having a standard salary policy for all of its businesses, Coca-Cola has a salary philosophy, which is for its total compensation packages for its businesses to be competitive with the best companies in their markets. “We focus on the end product—the means to get there might be different in one part of the world vs. another,” Semrau says.


Differences in laws and cultures play into that. For example, Peeters says that the openness that people in the United States have about salaries doesn’t exist in Europe. “In Europe we don’t discuss salaries. That’s something between you and your employer, and you will never breach that level of trust. They would find it insulting to have to disclose their salary, and they would find it insulting if you disclose their salaries because they consider that to be something very personal.” On the other hand, you can talk about their family backgrounds, their ages, and so on without a problem. In fact, they get offended if you aren’t interested in their family backgrounds. In the United States, such inquiries would be in violation of the law. “So certain policies that are perfectly legitimate in the United States, if they aren’t applied with the right level of judgment will offend people in other countries,” Peeters says.


This can happen with particular programs as well. Peeters says that while he was working in Brussels, he learned about a sales course that was developed at corporate headquarters. The principle of the course, which was to assess where your customer is emotionally before making a sales pitch, made a lot of sense and was universal. But Peeters knew that the teaching approach wouldn’t fly in the countries for which he was responsible. “We had to work on the course to not just adopt it but to take the principles and translate them into something that was culturally effective and acceptable,” Peeters says. For instance, an example that the American version of the training used showed a financial planner selling insurance. Peeters says that, in Europe, people wouldn’t go to a specialized consultant, they would go to a banker. Therefore, a salesperson in the European countries wouldn’t understand the example.


Also, the corporate training course included video presentations that, in line with equal opportunity, portrayed people of different nationalities and gender in all types of positions. Peeters says that in certain countries these portrayals can be offensive. A female representing management, for example, would be out of line in an Arabic environment. “The main goal is to take the valuable piece of the Coca-Cola system and optimize its effectiveness in the local markets.”


Working toward this goal works well for the soft-drink firm. “Through this decentralization and empowerment, associates can react quickly to market needs,” says Semrau. “Also, no one central entity can be as responsive as 25, 50 or 100 local, hands-on entities.”


Central support enables international HR to act locally while thinking globally.
Although they’re fairly independent, human resources professionals around the world receive support from a core HR staff in Atlanta. One of the support systems available is an HR orientation, held twice a year in Atlanta for international staffers and once for those working at headquarters. The two-week orientation is for people who have recently joined Coca-Cola as HR representatives or for longer-term associates who can benefit. Its purpose is to give an overview of the company’s HR perspective. “We try to blend a business overview with a human resources overview,” Peeters says. “So we talk about the business, we talk about how the business translates in HR policies and what the practices are that follow from those policies.”


Participants of the program leave with a much broader view of what the company is doing, not only in HR but in finance, marketing and other aspects of the business. They also learn about HR philosophies, as well as programs and policies already created that can be adopted. “Tools have been developed by people throughout the world and we want to be sure that others don’t have to start from the beginning,” Semrau says. For example, the company has designed a performance-development system, an industrial-relations negotiation model and regional expatriate programs that HR practitioners throughout the world can adapt. “We want to make sure that anyone coming into HR knows what exists,” he says.


Probably the greatest benefit that the orientation participants receive, however, is the framework for an HR network within the massive Coca-Cola system. “We try to involve as many people as possible so that participants get exposure to the specialists in the various areas of the company—people whom they can call when they’re confronted with issues in the field,” says Peeters.


The company involves the specialists in various ways. Some of the key figures in functions such as training, compensation or benefits will make presentations to the group, relating what their functions’ policies and practices are. Some help the newcomers in workshops. There are also numerous social events scheduled during the orientation periods that give participants a chance to get to know the specialists on a more personal basis. “Establishing that network is one of the most valuable things in that orientation course,” says Peeters.


In addition to the orientation, Peeters says that the company is planning to roll out a more advanced development program for HR professionals early next year. It will be targeted specifically at those who aren’t quite at a director level but who have shown the potential of getting there. Its goal will be to build skills, rather than to establish a knowledge base as the orientation strives to do. “We have noticed that HR as a profession evolves quickly,” Peeters says.


Also, the marketplace changes, theories change, and Coca-Cola revises policies and practices and tools to cope with these changes, accordingly. For example, a thrust within the company right now is for managers to become better coaches. “We can’t automatically assume that HR knows how to teach these skills,” Peeters says. So the development program will offer courses on these types of skills on an as needed basis.


“Certain policies that are perfectly legitimate in the U.S., if they aren’t applied with the right level of judgment, will offend people in other countries.”


Another support tool for human resources practitioners in the Coca-Cola system is the HR development committee. The company started using the development-committee model nearly 10 years ago within the finance division. Today, almost every functional area of the company has one. The role of the committees is to identify talent within their particular functions and then take the steps necessary to make sure that that talent achieves its potential. They also look at openings within their accountability to ensure that they’re moving people who have the right skills into the right positions. “The goal is to make sure that we have the right competencies in the organization to help us meet our business objectives on an ongoing basis,” Semrau says.


Nancy Shemaria, director of staffing, facilitates the HR development committee. (In other functional divisions, HR doesn’t chair the committees. Functional heads do, with support from HR.) Other members of HR’s committee are: Semrau, because of his vast knowledge of the international fields people and what the international needs are; Beverly Freeman, who was the vice president of human resources for Coca-Cola USA and has knowledge about the needs in that territory; the executive assistant to Michael W. Walters, vice president of human resources; and Michelle Beale, the vice president of HR for the Foods division. The criteria to be a member is a focus on and a commitment to development, and a knowledge of the people in the field.


Shemaria states that the purpose of the HR development committee is to ensure that the function continues to grow a ready supply of talent for human resources on an international basis by making strategic placements. “We’re really not in the business of just filling positions,” she says. “We’re in the business of making sure that they’re strategically based placements and that by putting someone in a particular position we’re also developing that person so that he or she can go on to other assignments and continue to grow in the company.”


The committee examines all open positions in human resources during every meeting and evaluates possible candidates. The main focus of the committee is on placing key talent—mid-management to senior-level positions— but because HR is a relatively small function, the placements can run the gamut.


Another task of the development committees is identifying key technical or professional skills for their functions’ positions. The HR development committee identified key experiences or job knowledges in 10 areas that people in HR need. They are: facilitation skills, an understanding of global business and HR trends, organization design, HR functional knowledge, employee relations, industrial relations, learning and development, performance development, selection and staffing and total compensation.


In addition to these, the company has core foundation skills that Coca-Cola personnel need. They are a combination of capabilities and skills that the company uses to evaluate any associate in the organization. For example, foundation skills for managerial people include coaching skills, leadership capabilities and ability to think creatively. “They’re quite generic, almost attitudinal,” Peeters says.


Adds Shemaria: “What you end up with is a comprehensive set of both the general business skills and the function-specific skills. And by putting them together, we get a complete picture of what somebody needs to be able to do the job.”


Along with developing key competencies, the HR development committee conducts talent assessments. It slices the organization either horizontally or vertically to look at a portion of the function. It then determines what skills are required of the positions in that group, evaluates the skills and talents of the people in those positions, and implements strategies to close any gaps.


For example, the committee will encourage and provide the tools to managers in that function to do development planning for their associates. “We play an influencing leadership role for which we may develop some assessment tools, develop the technical competencies and skills, and get those distributed throughout human resources as tools for all managers in human resources to use,” Shemaria says. “But the role of the development committee isn’t to watch over what the managers do. They still need to be managing, coaching and gathering feedback, separate from the development committee.”


Essentially what the HR development committee does is reinforce HR’s mission within its own ranks. That mission, says Semrau, is to “Work with all of the associates in the system to enable them to develop their full potential to exceed the expectations of customers, consumers and shareholders.”


Quite straightforward, but nonetheless lofty considering the expansiveness of Coca-Cola’s human resources. However, with staff in Australia and Morocco sharing the same mindset and receiving the same support as those in Italy and the United States, it’s a goal that’s certainly.


Personnel Journal, November 1994, Vol. 73, No.11, pp. 112-121.


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