Embracing Ethnic Diversity

WHEN MY HUSBAND, WAYNE, and I first arrived in the United States, we traveled around every state to experience our new country firsthand. It took three years, and apart from the awe-inspiring landscape, the rich culture, and the wonderful people we met, our adventure was more fun and more exciting than we had ever imagined.

As Americans in training, our first challenge was learning the language. Emigrating from New Zealand, an English-speaking country, we hadn't expected so many words and phrases to be different or to carry different meanings. More than a few times we would be chatting happily with someone before realizing they didn't have a clue what we were talking about. Friends now kindly tell us if we say something odd or “un-American.”

Surprised? Even the Harry Potter series of books written by English author J. K. Rowling have been translated into American—including the titles. Every country, and every ethnic group within that country, incorporates aspects of its culture and develops a unique dialect. It's part of the magic of diversity.

Your business, and your life, will be enriched if you move beyond your comfort zone to embrace diversity. There is a huge talent pool in the 100 million Americans who are Hispanic, African American, or Asian.

Ethnic minorities will play major roles in the growth of this industry, not least because their numbers are growing faster than the general population.

The Asian population is growing at a rate of 3 percent and African Americans at 2 percent. Half of all babies born every year are Hispanic, making it the fastest-growing minority group in America. At 44.5 million, one in seven Americans is Hispanic.

Here is where it gets really interesting. Although the median age of all Americans is 36.2, for non-Hispanic Whites the median age is 40.3, Asian Americans 33.2, African Americans 30, and Hispanics 27.2 years.

These young people are our future. If you want to build a diverse organization, incorporate the following steps into your prospecting strategy:

   Widen your circle of friends and acquaintances. The fastest way to build your business will always be through people you know. Breaking into any group without personal connections will be a tough road. Actively seeking out friendships from a variety of backgrounds will open up a whole world of possibilities for you.

   Try to learn as much as you can about cultures that are different from yours. It's not only insensitive to ignore the core values of people whom we hope to work with, it's a recipe for failure.

   If you do not live in an area that represents a broad spectrum of society, venture out to broaden your circle of contacts. Here are a few places to start:

• Restaurants and shops that cater to specific ethnic groups
• Malls in areas where there are large concentrations of minorities
• Community centers, gyms, and clubs catering to specific ethnicities
• Parades, exhibitions, and festivals marking traditional ethnic celebrations
• Ethnic-specific newspapers and magazines
• Professional associations run by ethnic groups
• Adult education programs such as “English as a second language” classes
• Sports and youth programs in ethnic neighborhoods

Look for specific reasons why your business will appeal. For example, less than 2 percent of management jobs in Fortune 500 corporations are held by Hispanic, African, or Asian women. Encourage anyone whose education and skills holler “management” to question the wisdom of working in an environment where the odds are stacked against her. Show her how investing her skills in starting her own business offers much better odds.

   Respect cultural differences. For example, if you want to involve Asians in your business, be aware that food is ingrained in every aspect of their lives. Show your hospitality by serving food before getting down to business. Always acknowledge older before younger people. Accept the respect Asians show for the head of the household, and don't be surprised when they say they wish to discuss your proposal with a parent or spouse before they commit.

   Demonstrate a genuine desire to connect. For example, if your prospect primarily speaks Spanish, take the time to learn a few words before you approach the person.

   If English is your prospect's second language, make it easy for the person to follow you by doing the following:

• Speak slowly and clearly.
• Use basic words and simple sentences.
• Avoid jargon, slang, or industryspeak.
• Pause often to give the prospect time to absorb what you are saying.
• Watch for signs the person understands you, such as maintaining eye contact, nodding, smiling, or asking questions.

If your prospects aren't receiving what you're transmitting, you are wasting your time and theirs.

   Make sure your products, training materials, and support programs meet your prospects’ needs. For example, ensure that your cosmetics are suitable for darker skin tones and that your company literature features African American models before you approach African Americans.

   If you are not sure about the correct protocols to follow, ask! Trying to do the right thing will be appreciated by any prospect.

It will take time and effort to reach out to prospects from all ethnic groups, but the rewards will be worth it. Not only will you dramatically increase the pool of talent you have to draw from, you and your business will benefit from the perspective and contribution of a diverse range of recruits.