Diversity Achieved: Retaining Minority Talent
Recent studies of successful diverse work environments show that recruiting talented minority employees is only half the battle. Retaining high-achieving diversity talent requires some additional effort. Recommended action by experts include:

• creation of internal support networks
• assignation and access to formal and informal mentors
• maintenance of a culture that is supportive of differences
• building roles and responsibilities so minorities have an impact on the wider scope of the organization
• establishing communication lines which are ready and able to support open dialogue

The studies conclude that organizations which successfully retain diversity talent will be more appealing to new candidates and will, consequently, benefit from attracting higher achievers.

Marketing Incentives for Diversity: Perception IS Reality
A growing body of research indicates that consumers perceive a corporation’s reputation and the things that comprise it, as a decision making factor. A recent study by Environics International found that 40% of consumers respond negatively to actions by a company perceived as not socially responsible.

One in five consumers also reported avoiding a product and urging others to do the same on the basis of the company’s social responsibility. Cited among these areas of responsibility was a commitment to diversity in the workplace.

Another study asked 15,000 consumers to rate corporations based on six reputation indicators: emotional appeal, products and services, financial performance, vision, social responsibility and workplace environment. The study showed that consumers place more value on a company’s emotional appeal and workplace environment than on its financial performance or products and services.

The bottom line conclusion: Diversity strengthens corporate reputation.