UVSA is partnering with several other trade associations to bring members a three part Diversity and Inclusion Webinar Series. The series will take place on three Fridays in January starting at 12pm Central Time.
The series will cover
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Time: 12:00PM-1:00PM Central Time
Dates: January 15, 22, and 29, 2021
Registration Fee: $99 (includes all three webinars)
Presented by Kelly McDonald
The U.S. population is increasingly diverse, and in some industries, the composition of the workforce is 70% minority. This shift in demographics is a permanent one and brings many changes to our society and our workforce. These changes also bring unique challenges to employers and workers as values sometimes differ between various cultures. Among Hispanics, the largest ethnic minority in the U.S., values and customs often differ depending on country of origin and level of acculturation. Learning the key differences in values and cultural expectations among different Hispanic segments can help your business attract, recruit and retain the best employees. This presentation will focus on how you can best reach and retain diverse workers by understanding varying levels of acculturation, differences in values, and how to increase productivity and retention among your diverse workforce.
We all know that a diverse workforce leads to better decisions and solutions – it has been proven to grow business and profits. But when the person in the next cube or office is different from you, friction can arise. Different people may not see eye-to-eye on an issue. They may have vastly different approaches to work. Their communication styles may be very different. Their comfort in working with technology may be miles apart. They may see work as a formal environment or one that is casual. They may even have different reasons and motivations for working in the first place. Cultural backgrounds and norms can differ. Even men and women can see situations differently. How do you work alongside someone who may be quite different from you, respect those differences and be effective in your role? And what about leading a diverse team?
Leaders face daily the challenges of inspiring, communicating and executing strategy with their teams. Now imagine the challenges of leading teams that may be incredibly diverse! How does one motivate and lead groups of people who come from different backgrounds? How do you do that when people are motivated by different values and view the world and work through different lenses? This session will cover the many ways we can be different from one another and how those differences manifest themselves in work situations. It will show how employees can succeed in today’s diverse workplace without losing their minds or becoming frustrated by approaches to work that may differ from theirs.
For those in leadership positions, or those who aspire to manage and lead others, this session will identify key ways in which you can effectively communicate, guide, and lead associates and colleagues who are not like you. Whether you’re working with internal associates or external clients and customers, it’s imperative that you know what motivates people – and what doesn’t. Leadership isn’t about seniority or position – it’s about influence, forming connections and building trust. It’s the ability to move the business forward. Regardless of gender, age, life stage, race, ethnicity or even communication preferences, you’ll learn to create a deep, values-based connection between you and your associates, clients and prospects.
Our marketing environment has become more complex, and consumers have become more sophisticated. Diversity marketing is the new norm, and this doesn’t simply mean racial diversity. Diversity comes in many forms: gender, race, age, life stage, language preference, sexuality, and hobbies or special interests are all ways in which people’s differences are recognized. By recognizing these differences and tailoring your product, message or marketing efforts to reflect consumers’ uniqueness, you are validating the importance of a consumer group. It may be counterintuitive to focus on differences rather than similarities, but this can really stretch your marketing muscles and bring incremental results.
About the Speaker:
Kelly McDonald is a marketing and advertising specialist and considered one of the nation’s top experts in consumer trends, generational differences and leveraging the customer experience. She is the founder of McDonald Marketing, which has twice been named one of the “Top Ad Agencies in the U.S.” by Advertising Age magazine and ranked as one of the fastest-growing independently-owned companies in the U.S. by Inc. Magazine. She has been featured on CNBC, in Forbes Magazine, BusinessWeek, Fast Company, on CNNMoney.com and on SiriusXM Radio. Her client experience includes iconic brands such as Toyota, State Farm, Nike, Harley-Davidson, Miller-Coors and Sherwin-Williams.