Corporate cues: top executives explain four business practices to better position you for success in the workplace - Career Strategies

Black Enterprise, March, 2004 by Siobhan Benet

It's the post-new economy era. So what does that mean for today's job seekers and professionals looking for the next golden ring? It means, once again, the rules of engagement in the workplace have changed, and we're here to sound the alarm for all who think hard work is enough. It's not. Longevity? Nope. Loyalty? Not quite.

Worker productivity has indeed jumped 9.4% in the third quarter, signaling what some analysts are calling the beginning of a "self-sustaining economic expansion." But whether an assistant or a director, employees today must strategically align their professional goals with those of their company in order to take their careers to the next level.

To get you there, BLACK ENTERPRISE talked with four executives at thriving companies. The upshot? Diversity, partnering with employees, globalization, and personalized marketing will help you get the keys to the kingdom. But before you revamp your resume, read on to learn what these progressive companies expect you to bring to the party. Because just as companies now know that it's not about selling their products, employees are learning that it takes more than the "right" credentials to beat out the competition.

DIVERSITY

Donna DeBerry Senior Vice President of Diversity & Assistant to the Chairman, Wyndham International

Contrary to popular belief, diversity is not the same as affirmative action. Minorities cannot rely on race alone to propel their careers. "When it comes time for movement [up the corporate ladder], it has to be about finding people who can contribute value versus finding people that [the corporations] are comfortable with," says Robert Morris, founder, president, and CEO of The Center for Diversity Assessment, Analysis & Audits in New York City.

At the same time, however, shades of brown are fast becoming the new landscape of America, both in the workplace and the consumer marketplace. A 2003 study published by the University of Georgia projects that by 2008 the combined buying power of African Americans, Asians, and Native Americans will exceed $1.5 trillion. This represents a 231% gain since 1990. And minority buying power is growing at a much faster rate. In 2003, whites saw a 14% increase in buying power, while minorities saw an increase of 22%.

"People who believe diversity is dead don't understand the power of diversity as it relates to profits and measurable gains," says Donna DeBerry, senior vice president of diversity and assistant to the chairman of Wyndham International in Dallas. Wyndham learned that hard-won lesson three years ago after the NAACP gave the company a D rating, saying it wouldn't encourage blacks to stay at the company's hotels as it didn't believe the chain supported the African American marketplace. That boycott resulted in a financial loss for the company, which hired DeBerry to forge new partnerships with diverse organizations like the NAACP; the National Council of La Raza, a nonprofit organization established to improve life opportunities for Hispanic Americans; and the National Minority Supplier Development Council.

"Before 2000, the percentage of our business with minority and women-owned businesses was 1%--today it's 22%," says DeBerry, who defines diversity as all of the similarities and differences among individuals such as age, gender, race, language, physical abilities, and learning styles. Today, in the employment ranks, African Americans make up 21.49% at Wyndham; black executives represent 4.41%, and black officials and managers total 11.4%.

"Diversity is not going to be a choice," DeBerry says. "With the changing demographic, many companies won't be able to sustain themselves if they don't reach out to untapped markets." So how can you get in on the new drive for diversity? First, do your homework. At the onset, the company should reflect your goals and attitudes about how business is done. For example, "If you're looking for a company with progressive diversity initiatives, you need to know that the initiative is coming from the top," DeBerry says.

To begin, review the CEO's diversity messages, the company's Website, and statistics showing the number of African Americans in key positions such as director, vice president, or group manager. Also, look at the makeup of the board of directors and investigate whether any support organizations of color exist. This will indicate the level of dedication a company really has to its diversity initiatives. Of the 18 board members at Wyndham, one is black and two people are of color.

Knowing this information will empower you to make informed decisions about your next career opportunity.

EMPLOYEE RELATIONS

Chris Womack Senior Vice President of Generation, Southern Company

Gone are the days when workers are treated like unruly children to be kept in line. In an economy where companies are wringing the last bits of energy out of overstretched employees, every member of the corporate team must pull more than his or her weight. That's especially true for managers. But even under the burden and pressures of workload, managers are still charged with effectively communicating the company's goals and objectives to members of the front line.