Champion essential to promoting diversity

Utrecht, 4 June 2010 - The use of a charismatic champion has a positive influence on the implementation of diversity policy. This is evident from research conducted by Berenschot into the success factors and issues surrounding diversity. The findings, published in the form of a book entitled Diversiteit en verandering. De praktijkfactoren die de implementatie van diversiteitsbeleid beïnvloeden (Diversity and Change. Practical Factors that Influence the Implementation of Diversity Policy) were presented earlier this week.

Organisations are aware that a sound diversity policy ultimately leads to better business results and sustainable competitive advantage. Nevertheless, few organisations succeed in translating their diversity policy into day-to-day practice. In reviewing the success factors and issues, the researchers conclude that champions are essential to promoting diversity within the organisation. ‘Example-setting persons, such as a director or a member of the Executive Board must regularly make it a subject of focus,’ says Rukiye Sarizeybek, one of its authors. ‘These champions must have affinity for the subject, must actively propagate the diversity policy and be internally visible.’ Furthermore, it is important that support is also generated elsewhere in the organisation, so that the results are not dependent on the efforts of a single person.

Another condition for the successful implementation of the diversity policy is that there be a sense of its importance throughout the entire organisation. ‘An organisation must not get stuck on the intent alone,’ says Sarizeybek. ‘Managers as well as employees have a need for an unambiguous, clear and especially suitable vision.’ At the outset of implementation, an organisation must therefore focus on the intrinsically motivated managers and employees. Many organisations do not pay sufficient attention to this. The researchers furthermore point out that the implementation of diversity policy must be approached as a broad organisation change, which affects the organisation’s culture and people’s behaviour.

The authors researched nine public and private sector parties to obtain insight into the implementation of diversity policy, as a basis for their book. The organisations involved were Achmea, Municipality of Nijmegen, Utrecht Police Department, Royal Haskoning, Amsterdam Work and Income Department (DWI), Municipality of The Hague, Partou Kinderopvang, Municipality of Zaanstad and Albert Heijn – all front-runners in the area of diversity. In addition, discussions were held with experts in the area of diversity policy and organisation change.

Diversiteit en verandering De praktijkfactoren die de implementatie van diversiteitsbeleid beïnvloeden (Diversity and Change. Practical Factors that Influence the Implementation of Diversity Policy). Authors: Rukiye Sarizeybek, Steve Hostmann, Kris Jansen, Arjan Verhoeven. ISBN 9 789490 314033