When managed well, diversity often enables companies to develop a variety of competitive advantages through the different talents and characteristics of employees. Diversity management is therefore emphasized in many business organizations.
Your assignment this week is to first watch the On-the-Job video of JetBlue that is located in the online Mind Tap content associated with this course. Watching this video will give you an excellent example of a company that effectively manages diversity. JetBlue set out to bring humanity back to air travel. Lisa Borromeo, the director of brand, advertising, and market planning at JetBlue Airways, states that the way to differentiate JetBlue from its competitors is its people. This is demonstrated in its focus on customers and crew members. Because JetBlue is based in New York City, its personnel and customers reflect the diversity of the city. The diversity of the employees helps them understand and fill the needs of the customers. Hiring is based on technical skills, knowledge, and the ability to do a specific job. Interviewers look for employees who are a good organizational fit. They match employee talents to the jobs that need to be done. JetBlue mentors employees who want to move up in the organization and promotes its employees.
After watching the video, identify another company that is effective at managing diversity and write a short, 2-page report on the company’s diversity efforts. You should focus specifically on the policies and practices that the company uses to enhance the management of employee diversity.
To identify key information, look through reputable news outlets and business publications (online and/or print) for stories about your selected company’s diversity management efforts. To better understand these efforts, you should be somewhat familiar with the company in terms of background, industry, operations, and/or culture.
The report should be approximately 2 single-spaced pages (12-point Times New Roman font, 1-inch margins; page count does not include title page or bibliography). At least 5 credible sources (much more is preferable) should be cited that provide support for your assessment. The file submitted should be in Microsoft Word format.
Company Diversity Analysis Rubric
| Criteria | Ratings | Pts | |||
| Policy/Program Identification |
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| Clarity, Conciseness, and Grammar |
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| Detail, Length, and Sources |
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Total Points: 25.0
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