As the U.S. population becomes more diverse, if internal communications are to remain relevant to employees, traditional strategies will have to be developed in a manner that effectively communicates with the increasingly multicultural workforce of the hospitality industry. Currently, there are many minority groups contributing to the American service industry, 24 percent of whose employees are Latino, 23 percent African-American and 16 percent Asian. According to the Journal of Worldwide Hospitality and Tourism Themes, “deploying good communication practices in an organization with a culturally diverse workforce can positively impact the performance of employees and the organization.”
To attract and motivate the best professionals, hospitality employers should craft internal messaging to be inclusive and considerate of all ethnicities.
Celebrate diversity
Having formal written materials that clearly state the importance the company places on a culturally inclusive work environment can establish the organization as one that values all employees’ backgrounds. But this communication should not be limited to written materials provided to employees. Top leadership and managers at all levels should also speak and act in ways that ensure that everyone feels like an integral part of the organization.
During the 2012 Great Place to Work® Conference, Clarence Otis Jr., the CEO of Darden Restaurants, parent of LongHorn Steakhouse and Olive Garden, said, “We strongly believe that understanding and embracing our differences enables us to be stronger individuals and a better team. Our spirit of inclusiveness is woven into our strong culture and we believe that gives us a competitive advantage.” He then explained the importance not just of fostering a diverse team but also creating an inclusive work environment where all employees feel valued.
Understand cultural nuances
While it might seem easier to lump together groups that seem similar (e.g., Asian, Latino) when developing communications plans, it is more helpful to acknowledge the values of distinct ethnicities. For example, while Mexican employees might wish to observe the Day of the Dead, it is not a holiday for their Honduran or Guatemalan colleagues. Being considerate of each group’s traditions and the days they might wish to spend with loved ones helps companies promote goodwill.
Align philanthropic efforts with employees’ interests
Companies should demonstrate their commitment to the community by getting involved with local nonprofit organizations or implementing their own community initiatives – for example a scholarship program for employees’ dependents.
At Kimpton Hotels and Restaurants employees can apply for $1,500 in tuition reimbursement. They can also participate in Kimpton University, whose courses include English as a second language and diversity and inclusion training, both of which help foster a more diverse workforce. The company has also designated November as Kimpton Cares Month, during which each hotel or restaurant chooses a local charity to which donate or volunteer. Allowing employees to have a say on which organizations the company partners with in the community can go a long way in showing employees that their input matters.
Keep lines of communication open
To create an inclusive work environment it’s crucial that managers see internal communications as a two-way street. At Wyndham Worldwide, 74 percent of employees felt there was clear and transparent communication in the company, and 80 percent said their managers are approachable and easy to talk with. The hotel incorporates employee enrichment programs which include extensive training sessions for newly promoted employees as well as classroom and online learning for members of their teams.
As language barriers may make some service industry employees of color hesitant to speak out about concerns, it’s important for companies to ask employees which methods of communication work best for them and adopt the most requested ones. Employers should also consider preparing communications materials in other languages to ensure that all workers understand them.
In more general terms, a proactive communications program will not only provide a return on day-to-day operations but will also become an asset of the organization in times of crisis. Labor disputes, for example, can often affect employee morale, losses in business and damage the company’s reputation. To avoid these potential challenges, management teams can take an active role in communicating with their employees and create long term positive relationships.