Diversity Management at CERA: A Business Case Analysis

Desklib provides past papers and solved assignments. This report analyzes diversity management's impact on CERA's recruitment.

Assessment Item 2
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Executive Summary
Diversity Management is a very important point to be considered while recruiting as well as the
selection process within an organization. This report prepared will consist of a detailed analysis
of the diversity management within the organization CERA. CERA is a business organization
which is based on Sydney and operating its business units in three clients facing lines such as
planning, civil engineering as well as smart structures. The study will be made on the business
rationale for the management of diversity as well as the debates and arguments made will also be
analyzed in the reference of CERA business.
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Table of Contents
Executive Summary.........................................................................................................................2
Introduction......................................................................................................................................4
Option 2 The business rationale for diversity management............................................................5
Diversity Management Concept..................................................................................................5
Arguments made to Mark French regarding business case.........................................................7
Conclusion.....................................................................................................................................11
References......................................................................................................................................12
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Introduction
This report is prepared on the selection as well as recruitment process of CERA which was found
by Mark French in the year 2007. The main objective of Mark was to give the innovative
services to their customers and provide the working satisfaction to the employees in order to
ensure the growth of the organization and get the competitive advantage from the other rival
businesses. This report will provide the meaning of the diversity management and it will be
highlighted in the report that how the diversity management can be used by CERA in order to
make its selection as well as the recruitment process better. The report will further also include
the business rational argument regarding diversity management. The argument will be made to
the founder of the company Mark French regarding the business case of CERA to focus on the
diversity management within the organization.
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Option 2 The business rationale for diversity management
Diversity Management Concept
As per the discussion made by the members of the management in CERA regarding the problems
found in the selection as well as the recruitment process. It has become very much important for
this to understand the concept of diversity management to develop an understanding regarding
how diversity management is related to the selection and recruitment process within the
organization. For the purpose of making the argument in front of the founding director of CERA
Mark French to convince him to use it is a selection process, it is necessary to understand the
complete concept of the diversity management (Blue Collar People, 2018).
Diversity management is considered as the practice of addressing as well as supporting
numerous personal characteristics as well as the lifestyles within the defined group (Knights &
Omanović, 2016). The management activities within an organization include making the group
aware as well as providing them with the support for the acceptance as well as the respect of the
cultures, races, geography, economy, politics as well as the societal backgrounds. Workplace
diversity is considered as the several types of differences among the individuals within an
organization. The diversity is not only about the perspective of the individuals on how they
identify themselves but it is also about how other people perceive it. The diversity within the
workplace includes the gender, race, age, ethnic groups, sexual orientation, religion as well the
citizenship status of an individual along with their physical and mental conditions (Deen, 2016).
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As per the point of views of Kramar, et. al., (2014), diversity management is considered a way of
administering the similarities as well as the differences of people in general. This management is
based on the perspective that diversity within the organization among the employees is a strength
as well as the advantage for an organization. The process of the diversity management can also
be used by the human resource department of CERA is order to smoothen the process of
selection and recruitment and then provide them with the best available candidates to be
employed for their business regardless of their diversities (Rigger, 2018).
From the existing rationale of business, the executives working within the organization CERA
were not agreed with the term to be used in the business diversity management. There were
provided several numbers of arguments in order to achieve the market growth regarding the
diversity management in front of Mark French.
The diversity management is a very wider process which also includes the policies and
procedures which makes realize that the differences among the people are the strength for the
business in order to achieve the competitive advantage. There were several arguments presented
in reference to diversity management such as:
 The diversity management is helpful in achieving a competitive advantage for the
business of CERA.
 It is also helpful in bringing innovation and creativity within the organization and attracts
several numbers of customers.
 CERA also uses the technologies for the effective implementation of the changes.
 It also helps in selecting, recruiting as well as retaining the best employees of the
organization.
 Diversity management is also helpful in employing skilled people in their specified fields
(Singal & Gerde, 2015).
Yes, I am convinced by the business rational argument made regarding the diversity management
within a business as it will help CERA in making the useful changes in the selection and
recruitment process of the business.
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Arguments made to Mark French regarding the business case
The diversity management approach within an organization includes several levels of the
management such as the operational, strategic as well as the managerial. The practices of the
human resource management such as the recruitment as well as the selection processes, training
and development as well as the performance management are included within the operational
and managerial activities of a business organization which are also affected by the diversity
management. With the help of proper implementation of the diversity management within the
business of CERA, the selection, as well as the recruitment process, can be made smooth
(Undercoverrecruiter, 2018).
For the purpose of the introduction of the diversity management within the business of CERA
Company, there have been presented the arguments in favour of diversity management in from
of Mark French in order to convince him:
Use of diversity management to create a competitive advantage
The diversity management processes can be used by CERA in order to gain a competitive
advantage. Such diversity management helps in hiring such people for business which have a
different point of views and different skills set which can be helpful in achieving the
organization goals of CERA in a more efficient manner. The business can use such traits of the
people on the basis of several situations. Having several people from the different culture as well
as with the diversities can help the business in creating a competitive advantage in the market as
their ideas can be collected and the best idea can be used by the organization regarding the
strategies of the business. This diversity management also ensures the good image of the
business in the market which can prove to be helpful in building trust with the employees as well
as the customers of the organization. The people having a great skill set and expertise in the
particular field can help the business of CERA in being more competitive in the market and
achieve the goals of the organization. This is a process which can be used by the business of
CERA in conducting the rewards programs for the employees of the business which can be
helpful in retaining the good and talented employees of the organization CERA (Fonstad, 2017).
It has been identified that to hire the talented people is not an as harder task as is to retain them
as there are already so many competitors of CERA available in the market and it is necessary to
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retain them. The diversity management concept can prove to be helpful in retaining them as well
as hiring the new talented people. If there is no difference considered within the organization
regarding the ethnicity, sexual orientation, age as well as the gender then their talent can be
utilized in the best possible manner by the organization and those can achieve the competitive
advantage in the market.
Recruitment of talented and skilled employees
For the purpose of supporting the employability of diversity management within the business, it
has been argued that the selection, as well as the recruitment processes, can also evolve the
concept of the diversity management in order to hire the best available candidates and not the
best possible candidates. Hiring such people in the business of CERA which are highly qualified
and have the skills in several respected fields can help the business in achieving their objectives
of achieving all the operational efficiencies (DOUGLAS, 2018).
The people having the skills as well as the talent can help the business in the critical situations
faced by CERA by their exceptional capabilities. If there are people from different backgrounds
and have distinct leadership qualities then they can use them in order to solve the problem within
the organization and motivating the other people from their own perspectives. Such employees
may learn several new things from each other which can be helpful in increasing the efficiency
of the business and achieving the pre-determined objectives in a more efficient manner. The
hiring of skilled people will ultimately be helpful for CERA to enhance the performance of the
business and provide the ultimate advantage to the organization. The human resource personnel
will be considering the roles as well as the responsibilities of the job role for which they are
hiring the people and analyze their talent regardless of their race, sexual orientation gender as
well as the age. The person which will be selected will possess all the required skills which are
necessary for the job role. The person should also be provided with the training to make the
relationships with the consumers and to build up the trust with them.
Bringing the innovation as well as creativity in CERA
The diversity management is ignoring all the other differences among the employees and
considering them as the strength and advantage to the business and not as the threat or cause to
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the conflicts within the business organizations. There can be increased the productivity as well as
the creativity within the business as there are several people hired within the business having a
different set of minds and innovative ideas. Such innovative ideas can be helpful in creating new
products as well as make innovations in the existing products of business which will be helpful
in attracting several numbers of customers. Diversity management is a concept which helps
businesses in motivating their employees with the help of the reward programs. Having the
diverse workforce within the businesses from the different ethnic backgrounds as well as multi-
lingual employees can help the company CERA in expanding or improving the business
operations in the national, regional, local as well as the international markets (Trittin &
Schoeneborn, 2017). There are several other advantages of having the diversity management and
diverse workforce within the organization. The employees working within the company who are
from diverse backgrounds can have their own creative thoughts and ideas which are informed by
their own cultural experiences. The diversified workforce of CERA will help it in understanding
the target demographics in a more efficient manner and it also helps them in identifying that
what moves them. The employees of the organization will be able to coordinate with the clients
as well as public having the different languages and culture which will help in increasing the
satisfaction of the customers (Klopf, et. al., 2017).
Diversity management is helpful for the business organization because it is helpful in innovating
the new products for the organization and attracting customers. Further by satisfying them, it also
helps in converting those clients into their loyal customers (CIPHR, 2018).
Improving efficiency as well as the performance of the employees
It is argued that diversity management is very beneficial as well as the important process which
is required to be used by CERA. Such diversity management will be helpful in hiring people
from different ethnic groups and treating all of them equal. It will help in motivating the existing
employees and increase their efficiency to perform their tasks in an appropriate manner. The
diversity management in the business of CERA can smoothen the hiring process of the business
and further, it can also provide several other benefits. The diversity in the workplace among the
employees of the company can prove to be helpful in increasing productivity. It also ensures the
creativity within the business and ultimately increases the profitability of the business (Ashikali
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& Groeneveld, 2015). There have been seen the improvements in the employee engagement
processes within the organizations. Employee retention also can be created with the help of
diversity management and the reputation of the organization can also be maintained by
employing the diversity management principles within the business.
With the help of the innovative ideas of the employees and well as the latest technologies used
by the businesses, the profitability can be increased of CERA by reducing the costs of the
business (Partner, 2017).
Diversity is referred as the embracement of different cultures, religions, races, as well as genders
and by providing the employment to different people from such diversities, the solution to
several complex problems of the businesses can be identified. If there is the hiring of the best
people within the business then it can help in enjoying the more innovative approaches of
manufacturing the products. The people can improve their efficiency by gaining their knowledge
from each other and learning new things (Telegraph Connect, 2019).
The arguments presented above are being done in order to convince the founding director of the
organization CERA to employ the approach of diversity management within their business so
that the selection and the recruitment process of the business can be improved. CERA is required
to employ such an approach in order to increase the operational efficiency of the business along
with the increment in the profits of the business (Serban, 2017).
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Conclusion
It has been concluded from the above-presented report that the diversity management is a very
important concept which encompasses all the differences among the individuals regarding their
age, gender, culture as well as the religion in between the selection and hiring processes within
the business. This report has been prepared in reference to the company CERA and the
requirement of employing the diversity management within the business has been highlighted in
this report. The top executive of the business made several numbers of the arguments in this
report to be presented before the founding director of the company Mark French. In the
arguments, there has been provided with the support to the diversity management that how it is
useful for the businesses in order to hire talented people and increase the efficiency of the
business. There have been explained several numbers of the advantages of using the diversity
management and the efforts have been put in order to convince Mark French. Diversity
management is a concept which must be employed by all the businesses in order to enhance the
creativity within the businesses as using the innovative approaches to manufacture the products
with the help of several innovative ideas.
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References
 Ashikali, T., & Groeneveld, S. (2015). Diversity management for all? An empirical
analysis of diversity management outcomes across groups. Personnel Review, 44(5), 757-
780.
 Blue Collar People, (2018). Managing Diversity In The Workplace – How To
Successfully Go About It. [Online]. Blue Collar People. Available at:
https://bluecollarpeople.com/managing-diversity-workplace-successfully-go/. [Assessed:
11/1/2019]
 CIPHR, (2018). Five reasons why diversity and inclusion at work matters. [Online].
CIPHR Available at: https://www.ciphr.com/advice/5-reasons-diverse-workforce-
matters/ [Assessed: 11/1/2019]
 Deen, A., (2016). Employee Diversity Increases Organizational Performance. [Online].
The people development network. Available at:
https://peopledevelopmentmagazine.com/2016/10/13/diversity-increases-performance/.
[Assessed: 11/1/2019]
 DOUGLAS, A., (2018). 4 Strategies for Increasing Diversity in Tech. [Online]. TLNT.
Available at: https://www.tlnt.com/4-strategies-for-increasing-diversity-in-tech-and-
everywhere-else-too/. [Assessed: 10/1/2019]
 Fonstad, J., (2017). The competitive advantage of diversity. [Online]. Techcrunch.
Available at: https://techcrunch.com/2016/09/16/the-competitive-advantage-of-diversity/.
[Assessed: 10/1/2019]
 Klopf, R. P., Baer, S. G., Bach, E. M., & Six, J. (2017). Restoration and management for
plant diversity enhances the rate of belowground ecosystem recovery. Ecological
applications, 27(2), 355-362.
 Knights, D., & Omanović, V. (2016). (Mis) managing diversity: exploring the dangers of
diversity management orthodoxy. Equality, Diversity and Inclusion: An International
Journal, 35(1), 5-16.
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