1 Target Corporation A bullseye, the color red, and the slogan, “Expect more. Pay less,” are three recognizable characteristics of one of the most dominant discount retail stores in our nation. The objectives of the Target Corporation are to provide their customers with excellent service and high quality products at affordable prices (Target Corporation). Opening their first store in 1962 in Roseville, Minnesota, the Target Corporation has grown into one of America’s largest companies. Employing over 350,000 people at approximately 1500 stores in 47 states, Target has set high expectations dealing with the diversity of their company and the issues that accompany it in their workplace (Target Corporation). Our purpose of this paper was to learn more about Target’s diversity through research, and interactions with their employees, their company website, and our personal experiences as Target customers. “The Strength of Many. The Power of One,” (Target Corporation). This is the philosophy implemented by members of the Target Corporation. That phrase represents the company’s values pertaining to the importance of being committed to diversity in their workforce. Target’s statement about diversity illustrates the “power of individual uniqueness and the strength created when teams leverage those unique capabilities and experiences.” (Target Corporation). Target’s goal is to incorporate diversity into every facet of their business. Bob Ulrich, chairman and CEO at Target, sends the message of, “Our ability to offer our guests an exceptional shopping experience depends on team members who understand the diverse communities we serve.” Diversity is apart of their company’s culture. Whether it is their team members interacting with customers, each other, or the
2 community, they strive to make sure that diversity is integrated into every Target experience (Target Corporation). Target believes that what makes them a unique corporation is the “diverse individuality of our team members,” (Target Corporation). Hiring a diverse group of team members is the initial step Target takes in ensuring they achieve their commitment to diversity. Their goal is to make sure that the diversity of their employees mirror the diversity found in the communities in which they are located (J. Groves, personal communication, March 17, 2007). According to national statistics, Target is well above average when hiring employees of diversity. The national average for the hiring of employees who are an ethnic minority is thirty percent. Target exceeds this statistical expectation; forty-one percent of their employees are of an ethnic minority background. The graph, found on Target’s website, represents the break down of the positions that minorities hold with in the company. It compares the United States’ average with that of Target (Target Corporation).
Another statistic showing that Target is committed to diversity is that of the number of women whom they employ. The average company across the United States employs a staff that consists of forty-eight percent women; fifty-nine percent of Target’s
3 workforce is women. In part with this statistic and the treatment of their female employees, Target has been honored as an organization with multiple national awards recognizing their commitment to gender diversity. In 2005, Target was named one of the “Top 30 Companies for Executive Women,” by the National Association for Female Executives. As well as in 2004, they were named one of the “100 Best Companies for Working Mothers,” by the magazine, Working Mother (Target Corporation). Target strives to include diversity in every aspect of their business. One of the first places where they make diversity visible is in their recruitment process of employees. They are, “committed to recruiting team members with different backgrounds and distinctive experiences…in the end, a diverse team is good for our business,” (Target Corporation). As a company, their goal is to search for and find the most qualified applicants who are high-performing, highly motivated, and bring with them diverse experiences and talents. In their search for these candidates, members of Target’s team attend career fairs, visit colleges and agencies, as well as offer internships to potential employees. Specific recruiting efforts include being involved with diversity career fairs associated with the National Black MBA Association and the National Society of Hispanic MBA’s and teaming with agencies such as Goodwill Industries and Easter Seals to recruit applicants with disabilities. INROADS, is another organization that Target collaborates with to find potential employees. INROADS, is an international organization that focuses on developing the skill sets and talents of minority youth in the workplace. These minority youth are sponsored at Target as interns with the company (Target Corporation).
4 Once the recruiting process has taken place, the hiring of employees is the next step. As previously stated, Target intends to hire employees who reflect the diversity of the communities in which they are located. To guarantee they are hiring an employee who meets their guidelines and would fit into their company’s mix, interviewers ask the candidates multiple situational questions. For example, they ask the applicant to describe past situations in which they were faced with a certain dilemma and to explain the decision they made as a result of their thoughts and reasoning. Target is looking for energetic team oriented people who can provide leadership in a variety of circumstances. (D. Mullins, personal communication, March 20, 2007). Once hired, each employee is required to complete courses focused on the diversity that one will probably encounter in the workplace. The classes offered by Target help their employees understand the value and importance of diversity in the company as well as strengthen the employees’ individual roles in the business. The classes usually occur during the first three months span of their employment. Classes cover issues dealing with differences amongst the employees, effective communication skills, working in a multicultural workplace, and managing inclusion (Target Corporation). Diversity Business Councils are another opportunity for employees at Target to continue their diversity education. These business councils were created by Target team members of diverse backgrounds. The goal of the councils is to jointly help individuals to further develop their careers at the same time as improving the Target work environment as a whole. The four councils supported by Target are the African American Business Council, Asian American Business Council, Gay Lesbian Bisexual
5 and Transgender Business Council, and the Hispanic Business Council (Target Corporation). These councils encourage employees who value diversity to increase their involvement within the organization. Target also enforces policies to ensure the workplace is as team friendly as possible, because only then will its team members be able to best contribute to the corporation and its goals. When EEOC charges arise, Target uses two main policies when confronting and addressing the diversity issues that do arise. These are found in the corporation handbook and are available within Target’s internal website available to its managers. The first policy is the Equal Employment Opportunity Policy. According to this policy, “Target Corporation’s employment practices will be implemented without regard to race, color, national origin, sex (including pregnancy), religious beliefs, age, disability, sexual orientation, citizenship status, military status or any other basis protected by federal, state or local fair employment practice laws” (P. Meyer, personal communication, March 11, 2007). And because Target greatly believes in and values its commitment to diversity, many standards/specifications are provided so that its stores and employees better understand and adhere to this policy. They include the following: o All supervisory team members must understand and support the various provisions of the policy. o The federal government poster “Equal Opportunity is the Law” must be permanently displayed in visible and common areas visited by all team members. o All “help wanted” advertising must be consistent with the Equal Employment Opportunity policy as well as with federal, state, and local fair employment
6 practice laws, and must read “Equal Employment Opportunity Employer” at the bottom of the advertisement. o Reasonable accommodation must be provided to qualified applicants and team members with disabilities, as long as such accommodation does not result in undue hardship to Target. o Reasonable accommodation must be provided to an applicant’s or team member’s sincerely held religious beliefs, as long as such an accommodation does not result in undue hardship. o An applicant or team member must not retaliate against another who files a discrimination charge, participates in an investigation of such a charge, or opposes an unlawful employment practice (P. Meyer, personal communication, March 11, 2007). In addition to the Equal Employment Opportunity Policy, Target also enforces the Harassment-Free Workplace Policy. According to this policy, “Target Corporation strictly prohibits unlawful harassment on the basis of race, color, sex, gender, national origin, citizenship status, religion, age, disability, sexual orientation or any other protected characteristic. Target is also committed to a workplace that is free of intimidating or threatening remarks or behavior, stalking, violence, or the threat of violence” (P. Meyer, personal communication, March 11, 2007). Because Target values the diversity of its team and believes that its team members are some of its most vital assets, especially in carrying out its policies and goals, they want to make sure it is clear what types of behavior are prohibited, so that any misunderstandings and any violations are prevented. The following kinds of behavior are forbidden:
7 o Inappropriate conduct based on race, color, sex, gender, national origin, citizenship status, religion, age, disability, sexual orientation, or any other protected characteristic. o Inappropriate conduct by or towards anyone, including any team member (manager or co-worker), and/or guest. o Threats of harm to Target Corporation or any of its employees, intimidating behavior or remarks, and/or violence, the threat of violence, or stalking. o Inappropriate conduct through any form of communication—voicemail, email, etc. (P. Meyer, personal communication, March 11, 2007). To further clarify and prevent any violation of this policy, the following are more specific examples of what behaviors may constitute as a violation: sexual harassment, foul or obscene gestures, derogatory remarks about another’s protected characteristic (race, gender, religion, age, disability, sexual orientation, etc.), and/or threatening behavior or remarks of violence. As part of the Target Corporation, all team members have a responsibility to assist in promoting its goal of a positive work environment. Therefore, if anyone feels they have been a victim of or have witnessed conduct that is in violation of this policy, they have a duty to report the violation to the next level of management immediately, i.e. to a Store Team Leader, an Executive Team-Leader, a Human Resource Manager, etc. Upon receiving such complaints, management is then responsible for informing the next level of management of the charges, who then has a duty to advance the complaint further. Throughout this complaint procedure, it is imperative that the confidentiality and sensitive nature of the complaints are respected (P. Meyer, personal communication, March 11, 2007).
8 Target believes in making sure the appropriate steps are taken so that the problem is corrected and doesn’t occur again. In doing so, Target investigates all complaints as thoroughly, quickly, and confidential as possible. If, after investigation, a violation of the policy has occurred, Target will then promptly take appropriate corrective action, up to and including termination. Also, in order to create and maintain a positive work environment, Target has a no-retaliation Policy, which prohibits retaliation against anyone who has reported or investigated an alleged violation of the policy. If it is found that this no-retaliation policy has been violated, discipline may result, up to and including termination of the person involved in the retaliation (P. Meyer, personal communication, March 11, 2007). After talking to Patti Meyer, a District Human Resource Manager for Target who is responsible for issues that arise within and among various stores, it is evident that Target is the equal opportunity employer that it aims to be. As a District Human Resource Manager, her responsibilities are to go into each of her stores and make sure they are following Target’s policies and procedures, specifically the Equal Employment Opportunity Policy and the Harassment-Free Workplace Policy, for each and every person. She handles both the proactive and reactive sides of diversity issues. She, on a regular basis, deals with a lot of team members who claim they are treated unfairly because of their diversity. In response to such claims and complaints, she has to prove that Target did or did not commit such charges and did or did not give unfair treatment. When a team member is terminated, she must make sure that it is not based on diversity, that it is all performance or conduct based. In firing an employee, she must have more than enough documentation that they violated Target policy or that their performance was
9 not up to Target standards (P. Meyer, personal communication, March 11, 2007). In addition to valuing the diversity of its team members, Target Corporation realizes the importance and value of its guests’ diversity. Another way Target values diversity is through their commitment to their guests. Despite the fact that the main guest who shops at its stores is the middle class housewife, Target recognizes the importance of reaching out and targeting other diverse individuals. “The key to success of Target stores is that we are dedicated to delivering what our guests want, when and how they want it. And that means fine-tuning our offerings to many diverse audiences” (Target Corporation). Whether it’s by providing ethnic food varieties on the grocery shelves or Latino music on the music shelves, guests can find many multicultural merchandising options. In addition, at Target’s website, Target.com, guests can also look for toys that reflect their family’s heritage (Target Corporation). Target believes each of its stores should be a reflection of where it is located, and that its guests come first. It knows that without the support of its guests, success would not be possible; therefore, Target aims to treat its guests the same as they do its team members (P. Meyer, personal communication, March 11, 2007). In communicating its value of and commitment to diversity, Target also runs advertising campaigns, making sure to always represent in some way of all of its guests in its commercials and advertisements (Target Corporation). Often times, Target will slightly change its ads according to the communities the ads circulate in (P. Meyer, personal communication, March 11, 2007), because Target wants to ensure all of its guests can “see themselves at Target” (Target Corporation). In its commitment to diversity, Target also acknowledges the diversity of its communities.
1 0 Target values involvement with the communities in which they are located. Jim Groves, a group leader, at the Distribution Center in Cedar Falls, believes that Target’s involvement within the community is an equation. To ensure community involvement, Target hires people who are leaders and hold the same values towards community involvement just like the company does. Target wants to make the communities in which they are located, better places to live. They partner with many organizations to give back to their communities (Target Corporation). These partnerships include the Tiger Woods Foundation which helps children identify and achieve their dreams by building their character. Take Charge of Education was started in 1997 to raise funds for schools. To this date, they have raised over 183 million dollars. Another program started by Target was the 5% Club. Every week Target gives back 5% of their profits to good causes within their communities. 5% from over 1500 stores totals at least 3 million dollars a week (Target Corporation). Target does not only give back to their communities monetarily, but they also volunteer their time outside of the workplace to benefit their communities. Over 70,000 people associated with Target participate each year, donating approximately 315,000 hours. One organization that they work with is Operation United Way. Target employees volunteer their time to participate in projects such as making meals for homeless and elderly people and reading with young people. They also volunteer their time to raise funds at walks that benefit the American Cancer Society, the American Heart Association, and other research organizations. The differences that Target’s employees make with the time and money they contribute to their communities are
1 1 beyond measurability. These acts of kindness gained Target national recognition. Target was named, “Most Charitable Company,” by Forbes in 2005 (Target Corporation). The final way in which Target values its commitment to diversity is through its suppliers. They believe that if a supplier is good for business, then it is good for its guests. “By fostering relationships with minority- and women-owned vendors and suppliers, Target furthers its diversity objectives and invests in the success of businesses across the country” (Target Corporation). In 1998, Target launched the Minority and Women Business Development (MWBD) program. Doing so helps it become a favored business partner of many entrepreneurs. Each year, Target contracts with these minorityand women-owned businesses in fulfilling an array of needs. In supporting this goal of a diverse business setting, Target also partakes in supplier trade fairs across the nation. They know that with the help of diverse suppliers, their stores will be a reflection of the diverse guests that they have (Target Corporation). “Make the connection” (Target Corporation). This is exactly what Target strives for in their commitment to diversity. Through this commitment, Target stays connected to their team members, guests, communities, and suppliers. They realize that their ability to provide their guests with an exceptional shopping experience depends on team members who understand the diverse communities they serve. This is where their focus on making a connection with every aspect of their corporation comes into play. They believe that diversity is a positive and advantageous source of power that makes good business sense and helps ensure future success; therefore, their goal is to respect and value the individuality of all their team members and guests. Their business culture and national recognition are evidence of their efforts in working for the common good of their
1 2 team members, guests, communities, and suppliers. In conclusion, we believe Target Corporation is doing a great job with their commitment to diversity. Taking into consideration all of their efforts, accomplishments, and goals, Target would be a great organization to work for because they value, respect, and make the most of individualism.
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