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As everyone know, effective change begins at the top. When it comes to recruiting more diverse employees, suppliers and franchisees, this principle holds true as well. Having a diverse executive team will accomplish two very important things: First, it will allow companies to tap into the current and future network of that diverse employee; secondly, it will demonstrate that a company not only "talks the talk," but it also "walks the walk." No diversity program is viewed as credible in minority communities until minorities are on the board of directors and in the company's top management. This article provides concrete tactics for hiring diverse executive talent: 1. Expand the recruitment base. 2. Overcome the "we're too small syndrome." 3. Change the priorities. 4. Focus on scale. 5. Focus on the long term.

As we all know, effective change begins at the top. When it comes to recruiting more diverse employees, suppliers and franchisees, this principle holds true as well. Having a diverse executive team will accomplish two very important things:

First, it will allow you to tap into the current and future network of that diverse employee. Nine times out of 10, that employee has more friends and colleagues that look like him (or her) than not. All of those people (and their network) are potential future employees, franchisees or suppliers. More importantly, the diverse executive will attract diverse people to your company just by virtue of them being there. Why? Because they will demonstrate that it is possible for a minority to succeed in your company. They will demonstrate that you embrace diversity enough to entrust your top jobs to diverse candidates. Their presence also ensures that any new minority hires won't be the first, they won't be alone, and they will potentially have a friend (and unofficial, if not official) mentor at the top, where it counts.

Secondly, it will demonstrate that you not only "talk the talk, but you walk the walk." No diversity program is viewed as credible in minority communities until minorities are on your board of directors and in your top management. Until this milestone is passed (and maintained), you don't really pass the "smell test" and will leave yourself open to criticism. Appointing minorities to your board and executive management team signifies that minorities will be involved in the company's decision making processes, that minorities in your company have a chance of breaking into the proverbial "old boys network" and that ultimately, you are ready to share some power. It is a critical (if not somewhat symbolic) step that all companies and organizations must take if they want their diversity efforts to be successful in the long run.

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Clearly, hiring diverse executive talent is an important step to take in your diversity journey. This article will provide concrete tactics for hiring diverse executive talent. Many of these same tactics can be used to hire diverse employees at any level. Future articles will focus on retaining and developing this talent.

Before we go any further, it's important to define what we mean by executive talent. This would be anybody in your organization who is involved in creating strategy, making decisions that impact strategy or leading people to execute the strategy, such as your senior vice presidents, vice presidents, chiefs (chief financial officer, chief executive officer), board members and even division heads, keeping in mind that the latter only counts if you have minorities in place higher up.

Recruitment best practices

The best practices listed below can be found in a guide "Building Diverse Executive Talent," published by the Multicultural Foodservice & Hospitality Alliance (www.mfha.net) in partnership with Pepsi-Cola North America and the Elliott Group. The guide was created with input from more than 40 foodservice, hospitality and supplier companies, including many IFA members.

Expand your recruitment base

* Utilize existing diverse executive networks and organizations.

* Use search firms that are successful in presenting a diverse group of candidates. Require that all recruiters (internal and external) present a diverse group of candidates.

* Send press releases to ethnic media to announce the hiring or promotion of diverse executives. Ask the new executive for a list of preferred publications, newsletters, and other communications vehicles to announce promotions or new hires.

* Advertise in minority business media with a direct, diverse, recruitment message. Network with industry associations, as well as national minority business associations, that attract diverse membership.

* Sponsor community events and ensure that top leadership attends the event and participates in the planning to increase the company's visibility and credibility in diverse communities.

* Create a strategy for developing, future minority candidates by implementing internship programs, sponsoring foreign exchange students, underwriting scholarships at targeted high schools and universities.

* Modify your internal processes

* Track and measure applicant flow to ensure a diverse pool of candidates.

* Include a diversity banner on your company's home page and recruiting page Web site.

* Maintain a database of qualified diverse executive candidates for the future (1-3 years).

* Verify that all company publications and communications contain diverse messaging and imaging.

* Establish a standard set of competencies for an objective selection process, so that hiring is not so subjective or emotional.

* Provide speakers, panelists and support for conferences and meetings that target and appeal to a diverse audience. Your company will become known to the talent you want to attract.

* Support involvement by all employees in minority community, industry or business organizations and make considerations for the time involved to participate in these groups.

Overcoming the "we're too small syndrome"

Some franchise executives may think, "These ideas might be good for large companies, but we simply do not have the staff or resources to do these things." If you have a dedicated marketing team (or person), a dedicated human resources team (or person) a committed executive team, and a handful of committed and motivated franchisees, you can do many of these things. It's all a matter of priorities, and a matter of scale.

Change your priorities

You will notice that many of the ideas presented require little or no money to execute. Press releases, networking with minority organizations, adding a diversity banner to your Web site, keeping a database (or just a file folder) of qualified potential minority talent, requiring that your recruitment firms present diverse talent options are all relatively easy and cheap things to do. You simply need to require that someone do it, and then make sure that they do. The key is to do something. For instance, if you place any recruitment advertising at all, you should start allocating some of those ad dollars to minority media. If you change your collateral pieces once per year, you should ensure that your upcoming collateral that you were planning to redesign and reprint anyway depicts a diverse employee, customer, franchisee and supplier base-even if you don't yet have a single minority employee, franchisee or supplier. Your goal is to attract minorities, and this simple step will help put out the welcome mat.

And don't forget to leverage your franchisees. It is to their ultimate advantage to establish relationships with as many potential clients as possible. Therefore, encouraging them, and better yet, rewarding them, to get involved in community and industry organizations and events will serve you both well. Again, it doesn't matter if your current franchisees and suppliers aren't minorities. The goal is for your company to be visible in minority communities and to be seen as genuinely interested in advancing the goals of minority organizations.

Case in point: The IFA's Minorities in Franchising committee.

Some people think that it is a committee made up of minorities. In reality, nearly 75 percent of the members of that committee are white. Yet they are committed to increasing the numbers and success of minorities in franchising. And their involvement signifies to their colleagues, employees, franchisees, and potential employees and franchisees, that they are committed to minority recruitment.

Focus on scale

You've probably heard the saying "big fish in a little pond." As a smaller franchise system, this should be your mantra when it comes to diversity recruitment. You may not be able to sponsor events at the National Hispanic Chamber of Commerce, but you are probably able to make a splash at local chamber events. You might not be able to advertise in Black Enterprise magazine, but you can probably advertise in your local equivalent. What about local minority charity events? They are always looking for corporate sponsors and executives to serve on their advisory panels and boards. Are you in an industry with a minority professional group? Join the group and participate fully, with time, talent and money. These are great opportunities to be the big fish and establish your company as an employer of choice among minority candidates. The key is not just to throw money around but rather to establish true partnerships through your involvement. It will take time and effort, but the contacts you will make-not to mention the insight you will gain-will be invaluable.

Focus on the long term

Achieving diversity within your organization will take time. Do not expect to start seeing results in a year or even two. Do not expect to achieve all of your goals in five or maybe even 10 years. Diversity is a process, and you must realize that progress is being made despite setbacks, because you will learn from each experience. As long as you devote the necessary time, and appropriate resources, to developing a sound, comprehensive strategy and stay committed to the end goal, you will be rewarded in time.