Diversity management through human resources practices at PPC

Abstract

ABSTRACT Organisations are continuously looking for ways to differentiate themselves in the market-place to gain competitive advantage. Diversity management has been identified as one phenomenon that can help organisations to gain and sustain competitive advantage. This is particularly true for South African organisations that want to resonate with a diverse customer base and workforce. It is important that such organisations reflect the demographics of the context within which they operate. Not only is this a business performance imperative, but, it also affords businesses the social licence to operate. The aim of the research was to investigate what diversity attributes are most important to professionals in the workplace and how these aspects of diversity can be successfully addressed by utilising human resources practices. Surveys were administered to PPC professionals and the data was analysed utilising quantitative methods. The findings of the research were that PPC professionals find gender, race and culture important as diversity attributes in the workplace. Important diversity issues were different according to gender and race. The findings of the research indicate that addressing diversity in organisations will have to transcend generalised approaches and rather delve deeper into how individuals experience the workplace. This will, in turn, provide employers with valuable insights on how to develop and nurture spaces of inclusion.