Ur ban League

San Diego County
Empowering Communities.
Changing Lives.
An official publication of the
An Affiliate of the National Urban League
19t h Annual Bar bar a E. Webb Di ver si t yWor k s! Car eer Fai r /Ex po
I mpor t anc e of Di ver si t y
i n Busi ness
Spring 2008 Career Fair/Expo Edition
Diversity Works! is an initiative of the Urban League of San Diego County designed to build bridges between communities of color and corporations.
The Diversity Works! Magazine is a quarterly publication complied by the Business & Workforce Development Department of the Urban League of
San Diego County. For more information on editorial submissions, or display advertising, please call 619-266-6244 or email: diversityworks@sdul.org.
About the Urban League of San Diego County
The Urban League of San Diego County is a nonprofit, nonpartisan, civil rights and community-based movement that serves over 10,000 people
annually, by providing direct services, research and policy advocacy to help individuals and communities reach their fullest potential. Primarily
working with African-American and other emerging ethinc communities, its network of professional staff is working to close equality gaps for people
at all economic levels and stages of life, and giving citizens a chance to give back as volunteers. ULSDCis a 501c(3) Non-Profit Agency Established in
Mailing Address: 720 Gateway Center Drive, San Diego, CA92102 / Ph: 619-263-3110 / Fax: 619-263-3660 / www.ulsdc.org
An affiliate of the National Urban League.
President/CEO - Ray King
Publisher - Maurice D. Wilson
Editor-in-Chief - Maurice D. Wilson
Managing Editor - Sheri L. Williams
Layout & Design - Graphics by Design
Photographer - Mike Norris
Cover Design - Graphics by Design
Cover Design Concept - Maurice D. Wilson
Contributing Writers - Maurice D. Wilson,
Henry Evans, Alex Padilla,
Dr. Robert K. Ross,
Colin McBride, Rebecca Smith
Ur ban League
San Diego County
Empowering Communities.
Changing Lives.
p. 20
4. The Pr esi dent / CEO’s Desk
5. The Publ i sher ’s Desk
7. Fr om t he Mayor
9 . Car eer Fai r / Expo Pr ogr am
24. Q&A wi t h Sar i t a Maybi n
30. 2008 St at e of Bl ac k Amer i c a
32. Di ver si t y Champi ons: Dave Wi nf i el d
40. ULSDC Di ver si t y Summi t
18. Deal i ng wi t h Gener at i on X,Y & Z
“In the mid-70's, job offers
were rarely turned down
and the scales...
20. ULSDC Suc c ess St or y
Recon Recycling is a
remarkable business, built
through the very service it
26 . Di ver si t y I n The Wor kpl ac e
Workplace diversity refers to
the variety of differences
between people in an...
28. Di ver si t y i n Phi l ant hr opy Ac hi eved
Aworld famous leader once
said, “There are two things
you don't want to see being
made - sausage and legislation.”
36 . NAS Di ver si t y I nsi ght s:
Di ver si t y Rec r ui t ment
Diversity Recruitment Striving for
a diverse workforce is a dominant
issue for human resource...
from the president’s desk.....
“Tapping into San Diego's Diverse Resources.”
4 DiversityWorks! Magazine / Spring 2008
ear Friends:
I send my warmest greetings as you gather for
this year's career fair activities. On behalf of the
Urban League of San Diego County's Board of
Directors and our executive management team,
we are pleased that you have chosen to partici-
pate in the 19th Annual Barbara E. Webb
Diversity Works! Career Fair/Expo.
In reviewing the schedule of events, in advance,
for the day, I know that your time will be occu-
pied with both a power laced series of seminars
and employment opportunities to network and
relax with others interested in their personal and
professional development.
The theme of this year's career fair/expo:
“Tapping into San Diego's Diverse Resources”
carries a responsibility of each of you to utilize
the lessons learned in meaningful ways, now,
rather than at some point in the future.
I commend the many organizers, volunteers,
community leaders, and sponsors who have
contributed to the work of the Career Fair over
the last 19 years. Your contributions continue to
create positive change throughout San Diego
County. I would like to express my gratitude,
and encourage you to continue your exceptional
Again, you have my best wishes for this exciting
career fair expo and it is my hope that you enjoy
your time together and be open to new thoughts
and opinions.
With warm regards,
Ray King, President/CEO
19th Annual Barbara E. Webb Diversity Works! Career Fair/Expo 5
n our ongoing effort to promote
diversity and inclusion in employ-
ment, The Urban League of San
Diego County through its employer
volunteer network and our co-spon-
sors - San Diego Union-Tribune,
10News and Azteca America San
Diego 15 - the Career Fair Committee
is proud to present the 19th Annual
Barbara E. Webb Diversity Works!
Career Fair/Expo.
Understanding how difficult it is to
stay on top of the various employ-
ment trends and the even more diffi-
cult task of tapping into key resources
to link to that "dream" job our theme
for this year's career fair is: "Tapping
into San Diego's Diverse Resources."
Where should your employment
antenna be honed in to in 2008? Here's
a hint:
As stated in the San Diego Workforce
Partnerships 2007 annual report: Job
gains are expected in professional and
business services, education, leisure
and hospitality, and healthcare. Job
stability is projected for the manufac-
turing sector, while job losses are pro-
jected for the construction and gov-
ernment sectors.
It further stated that the visitor servic-
es industry is forecast to continue to
expand, with new jobs being created
as foreign tourists take advantage of
the devalued dollar. It is estimated
that the visitor tally will increase to 28
million in 2007, up from 27.6 million
in 2006; and their direct spending will
increase to $6.3 billion, up from $6.0
billion in 2006. Sixty-five conventions
already have been booked at the San
Diego Convention Center.
You can image what we could be see-
ing in 2008!
The career fair's format has been
designed to ensure that both employ-
ers and jobseekers gain the exposure,
tools and benefits they desire from
their participation. More than 5,000
jobseekers are expected to attend the
career fair/expo, offering employers a
great opportunity to tap into a new
talent pool. Job seekers also will have
the opportunity to take advantage of
local resources to help prepare them
for job interviews. They may also take
part in workshops focusing on prac-
tices that support the retention and
advancement of diverse employees.
We are proud to host this years career
fair/expo and thank the many people
who helped make it possible.
Maurice D. Wilson, Publisher
from the publisher’s desk.....
Advertise in DiversityWorks!
San Diego’s #1 publication promoting diversity in the workforce!
DiversityWorks! brings you the latest technology in diversity
implementation tools.
To learn more about DiversityWorks! and the Urban League of
San Diego County go to www.ulsdc.org.
For information on advertising please call Maurice D. Wilson,
(619) 266-6244.
6 DiversityWorks! Magazine / Spring 2008
dentifying and solving large-
scale social problems requires
a social entrepreneur because
only the entrepreneur has the commit-
ted vision and inexhaustible determi-
nation to persist until they have trans-
formed the entire system.”
Ashoka Fellow
The Urban League is the nation's
oldest and largest community-
based movement established in
1910 and devoted to empowering
Communities of Color to enter the
economic and social mainstream.
Our three-pronged strategy for
pursuing the mission is: Ensuring
that our children are well-educated
and equipped for economic self-
reliance in the 21st century;
Helping adults attain economic
self-sufficiency through good jobs,
homeownership, entrepreneurship
and wealth accumulation; and
Ensuring our civil rights by eradi-
cating all barriers to equal partici-
pation in the economic and social
mainstream of America .
The Urban League movement car-
ries out its mission at the local,
state and national levels through
direct services, advocacy, research,
policy analysis, community mobi-
lization, collaboration and commu-
Urban League San Diego County
established in 1953, provides the
following services for the San
Diego community:
• Workforce Development
• Housing Services
• Youth Intervention &
The Workforce Development serv-
ices of the Urban League is the
most significant employment and
job placement source for minority
youth and adults in the Southern
California area.
• Group Career Counseling
• Job Search Assistance
• On-Site Interviews
• Advisory Board
• Placement Assistance
• Resource Room
• Career Fairs. Mini Career
Fairs, Diverse
Networking Mini-Career
Fairs, Virtual Career Fairs
• Employability/Life
Management Skills
• On-line Job Bank
As a result of the services provid-
ed, the Urban League has success-
fully assisted over 600 families in
obtaining homeownership.
• Homebuyer Services
• Credit Smart Services
• Budget & Credit
Counseling Services
• Mortgage
• Home Equity Conversion
Mortgage Counseling
• Emergency Financial
The Urban League of San Diego
County's Youth Education and
Prevention Department empowers
the community by investing in our
Our team plants seed of responsi-
bility, self worth, and hope into the
lives of San Diego County youth.
Through our various programs we
nurture over 1,000 young people a
• 21st Century YLT
• Golden Pyramid National
Achievers' Scholarship
• Read and Rise Literacy
• Male-to-Male Forums
The mission of the Urban League of
San Diego County is assisting African
Americans and other underserved peo-
ple in San Diego County to achieve
social and economic equality through
advocacy, bridge building, program
services and research.
19th Annual Barbara E. Webb Diversity Works! Career Fair/Expo 7
“I commend the Urban League of San Diego
County's continuing efforts to close equality gaps
by focusing on diversity. This annual career fair
highlights the vast pool of human resources avail-
able to local employers who otherwise may not
be exposed to the talent available in our region.
I encourage employers and jobseekers to take
advantage of this opportunity before, during and
after the career fair. Together we can build a
better San Diego through diversity.”
Jerry Sanders, Mayor, City of San Diego
from Mayor Sanders...
A diversity of great technology and solutions starts
with a diversity of great people
For more information, please visit us at:
At Raytheon, an inclusive culture is one of the things we believe gives us a competitive advantage. We believe that by recognizing the
uniqueness of individuals, empowering each employee and truly valuing their input, our company performs above and beyond all
expectations. It’s a philosophy we will always embrace. It’s right for people, and it’s right for business.
Raytheon Integrated Defense Systems (IDS) is a leader in complex systems development and integration solutions. With a strong
international and domestic customer base, including the U.S. armed forces and U.S. Missile Defense Agency, IDS provides integrated
capability solutions to the air, surface and subsurface battlespace.
© 2007 Raytheon Company. All rights reserved. “Customer Success Is Our Mission” is a registered
trademark of Raytheon Company. Raytheon is an equal opportunity and affirmative action employer and
welcomes a wide diversity of applicants. U.S. citizenship and security clearance may be required.
19th Annual Barbara E. Webb Diversity Works! Career Fair/Expo 9
10 DiversityWorks! Magazine / Spring 2008
Through her leadership and concern
for community, she earned the commit-
ment and support of over 50 local
companies named, "The Career Fair
Committee." For the past 19 years,
representatives from these companies
came together to help Barbara coor-
dinate this event which slowly evolved
into a community (diversity) celebra-
tion, and annual commitment to the
mission of the Urban League, building
bridges with jobseekers and employ-
ers. It is also a testimony of the
impact Barbara had in the community.
Over the years, Barbra's vision and
unselfish devotion to community serv-
ice has earned her a place in the
hearts of all who have been in con-
tact with her.
At her memorial service, Retired
President and CEO Cecil H. Steppe
proclaimed that the Career
Fair will now be called The Barbara
E. Webb Annual Career Fair/Expo.
We will all miss her.
Barbara Evonne Porter Webb
Tenure with the League: April 4, 1986 -
September 21, 2007
As the founder of the Urban League's Career
Fair, Barbara grew this event into the largest
and longest-running career fair in the history
of San Diego, focused on matching employers
with people of color.
History: ULSDC Career Fairs
19th Annual Barbara E. Webb DiversityWorks! Career Fair/Expo
19th Annual Barbara E. Webb Diversity Works! Career Fair/Expo 11
“It is said that successful
projects are built on great
ideas that become shared
visions among leaders who are
committed to seeing them
through to completion.”
ver the last decade we have seen a transforma-
tion in the local employment picture. The
defense industry was a major employer in the
early 1990's but by '95 this focus had shifted to
telecommunication, software development and the
tourism and hospitality industry.
Today we see increases in high-tech manufacturing,
biotechnology, information technology and healthcare.
Through each of these changes, the Urban League of
San Diego County's (ULSDC) goal has been to bring
employer and prospective employees together in a
mutually beneficial way.
It is said that successful projects are built on great
ideas that become shared visions among leaders who
are committed to seeing them through to completion.
In early 1989, Barbara Webb, deputy director of
employment for the ULSDC, identified a need to bring
employers and prospective employees together to
increase job opportunities for all members of the com-
munity. On approval from the executive staff, Barbara
researched and began planning a career fair which
over the years has become the largest of its kind in
San Diego.
Whether the need is job training, employment readi-
ness, interview skills and resume preparation or edu-
cational assistance, the ULSDC stands ready to make
the employment dream a reality for those who seek it.
Barbara began her task by recruiting a planning com-
mittee of 35 local executives and staffing professionals,
and by following a successful model from the Los
Angeles Urban League, the ULSDC's first annual
career fair, chaired by Art Duam of NCR Corporation
and held at the Scottish Rite Auditorium in Mission
Valley, took place in April of 1990.
At the event 64 exhibitors participated with over 4,000
people in attendance. The event was so successful that
we outgrew the facility. The following year a more
accommodating facility was needed, and the fair was
moved to Golden Hall at the San Diego Concourse
where it continues to be held each spring. Last year the
career fair welcomed our largest crowd ever, 115
exhibitors and nearly 8,000 participants.
Each career fair requires nearly a year in planning.
From our first group of 35 members, the Urban League
Career Fair committee has grown to 73 members,
many of who return year after year to work with
Career Fair co-chair
Barbara Webb and her staff in the Employment and
Training department. The group that plans our "Bridge
to a Brighter Future" event is comprised of area busi-
ness community volunteers from the public, private
and nonprofit sectors. It involves all levels of employ-
ees from many of the region's top companies, in a
combined effort to assist the ULSDC in its attempt to
increase job opportunities for all members of the com-
On September 21, 2007 Barbara Webb passed, but her
vision of a better San Diego for us all lives on.
12 DiversityWorks! Magazine / Spring 2008
To the following companies for their
support of the
Urban League of San Diego
2008 Barbara E. Webb
Career Fair/Expo
Signonsandiego &
San Diego Union Tribune
10News & Azteca America
San Diego 15
Science Applications
Corporation (SAIC)
Cardinal Health
San Diego Workforce Partnership
elcome to the 19th Annual Barbara E. Webb
Diversity Works! Career Fair/Expo, "Tapping
into San Diego's Diverse Resources," hosted
by the Urban League of San Diego County.
As the Co-Chairs of this year's event, we are proud to
announce our new media sponsor partners KGTV
Channel 10 News and Azteca America San Diego 15!
We hope that this is the beginning a long and mutually
beneficial partnership. We are also very pleased to
have the San Diego Union Tribune returning for their
seventh consecutive year as our presenting sponsor. It
is a great honor to have the largest newspaper in San
Diego County proudly presenting the largest diversity
career fair/expo in town -- this truly is an example of
"Diversity Working!"
We would like to extend a special "thank you" to all of
the participating employers who have made a commit-
ment to the principles of diversity and inclusion in San
Diego's workforce through their involvement in this
year's career fair/expo. We are extremely enthusiastic
about your continued support of not only the Urban
League of San Diego County, but also to the entire
community of San Diego County.
We invite each of you to take advantage of this once a
year opportunity to come together with colleagues, job
seekers and new acquaintances that are facing the
same employment and networking challenges that you
are. We look forward to your active participation --
sharing insights, discussing innovations and overcom-
ing employment challenges -- that is what this event is
all about!
Callie Clayton Stephanie Love-Payne
Callie Clayton Stephanie Love-Payne
Co-Chair Co-Chair
19th Annual Barbara E. Webb Diversity Works! Career Fair/Expo 13
9:59 Ribbon Cutting Opening Ceremony With
Mayor Jerry Sanders
10:00 Career Fair/Expo opens
11:00 - 11:30 Featured Speaker (for exhibitor's only)
Dave Winfield Silver Room
Dave is one of the most respected motivational speakers on
the circuit. He addresses diverse international audiences from
elementary schools and colleges -- to corporations such as
AMEX, CDW MasterCard, Marriott, John Hancock Financial
Services, Monster.com, IBM, Xerox, GE Small Business
Solutions, General Motors, Bank of America and the FDIC.
His dynamic presentations feature: sports, education, health
and fitness, teamwork and corporate productivity.
Sponsored by SAIC
10:30-11 a.m. & 1-1 :30 p.m. / Glass Room (202)
Prevent Burnout & Design a Career You Will Love!
In this information- and strategy-rich workshop, best-sell-
ing author Chris Snook will teach you how to ...
o Separate yourself from the pack of other
interviewees in any job search
o Understand and work with the Law of
o Find a career you love and get paid what you
are worth
o Think like an owner and become a valued
employee/trusted advisor
Chris Snook, CEO/Head Coach, Action Potentials
Sponsored by bizSanDiego
11 :30 a.m.-Noon / Coronado Bridge Room (206)
What's Money Got to Do With It? It's About Salary
This workshop will arm you with the knowledge you need
to enter into salary negotiation with confidence and come
out a winner! Salary negotiation is brief, but it has signifi-
cant consequences. It is important to prepare appropriate-
ly and you can do so by attending this workshop.
Nancy Davis, Student Development Services Supervisor,
Grossmont College
Sponsored by Cubic
12:30-1 p.m. / Brooklyn Bridge Room (207)
Five Rules of Job Search Success (Presented in Spanish)
Job Seekers are often unprepared to compete for jobs in
today's job market. Learn five rules that will help you pre-
pare and become more confident while seeking work.
Randea Hinojosa, Human Resources Generalist, Loews
Coronado Bay Resort
Sponsored by CIC Research
1:30-2 p.m. / Bay Bridge Room (208)
Managing Finances While Job Hunting
Adecrease in income can be stressful during your job
search. Learn strategies to reduce bills, put payments on
hold and talk to creditors. The seminar will also include
credit report information, bill management, debt payment
strategies and tips for a successful budget.
Stephanie Murphy, Regional Director of Education,
Community Relations and Development, Money
Management International
Sponsored by CitiBank
2:30-3 p.m. / Golden Gate Bridge Room (209)
Job Search Tips for Youth (Panel Presentation)
New to the workplace? Don't miss this informative panel,
which is presented by professionals in the business of hir-
ing and guiding young people into the world of work. Ask
questions and get informed!
Trevor Blair, Business Development Manager,
Manpower, Inc., Christina Harrison, Counselor, Mesa
College/Palomar College
Monica Loyce, Senior Human Resources Rep-
Recruitment, SeaWorld San Diego
Sponsored by San Diego Workforce Partners
Additional Free Services
10 a.m.-3:45 p.m. Resume Critique
Do you think your resume could use a little help?
Have it critiqued by employment and human resources
professionals who will also provide suggestions and hand-
outs on how to maximize its impact. This is one of the most
popular services offered during the event. ..and it's free!
Sponsored by Angelica Corporation
Career Fair/Expo Schedule
April 24, 2008, 10:00 a.m. - 4:00 p.m.
Golden Hall - San Diego Concourse Convention o 202 "C" Street, San Diego, North Terrace
14 DiversityWorks! Magazine / Spring 2008
Career Fair/Expo Exhibitors
ACE Parking
ADT Security
AIG America General Life & Accidental
Alliant International University
Calif. Conservation Corps -ProBono
Cardinal Health
Channel 10
Coca Cola Bottling Co
Coleman College
Cox Communications
Cricket Communications
DCS/EDD (disability serv) ProBono
Deaf Community Services of SD
Delta Design
Employment Development Dept
Goodrich Aerostructures
Koch Membrane
Loews Coronado Bay Resort
Marriot International
MedImpact, Inc
Metropolitan Transit System
National University
On Call Employee Solutions, Inc
Pepsi Bottling Group
Raytheon Company
Remec Defense & Space
San Diego Airport Authority
San Diego Community College
San Diego Convention Center Corp
San Diego Fire-Rescue/City of San Diego
San Diego National Bank
San Diego Port Authority
San Diego Water Authority
San Diego Work Force Partnership
San Diego Zoo
Scripps Health
SDGE / Sempra
SDSU Foundation
Sedona Staffing
Senior Areospace, Jet Products
SMS Technologies
TD Ameritrade
The Employment Guide (Tr)
Time Warner
TJX Companies
Total Document Solutions
Transportation Safety Administration
Tri West Healthcare
UCSD Healthcare
Ultimate Staffing
Urban League of San Diego County
US Border Patrol
Union Tribune
Wal-Mart Stores, Inc.
Zoological Society of San Diego
19th Annual Barbara E. Webb
Diversity Works! Career Fair/Expo
19th Annual Barbara E. Webb Diversity Works! Career Fair/Expo 15
Career Fair/Expo Supporters
Angelica Textile Services
Atlas Mechanical
California Conservation Corps
Casper Company
CIC Research
Cubic Corporation
Deaf Community Services
Employment Guide.com
Erreca's, Inc.
Graphics by Design
Grossmont College
Hawthorne Machinery Co.
JACK 100.7
JenMark Industries
Kevin and Jackie Freiberg
Kyocera America, Inc.
Loews Coronado
Mike's Mobile Auto Detailing
Neighborhood Market Association
NAS Recruitment Communications
National Cinemedia
Port of San Diego
San Diego City College SIFE
San Diego Community College Dis.
San Diego Continuing Education
San Diego Job Corps
San Diego Marriott Hotel & Marina
San Diego Monitor News
San Diego Union-Tribune
San Diego Workforce Partnership
San Diego Zoo
Southland Envelope
Total Document Solutions
West Coast Barbeque
Special thanks to the following companies for their generous
support of the Urban League of San Diego County's
19th Annual Barbara E. Webb
Diversity Works! Career Fair/Expo
16 DiversityWorks! Magazine / Spring 2008
Dee Dee Andrews
Enterprise Rent a Car
5 years
Shirley Grothen
United Port of San Diego
3 years
Daryl Brady
San Diego Union-Tribune
7 years
Cindy Hall
Grossmont College
Callie Clayton
Ultimate Staffing Services
11 years /Co-Chair (9 years)
Randea Hinojosa
Loews Coronado Bay
Resort & Spa / 2 years
Nancy Davis
Grossmont College
14 years
Burke Jones
Total Document Solutions
6 years
Wendy DeHaas
Bernard Hodes Group
10 years
Matt Kaiser
NAS Recruitment Comm.
2 years
Edna Derringer
Employment Development Dept
2 years
Carrie Lewis
Kyocera America, Inc.
19 years
Val Ellinor
NAS Recruitment Comm.
2 years
Janet Loomis
8 years
Doug Elliot
San Diego Continuing Education
6 years
Stephanie Love-Payne
2 years/Co-Chair
Heather Ellison
Deaf Community Services (EDD)
3 years
Monica Loyce
Sea World
5 years
Carla Espinoza
Cubic Corporation
2 years
Mary Kay Mason
7 years
Letitia Fleming
Employment Services MHS
7 years
Rosemarie Mirano-del Mar
3 years
Debbie Foersch
Hawthorne Machinery Co.
1 year
Ana Padilla
Ultimate Staffing Services
1 year
Judie Gianturco
JenMark Industries
10 years
Andrea Patrick
San Diego Continuing Education
1 year
Career Fair/Expo Committee
Theresa Radiez
City of San Diego
6 years
Dessie Russell
2 years
Adrianna Sitz
San Diego Zoo
2 years
Judith Smith
Deaf Community Services (EDD)
9 years
Bob Stamp
Cubic Corporation
14 years
Marylou Straub
1 year
Dee Thomas
12 years
Pearl Thornton
19 years
Denise Whisenhunt
San Diego Community College District
1 year
Irateen Willis
3 years
Maurice Wilson
Urban League of San Diego County
12 years
Vikki Wright
1 year
Phil Zamora
Hawthorne Machinery Co.
10 years
Carlette Lewis
San Diego Workforce Partnership
1 year
Prerston Chipps
San Diego State University
5 years
Walter Stevens, Chair
Denise Jackson, Vice Chair
Balboa Travel, Inc.
Keith Goosby, Secretary
U.S. Navy (Ret), Guild President
Lee Wills-Irvine, Immediate Past Chair
Ray King, President & CEO
Urban League of San Diego County
Al Abdallah, State Farm Insurance
Gustavo A. Bidart, CitiBank
Samuel Bresler, SAIC
Constance Carroll, SD Community College District
Ignacio De La Torre, AT&T
Cynthia James, Management Consultant Business
Wayne Glass, UPS
Keith Goosby, UL Guild President
Mel Katz, Manpower
Stephanie Love-Payne, Raytheon
Peter MacCracken, Strategic Communications
Sheron Maxwell, Camp Dresser & McKee Inc. (CDM)
Darrell Porcher, President, UL Young Professionals, Sony
Richard Rogers, Rogers Consulting Business
John Schierer, REMEC
Debra Stephens, Carter Reese & Associates
James E. Watkins, Jr., Bank of America
Walter Watts, Sycuan Casino & Resort
Reginald White, US Bank
ULSDC Board of Directors
Thank You for Attending This Years
19th Annual Barbara E. Webb Diversity Works!
Career Fair/Expo
20th Annual Barbar E. Webb Diversity
Works! Career Fair/Expo
April 23 2009
“In the mid-70's, job offers
were rarely turned down
and the scales tilted in
favor of employers when it
came to negotiating terms
The tide has turned, with vir-
tually zero unemployment
and technology candidates
in high demand. The power
has shifted.”
18 DiversityWorks! Magazine
Dealing with Generation X, Y, Z
How to Earn Their Loyalty
19th Annual Barbara E. Webb Diversity Works! Career Fair/Expo 19
By Henry Evans
very generation of management
(and parents, for that matter) feel
the same way. We just can't
seem to figure out how to win over
Generation X, Y or Z...wherever we
are in the algorhythm of workforce
generations. We bemoan a changing
world, the unyielding and unpre-
dictable influence of technology on
young minds and growing ambitions.
We are confused and even frustrated
that the old rules aren't necessarily
working for us anymore.
Are Generations X, Y & Z that differ-
ent from Baby Boomers or the young
professionals that preceded them?
Admittedly, the job market has come
full circle a couple of times in the last
thirty years. Job applicants have been
enjoying the fruits of a ripe market.
In the mid-70's, job offers were rarely
turned down and the scales tilted in
favor of employers when it came to
negotiating terms The tide has
turned, with virtually zero unem-
ployment and technology candidates
in high demand. The power has shift-
ed. Employees at virtually all levels
are intent on having their needs met.
And they're becoming increasingly
clear on what those needs are. This is
no small thing. Fortune 500 compa-
nies across the country are taking
Welcome to the Generation of the
Employee. Many smart companies
have beefed up their compensation
and benefits packages to keep them
happy. Smaller companies may find
this easier to do than their global cor-
porate counterparts, who face more
complex issues in re-vamping reward
programs and creating more employ-
ee-friendly benefits packages. This
can be a costly endeavor. In the com-
petitive world of employee retention,
this is a cost of doing business today.
Trying to figure out what makes
today's work force tick has HR
departments across the country in a
What's Important to Them
Consider this possibility: money and
perks aren't all today's employees are
after! Perhaps, the anthem for
Generation X, Y and Z is less along
the lines of The Rolling Stones' “I
Can't Get No Satisfaction” and more
in step with Aretha Franklin's “R-E-S-
P-E-C-T.” They’re really not such a
• Over two years ago, the
University of Minnesota conduct-
ed a study with Generation Xers
to determine workplace attitudes
and priorities. The findings are
eye-opening. The most important
factor for Generation Xers when
considering a job is the potential
for "being appreciated". This far-
surpassed security, wages and
benefits. Other findings were:
• If today's employees start to stag-
nate in a job, it's likely they'll
move on. In short, this generation
of employees wants to engage
and make a difference -- now.
Unlike their fathers (and/or
grandfathers), this crop has little
intention of going for the gold
watch. Time is short and they
know it.
• They want challenge. They will
not be satisfied with doing the
same job for decades. There are
more opportunities today and
they know it. They have higher
expectations for themselves than
previous generations, and aren't
apologizing for it.
• Parenting is a priority. Many of
today's employees were children
of divorce, or a part of the
"latchkey generation". Employers
are taking note that family life
has become a major priority for
this group; employees want
something different for their chil-
dren than they themselves expe-
rienced. Meredith Bagby, an
economist, news commentator
and author in her 20's speaks to
the effects of divorce on her gen-
eration in her book Rational
Exuberance, “Half of this genera-
tion comes from divorced families.
Since 1970, when Xers were grow-
ing up, the divorce rate has tripled.
Our generation is marrying later,
c ont i nued on p. 23
20 DiversityWorks! Magazine
Recon Recycling is a
remarkable business, built
through the very service it
provides. The company's mis-
sion statement is "Recycle
everything," exemplified
through the company's histo-
ry and the decisions of its
management team.
Richard McCaskill, one of
the company's founders
and its CEO, believes that
everyone -and everything -
deserves a second
chance. He and his busi-
ness partner, Markus
Olson, began the company
after a failed foray into the
music industry.
Recon Recycling
19th Annual Barbara E. Webb Diversity Works! Career Fair/Expo 21
Aims to Give 'Paper, Bottles &
People' a Second Chance
By Alex Padilla, Union Tribune Staff Writer
e didn’t have any startup
capital, so we had to col-
lect recyclables and trans-
form the revenue from the recyclables
into support for the business - rent,
whatever the general costs were - and, as
far as the tools for the business, we uti-
lized our old van from the music busi-
ness and whatever containers we needed
were salvaged from the trash,” said
McCaskill. “Most of the things we used
to start this business were recycled
The growing Recon Recycling team
included a number of homeless recruits,
from whom McCaskill and Olson
learned a great deal about the best
places to find recyclable products. They
also learned from other businesses in
the industry, asking questions and gath-
ering necessary information. In time, the
growing business attracted the attention
of various entrepreneurs and investors,
leading to Recon Recycling's current
management team, another expression
of the company's commitment to diver-
McCaskill laughingly compared the
management team to the United
Nations, but the analogy is not a com-
plete exaggeration. The team includes
people of varied ethnic and cultural
backgrounds - covering the countries of
Korea, Persia, Brazil, Mexico, Spain and
Afghanistan, to name a few - as well as
different professional backgrounds,
from military experience to law and
Whether it is a question of taking on a
new employee or taking in the lowliest
broken bottle lying in a dumpster, the
people at Recon Recycling learn from
everyone and recycle everything.
“We recycle people also - paper, bottles
and people,” said McCaskill, comment-
ing on the number of people who need
jobs, but may not have the training nec-
essary to obtain them or may have been
in an unfortunate situation. “If you give
a person an opportunity, you'd be sur-
prised at what they can learn, and how
powerful they can be.”
The Recon Recycling workforce, the
employees who complete the daily
routes and perform the activities that
keep the company functioning, are what
James Holland, a member of the man-
agement team and financial advisor,
calls the “heart and soul of the business,
because without them, we wouldn't have
anything. You're only as good as your
employees let you be.”
Recon Recycling's goal for every
employee is to provide training in
every aspect of the business, allowing
employees to receive the advanced
training they may not have found oth-
Melvin Anderson is at least one Recon
Recycling employee who appreciates
the welcoming atmosphere and com-
mitment to second chances. After com-
pleting an 8-year prison sentence, he
looked to the Urban League of San
Diego County for guidance and assis-
tance in developing a new life for him-
self. The Urban League enrolled him in
a pilot program, after which he was
introduced to Richard McCaskill and
found his "happily ever after" at Recon
“What makes the job the best for me is
the people - the people that I meet, the
people that I work with,” said
Anderson. “There's no judgment, say,
because of my background. (For exam-
ple,) I have tattoos. People see my tat-
toos and I'm not looked upon different-
ly, because of my tattoos, because of
my background, because of my ethnic
Anderson is living proof of the value of
the program put in place by Maurice
Wilson, vice president of business and
workforce development for the Urban
League of San Diego County. As Recon
Recycling grows and moves to a larger
location to take on more production
and more employees, his role in the
company will grow to include being a
mentor and trainer for the new
“You know, some people are given
chances based on their background, or
their upbringing or whatever it may
be,” said Holland, “but, then again,
some people aren’t given those chances
and it's not their own fault, it’s because
of their environment.”
The Urban League of San Diego
County and companies like Recon
Recycling are giving people that oppor-
tunity, a second chance to make a dif-
As Anderson expressed simply, the
company is "doing something for the
world." They are healing the environ-
ment through the elimination of waste
and healing society through a diverse
workforce, recycling “paper, bottles
and people.”
Powered by diversity
As a leading global energy company,
we believe in the power of personal
achievement. That’s why we are committed
to discovering and encouraging the unique
power within each employee.
Dealing with Generation X, Y, Z
How to Earn Their Loyalty
putting more time into family and sacrificing less
for the job. The biggest challenge is providing our
own children with what we didn't have - fathers,
time, attention, security”
• Today's breadwinners are considering choices previ-
ous generations didn't dare to make. For example,
frequently the higher paid spouse keeps working
after kids become a part of the equation while the
other stays home. Gender is not a factor in deciding
which spouse will stay at home. This generation is
not bound by stereotypes. According to the Families
and Work Institute, 60 percent of men and women
under age 25 with children would make "a lot" of
sacrifices in money and career advancement in
order to spend more time with their families, versus
34 percent of workers overall.
• Personal freedom is close to a battle cry, particularly
for working parents who seek flexible work hours
and opportunities to work at home. Certainly com-
puters have made this a workable arrangement for
many employers. And, telecommuting is common
now in many industries. Employers are being forced
to sit up and take notice of a workforce that is
increasingly independent.
The Bottom Line
Many employers consider this growing list of wants and
needs intimidating. Others consider these attributes
potentially advantageous. They are the attributes of
healthy, focused and independent thinkers. Leaders,
even. The challenge lies in how to keep this generation of
employees motivated and loyal. Whether they’re
Generation X, Y or Z, here are a few tips on how to earn
their loyalty:
• Lift the hood on your organization. This generation
wants to be a part of something meaningful. Engage
them by letting them in on the strategic direction of
the company.
• Clearly define goals and objectives for achieving
success. Hold yourself and your employees account-
able for results. Articulate expectations for the indi-
vidual as well as the organization. It's important
that everyone feel that what they do on a day-to-day
basis is worthwhile and relevant to the company's
• Recognize a job well done. This generation is will-
ing to work extraordinarily hard when they're truly
engaged in what they're doing. And they respond
well to being recognized for it.
• Engage your people to find out what's important
to them Employees today have a good reason to be
cynical; they've heard about "open lines of commu-
nication" much more often than they've experienced
it. Make them believers.
• Be flexible. Dare to loosen the reins on traditional
policy and test out new incentive programs, flexible
work hours and home offices for your best people.
Employee loyalty isn't a given anymore; you have to earn it.
19th Annual Barbara E. Webb Diversity Works! Career Fair/Expo 23
c ont i nued f r om p. 19
“Many employers consider this growing list of
wants and needs intimidating. Others consider
these attributes potentially advantageous. They
are the attributes of healthy, focused and inde-
pendent thinkers. Leaders, even.”
24 DiversityWorks! Magazine / Spring 2008
n accomplished public speaker, Sarita’s
clients for training sessions and keynote
speeches include Hewlett-Packard, Nokia,
SUN Microsystems, Toyota, WD-40 and the
Professional Golfers Association. She holds a
Master of Education from the University of
What's your “elevator speech?” My main
message is that we have other options for
communicating. What IF you can't say
something nice? My term is “constructive
How did you establish your consulting
business? Baptism by fire! I worked as a
seminar contractor for six years for
CareerTrack (a training company that is no
longer in business). Meantime, I stayed at
my "day job" as a university administrator.
I started public speaking on a full-time
basis nine years ago. I just jumped! I called
everyone to say that I was available for
training workshops.
What's the highlight of your work? I love
the speaking itself! I usually say that the
constant travel, the long waits in airports,
the marketing and planning are all the
“real” work. So I get the joy of speaking for
free! I really thrive on the energy of the
audience, especially when people don't
want to be there. For instance, I have given
mandatory negativity training sessions for
various city and county departments.
These employees leave my sessions know-
ing that they have options. Change is diffi-
cult, and we can get ugly in those situa-
tions, like when the entire computer sys-
tem of our organization is transitioning!
Any advice for aspiring public speakers?
Right now, my biggest contracts with two
large technology companies. Family,
friends, relatives and friends are always
your best leads. Don't quit your day job!
Join professional associations.
I also say, “Go with what brought you!”
Whatever makes you unique, play it up!
Your experience is your best branding! When
I'm in front of a particular audience, for
instance, I mention that I'm an “army brat.”
Talk about your upcoming projects. I defi-
nitely want to see more collaboration in my
work, like my recent book release with
California State University San Marcos. The
university produced an insert for the winter
catalog, scheduled media interviews and
hosted a signing event.
I also want to work more with large organ-
izations and companies that have limited
time, personnel and resources to focus on
Forty percent of my speaking engage-
ments are conferences, keynote addresses
and breakout sessions, so I want to devel-
op those connections, too.
What's your motivation? Having a life! I'm
raising a daughter who is 16. I work out
with step aerobics at least four times per
week. And I've been salsa dancing for the
past seven years! I find that multitaskers are
the most well-adjusted professionals - if
any one area in our lives is not going right,
we have other aspects to keep us motivated!
with Sarita Maybin
Author of If You Can't Say Something Nice, What DO You Say?: Practical
Solutions for Working Together Better (2006), Interview by Rebecca Smith
26 DiversityWorks! Magazine
orkplace diversity refers to the variety of differences
between people in an organization. That sounds sim-
ple, but diversity encompasses race, gender, ethnic
group, age, personality, cognitive style, tenure, organizational
function, education, background and more.
Diversity not only involves how people perceive themselves, but
how they perceive others. Those perceptions affect their interac-
tions. For a wide assortment of employees to function effective-
ly as an organization, human resource professionals meed to
deal effectively with issues such as communication, adaptability
and change. Diversity will increase significantly in the coming
years. Successful organizations recognize the need for immedi-
ate action and are ready and willing to spend resources on man-
aging diversity in the workplace now.
Benefits of Workplace Diversity
An organization’s success and competitiveness depends upon its
ability to embrace diversity and realize the benefits. When
organizations actively assess their handling of workplace diver-
sity issues, develop and implement diversity plans, multiple
benefits are reported such as:
Increased adaptability
Organizations employing a diverse workforce can supply a greater
variety of solutions to problems in service, sourcing, and allocation
of resources. Employees from diverse backgrounds bring individ-
ual talents and experiences in suggesting ideas that are flexible in
adapting to fluctuating markets and customer demands.
Broader service range
Adiverse collection of skills and experiences (e.g. languages,
cultural understanding) allows a company to provide service to
customers on a global basis.
Variety of viewpoints
Adiverse workforce that feels comfortable communicating vary-
ing points of view provides a larger pool of ideas and experi-
ences. The organization can draw from that pool to meet busi-
ness strategy needs and the needs of customers more effectively.
More effective execution
Companies that encourage diversity in the workplace inspire all
Diversity in the Workplace:
Benefits, Challenges, & Solutions
19th Annual Barbara E. Webb Diversity Works! Career Fair/Expo 27
of their employees to perform to their
highest ability. Company-wide strate-
gies can then be executed; resulting
in higher productivity, profit, and
return on investment.
Challenges of Diversity in the
Taking full advantage of the benefits
of diversity in the workplace is not
without its challenges. Some of those
challenges are:
Communication- Perceptual, cultural
and language barriers need to be
overcome for diversity programs to
succeed. Ineffective communication
of key objectives results in confusion,
lack of teamwork, and low morale.
Resistance to change- There are
always employees who will refuse to
accept the fact that the social and cul-
tural makeup of their workplace is
changing. The “we’ve always done it
this way” mentality silences new
ideas and inhibits progress.
Implementation of diversity in the
workplace policies- This can be the
overriding challenge to all diversity
advocates. Armed with the results of
employee assessments and research
data, they must build and implement
a customized strategy to maximize
the effects of diversity in the work-
place for their particular organization.
Successful Management of Diversity
in the Workplace- Diversity training
alone is not sufficient for your organi-
zation’s diversity management plan.
Astrategy must be created and imple-
mented to create a culture of diversity
that permeates every department and
function of the organization.
Recommended steps that have been
proven successful in word-class
organizations are:
Assessment of diversity in the work-
place- Top companies make assessing
and evaluating their diversity process
an integral part of their management
system. Acustomizable employee
satisfaction survey can accomplish
this assessment for your company
efficiently and conveniently. It can
help your management team deter-
mine which challenges and obstacles
to diversity are present in your work-
place and which policies need to be
added or eliminated. Reassessment
can then determine the success of
your diversity in the workplace plan
Development of diversity in the
workplace plan- Choosing a survey
provider that provides comprehen-
sive reporting is a key decision. That
report will be the beginning structure
of your diversity in the workplace
plan. The plan must be comprehen-
sive, attainable and measurable. An
organization must decide what
changes need to be made and a time
line for that change to be attained.
Implementation of diversity in the
workplace plan - The personal com-
mitment of executive and managerial
teams is a must. Leaders and man-
agers within organizations must incor-
porate diversity policies into every
aspect of the organization’s function
and purpose. Attitudes toward diver-
sity originate at the top and filter
downward. Management cooperation
and participation is required to create
a culture conducive to the success of
your organization’s plan.
Recommended diversity in the
workplace solutions include:
Ward off change resistance with
inclusion. Involve every employee
possible in formulating and executing
diversity initiatives in your work-
Foster an attitude of openness in
your organization. Encourage
employees to express their ideas and
opinions and attribute a sense of
equal value to all.
Promote diversity in leadership
positions. This practice provides visi-
bility and realizes the benefits of
diversity in the workplace.
Utilize diversity training. Use it as a
tool to shape your diversity policy.
Launch a customizable employee
satisfaction survey that provides
comprehensive reporting. Use the
results to build and implement suc-
cessful diversity in the workplace
As the economy becomes increasing-
ly global, our workforce becomes
increasingly diverse. Organizational
success and competitiveness will
depend on the ability to manage
diversity policies and plan for the
future, starting today.
28 DiversityWorks! Magazine / Spring 2008
A world famous
leader once said,
“There are two things
you don't want to see
being made - sausage
and legislation.”
ll too often attempts to remedy perceived situa-
tions are addressed through legislation that
misses the mark entirely in finding practical
solutions. San Jose Assemblyman Joe Coto's AB 624 is a
prime example. Drafted to mandate diversity reporting
by private foundations in California with assets of $250
million or more, the legislation doesn't really get to the
core issues faced by communities of color.
It is true that organized philanthropy must do a better
job of recognizing the value of inclusion and diversity
in its grant-making, leadership and staffing. But diver-
sity in philanthropy is best achieved through voluntary
leadership and thoughtful planning - not legislative
Diversity is best achieved when it is understood, prior-
itized and integrated into the operations of a founda-
tion as a tool for effectiveness in, and responsiveness
to, the communities being served.
Diversity in Philanthropy Achieved
Through Leadership, Not Mandates
Philanthropy itself is very "diverse," not monolithic,
with many different missions, priorities and program-
matic goals. Foundation asset size alone is not the
appropriate threshold for determining whether diversi-
ty should be a goal for any specific foundation.
Community and family foundations should also aspire
to be more diverse and inclusive, but it is problematic
to interfere with donor intent and impose diversity as a
The California Endowment has the phrase "under-
served communities" prominently featured in our mis-
sion statement. Diversity matters to our foundation. We
embrace it as an important tool - as a means, not the
ends - because racial and ethnic disparities in health
and health care in our nation are matters of equity and
social justice.
Tapping the problem-solving creativity of communities
and community leaders directly impacted by these dis-
parities constitutes a critical strategy - not only in
health improvement, but also in building sustainable,
healthy communities where families of all races and
ethnicities can thrive.
Supporters of AB 624 have argued that this legislation
represents an important step for "transparency" in phi-
lanthropy. This argument lacks validity; it suggests that
private foundations have data on diversity-in-grant
making that they are hiding. This is not the case.
I suggest we cut through the "transparency" rhetoric to
cite what the real issues are: poverty, equity and oppor-
tunity in communities of color and other underserved
The opportunity and equity gap for working class and
low-income families grows each year in California and
across our nation. We are losing valuable ground for
families gasping to afford health insurance and a
decent home, to get a decent job or to put their kids
through college.
In the meantime, neither federal nor state policy-mak-
ers appear to have a blueprint, never mind a strategy,
for addressing the growing poverty and opportunity
gap that leaves frightening numbers of minority fami-
lies behind. This is the real issue, one that demands
thoughtful and strategic discussions - and action -
among leaders in the public and private sectors.
So while diversity in philanthropy constitutes an
important issue, let's place it in its proper perspective.
Voluntary leadership should drive it, as a result of its
inherent value.
To my colleagues in the field of philanthropy: I suggest
that we use the opportunity of this legislation to offer
an alternative and productive set of strategies that pro-
vide forward motion in addressing the underlying
problems and challenges faced by communities of color
in our state.
To the California Legislature: I implore that you not
reduce the value of diversity to a mechanistic and
mandatory numbers game. Real change and results are
coming from philanthropic organizations that have cho-
sen to embrace diversity as a guiding principle and act
upon it. Interested persons may visit http://www.diver-
sityinphilanthropy.comto learn more about these volun-
tary efforts.
I suggest we would more
effectively spend our time
jointly crafting and imple-
menting meaningful public-
private strategies to
improve health care, reduce
poverty and expand educa-
tional opportunities in dis-
tressed communities.
Source: The Mercury News | Written by: Dr. Robert K. Ross
30 DiversityWorks! Magazine / Spring 2008
By uplifting black women,
especially those struggling
hardest to keep their fami-
lies together and their
dreams on track, we lift up
every American community. I
encourage you to read this
year’s edition of the State
of Black America: In the
Black Woman’s Voice with
special attention to the
Opportunity Compact. Our
country urgently needs a
new vision to close the
gaps between black and
white Americans. The State
of Black America and the
Opportunity Compact will
help guide the way.
---Marc H. Morial, National Urban
League President & CEO
2008 State of Black America
The National Urban League “In the Black Woman’s Voice”
19th Annual Barbara E. Webb Diversity Works! Career Fair/Expo 31
Executive Summary - Part 1
ince 1976, the National Urban
League has released its annual
State of Black America (SOBA)
report, a barometer of conditions of the
African-American community in the
United States. The 2008 edition of the
State of Black America report is subti-
tled “In the Black Woman’s Voice.” As
the subtitle suggests, the report pro-
vides the black female perspective on
the challenges that currently confront
African Americans in general and
women of color in particular.
With a Foreword by the esteemed Dr.
Dorothy I. Height, president emerita of
the National Council of Negro Women,
the 2008 State of Black America features
essays from noted black female scholars,
political activists, business consultants
and other critical thinkers.
The 2008 State of Black America presents
the National Urban League’s ground-
breaking Opportunity Compact, a com-
prehensive set of principles and policy
recommendations designed to empower
all Americans to be full participants in
the economic and social mainstream of
this nation. The Opportunity Compact
provides the framework for the 2008 edi-
tion, with several essays addressing the
recommendations set out in the
Key Findings: 2008 Equality Index In
addition to addressing specific themes,
the 2008 State of Black America report,
includes the National Urban League
2008 Equality Index,™ an aggregate
measure of the relative status between
blacks and whites in America, based
upon five sub indexes: Economics,
Education, Health, Social Justice and
Civic Engagement The overall 2008
Equality Index is 73%, an increase of
0.41% from the 2007 index. The 2008
Equality Index indicates an increase in
economics, education and social justice
sub indexes.
Other highlights:
• The Economic sub-index (30% of
the Equality Index) is 56%,
unchanged for the previous year.
• The Education sub-index (25% of
the Equality Index) of 78.2% is a
0.6 decline from 2007 (78.6%).
• The Health sub-index (25% of the
Equality Index) increased 0.4% point
to 75.7%, upon revision of the 2007
figure from 77.8% to 75.3%.
• The Social Justice sub-index (10% of
the Equality Index) increased six per-
centage points from a revised 65.4%
in 2007 to 71.7% in 2008. The largest
improvement of all sub-indexes.
• The Civic Engagement sub-index
(10% of the Equality Index) was
103.6%, a decrease of 1.3 percentage
points from 105% in 2007.
Economics: The Economic sub-index
remained unchanged from last year
(56.8%), and the index for median
income remained the same at 61%. The
poverty index minimally changed, with
three times as many blacks as whites liv-
ing below 125% of the poverty line. The
black-white unemployment gap
decreased between 2007 (45%) and 2008
(49%).The 2008 Equality Index also
showed an increase in the digital divide,
a component of the economics sub-
index, in which the ratio for adult users
of broadband access increased from to
82%, and increase of 21% from 2007.
Education: In the Education sub-index,
the rate of enrollment for African-
American students within the age range
of 30 to 34 years of age increased from
7.2% to 10%, with much of the school
enrollment occurring at the college level.
Also, the index indicated that the
dropout rate for black high school stu-
dents decreased from 15% in 2007 to
13% in 2008. However, the index
showed a 15 percentage decline in col-
lege enrollment for recent African-
American high school graduates from
2007, with black students less likely to
enroll compared to recent white high
school graduates.
Health: The 2008 Health sub-index
increased slightly, at a 0.4 percentage
point. The gap in total uninsured
increased this year, with the index
falling from 56 percent in 2007 to 53% in
2008. Also, there was minimal change in
the gap of children’s health insurance,
with black children twice as likely to be
uninsured compared to their white
counterparts (52%).
Social Justice: Of all sub-indexes of the
Equality Index, the Social Justice sub
index showed the most improvement,
with jail sentencing for blacks decreas-
ing 15 percentage points, from 93% in
2007 to 77% in 2008. Also, the average
sentence for blacks decreased from 44
months to 40 months, while the average
sentence for whites increased from 34
months to 37 months.
Civic Engagement: Civic Engagement is
the only area in which African
Americans exceed whites. However, the
sub-index indicated a small decline at 1.3
percentage points. Black volunteerism in
the U.S Military reserves has slightly
decreased over the last five years, possi-
bly due the current war in Iraq.
32 DiversityWorks! Magazine
In his 22-year baseball
career, Hall of Famer Dave
Winfield was selected 12
times as an All-Star. He also
has the distinction of being
drafted in three different
pro sports. Known for help-
ing underprivileged children,
he was one of the first
baseball stars to include
charitable work in his con-
tract, and his foundation was
the first organization of its
kind created by an athlete.
Now a baseball exec, he's
written Dropping the Ball,
an analysis of what can be
done to save America's
national pastime.
19th Annual Barbara E. Webb Diversity Works! Career Fair/Expo 33
Dave Winfield
reatness and diversity are two
words likely to come to mind
for anyone reviewing Dave
Winfield’s athletic career. It is widely
known that this Baseball Hall of
Famer could do it all on the diamond.
Winfield’s running, fielding, and bat-
ting statistics are compared only with
the game's most celebrated players, a
tribute to his baseball prowess.
In 2004, ESPN named him the third-
best all-around athlete of all time - in
any sport. And, why not? This six-
foot-six gamer dominated the world of
organized sports. His high school and
college careers were top-tier, proven
by countless awards and trophies.
Winfield’s athletic skill-set is certain-
ly diverse. He remains the only col-
lege player in history to be drafted
by four professional teams in three
different sports - baseball, basketball,
and football.
Of course, as history shows, much to
the fans’ delight, professional baseball
became Winfield's career of choice.
He played “America’s favorite pas-
time” with all his heart. Off the field,
he dug deeper than other athletes,
reaching out to communities and
forming the Winfield Foundation for
inner-city children - a philanthropic
business model that continues to be
imitated in professional sports.
After 22 seasons as a player,
Winfield retired to what could have
been a life of leisure. Instead, he
went to work in the front office of
the San Diego Padres organization.
There, he has focused on marketing
the team and community relations as
vice president and senior advisor.
With his celebrity reach and his
mind for solid business practices,
Winfield has become a respected
member of the corporate business
world. He has written several books
over the years and his latest,
“Dropping the Ball: Baseball’s
Troubles and How We Can and
Must Solve Them,” reflects the criti-
cal consideration he has given the
game he loves.
Winfield has also gained a reputation
on the lecture circuit as a fine motiva-
tional speaker and he is often tapped
to address such issues as sports, edu-
cation, health and fitness, teamwork,
and corporate productivity.
Creating a more diverse business cli-
mate is one topic that is particularly
special for Winfield. He stresses that
companies that want to be financial-
ly successful during this age of
instantaneous information must be
aware of cultural diversity and how
it can improve business.
“It's a business imperative,” he said.
“Do the right thing with the right peo-
ple ... because there are benefits in it.”
One of the benefits, according to
Winfield, is the creation of solid
business connections, for example,
the relationship between the Padres
and the Urban League. Winfield had
known about the Urban League
through his brother’s involvement in
his hometown of Minnesota, but it
was the Padres’ pursuits in urban
marketing that introduced the Hall
of Fame player to local chapter presi-
dent Ray King and the Urban
League of San Diego County.
Winfield uses the Padres' inclusion
of minority-owned businesses (25
percent) during the construction of
the hugely successful Petco Park
facilities as a model of what diversi-
ty in business should look like.
He said that working to gain diverse
inclusion in the bidding process
added value to the organization’s com-
munity relations, in addition to
improving the bottom-line. Diversity
is as much about business competition
as it is about the awareness of the cul-
tural identity of the people involved.
“Any business has to have a top-
down consensus, a buy-in that puts
(diversity) policies in place as short-
term goals, in order to measure any
progress,” said Winfield. He added
that companies that become educat-
ed about diversity come to be con-
sidered “forward-thinking” by those
that do business with them, which is
a positive way to publicize.
Diversity in business is about the
employees, says Winfield, though he
adds that it is also about procurement,
inclusion, advertising, marketing
reach and community involvement.
“All these things - together,” said
Winfield,” give reasons for your cus-
tomers to respect, identify, and sup-
port your business.”
Keynote Speaker, Stresses Diversity in Business
By Colin McBride, Union Tribune Staff Writer
San Diego’s largest provider of workforce
training and university transfer.
Board of Trustees:
Marty Block, J.D., Rich Grosch, Bill Schwandt, Maria Nieto Senour, Ph.D., Peter Zschiesche
Constance M. Carroll, Ph.D., Chancellor
36 DiversityWorks! Magazine / Spring 2008
iversity Recruitment Striving for a diverse work-
force is a dominant issue for human resource pro-
fessionals. Its evolution in human resources has
given diversity a new face. But a simple definition of diver-
sity is different for each organization. Today diversity in
the workplace encompasses more than the traditional view
that focuses primarily on gender and race. It has taken on
a much broader definition. The changing demographics of
the labor force and marketplace are making it necessary for
companies to step up their diversity recruitment programs.
According to the Society for Human Resource
Management, leveraging workplace diversity is increas-
ingly seen as a vital strategic resource for competitive
What is Diversity?
What is your organization’s definition of diversity? Today,
there is more to diversity than just gender and race. It has
evolved from anti-discrimination compliance to focusing
on inclusion, and the impact on a company’s bottom line.
Diversity in today’s workplace refers to racial minority
groups, ethnic minority groups, women, older persons,
persons with disabilities, persons of nontraditional sexual
orientation, persons for whom English is a second lan-
guage, and other nontraditional groups. According to one
human resource generalist, another dimension of diversity
even includes characteristics that influence our lives and
our value systems. Some of these include geographic loca-
tion, income, religion, recreational habits, educational
background, work experience, parental status, and marital
status. So, there is no one set definition. The definition of
diversity depends on the organization and its stage of
development regarding workforce diversity.
Why is Diversity Recruiting Important?
Diversity recruitment is good for business. Diversity
recruiting is important to a company’s profitability. In
today’s global economy, buying power rests in the hands of
people from all walks of life. To appeal to this large cus-
tomer base, companies need to hire people from all walks
of life. By employing a diverse workforce, companies can
tap into their specialized insights and knowledge about the
marketplace. This is why it is becoming increasingly
important for a company’s makeup to reflect the makeup
of their customer base.
Diversity recruitment is also important if a company wants
to build a quality workforce. Demographic changes that
are affecting the labor pool and available talent will make
diversity recruitment a growing factor in the coming years.
Companies will have to adjust to the changing demo-
graphic composition of the labor force to stay competitive
in today’s marketplace. What are some of these demo-
graphic changes that will affect the labor force in the com-
ing years?
The labor force is becoming more diverse. Minorities are
the fastest-growing part of the labor force. The growth
rates for diverse groups are projected to be faster than the
rate for whites. The Hispanic labor force is projected to
grow by 34 percent from 2004 to 2014. The Asian labor
force is expected to grow at a comparable 32 percent. The
African American labor force is projected to grow by 17
percent from 2004 to 2014. The labor force of women is
Diversity Recruitment
19th Annual Barbara E. Webb Diversity Works! Career Fair/Expo 37
expected to grow by 11 percent dur-
ing this period.
In contrast, the labor force of white
men is only expected to grow by 7
percent during this period. As a result,
57 percent of the labor force will be
women and people of color by 2014,
reaching nearly 92 million. White men
will be a minority, only representing
43 percent of the labor force or 70 mil-
lion by 2014.
The workforce is aging. The labor
force will be affected by the aging of
the baby-boom generation-persons
born between 1946 and 1964. The
labor force will continue to age, with
the number of workers in the 55-and-
older group projected to grow by 49.1
percent. This is nearly 5 times the 10
percent growth projected for the over-
all labor force. With competition for
talent growing, companies are becom-
ing increasingly concerned about how
to retain older workers.
The workforce is becoming more
global. Over the next 10 years it is
hard to believe that North America
and Europe are only expected to pro-
duce three percent of the world’s new
labor force, while 75 percent of the
new entrants will come from Asia.
Advantages to Having a Diverse
Companies that diversify their work-
forces will have a distinct competitive
advantage over those that do not,
especially in the coming years. There
are several predominant factors that
motivate companies to have diverse
workforces. A recent report from the
Society for Human Resource
Management identifies six key rea-
sons recruiting a diverse workforce
should be part of an organization’s
strategic goals and objectives:
1) Greater adaptability and flexibili-
ty in a rapidly changing market-
2) Attracting and retaining the best
3) Reducing costs associated with
turnover, absenteeism, and low
4) Return on Investment (ROI) from
various initiatives, policies and
5) Gaining and keeping greater/new
market share (locally and globally)
with an expanded diverse cus-
tomer base
6) Increased sales and profits
Another advantage of having a diverse
workforce is being able to utilize its
knowledge when it comes to relating
to different groups in the marketplace.
This is becoming very important as
purchasing power in the United States
starts to shift in the near future.
According to the Selig Center for
Economic Growth, the purchasing
power of minorities in our country
will outpace that of whites in the next
five years. For example, in 2009, the
combined buying power of African
Americans, Hispanics, Asian
Americans and Native Americans is
expected to exceed $1.5 trillion. This is
more than triple the 1990 level, by a
gain of $1.1 trillion, or 242 percent! The
buying power of whites, in compari-
son, is only expected to increase by 140
percent. Imagine having a diverse
workforce to help reel in the immense
buying power of our future minority
Positive community relations are
another advantage of employing a
diverse workforce. When companies
develop outside relationships or part-
nerships with minority communities
and suppliers, they are building a rep-
utation for goodwill and establishing
themselves as an “employer of
choice.” In the long run, a company
can experience lower turnover once it
has built a favorable reputation and a
more positive employer brand. These
positive external relationships help it
to better attract the best talent.
Building and Maintaining a Diverse
An effective diversity recruitment
program can provide companies with
a valuable competitive advantage.
Competing for skilled and talented
employees is challenging, and will
become even more challenging as
demographic trends change the labor
force. In addition, competition from
other countries, lower education lev-
els of U.S. workers compared with
other countries, U.S. immigration
challenges, and fear of terrorism in the
U.S. add to the stress of competition.
To make the task more difficult, the
retirement of the baby boomers in the
next 10 years makes retention of older
workers a key concern. For these rea-
sons, an organization needs to be pre-
pared and take steps to help turn an
average diversity recruiting program
into a “shining star.”
Use Referrals
Referrals can be a powerful tool for
diversity recruitment programs.
Diversity referrals work well when
current and former employees can
adequately market your organization.
Employee referral programs should
routinely measure employee percep-
tion. This way, both current and for-
mer employees are empowered with
the information necessary to express
why they work where they work, and
why someone might want to consider
joining them. There are four ways to
improve the effectiveness of an
employee referral program:
1) Find out what current and former
employees are saying.
2) Determine whether any employee
demographic groups have more
negative perceptions than others.
3) Develop methods to communicate
with employees and actively man-
age their perceptions.
4) Persistently push out stories to
employees that provide unique
and compelling reasons why
diverse individuals would want
to work for your organization.
To be c ont i nued......
38 DiversityWorks! Magazine / Spring 2008
It is with great pride and honor that GEICO
is able to join the Urban League of San Diego
County on their Economic Empowerment Tour.
Working side-by-side with the Urban League
of San Diego County, GEICO helps provide
tools to empower the economic success of
all Americans.

GEICO’s partnership with the Urban League
of San Diego County is a vital component of our
community investment plan. By devoting time
and energy today, we can help create a better
community for tomorrow.
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Empowering communities,
ensuring our future
Exceptional Employers are Created by Exceptional Employees.
On Call stretches the standard when delivering top talent. We focus on placing high-caliber
candidates in administrative, accounting and finance, mortgage, technical, and executive
level positions throughout California.
Contact us today, we always reach hire. 1.800.720.2870 www.oncallemployees.com
reach hire
19th Annual Barbara E. Webb Diversity Works! Career Fair/Expo 39
o AIG Insurance - www.aig.com/gateway/
o American Airlines - www.aacareers.com
o Bank of America - www.bankofamerica.com/careers/
o Cardinal Health - www.cardilan.com
o Citibank - www.citigroup.com
o CIC Research - www.cicresearch.com/newhome2/
o Cox Communications - www.cox.com/CoxCareer/
o Cubic Corporation - www.cubic.com
o Curtis Moring Insurance Agency, Inc. - www.thinkcmi.com
o Enterprise Rent-A-Car - www.erac.com/recruit/
o Hawthorne Machinery - www.hawthorn.cat.com
o IBM- www-03.ibm.com/employment/
o Integrits - www.integrits.com
o Keith Goosby Inspirations & Motivations - kgim.blackportal.com
o Kaiser Permanente - www.kaiserpermanentejobs.org/
o Koch Membrane System - www.kochmembrane.com
o Kyocera - www.kyocera.com/kai
o Loews Coronado Bay Resort & SPA - www.loewshotels.com/
o National University - www.nu.edu/
o Neighborhood National Bank - www.neighborhoodnationalbank.com
o NorLab Business Solutions
o North Island Financial Credit Union - www.myisland.com/island/
o Qualcomm - www.jobs.qualcomm.com/
o SAIC -www.saic.com/career/find.html
o Scripps Research Institute - www.scripps.edu
o SDSU Research Foundation - www.foundation.sdsu.edu
o San Diego Business Journal - www.sdbj.com
o San Diego Gas & Electric - www.sdge.com/careers
o San Diego Monitor News - www.sandiegomonitor.com
o San Diego National Bank - www.sdnb.com
o SeaWorld San Diego - www.seaworld.org/career-resources/
o Sempra Utilities - www.sempra.com/careers.htm
o Solar Turbines - esolar.cat.com/solar/
o Sony Corporation - www.sonyjobs.com
o Southern California Edison - www.edison.com/careers/
o Starbucks Coffee Company - www.diversityconnections.com/
o Sycuan Casino - ww.sycuan.com/sycuan_casino/human_resources.html
o The San Diego Union Tribune - www.signonsandiego.com
o The Pacific Institute - www.pac-inst.com/
o Timmis J Moore
o UCSD - www.ucsdhcjobs.org/
o Union Bank of California - http://cce.uboc.com/
o UPS - ups.managehr.com/
o US Bank - www.usbank.com/cgi_w/cfm/careers/careers.cfm
o Viejas Casino - www.viejas.com/html/aboutus/employment.cfm
o Wal-Mart Stores, Inc. - www.walmartstores.com/careers/
o Wells Fargo Bank - www.wellsfargo.com/employment/
o Washington Mutual Bank - www.wamu.com/about/jobs/default.asp
o Cricket Communications - www.cricket.com
o U. S. Border Patrol - http://www.usborderpatrol.com/
o University of California, San Diego -www.ucsd.edu/portal/site/ucsd
o Raytheon - http://www.rayjobs.com/
o Marriott International - http://www.marriott.com/careers/
o County of SD Health & Human Ser - www2.sdcounty.ca.gov/hhsa/
o The Employment Guide - www.sandiego.em
o The Employment Guide - www.employmentguide.com/sandiego/
o Verizon - http://www22.verizon.com/
o Sharp Healthcare - http://www.sharp.com/
o Biz San Diego - http://www.bizsandiego.com/
o Ultimate Staffing - http://www.ultimatestaffing.com/
o Geico Direct - http://www.geico.com/
o San Diego Community College District - http://www.sdccd.edu/
o SD Workforce Partnership - http://www.sandiegoatwork.com/
Benefits of Being a
Diversity Works! Partner
s one of over 57000 employers in the region we are count-
ing on your support to help make Diversity Work! here in
San Diego. For over 50 years, the Urban League of San Diego
County has assisted many of its citizens in preparing for and
finding meaningful employment. For most of that time, you,
our area employer, has been assisting us along the way. And
now more than ever, your help is needed to help us meet our
mission. That is why we are asking you to become a Diversity
Works! Partner.
According to research by the Hudson Institute, a nationally rec-
ognized social trends think tank, within the next 10 to 15 years,
demographic trends, technological advances, and economic
globalization will shape the workplace. The U.S. workforce will
continue to expand, although at a much slower rate. However,
its composition will shift to a more balanced distribution by
age, sex, and race/ethnicity. Keeping pace with these changing
workplace dynamics, while implementing the mandate of our
mission to assist African Americans and other underserved peo-
ple achieve social and economic equality, the Urban League of
San Diego County has strategically positioned itself to better
serve San Diego through our Diversity Works! Initiative.
Through Diversity Works! we help you find, and if necessary,
develop scarce diverse human resources. For example, our
Diversity Job Bank has attracted over 1000 jobseekers. And the
students who attend our workshops undergo behavior modifica-
tion training in conjunction with our award-winning workreadi-
ness and diversity training, producing outstanding results. This
combination produces employees who are truly work-ready.
Consequently, as our employer investor-partner, you will benefit
not only from finding highly qualified job candidates in our job
bank, but perspective employees whoattend our workshops are
also prepared attitudinally to enter the workplace.
We are asking you to invest $1,200 year. This is not a donation,
but an investment and a smart business move. It will provide
you with unlimited posting/reviews to our Diversity Job Bank
(www.ulsdcjobs.net), mention in our Diversity Works! Magazine,
featured employer on our website and discounts on our next
Career Fair/Expo scheduled for (23 April, 2009).
To facilitate answering your questions, we will conduct
monthly luncheon seminars to explain the benefits of this initia-
tive here at the League's corporate office; 720 Gateway Center
Drive, San Diego CA 92102. Please RSVP with Maurice Wilson, VP,
at 619-266-6244 as space is limited and for lunch ordering purposes.
Here's to the continued success of our social venture partnership.
40 DiversityWorks! Magazine / Spring 2008
2007 Diversity
"Global diversity is a
core issue for Fortune
1000 companies that
operate in numerous
international environ-
ments. From products,
operations, culture,
employees, markets
and customers, global
diversity is integral
for successful busi-
ness operations. This
Summit will explore
innovative global
diversity solutions."
President Diversity Awards
2007 Recipients
Top: Citibank
Bottom Left to Right
Raytheon and DA’s Office
19th Annual Barbara E. Webb Diversity Works! Career Fair/Expo 41
Diversity Summit
The Urban League Awards Three Companies with the
President's Award for Diversity
uring the Urban League's First Annual Diversity
Summit held in October, 2007, the Urban League
of San Diego County's Diversity Advisory
Council (DAC), selected three companies for their com-
mitment to diversity and inclusion in San Diego:
Citibank, Raytheon and the DA's Office were this year's
Since 2005 the DAC has been soliciting nominations from
local companies in an effort to identify Diversity-Friendly
companies in San Diego. The process used is similar to
the one administered by DiversityInc Magazine, a promi-
nent national magazine focused entirely on raising diver-
sity awareness. The DAC's goal is to raise awareness and
to identify best practices for other companies to emulate.
Previously the awards were presented at the League's
annual Equal Opportunity Awards Dinners, but in 2007
were aligned with the Annual Diversity Summit whose
purpose is to focus regional diversity issues and create an
open dialogue.
Last year's summit, sponsored by Sempra Energy, was
held at the NTC Promenade on October 11 & 12. Over 280
professionals attended including Mr. Luke Visconti, co-
founder of DiversityInc Magazine.
Other prominent speakers included:
Dr. Johnnetta B. Cole (Board Chair of the JBC Global
Diversity & Inclusion Institute); Juan Williams (NPR Sr.
Correspondent and Award-Winning Journalist);
Radm. Leendert R. Hering (Commander, Navy Region
South West); Consuelo C. Kickbusch (U.S. Army - RET);
Jessie J. Knight Jr. (Executive Vice President, Sempra
Energy); Dr. Julie M. Wong (Assistant Vice President,
University of Texas at El Paso); And 21 workshop presen-
ters.The Mistresses/Master of Ceremonies were Channel
4's Emmy Award-winning reporter, Jessica Chang,
Marianne Kushi, anchor of the NBC Morning News, and
Dwayne Brown KPBS morning anchor.
Sempra Energy, the title sponsor, has received national
recognition as Fortune Magazine's 'Best Place to Work for
Minorities' and Diversity Inc.'s 'Top 50 Companies for
Diversity.' Supporting sponsors include CDM , Point
Loma Nazarene University, AT&T, Prudential,
Heinekin, Qualcomm, SAIC, The Daily Transcript, San
Diego Workforce Partnership, Raytheon, UPS, San
Diego Community College District, USD, Jobing.com,
HSBC and Wal-Mart.
Sempra's Executive Vice President, Knight, said, "Global
diversity is a core issue for Fortune 1000 companies that oper-
ate in numerous international environments. From products,
operations, culture, employees, markets and customers, global
diversity is integral for successful business operations. This
Summit will explore innovative global diversity solutions."
The Diversity Summit kicked off on October 11 with an
awards reception hosted by Sempra with a keynote from
Luke Visconti of DiversityInc., and conclude with a VIP
event in the NTC Rose Garden on October 12 hosted by
For more information, visit: www.diversitysummit.info
About the ULSDC Diversity Advisory Council: The Diversity
Advisory Council is a volunteer arm of the Urban League who works
to support the work of the local Urban League Affiliate by helping raise
awareness about the benefits of diversity. Each year the Diversity
Advisory Council host's this annual event to help the League raise
funds for programs and services. The Council's events are usually
done in conjunction with Diversity Awareness Month and are present-
ed to raise awareness as well as recognize the contributions of those
companies and individuals who have served in various positions to
raise public awareness. For more information about the council, call
42 DiversityWorks! Magazine / Spring 2008
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