“Экономические науки”/ 5.Управление трудовыми ресурсами

Воропаева О.В., Литвинов А.И

Донецкий национальный университет экономики и торговли имени Михаила Туган-Барановского

Diversity management: the advantages above equality management

Personnel management is a system of principles, methods and mechanisms of development, motivation and rationale use of company’s workforce. This system should correspond with concept company’s development, also it must protect the interests of employees and ensure legislation on labor. The correctly definite management strategy of workforce is especially important component on reaching the company’s goals, increasing competitiveness and effectiveness.

Today the personnel management can be divided into two types. The first one is the equality management, which focuses on the development of the human resource, but doesn’t take the people differences into consideration. The second is diversity management. It is a revision and improvement of equality management. This approach is very essential for any company, because the politics of “diversity” gets the equal opportunities for all employees without dependence on visible differences such as race, ethnicity and gender, and less visible differences such as religion and sexual orientation.

There are few advantages of diversity management above equality management:

1. “Diversity” gives a competitive advantage compared the company, which use the principles of equality management. Religious and cultural diversity should not be a source of conflict but rather a source of inspiration and an opportunity to integrate ideas from all over the world. “Diversity” improves competitiveness enlarging the potential for ideas and innovation. Another benefit of increasing diversity is growing international awareness when people from other countries and cultures are employed and their different views valued.

2. Diversity management improved customer service: employees and partners are as diverse as customers; it allows foreseeing their tastes and desires, national and cultural differences.

3. The diverse mix of personalities gives a company its rich culture and unique atmosphere. Deep respect for the diversity of different nationalities, cultures and opinions are the hallmark of business etiquette. In order to attract and retain qualified employees, the company must have a reputation and image as one that values diversity. The company should observe and respect the culture and traditions of each country in which it operates.

The challenges of diversity is currently faced by European companies, include managing intercultural communication and cooperation, national and regional stereotyping, racial and ethnic diversity and asylum-seekers, adjusting to new roles of women.

As to Ukrainian companies personnel management is developing nowadays. It depend on that fact that the main course in reaching success for Ukrainian enterprises is still left other resources for the exception of human ones. Our companies often takes the model of successful international companies. Without taking into account the management system and quality of the staff. It is clear, that top-management of Ukrainian companies couldn’t use the principles of diversity management on practice, guided by other more ponderable problems than the problems of inequality among employees, even they understand the importance in realization of personal needs for every human in reaching company common goals.

However, despite practitioner coverage on how to manage diversity, there is as yet little empirical research on whether companies in Europe have shifted from older forms of equality management to diversity management, nor on their rationales for adopting the popularly advocated strategies for diversity management.

One way of identifying policies of European and Ukrainian companies is to study how they promote their strategies on websites, which are useful outlets for corporate reporting and providing access to corporate strategies. So, problem of “diversity” takes the majority of the European companies, but not all of them use the methods of diversity management. Only half of them know about this strategic. Others companies did not use the term 'diversity', but they frequently mentioned equal opportunities for all employees and anti-discrimination practices.

Summarizing all above mentioned, it is necessary to say that the diversity management plays the great role for many European companies nowadays. Diversity is indeed a complex and important issue for European companies, given the multicultural, multilingual, multiethnic populations within the continent's borders. But for Ukrainian companies personnel management, in particular diversity management, doesn’t take the first place in company’s general development strategy.