Managing Diversity for Success: The Case of IBM

When you are a company that operates in over 170 countries with a workforce of over 398,000
employees, understanding and managing diversity effectively is not optionalit is a key
business priority. A company that employs individuals and sells products worldwide needs to
understand the diverse groups of people that make up the world.
Starting from its early history in the United States, IBM Corporation (NYSE: IBM) has been a
pioneer in valuing and appreciating its diverse workforce. In 1935, almost 30 years before the
Equal Pay Act guaranteed pay equality between the sexes, then IBM president Thomas Watson
promised women equal pay for equal work. In 1943, the company had its first female vice
president. Again, 30 years before the Family and Medical Leave Act (FMLA) granted women
unpaid leave for the birth of a child, IBM offered the same benefit to female employees,
extending it to one year in the 1960s and to three years in 1988. In fact, the company ranks in the
top 100 on Working Mother magazines 100 Best Companies list and has been on the list every
year since its inception in 1986. It was awarded the honor of number 1 for multicultural working
women by the same magazine in 2009.
IBM has always been a leader in diversity management. Yet, the way diversity was managed was
primarily to ignore differences and provide equal employment opportunities. This changed when
Louis Gerstner became CEO in 1993.
Gerstner was surprised at the low level of diversity in the senior ranks of the company. For all
the effort being made to promote diversity, the company still had what he perceived a masculine
culture.
what he perceived a masculine culture.
In 1995, he created eight diversity task forces around demographic groups such as women and
men, as well as Asians, African Americans, LGBT (lesbian, gay, bisexual, and transgender)
individuals, Hispanics, Native Americans, and employees with disabilities. These task forces
consisted of senior-level, well-respected executives and higher-level managers, and members
were charged with gaining an understanding of how to make each constituency feel more
welcome and at home at IBM. Each task force conducted a series of meetings and surveyed
thousands of employees to arrive at the key factors concerning each particular group. For
example, the presence of a male-dominated culture, lack of networking opportunities, and worklife management challenges topped the list of concerns for women. Asian employees were most
concerned about stereotyping, lack of networking, and limited employment development plans.
African American employee concerns included retention, lack of networking, and limited
training opportunities. Armed with a list of priorities, the company launched a number of key
programs and initiatives to address these issues. As an example, employees looking for a mentor

could use the companys Web site to locate one willing to provide guidance and advice. What is
probably most unique about this approach is that the company acted on each concern whether it
was based on reality or perception. They realized that some women were concerned that they
would have to give up leading a balanced life if they wanted to be promoted to higher
management, whereas 70% of the women in higher levels actually had children, indicating that
perceptual barriers can also act as a barrier to employee aspirations. IBM management chose to
deal with this particular issue by communicating better with employees as well as through
enhancing their networking program.
The company excels in its recruiting efforts to increase the diversity of its pool of candidates.
One of the biggest hurdles facing diversity at IBM is the limited minority representation in fields
such as computer sciences and engineering. For example, only 4% of students graduating with a
degree in computer sciences are Hispanic. To tackle this issue, IBM partners with colleges to
increase recruitment of Hispanics to these programs. In a program named EXITE (Exploring
Interest in Technology and Engineering), they bring middle school female students together for a
weeklong program where they learn math and science in a fun atmosphere from IBMs female
engineers. To date, over 3,000 girls have gone through this program.
What was the result of all these programs? IBM tracks results through global surveys around the
world and identifies which programs have been successful and which issues no longer are
viewed as problems. These programs were instrumental in more than tripling the number of
female executives worldwide as well as doubling the number of minority executives. The
number of LBGT executives increased sevenfold, and executives with disabilities tripled. With
growing emerging markets and women and minorities representing a $1.3 trillion market, IBMs
culture of respecting and appreciating diversity is likely to be a source of competitive advantage.
Case written by Berrin Erdogan and Talya Bauer to accompany Bauer, T., & Erdogan, B. (2009).
Organizational behavior (1st ed.). New York: Flat World Knowledge. Based on information from
Ferris, M. (2004, Fall). What everyone said couldnt be done: Create a global womens strategy
for IBM. The Diversity Factor, 12(4), 3742; IBM hosts second annual Hispanic education day.
(2007, DecemberJanuary). Hispanic Engineer, 21(2), 11; Lee, A. M. D. (2008, March). The
power of many: Diversitys competitive advantage. Incentive, 182(3), 1621; Thomas, D. A.
(2004, September). Diversity as strategy. Harvard Business Review, 82(9), 98108

Discussion Questions
1. IBM has been championed for its early implementation of equality among its workforce.
At the time, many of these policies seemed radical. To IBMs credit, the movement
toward equality worked out exceptionally well for them. Have you experienced policy
changes that might seem radical? Have these policies worked out? What policies do you
feel are still lacking in the workforce?

2. If you or your spouse is currently employed, how difficult would it be to take time off for
having a child?
3. Some individuals feel that so much focus is put on making the workplace better for
underrepresented groups that the majority of the workforce becomes neglected. Do you
feel this was the case at IBM? Why or why not? How can a company ensure that no
employee is neglected, regardless of demographic group?
4. What types of competitive advantages could IBM have gained from having such a
diverse workforce