Welcome to the March 2010 Edition of the CASC Newsletter. As members of the California human resources and management community, the California State Council of SHRM is here to provide you and your company resources relevant to the practice of Human Resources in California.

Marketing Techniques For HR

Maria Ostrowski, HR Strategic Advantage 

For years, Human Resources professionals have been applying the fundamental business concept of customer service to their functional area. They have found that, just like buyers of their company's products and services, HR's customers (employees, supervisors, and management) respond favorably to good customer-service approaches. What human resources still needs to learn is that marketing and sales principles can be equally useful in improving HR effectiveness.

What 'Power Marketing' Can Do

Many HR professionals consider sales and marketing inconsistent with their customer-service responsibilities. But if you take a moment to think about it; if your internal customers don't understand and enthusiastically buy into the services you're providing, you're wasting a lot of valuable time and resources, and your credibility is compromised.  The fundamental tools HR uses to "market" its services are memos, meetings, newsletters, and brochures. Since there's a captive audience, so to speak, it's easy to think these tools are satisfactory.  Yet one of the most common complaints HR hears year in and year out is that communication is poor.  The reason is that HR simply doesn't leverage the power of proven marketing techniques in day-to-day communication and business practices.

Here are just a few examples of how human resources can apply the power of marketing principles to realize amazing results:

#1 - Referrals

It is important to remember that referrals truly represent the most inexpensive, predictable, and profitable single source of growing and expanding your business. Translated to the HR arena, an obvious way to get reluctant managers on your team is to leverage your base of satisfied supervisor/manager customers by developing a referral strategy. Next, establish an expectation agreement to be sure you and your "new customers" are on the same page. Then, deliver ... what you promised ... on time ... on budget.

#2-Unique Selling Propositions

Believe it or not, you have competitors.  Identifying your company's unique selling propositions can give you a distinct advantage in recruitment over your competitors. Attracting and retaining talent is key to the success of your organization.  Learning to identify and communicate your most powerful advantages over competitors is vital.

#3-Education and Follow-Up

Your external customers want to know only three things:

What is it?

What will it do for me?

How much does it cost (in time, effort, and money)?

HR professionals often overlook this fundamental marketing principle. The typical HR approach is to develop and distribute an information tool and conclude that the job is done until it has to be revised on account of business strategy and/or federal, state, or local law changes.  If your employees aren't satisfied, they won't be cooperative. HR needs satisfied internal customers to successfully introduce and implement new initiatives.  Providing employees with consistent, frequent, and useful information is essential to lower attrition and increase retention. In other words, you can increase your chances for staffing success by improving your marketing knowledge and skills.

#4-Strategic Alliances

You undoubtedly are aware that your company has probably established strategic alliances with other organizations to maximize competitive advantages in the marketplace. You can use the same marketing principles internally to expand and enhance your own visibility, credibility, and career opportunities. The technique is simple, yet often overlooked: Develop a personal strategy to host or promote others' ideas and get others to host or promote yours. This approach is particularly effective in organizations with multiple business operating units. HR can help facilitate strategic alliances that cut across the organization, offer win-win solutions for everyone, and make all your HR customers happy.

The Bottom Line

Clearly, introducing a marketing approach could be a very valuable way to enhance your human resources and staff development programs. The potential bonus is that it could also be customized to increase the effectiveness of your HR business practices.

GOOD LUCK ! ! !

 2010 SHRM Annual Conference

San Diego Convention Center
San Diego, California

 HR Certification Institute's New Eligibility Requirements

Why are the eligibility requirements changing?

· Based on recommendations from over 14,000 HR professionals, certificants, business leaders, students and academicians the HR Certification Institute's exam eligibility requirements are changing to reflect the needs and requirements of the HR profession.
· The new eligibility requirements result in better alignment with the candidate profile that possesses the level of practical experience and HR knowledge to perform successfully on the exam.
· The new eligibility requirements were developed in cooperation with HR practitioners, academicians and current certificants including recent student certificants. The eligibility requirements will help candidates be more successful in passing the exam.

 For additional information go to http://hrci.org/certification/docs/hrci-mr-tab2-1461.htm

2010 California Student Games Highlights

The event was energetic and exciting event for students, advisors and volunteers.  Congratulations to all the students who competed. Thank you to all the advisors and a special thank you to all our volunteers who helped make this event a success.  In an interesting and suspenseful Final Round the 2010 California HRGames

winner was Stanislaus Red over Fresno Blue. 

This year's HRGames included 12 Teams from six schools. Two teams represented each of the following schools: CSU-Fresno, CSU-Bakersfield, CSU-Long Beach, Cal Poly Pomona, Cal Poly San Luis Obispo, and CSU-Stanislaus. In all we had over 40 students, including alternates in the competition, advisors, and over 50 volunteers from all over California.

The event started with a welcome Friday night dinner of Bakersfield's Champs BBQ for students, advisors and our out-of-town guest. All attendees were welcomed by Sam Chow, PHR, California State Council Director and Horace Mitchell, PhD., CSU, Bakersfield President. Following a fabulous BBQ dinner we held mock-game and gave an overview of the event ahead.

Saturday started with a hearty Hodel's country buffet breakfast, a Bakersfield classic. We fed over 125 students, advisors, volunteers and guest. Volunteers were trained and the rounds were off to a great start. Having survived four rounds all guest were treated to some wonderful Too Fat's sandwiches, another Bakersfield's own. Fortunately the weather somewhat cooperated and we enjoyed a bit of sunshine to prepare for the next rounds.

Through-out the entire day guest were able to refresh on all types of snacks, including locally grown fresh fruit, nuts, and of course the famous Smith's Happy Face Cookies and La Rosa Fruit Bars (Strawberry, Lime, Coconut, Watermelon, Pineapple, and much more) right out of the traditional street cart.

Finally the semi-finals and we were down to Fresno Blue vs. Stanislaus Gold and Fresno Red vs. Stanislaus Red which led us to the Finals with Fresno Blue vs. Stanislaus Red.

To the victor go the spoils. Thanks to the generosity of The PIHRA Foundation each of our Stanislaus Red Team members, Joe Aja, Demetrios Zarefakis, and Tabitha Lilly will receive a $500 scholarship. Thanks to the generosity of our corporate sponsors and product donations the 2010 HRGames Planning Committee was also able provide a $200 scholarship to each of our Fresno Blue 2^nd place Team members, Aaron Meyers, Melissa Freeman, and Kelly Roberts. Lastly to ensure that funds provided were used appropriately the Planning Committee has distributed the remaining funds ($158 each team) to help the top five California Teams (Bakersfield Gold, Fresno Blue, Fresno Red, Stanislaus Gold, and our State HRGames winners Stanislaus Red) attend the SHRM Pacific West Regional Games in Reno, NV on March 19-21.

Good luck to all the California Teams!!

CASC SHRM Foundation News:
Key Findings from SHRM Foundation-Funded Studies

Welcome to the CASC's knowledge sharing effort about the SHRM Foundation.   Did you know that the SHRM Foundation supports researchers who bring us greater understanding of the complexities of HR. During the past three years, the Foundation has funded more than $1.6 million in research grants for studies that advance the knowledge base of the profession.

The SHRM Foundation is also committed to creating materials that explain how practitioners can capitalize on the new knowledge that research provides. 

The "HR Research Results" brochure presents the results of recent SHRM Foundation-funded projects in an actionable way, so HR professionals can apply this knowledge in their organizations. The topic areas are: The Impact of HR Practices on Organizational Social Performance; Telework Programs; and The Link Between Performance Appraisal and Culture.  Contact the SHRM Foundation at 703-535-6020 to request a printed copy, or download a .pdf free from the SHRM Foundation website.  

If you are a chapter leader and interested in learning more about how your chapter can help the foundation you can check out the SHRM webstie and click on SHRM Foundation and then VOLUNTEER RESOURCES.  There you will find a current power point presentation and all the tools you will need to share the Foundation's story with your chapter and to lead a campaign to make a chapter donation to the foundation, which is part of the annual chapter planning process.  If you need additional assistance, you can contact your SHRM Foundation Director:  Nina Woodard at nina@ninaewoodard.com or her phone at 760 717 1431.

Another very exciting Foundation Activity is their Scholarships for HR Professionals

Are you a SHRM member pursuing a college degree (HR, business, psychology, etc.) or professional certification?  With generous underwriting from the J. J. Keller Foundation, Inc., the SHRM Foundation will award $100,000 in scholarships to SHRM professional members in 2010. 

The scholarships are allocated equally among the five SHRM geographic regions, which means you are competing only with applicants in your own part of the country. Recipients are selected primarily on merit, and a significant portion of the selection criteria includes HR involvement and future career plans, as well as volunteer activities and leadership experience.

Academic scholarships are available to thsoe working toward a graduate or undergraduate college degree in HR or a related field.  Certification scholarships are available to those working toward certification (SPHR, GPHR, PHR, or California) and to affiliated SHRM chapters and state councils that are organizing local certification preparation programs.

The application deadline is July 15, 2010.  For more information, choose "Scholarships and Awards" on the SHRM Foundation website (www.shrm.org/foundation).

There is money specifically for California so please do look at your chapter members and leaders who may need assistance to continue their professional development efforts.  This support is there for the asking.  The application process is all on line and easily accessible!  Don't  miss this opportunity! 

CASC would like to recognize Debbie Horne on being named a recipient of the Ann Byrnes Scholarship.  Debbie has served on the CASC Board in several key roles and we are pleased she was recognized for her efforts.  Please see below.  

Subject Line: Ann Byrnes Scholarship Results

Congratulations!  You have been selected to receive a $1,000 Ann Byrnes Scholarship.  This award was made possible by the generous donations of SHRM members, friends, colleagues, family and the SHRM Foundation.

We received more than 120 applications for these scholarships. As an applicant for this award, you should feel proud that you are part of an outstanding group of HR professionals and passionate volunteer leaders who would make Ann proud. 

We had two teams of judges, made up of SHRM staff and external SHRM volunteers.  All judges were assigned regions other than their own.  The judges rated each applicant according to the award criteria specified. Then the candidates with the highest overall scores were reviewed by a second group of judges to determine the final winners. 

Many of the judges remarked on what an impressive group of volunteers we have and how difficult a decision it was to select the scholarship recipients. As a matter of fact, we would like to compile the comments received in regards to the impact, results and skills obtained while volunteering to encourage others to volunteer, at SHRM and in their communities.

We appreciate all you do to advance the profession and help your community.  We hope you enjoy and benefit from your professional development.  

Best of luck to you in your HR career!

Sincerely,

Pam Green

Chief Membership Officer

SHRM

pam.green@shrm.org

Clarification on "Kin Care"

By Jeanine DeBacker, Esq.

Hoge, Fenton, Jones & Appel, Inc.

California State Council of SHRM Legislative Affairs Director

 Last month, California's Supreme Court clarified the scope of Cal. Labor Code section 233 (the "kin care" law).  Under this law, if an employer allows employees to accrue sick leave, the employer must allow those employees to use a portion of that sick leave to attend to the illness of a child, parent, spouse or domestic partner.  In McCarther v. Pacific Telesis Group, the Court clarified that section 233 does not universally apply to all paid sick leave policies. The law only applies to those policies under which employees accrue or bank the leave.  The statute does not apply to policies that provide for an uncapped number of compensated sick days.  Employers with those policies are not required to provide any compensated time off for kin care.

The plaintiffs in McCarther worked under a collective bargaining agreement that a sick leave policy that compensated employees for up to five consecutive days of work missed due to illness or injury.  Once the employee returned to work after an absence, he could again be compensated for another five days missed due to illness or injury.  The workers did not bank or accrue the sick days but instead could simply take the paid days off as needed. In this way, the sick leave plan was a bit different from most non-collectively bargained arrangements.  In addition, the employees were subject to an attendance policy that limited the total number of days an employee could miss per year (including days off for illness or injury).  There was no policy under the agreement for paid time off to take care of ill family members.

The plaintiffs missed work to care for sick family members and were not paid. They sued, claiming that California's Kin Care rule had been violated. The Supreme Court disagreed.

The Court found that the Kin Care rule only applies to sick leave policies in which the workers bank or accrue time off: section 233 defines "sick leave" as "accrued increments of compensated leave provided."  The plaintiffs did not accrue or otherwise accumulate sick leave. They simply got to take time off (up to five days) and get paid.  The Court found that the limiting definition of sick leave under section 233 excluded the type of policy the plaintiffs were under. 

The Court also found that employers with non-banking or accrual policies would be unable to abide by the rule:  the statute required employers to provide "an amount not less than the sick leave that would be accrued during six months at the employee's then current rate of entitlement" for kin care.  Since the company policy provided for an unlimited amount of sick leave, it would be impossible for the employer to determine how much an employee would accrue in a six month period, and it would consequently be impossible to determine the amount of kin care it was required to provide.  

Only 1%? I'll take it!

Ron Scott

As the SHRM Membership "Evangelist" for the great State of California I am overwhelming excited to announce that we are going!!!

Yes, in spite of the worst economy our state has faced in decades, SHRM membership continues to be a vital resource in the HR professional's toolbox. Since just December our membership has grown 1%! "Only 1%?" you say. Hey - I'll take it. We currently have 19,753 members throughout our state.

If you are one of our newest members let me say "Welcome aboard!!!" Let me strongly encourage you to investigate one of our thriving 17 local chapters. They all offer outstanding educational programs, networking events, and plenty of opportunities for you to serve and give back to our profession. And a very special "tip 'o the hat" to the Staffing Management Association of Southern California whose membership is already up 24%!!! What are you guys doing down there anyways? That's crazy!!!!

A very special "shout out" goes to each of the local chapter Membership Chairs for their on-going efforts to grow and strengthen our Society. Keep it up team - it's working!