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Resources Diversity as a Positive Tool within the Company - an extension of the employer brand?10 February 2004. The meeting considered how companies can turn ethnic diversity in the workplace to positive advantage, and will focus on one amazingly successful project. The theme was introduced by Anjul Sharma, Associate Director, Corporate and Financial Unit at TRBI and Chair of the MRS Ethnic Researchers Network, and illustrated by an inspirational talk from Richard Purser, Head of Relationship Marketing for West Bromwich Building Society. West Bromwich is the 9th largest Building Society in the UK, with approximately 500,00 customers and 50 branches, and its groundbreaking project 'Contact Strategy for the Ethnic Community' has moved what was a local company into a considerable force within (and beyond) the region. The catchment area profile of certain branches is diverse - and significant activity has been undertaken to support contact with each of the ethnic communities, with the full involvement of staff and their families. Richard's responsibilities are varied, and include co-ordinating communications activity - from centralised campaigns to developing individual branch marketing plans with each branch manager. He has worked in a number of functions for a range of financial services organisations, and is a member of both the Chartered Institute of Marketing and the Chartered Institute of Bankers. Download the full presentation:
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