Employee Referral

Probably the strongest single means of recruiting minorities to IT is through other minorities. "Every top talent diversity candidate you hire will bring you additional top talents," says Thompson.

Hall agrees. "We have found that talented individuals tend to associate with other talented individuals," he says. "Using associate referrals is a very impactful way to identify candidates. We use it to the greatest extent possible."

Marriott has a formal referral program with cash awards. "So there is responsibility all across the business to recruit," Hall says.

At Allstate, the employee-referral program is used so widely that it's been responsible for the recruiting of about 40% of new hires, says Baker. Allstate also has a strong community presence. "I get phone calls all the time from employees who say, 'My church is hosting an event. Come and set up a booth about openings at Allstate,'" Baker says.

Community Service

Through community service, companies can do good while attracting potential hires. At Marriott, for example, employees devote one workday each year to causes such as Habitat for Humanity International, Children's Miracle Network or local events in the surrounding communities. "I've done everything from digging fence posts to helping to refurbish a local amusement park," Hall says. He notices that interest from minority candidates usually increases markedly after these activities.

Accountability

Backing up diversity talk with real accountability makes a difference. At Bank of America, diversity targets are an integral part of each manager's performance and compensation plan, Thompson says. "We have accountability from the CEO straight down."

That accountability not only affects the decisions people make on the job, she says, but it also sends a message to minority candidates that the company means what it says. "Diversity candidates -- and I was one -- love knowing you have that accountability all through the organization right to the top," she says.

The same is true at Delta Technology, where managers are measured on their ability to create and maintain a diverse workforce, says Tahvonen. "Our performance standards allow an objective review of performance," he says.

Progress is carefully measured at Marriott, says Hall. For example, over the past five years, his IT division has increased its total minority representation by more than 5%, although the size of the division overall has decreased by 14%. "So at a time when our head count has gone down, our minority representation is going up," he says. During that period, Marriott increased the number of black senior-level tech associates by more than 100% and promoted seven to director-level positions, he says.

Companies say that once they begin to see progress in diversity, others notice, and then it snowballs. "External recognition helps," says Baker. "When we're named a top company for diversity, people see that." Hall agrees. "Marriott has been recognized by organizations like BDPA, and that helps us reach potential candidates. Generally, the number of e-mails and phone calls from interested candidates will increase because they read the articles."