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certain trends in the economy, among others: the increase in women's participation in
employment, persons belonging to national minorities, immigrants, and elderly people. The
development of the concept of diversity management dates back to the 70s, when the word
"diversity" referred to the minorities and women as groups of workers. For a long time
managers believed that diversity in the workplace is about increasing the representation of
women and ethnic minorities and it refers to the employment of those groups. Afterwards
the need for the reconstruction of the approach to the concept of management has been
indicated (Brdulak, 2009). Among the main benefits of diversity management there are:
strengthening the values of inter-organizational culture;
strengthening a good opinion (reputation) of a corporation;
help in attracting and retaining talented employees;
Improving motivation and efficiency of existing staff;
Increasing innovation and creativity of employees.
A research conducted in EU countries in 2010 indicates a wide area of possible use of
diversity management:
recruitment, selection of employees, the policy of maintaining them (almost 90% of
responses);
staff development and promotion (85%);
development of leadership and management skills (85%);
application of strategy (75%);
policies and procedures (74%);
cooperation of employees (68%);
marketing and communication (35%);
customer service (32%);
development of products and services (25%);
sale (22%);
layoffs, restructuring (20%).
It is worth noticing the difference in the approach to the management of men and women.
It is indicated that there is a need to adjust management methods to gender. Such action
can allow for better use of the knowledge, skills and character traits of the employee -
crucial for the level of innovation potential (Catalyst, 2007). Attention is drawn to the
characteristics of women that allow them to achieve more and more success. It is pointed
out that the "evolution in management in the direction of greater sensitivity, integration,
cooperation and communication will create more chances for women (Kupczyk, 2009).
It seems that employees achieve success through such features as: a good education,
ambition, intelligence and diligence, resourcefulness, persistence and consistency in action.
More often, they are focused on self-development and interesting challenges, while men
focus on the work environment, its prestige, possibilities of influence and the pursuit of the
highest salaries. Women themselves as the most important factors that allow them to be
successful to a greater extent than men, consider: knowledge, education, ability,
psychological characteristics, being open to a customer, hard work and management style.
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