JCPenney 2008 Annual Report Download - page 16

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Valuing our Associates’ diversity helps us better serve our diverse customer base.
JCPenney C.A.R.E.S.
Associates
At JCPenney, we’re investing in our greatest strength and
competitive advantage: our 150,000 Associates in our Stores,
Logistics Centers, Home Of ce and other facilities across the
country. Engaging our Associates in the Company’s goals and
their own personal success is key to driving our business — and
to retaining, attracting and developing the best people in retail.
In addition to an unwavering focus on training, engagement and
diversity, we continue to foster a WINNING TOGETHER culture by
living our eight WINNING TOGETHER principles every day.
Training. JCPenney is committed to the
career advancement of all Associates.
That’s why we founded JCPenney
University or jU — our college of higher
learning with a population of 150,000
undergraduates. With over 2,000
different courses offered, Associates logged an impressive 2.5
million hours of training last year, averaging  ve courses per Home
Of ce Associate, and 11 courses per Store Associate.
Engagement. Our annual WINNING TOGETHER engagement
survey provides an opportunity for all JCPenney Associates to
con dentially voice their opinions and concerns about a variety of
workplace issues. It also provides an opportunity to measure our
progress on Associate engagement. In 2008, more than 130,000
responses were received — a 91% response rate — and our
overall engagement score rose by two points over the prior year
to 76.4%. According to Gallup’s Engagement research, this score
places our Associates in the top quartile of U.S. workforces.
Diversity. Our commitment to inclusion
and diversity is essential to bringing
our Every Day Matters philosophy
to life for our Associates, customers
and the communities we serve. To
support this, all Associates are equipped with ongoing diversity
training and tools, empowering them to better serve our diverse
customer base and exceed those customers’ expectations
every time they shop with us. In addition, we realize that cultural
celebrations help us understand the diversity of our customers
and our Associates. That’s why JCPenney expanded its cultural
heritage recognition programs to ensure all Associates across
the Company can celebrate different groups and cultures. As a
result of our commitment, we have seen a signi cant increase of
women and minorities in middle management, and we continue
to receive top marks from key organizations such as the Human
Rights Campaign, Catalyst and DiversityInc.
Our comprehensive approach to corporate social responsibility
is focused on positively impacting the areas of Community,
Associates, Responsible Sourcing, Environment and Sustainable
Products. For complete information on JCPenney C.A.R.E.S., see
our annual CSR Report at jcpenney.net.
Community
At JCPenney, the purpose of our community relations program
is to inspire kids to be smart, strong and socially responsible.
Our vision is to be the corporate leader in youth development
with a signature focus on afterschool. In 2008, the JCPenney
Afterschool Fund awarded more than $13 million to afterschool
programs in every community where JCPenney does business.
The JCPenney Afterschool Fund also expanded its reach to FIRST
(For Inspiration and Recognition of Science and Technology), a
charity whose mission is to inspire young people to be science
and technology leaders.
Also in 2008, JCPenney helped communities
across the country through our annual
Giving Together campaign, which generated
more than $11.6 million for the United Way
and JCPenney Afterschool Fund. Additionally,
we honor Associate volunteerism through our
James Cash Penney Award for Community
Service program, which allows Associates the opportunity to
earn  nancial donations for their favorite charities. In collaboration
with Associates, customers and suppliers, JCPenney and the
JCPenney Afterschool Fund provided more than $28 million in
 nancial and in-kind donations to charitable organizations.
JCPenney University
T U R N I N G J O B S I N T O C A R E E R S