Diversity and understanding your customer base is an important part of the recruiting and retention process. Cummings, Inc., a manufacturer based out of Indiana has two fundamentals when recruiting:

"The first is creating a workplace that reflects the diversity of the general population from which we draw our people and to whom we sell our products," according to Cummins' definition. "The second is creating an environment that celebrates people's differences, and in doing so, inspires innovative ideas and solutions," (Gurchiek, 2009, para. 8). By evaluating your internal and external customers this assists with understanding who and where to recruit.