Start Your Access to the Latino Market . . . Hire Latino Talent!
Abe Tomás Hughes, II - Chairman, Hispanic Alliance for Career
companies become increasingly aware of the large and growing $600
billion Latino market, the savvy players are determining how to
create effective programs
to access this market or maintain a strong presence with this emerging
group. The latest official census numbers indicated Latinos are
now 37.5 million and growing, surpassing African Americans as the
largest minority group in the country. How can you best access and
sustain a leadership presence that will grow with this market?
and resourceful companies are realizing that long-term leadership
in this market begins by building a base of Latinos professional
talent within the company. Latinos with cultural and language competencies
are the best individuals to understand the complex and multi-faceted
mindset of the Latino. As they bring unique insights to the organization,
they not only serve to educate management internally about their
cultural heritage, they also serve to spearhead efforts to devise
creative programs in marketing, sales and other areas that will
meet the needs of Latinos.
that "Get It!"
the nation's largest pharmacy retailer, with thousands of Hispanic
employees, understands this phenomenon well and for the past three
years has worked diligently to begin building its strategy for Latino
diversity within its management and executive ranks of this traditional
Midwestern company. Other traditional companies such as Caterpillar,
Inc., the nation's second largest exporter, recognize the value
that diversity brings to an organization and considers this to be
one of its nine critical factors for success. Within Latino professionals,
CAT has realized the cultural and language skills they bring to
the table are perfect for their global needs.
in a Haystack
you run off to begin your Latino professional recruitment, the first
thing to note is that finding highly qualified professionals may
be like finding needles in a haystack. You will need to be incredibly
strategic and innovative in your search. With only 11% of the adult
Latino population holding a Bachelors degree, finding talent in
this ethnic community is often challenging, but not impossible.
Luckily, a few organizations exist like the Hispanic Alliance for
Career Enhancement (HACE) that serve to provide companies and other
large employers with large pools of professional talent by producing
numerous year-round activities and events that provide you access
to top professionals.
Where to Find Top Latino Talent and How they Think
Latino talent typically does not plug into the traditional and mainstream
avenues for recruitment such as executive search firms. Most prefer
to rely on personal networks and word-of-mouth introductions to
hear of career opportunities they would like to pursue. Furthermore,
you should know that the interview styles of Latinos differ markedly
from the mainstream. Latinos do not typically boast excessively
and have a hard time with the hard sell and in-your-face approach
to interviewing. Don't be fooled by the understated presence - behind
the façade is usually a strong willed, determined and effective
Latino professional you should get to know and hire.
further information on Latino professional recruitment and retention
and HACE's upcoming 19th Annual Career Conference in Chicago, please
visit the HACE website at www.hace-usa.org,
via email at firstname.lastname@example.org
or through a traditional phone call at (312) 435-0498.