Targeting Hispanic Candidates

Forward-thinking companies were the first to recognize the importance of targeting Hispanic candidates. When you consider that the Hispanic population is the fastest growing segment of the U.S. population, and understand the implications, itís easy to see why more companies are now following their lead.

The Hispanic population

The most recent data available from the U.S. Census Bureau tells some of the story.

In 2005, about one in every three U.S. residents was part of a group other than single-race non-Hispanic whites, according to Census Bureauís estimates. In 2005, the nationís minority population totaled 98 million, or 33 percent, of the countryís total population of 296.4 million.

ìThese mid-decade numbers provide further evidence of the increasing diversity of our nationís population,î said Census Bureau Director Louis Kincannon in a statement issued last year.

Growth of the Hispanic population has been a factor contributing to that diversity.

The Census Bureau indicates that Hispanics continue to be the largest minority group with 42.7 million people. Research shows that, with a 3.3 percent increase in population from July 1, 2004 to July 1, 2005, Hispanics are also the fastest growing minority group.

Looking at growth in terms of population doesnít provide nearly enough insight, however. Actual numbers provide additional context.

Hispanics accounted for almost half, 1.3 million or 49 percent, of the national population growth of 2.8 million between July 1, 2004, and July 1, 2005. In other words, proportionately, the Hispanic population grew at an incredible rate.

The Census Bureau divides the 1.3 million people into two categories: 800,000 people are attributable to what it calls natural increase (births minus deaths) and 500,000 are the result of immigration.

But these are only the basic numbers. Take a look at some other facts:

- By mid-century, 25 percent or one out of every four people in the United States will be Hispanic.

- There are more Hispanics living in the United States than the entire population of Canada.

- The U.S. Hispanic market ranks as the third largest Latin American economy behind Brazil and Mexico.

- U.S. Hispanic purchasing power has surged to nearly $700 billion and is projected to reach as much as $1 trillion by 2010.

Implications for employers

While a diversified workforce may be reason enough for some employers to pursue Hispanic candidates, others see more specific benefits.

Businesses are looking for bilingual candidates to work in their offices to reduce communication barriers, says Bill Krutzen, Director of New Media for HireDiversity.com, a leading career site for Hispanic and other diversity candidates.

Smart organizations also understand the link between employees and customers. ìTheyíre looking to match the demographics of their client bases. If their workforce doesnít match their client base, they miss out,î Krutzen says.

Initially, diversity initiatives were driven by affirmative action, he explains, but today more companies realize the connection between diversity and business results. It doesnít matter whether a company is trying to promote an idea, a system, or a product line; diversity opens it up to a broader base.

Krutzen says there are times companies have taken a step forward without the culture or language support of a diverse workforce, only to then have to step back. He gives the example of the General Motors Nova, a car whose name in Spanish (no va) means ìdoesnít go.î The car, which didnít sell well among Spanish-speaking people, was eventually renamed. Having that workforce, and initially pulling in even entry-level workers, would have avoided the error, Krutzen says.

Competing for candidates

More companies understand the implications, and are targeting Hispanic candidates. Middle management employees and above, as well as board members, are in demand.

The problem for organizations is that finding candidates can be difficult. ìWeíre talking about a limited pool of candidates,î says Krutzen.

As a recruitment resource, HireDiversity.com is somewhat unique in that it has a direct link, literally, to Hispanic candidates. The website is a division of Hispanic Business Media, which also publishes Hispanic Business magazine. Hispanic Business links to the site.

Hispanic Business readers tend to be affluent and well-educated, Krutzen points out, indicating the audience is a good match for HireDiversity.com, which focuses on jobs in middle management and above. Seventy-seven (77) percent of HireDiversity.com candidates report either management or executive experience, and 71 percent have a B.A. degree or higher, Krutzen says.

Hispanic candidates account for about 20 percent of the siteís resume database, which boasts 150,000 candidates. But, for employers, finding candidates is nevertheless a challenge. Often theyíre looking for very specific skill sets, Krutzen says.

One typical criterion is language. At any given time, 25 to 30 percent of the 40,000 jobs at the site specify bilingual candidates.

What does it all mean to employers? More work is required to attract candidates, and sometimes more money. Rather than salary, the premium can come in the recruitment, when companies have to pay for headhuntersí services, says Krutzen.

As far as the work, itís not only about sourcing and recruiting. If a company doesnít have a good infrastructure in place, itís likely to run into other obstacles. It needs to have a good diversity retention program, Krutzen says.

This includes attention to acculturation issues. Mentor programs, affinity groups, culture training, and having a diverse workforce in place all contribute to retention. College and university outreach, participating in sponsorships, and offering internship programs for diversity candidates likewise send a message of commitment.

Articulating diversity programs and initiatives at corporate careers sites can also help further recruitment efforts.

Do most companies realize the importance of Hispanic diversity initiatives? ìI would say there is a shift. The majority of companies are starting to understand,î Krutzen says.

However, he also points to the reality employers face: The limited pool of candidates.

The slower adopters are struggling, he says; the companies that got it a couple years ago are having an easier time.

Best practices

Krutzen cites Johnson and Johnson, Merck, Citigroup, and HSBC as among best practice companies that have a history of best diversity practices.

Indeed, each of these employers uses its corporate careers site to provide insight into diversity programs and initiatives, including those specifically targeting Hispanic employees or candidates.

Johnson and Johnson, a leading maker of health care products, devotes an entire section of its careers site to Workforce Diversity; among Diversity Resources, it lists affinity groups, including the Hispanic Organization for Leadership and Advancement (HOLA).

A section of Merckís careers site is called Employee Diversity; here, a subsection, Our Commitment, details selected programs the pharmaceuticals company supports. Among external organizations are the Society of Hispanic Engineers and the National Society of Hispanic MBAs; among internal organizations is Merck Hispanic Organization.

Citigroupís careers site features a section called Life at Citi, which includes a Diversity page that lists the financial services giantís many networking groups; among them is a Hispanic network. Jobseekers interested in opportunities in Puerto Rico also have the opportunity to view the careers site in Spanish.

HSBC, another financial services leader, speaks to diversity at its careers site as well. Under a tab labeled Diversity, jobseekers can click on Workplace Diversity; the section includes several subsections that detail its commitment to Hispanic employees. A list of Employee Networks includes the Hispanic/Latin Diversity Committee; a list of Employer of Choice Awards includes Hispanic Businessí ìTop 40 Companies for Hispanicsî; and among Professional and Civic Partnerships is the National Society of Hispanic MBAs.

For employers looking to target Hispanic candidates, referencing best practices of leading employers can help provide insight into the process. But make no mistake: It is a process.

ìThe main thing for an employer is to have a strategy and plan in place before going forward,î Krutzen says. ìThey need to look long term and ask, ëwhat does it meaní and ëwhy are we doing this.íî

Branding isnít a good enough reason, according to Krutzen. Instead, employers should be looking at diversity from the standpoint of building a workforce, for the long-term.

ìThey have to look at retention,î Krutzen says.

Paula Santonocito is a journalist specializing in workforce management issues. She is the author of nearly 1,000 articles on a wide range of topics, including online recruitment, which she has covered since the early days of Web-based employment advertising and candidate sourcing. In addition to serving as features editor of Online Recruitment Magazineís North American edition, she also serves as AIRS News editor, overseeing news content for the global recruitment training and technology solutions company at www.airsdirectory.com. Articles by Paula Santonocito are featured in many global and domestic publications and information outlets, including HRWire, a publication to which she regularly contributes. She can be reached at psantonocito@yahoo.com.