Connecting with Hispanic Candidates

When striving to diversify its workforce, a company would do well to target the Hispanic population. United States Census 2000 figures indicate that the U.S. Hispanic population increased by almost 58% from 1990 to 2000, and that there are now more than 35 million Americans of Hispanic or Latino origin. Given the sheer number of people, the potential for candidates is great. Furthermore, projections from the Bureau of Labor Statistics indicate that, for the 10-year period 1998 through 2008, the civilian labor force will see growth in the number of workers of Hispanic origin in all age categories. And in some categories the numbers are significant. Members of the workforce 55 and older are projected to increase in number by almost 48 percent. But worker availability isn’t the only reason to pursue these candidates. Hispanic employees can help an organization in its efforts to communicate with a larger segment of the population. Because Spanish is the second most-spoken language in the nation, bilingual candidates with appropriate language skills can contribute to broader business opportunities. Looking for Pros While many sites and publications aimed at diversity can provide assistance connecting with Hispanic candidates, LatPro.com, as its name indicates, is highly targeted. Aimed at Spanish and Portuguese speaking professionals throughout the Americas, this multilingual site features a job board that can be accessed in English, Spanish or Portuguese. Selecting “About” at the site’s homepage and then “Demographics” provides details about jobseekers utilizing the site. Recent statistics indicate that 50% of these candidates have confirmed salaries of $40,000 or higher and 85% have bachelor’s degrees, along with more than 10 years work experience. In addition, 95% are bilingual and 40% are trilingual. Selecting “Who Uses LatPro” in the “About” section returns a listing of employers by industry. This comprehensive client list, which is also available at the site’s homepage, covers almost every industry, as well as government agencies, non-profit organizations and major universities. Reading like a “Who’s Who” of organizations, the list includes such companies as Boeing, Delta, Liz Clairborne, Ford, Bank of America, AOL, Dell, Kelloggs, Prudential, FedEx and Disney. Among the non-profits listed are American Red Cross and United Way, while the university category includes such schools as Stanford, MIT and Dartmouth. In addition, LatPro offers its services to recruitment firms. Korn Ferry and Heidrick & Struggles are among the executive search firms listed as clients. The site offers a number of options for employers or recruiters who wish to target LatPro’s candidate base. Selecting “Find Employees” leads to “LatPro Products and Pricing.” Beginning with free database searching, there are five package categories from which to choose. Packages are based upon a distribution of workload between LatPro and the client. If a company or recruitment firm chooses the full-service package called “LatPro Search,” for example, LatPro is involved with the entire recruitment process, including headhunting, screening, reference checking and obtaining candidate recommendations. The LatPro job board is designed for customized searching. Job seekers can select from three location menus: “Region,” “Country” and “Locale.” There are also menus for “Function” (job title) and “Industry.” In addition, a jobseeker can choose to view job postings within a particular timeframe, such as the last 30 days, or by the language required for a position category. There is also a “Minimum Annual Salary” field where a U.S. dollar amount can be entered. In addition to searching the site, jobseekers can elect to receive email notification of positions that match their search terms. LatPro features a number of resources for jobseekers, but selecting “Resources” also returns a category called “Recruiter Resources.” Selecting it leads to a page where tools, articles and information can be found. An “International Salary Calculator, for example, is available, as are “LatPro Calendars,” which list regional tradeshows and events. Getting Down to Business HispanicBusiness.com is the online location of Hispanic Business Magazine, a publication that has been serving the Hispanic business market for more than 21 years. The publication itself can provide valuable information for recruiters. The articles are filled with names of professionals and their accomplishments. The site also has a Career Center. Selecting “Career” and then “Search Jobs” gives a jobseeker access to Hispanic Business Job Listings. The easy-to-access job board also provides a mechanism for resume posting. Corporate and third-party recruiters can obtain information about job posting and resume database access packages by first selecting “For HR/Recruiters” at the “Career Center” page and then choosing “Services and Pricing.” In addition to job postings and resumes, HispanicBusiness.com features several other valuable sections for recruiters. At the “HR/Recruiters” page is a section called “HR Tools.” It includes five categories: “Legal,” “Workforce Diversity,” “Associations,” “General HR” and “Salary Info.” Each section leads to a page of additional links, which can, in turn, provide assistance when recruiting Hispanic candidates. Opportunities Online, Opportunities in the Marketplace By drawing on the array of skills Hispanic candidates offer, a company can position itself to more effectively compete in the United States and abroad. Using online resources, such as LatPro.com and HispanicBusiness.com, can facilitate the recruitment process and, therefore, shorten the time to success.

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Paula Santonocito is an e-recruitment strategist and columnist for AIRS, the global leader in Internet recruitment training, tools, news and information. AIRS News:www.airsdirectory.com/news/newsletters/ AIRS Training:www.airsdirectory.com/products/training/ AIRS SearchStation:www.airsdirectory.com/products/tools/searchstation/

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2 Comments on “Connecting with Hispanic Candidates

  1. Verizon Wireless has many opportunities for candidates who are bilingual Spanish/English as we continue to expand our marketing and customer service in order to serve the important Hispanic market. Thanks for the suggested websites, I will forward them on to our Staffing team for consideration.

    What I was hoping to find when I saw the article title, however, was a discussion of the best ways to target Hispanic candidates in recruitment.

    We continue to search for the best ways to reach Spanish-speaking candidates, especially for the entry-level jobs in our retail stores and call centers. Among the steps we have taken include conducting focus groups with Spanish-speaking employees to understand what attracts them to a prospective employer and how they typically learn about job opportunities.

    We learned that word-of-mouth and employee referral were the preferred methods of finding new jobs, and that Spanish-language television and radio are prime channels to catch the eyes and ears of prospective employees, much more so than print media or the internet.

    If you have data or information of this kind to share, I am sure many recruiters would be very appreciative!

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