One area of significant interest is diversity recruitment. More organizations in a variety of sectors are beginning to examine ways their staffs can represent the changing face of America. Looking at diversity recruitment, heavy emphasis is being placed on reaching qualified Hispanic talent. A number of organizations have mentioned to me Hispanic recruitment is a strategic priority for the next one to five years -- particularly companies seeking specialized talent and skill sets, such as recruiting Hispanic STEM (Science, Technology, Engineering, and Mathematics) professionals.
I don't think I will offend anyone by stating Hispanic recruitment has been a fairly formulaic business for decades. In most cases, organizations have managed Hispanic recruiting with three tactics:
1. Attendance at Hispanic career fairs / conferences, such as the National Society of Hispanic MBAs (NSHMBA) Annual Conference, National Council of La Raza (NCLR) Conference, etc.
2. Participation and sponsorship of Hispanic professional and trade organizations, such as the Association of Latino Professionals in Finance and Accounting (ALPFA), Society of Hispanic Professional Engineers (SHPE), etc.
3. Placing job postings on Hispanic-focused job boards such as LatPro.com or iHispano.com.
In many cases, these tactics are bundled by one organization -- for example, companies recruiting Hispanic MBAs often turn to NSHBMA for sponsorship packages which include a booth at its annual conference job fair and the ability to post positions on the NSHMBA job boards.
While the aforementioned tactics remain valid ways to recruit Hispanics, the rapid adoption of digital media -- particularly heavy Hispanic social media usage -- represents a seismic shift in how companies (and many of the organizations listed above) should approach Hispanic recruitment.
A review of two of the largest social networks in the U.S. -- Facebook and LinkedIn -- should provide a sense of how social media is changing Hispanic recruitment. Starting with Facebook:
More than 1,000 pages with the word "Hispanic" or "Latino" in their name.
More than 1,000 groups with the word "Hispanic" or "Latino" in their name.
Jumping over to the professional social network LinkedIn reveals equally compelling opportunities:
These examples are just the tip of the iceberg. Twitter, custom social networks (on Ning, etc.), and a variety of other social media platforms present equally compelling opportunities to reach even the most targeted Hispanic groups.
There is obviously more to effective Hispanic recruitment than hyper-targeted media channels or leveraging existing online communities. As with any type of advertising program, research is necessary to identify key insights from which to build Hispanic recruitment messaging and creative. In addition, most organizations already have access to the most important asset in developing effective Hispanic recruitment advertising -- Hispanic employees. These assets, as well as leveraging key Hispanic insights, should drive the creation of content and creative that will drive awareness.
However, social platforms like the ones previously identified represent an opportunity to drive engagement through paid and earned media activity. This is critical to effectively activating Hispanic talent and getting the most out of the offline partnerships with organizations and event activations that drive highly successful Hispanic recruitment programs.