Blog Post: Are you hiring for the right consumer audience?

When hiring Hispanic Americans, understand that U.S. Hispanics are not a homogenous segment of the American landscape.  Consider the community like an onion with multiple layers.  Each layer has unique characteristics that require understanding in order to effectively attract that layer’s interest, talent pool and ultimately purchasing power.   For now, be aware that in the Hispanic community there are three basic layers: 

1.       1st Generation:  Hispanics who are immigrants and speak Spanish only. (25% of U.S. Hispanics).

2.       2nd Generation:  Children of immigrants who may or may not have been born in the United States but most likely are bilinguals and multicultural. (44% of U.S.  Hispanics).

3.      3rd Generation and beyond:  Descendants of immigrants who speak English only and have completely assimilated into the American social fabric. (31% of U.S. Hispanics).

With the above information, recruiters need to know their consumer audience.  Are you hiring Hispanics so that you may sell more widgets to the public?  If so, which generation is your target audience?  Are you recruiting to sell widgets to a bilingual audience?  Does your candidate need to have an understanding of the varying generations within the Hispanic community and the specific needs and behaviors that go along with each generation?  Does your company target the 3 rd generation and beyond Hispanics who speak English only with purchasing habits that can be as different from 1 st and 2 nd generation Hispanic Americans as day is to night?   

For more information on Hispanic Americans, contact Hispanic American Central.  We are the central access point into the local Hispanic community.  Visit our premier digital publication that specializes on the Hispanic community at www.HispanicTimesUSA.com.   Join our business association at www.USHBA.org. We are Hispanic market development specialists.  We connect the market to the Hispanic community. You may contact your metro city director at 480-232-8572 or at jmorales@hac-usa.com.

 As a great resource for Hispanic community awareness, please visit our magazine at www.HispanicTimesUSA.com.  We provide workshops, seminars, and public speaking on the Hispanic community and how you can access its talent pool and incredible purchasing power.   For additional information, feel free to contact Hector De Armas at 480-235-3477 or by email at dhector23@hotmail.com

“Connecting the market to the Hispanic Community"

HISPANIC SOLUTIONS. DELIVERED.