de la cruz - leveraging your hispanic workers
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the banner info. This is a sample text box for visual
comparison with the banner info.José A. De La Cruz, J.D. SE Div. HR Leader
Manpower
¿Que pasa? …
Leveraging your
Hispanic Workers
AGENDA
INTRODUCTORY COMMENTS
CULTURE SYSTEM & MODEL
HISPANIC CULTURE SYSTEM
IDEAS - LEVERAGING HISPANIC WORKERS
The Good & The Ugly
What has worked for you in
managing Hispanic employees?
What has NOT worked for you in
managing Hispanic employees?
Did you know?
One-size-fits all DOES NOT work
with Hispanics.
Hispanics respond better to
other Hispanics.
Speaking in Spanish to Spanish-
speaking Hispanics is more
effective.
Culture Systems
Definitions
Culture: a system of norms, behaviors, beliefs
and values that characterizes a group
Ethnicity: a shared identity derived from
ancestral heritage and origin related to racial,
religious, cultural and/or linguistically background
Deep Sea Model of Culture
Behavior
Rituals
Deep Sea Model of Culture
Value Dimensions
Value Dimensions – Overview
VALUES/NORMS – beliefs/attitudes/right vs. wrong
PERSONAL/SPACE – guarding oneself/physical space
SOCIAL ORDER – social hierarchy/interactions
AUTHORITY/POWER – status/control
THOUGHT PROCESS – learn, experience, reason
LANGUAGE/EXPRESSION – verbal/non-verbal cues
TIME AWARENESS – past/present/future
WORK ETHIC – task orientation/achievement
Hispanic
Culture System
Not a homogeneous group
Spanish language
Catholicism
Segmentation based on birthplace
Generational divide
Labels – Hispanic vs. Latino
Hispanic Manifestations
Norms/Values:
strong Catholic upbringing breeds humility
conformity to custom and tradition
destiny in God’s hands and God’s will
Persona/Space:
dress/grooming very important
touchy and feely
small circle of proximity
Hispanic Manifestations – cont’d.
Social Order & Relations:
• extended family; group needs over individual needs
• age merits status/rank/respect
• trust built over time
Authority & Power:
• age carries weight of status/rank
• male figure dominant – “Machismo”
• respect for authority and order
Hispanic Manifestations – cont’d.
Thought Process:
Holistic thinking
Fatalistic perspective
Acceptance of what life brings
Language & Expression:
Formality (“tu” & “usted” = “thee” & “thou”)
Implicit and indirect communication
Less eye contact
Energetic and gesturing
Hispanic Manifestations – cont’d.
Time Awareness:
Time is relative and deadlines are flexible
Mañana means sometime in the future
Short-term emphasis
Future in God’s hands
Work Ethic:
Work to live
God and family comes first – in that order
Emphasis on relationships, not tasks
Ideas for
Leveraging Hispanic Workers
Attracting Workers
Retaining Workers
Recruiting Ideas - Media Sources
Radio Stations: 103.5 Super X, Mega 94.9,
Rumba 100.3, La Nueva Mega 98.1
Television Stations: Univisión, Telemundo, Galavisión,
ESPN En Español
Newspapers: El Clarín, Chevere News, Eco Latino,
El Heraldo, El Vocero Hispano, La Gaceta, La Prensa,
La Voz Católica
Recruiting Ideas – cont’d.
EMPLOYEE REFERRALS Hispanics have extended circle of family/associates
Leverage the “clannish” nature of Hispanics
CHURCHES Many churches have Spanish services
Hispanics practice their faith in large numbers
COMMUNITY-BASED ORGANIZATIONS Social service organizations
Hispanic Chambers of Commerce
Professional associations
Offices of Government Consulates
Recruiting Ideas – cont’d.
WEBSITES: HireDiversity.com; Webentrada.com;
IMDiversity.com; Latpro.com; Saludos.com; Bilingual-
Jobs.com; Joblatino.com; ihispano.com
EXECUTIVE SEARCH FIRMS: SPANUSA
(www.spanusa.com); David Gomes & Associates
(www.dgai.com); Bayer Consulting (www.Bayer-
American.com)
OTHER PUBLIC PLACES: Shopping centers in
Hispanic neighborhoods, Hispanic grocery stores,
Hispanic bakeries
Retention Ideas
Provide Latin American culture training to key staff
Teach Spanish to supervisors and key staff
Conduct learning sessions in Spanish to teach
employees about the business
Provide key training classes in Spanish
Translate employee handbooks, manuals and other
procedural materials into Spanish
Subsidize transportation opportunities (e.g.
carpools, public transit, taxi, etc.)
Offer $ incentives for employee referrals
Offer English classes on premises
Retention Ideas – cont’d.
Review Leave of Absence policies to accommodate
family needs
Provide legal assistance with INS documentation
Celebrate special occasions (birthdays, child births,
anniversaries, etc.)
Conduct sessions in Spanish to teach employees
some “life skills”, such as:
Landlord - Tenant laws/issues
Rights/Obligations under credit laws
College education financing programs
How to manage bank accounts
How to deal with government agencies
Questions
&
Wrap Up