1. PAGE TITLE
• This is a sample text box for visual comparison with
the banner info. ¿Que pasa? …
Leveraging your
• This is a sample text box for visual comparison with
the banner info. Hispanic Workers
• This is a sample text box for visual comparison with
the banner info.
• This is a sample text box for visual comparison with
the banner info. This is a sample text box for visual
José A. De La Cruz, J.D.
comparison
SE Div. HR Leaderwith the banner info.
Manpower

2. AGENDA
 INTRODUCTORY COMMENTS
 CULTURE SYSTEM & MODEL
 HISPANIC CULTURE SYSTEM
 IDEAS - LEVERAGING HISPANIC WORKERS

3. The Good & The Ugly
 What has worked for you in
managing Hispanic employees?
 What has NOT worked for you in
managing Hispanic employees?

4. 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.

5. 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

6. Deep Sea Model of Culture
Behavior
Rituals

7. Deep Sea Model of Culture
Value Dimensions

8. 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

9. Hispanic
Culture System
 Not a homogeneous group
 Spanish language
 Catholicism
 Segmentation based on birthplace
 Generational divide
 Labels – Hispanic vs. Latino

10. 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

11. 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

12. 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

13. 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

14. Ideas for
Leveraging Hispanic Workers
Attracting Workers
Retaining Workers

15. 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

16. 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

17. 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

18. 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

19. 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

20. Questions
&
Wrap Up