The Emerging Hispanic Workforce

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The Emerging Hispanic Workforce

• Challenges and Opportunities
• Orlando Gil Kerber Companies
• World Pork Expo - 2008

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Who is Going to Care for these Pigs?

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Hispanic Workforce

• A Solution to a Growing Challenge?

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Objectives

• Brief update on current demographics
• Identify a few of the challenges and
  opportunities
• Consider strategies/solutions/options

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Melting Pot Vs. Salad Bowl?

• English
• Irish
• Polish
• Swedish
• Norwegians
• Hispanics
• Asians

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The Hispanic Work Force

• Largest minority in the United States
• 45 million strong and growing
• 15 of total population
• 25 of workers?
• Will reach 102 million by 2050
• 30 of total population
• 55 of its workers

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With 45 M Hispanics, U.S. is now 2nd largest
Latin American country in the world

• MILLIONS
• Mexico 106.2
• U.S. Hispanics 44.8
• Spain 40.3
• Colombia 42.6
• Argentina 39.4

Source U.S. Census Bureau, 2006
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Fastest Growth Rates in the Country
Source U.S. Census Bureau, 2006
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More Facts and Figures

• From 1990 to 2000
• Total population increased 10
• Hispanic population increased 44
• Hispanic Households
• 2006 10 million
• 2010 13.5 million
• Children of todays Hispanic immigrant
• Largest contributing group of population growth
  in next 20 yrs

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The Impact of Hispanic Growth Will be even
Greater on Spending
Hispanic segment offers close to 1 Trillion in
Consumer Buying Power to corporate coffers
2011
Source Selig Center for Economic Growth, 2006
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Hispanic market offers corporations Younger
Larger Families

Hispanic Median Age 27 HH Size
3.5
Total US Median Age 36 HH Size 2.6
Source Census, American Community Survey, 2006
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Will they stay?

• 1st Generation Hispanics
• Will go back to die in country of origin?
• 2nd Generation Hispanics
• May go back to see whats the big deal?
• Some will stay?
• 3rd Generation and beyond
• Why would we want to go back?

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Challenges Opportunities
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Labor Challenges of Our Industry

• Distance to work location transportation costs,
  time
• Dirty job, physical
• Long hours
• Holidays, weekends
• Hot/cold environments
• Mainstream perception
• ????

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The Hispanic Work Force

• Characteristics
• Hard working
• Can be loyal
• Want to work as many hours as possible
• Sending most of their home
• In the beginning planning to go home, after a few
  years, most will stay if they could?
• Money primary motivator

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Reasons Why Immigrants Are Coming to the USA

• Looking for a better life
• Money
• Family
• Already here
• Political situation in country of origin
• Opportunities
• The American dream

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Harsh Economic Realities Have Influenced
Immigration to US

• Economics in US Mexico will Continue to Impact
  
• Future Immigration
• Weak economies in country of origin
• Labor/Factory 8-10/day
• Professional Level 25-50/day
• Average daily income in US Labor/Factory
  80-100/day
• Political and social instability in Latin America
• Ties with U.S. residents
• Labor demand in and across the U.S.

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Challenges

• Assimilation vs. integration?
• Language
• Communication
• Culture culturally on hold
• Education
• Hiring, training, retaining
• Employment eligibility
• Immigration reform
• Family
• Pride
• ???

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Understanding the Hispanic Market

• HOW TO REFER TO US
• LATINO/LATINA
• HISPANIC
• CHICANO/CHICANA
• BY COUNTRY OF ORIGIN)
• Puerto Rican, Colombian, Mexican,
  Mexican-American, etc

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WHERE ARE WE FROM? Country of Origin
Understanding the Hispanic Market

• South American
• Argentine
• Bolivian
• Chilean
• Colombian
• Ecuadorian
• Paraguayan
• Peruvian
• Uruguayan
• Venezuelan
• Central American
• Costa Rican
• Guatemalan
• Honduran
• Nicaraguan
• Panamanian
• Salvadorian

2006
Source U.S. Census Bureau, 2006
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Differences Similarities Amongst Hispanics

• Come from different places
• Heritage
• Racial Background
• U.S. Destinations
• Foods
• Drink
• Slang
• Accents
• Language proficiency
• Socio-economics
• Lifestyle

• Reasons for coming
• The American Dream
• Work Ethic
• Bicultural, bilingual
• Spanish language
• Immigrant experience
• Social Security - Family, Friends, Community
• Passion for music,dance and food

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Hispanization/Latinization

• Radio, TV
• Culture changes
• Changing markets
• Chelada
• Hershey Cajeta
• Latino vs. Hispanic vs. Mexican

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Summary Implications

• Hispanics share distinct values mindset
• drives lifestyle, interests, needs and loyalty.
• Focus on family, children, language American
  dream.
• Build relationships with Hispanics
• become part of the Extended Family
• will result in successful word-of-mouth,
  referrals and long-term loyalty
• Be a knowledgeable and sensitive competitor in
  the marketplace.
• Become known as Employer of Choice or the
  Company to go to
• Effectively connect with the Hispanic employee in
  English or Spanish

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Summary Implications

• Spanish is a language many Hispanics prefer and
  feel increases their relationship to image of
  the consumer product
• Be sensitive to language preference when
  interfacing with Hispanic employees. If
  bilingual, move into Spanish language, if
  preferred. If not, have options in place to best
  serve these employees.
• In-language employee services and in-language
  materials are key to Hispanic employee, and
  assist in building relationship and image with
  employees
• For maximum service and positive business
  results
• Hire Hispanic, bilingual staff
• Have Spanish/bilingual materials available

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How to Position Yourself to Take Advantage of the
Hispanic Market

• Start building relationships
• Be aware of 1st and 2nd generation Hispanics
  its already happening
• Develop strategies
• Short and long term

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How to Position Yourself to Take Advantage of the
Hispanic Market

• Long Term
• Key individual (s)
• Bilingual
• HR professional
• Public relations/recruiter
• Plan for culture changes
• Short term
• Cultural diversity awareness training
• Learn some of the language
• Be ready for unexpected challenges

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What Can We Do?

• Adapt
• Learn
• about the people
• about the culture
• about the language
• Take advantage of opportunities!!!

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Be cool
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Have fun
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But, most of allBe safe
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Questions?