Monthly Archives: May 2010

Get Online to Target Hispanic College Grads

Unless you’ve been hiding under a rock, most organizations and employers are now aware about the benefits of using online strategies to build awareness amongst college students. No where is this more notable than in targeting Hispanic college students. A new study shared by eMarketer shows that close to 40 million Hispanics will be online by the year 2014 – that translates into approximately 70% of Hispanics. According to the report:

The majority of online Hispanics are native born and speak English proficiently, but they still take notice when marketers’ Spanish-language efforts are lacking. Additionally, data shows that the Hispanic market is more receptive to online advertising than non-Hispanics.

Taken together with other reports that show Hispanics making significant increases using social media and mobile internet usage means employers should be making online strategies a big part of their college recruiting strategies.

Why Ethnic Studies Are Important

With all the discussion regarding ethnic studies in the news today, I’d like to share an excellent article via Diverse Issues in Higher Education regarding Asian American studies. While the article focuses on Asian Americans – it provides some interesting perspectives on the importance of ethnic studies in general. Most noteworthy is the perspectives of today’s college students — particularly those of multicultural and diverse backgrounds.

These are the students you are recruiting today – are you in tune with their perspectives?

More than College Career Fairs: How 'Engagement' is Done

Intern Bridge shares a great post regarding employer engagement on campus penned by Sara Gonzalez at Amway. For employers looking for a starting point or ‘blueprint’ of either starting or revamping their college recruiting efforts – here’s a great place to start.  As I shared via the post’s comments section, I think the atmosphere on college campuses has certainly changed. College recruits need to be seen more as consumers not only looking for the right opportunity – but the right fit. While career fairs serve a purpose, they’re only part of a larger college recruitment strategy which allows an organization to be actively engaged with a campus. Yet, many organizations are still using traditional recruiting approaches to reach a new generation of students. Students are also much savvier, multicultural, and engaged given the rise of technology.  Unlike the days when I was looking for my “first job,” It’s easy to spot an organization that is “not walking the talk” from what they say on campus and what they do within their industry using social media, Google, and networking resources. This is what today’s college student is following as a strategy to find the right employer – so it indeed takes more than attending a college career fair.

Interesting 'Beyond Demographics Study' Results

NBC Universal, Telemundo and Starcom MediaVest Group have shared the results of a year long Latino Identity study which recognizes 12 Latino identities. The study goes beyond the traditional approach of identifying or understanding Latinos based on factors such as language, country of origin, or acculturation. In addition to the 12 Latino identities, the study also provides what is termed “four wide-lifestyle spectrums:”

1. Change Agents: Mired in change or progress, either for themselves or the community; shifting perceptions.
2. Principled Led: Dogmatic, confident in their beliefs and opinions, very little room for “grey area” in their destiny.
3. Cultural Revivers: Responsible for retaining and promoting the culture.
4. Achievement Bound: Representing spectrums of the American dream.

This is an interesting perspective that takes a different look at traditional Latino characteristics. Fundementally, many of the identities and themes noted above can be categorized into existing thoughts about Latinos; however, it is a new way of understanding the complexity of the Latino culture. The full list of identities can be found here.

Customization is the Future

No question that the workforce today is becoming more diverse. However, it’s still striking how many organizations have yet to look beyond the traditional “one size fits all” recruiting model – this is particularly true in college recruiting. I’ve written many times about the need for companies to develop a customization model for their college recruiting strategies. Besides my own viewpoints, reports from organizations and authors have supported the need for organizations to match their recruiting strategies (and employee needs) with the diversity of the workforce. For example, this Emerging Workforce Study by Spherion includes an excellent overview of why employers should customize their recruiting efforts given the diversity of workforce. While many organizations employ this approach for senior level searches, such a strategy can be operationalized into a process that can be applied to all recruiting processes, including college recruiting. A customized college recruiting approach could be a key component in attracting and retaining a more diverse workforce.

It's Really All About Determination

A wonderful thought about determination shared by Seth Godin. What do people see in your eyes?

That’s the way a friend described someone she had just met. She was sure (just as I’m sure) that he’s going places. Once the determination is in his eyes, the learning will take care of itself.

On the other hand, if I can see the fear in your eyes, then I’m not sure that learning alone will take care of the problem. No one can prove that the path you’re on is risk free or guaranteed to work. Searching for more proof is futile. Searching for more determination makes more sense.

Stemming the Brain Drain

When I attended school and worked in El Paso, Texas one of the biggest issues facing the City and the region was that of losing its most talented college graduates to other cities. With El Paso’s unemployment always hovering close to the double-digit mark,  it was a constant struggle to find economic and quality of life strategies to try and keep the region’s best talent from leaving. Tagged the “brain drain,” El Paso faces many of the same issues faced in other areas of the United States: college graduates leaving for higher salaries and better opportunities elsewhere. I came across this video via InFocus New Mexico which does an excellent job in not only discussing the complicated dilemma – but also providing some new approaches communities and regions might want to consider to turn this trend around.

Podcast Series: HSI Career Centers – Learning from the Best (Pt. 1)

Welcome to part one of the HTM Podcast series, “HSI Career Centers: Learning from the Best.” This series will take an in-depth look at what career centers at Hispanic Serving Institutions are doing to provide career guidance and support for Hispanic college students. Part one of the series features the Career Center at The University of Texas at El Paso (UTEP), one of the largest 4 year HSIs in the United States. UTEP’s Career Center is doing some inventive things to meet the needs of students and employers including an innovative Student Peer Program. I’m joined by Betsy Castro-Duarte, a career center professional with over 13 years of experience working with Hispanic college students and 17 years of experience in higher education. Enjoy!