Monthly Archives: May 2010

Hispanic PR/Social Media: Lessons & Application

Here are a couple more thoughts regarding the Hispanic PR and Social Media Conference. The first is from the HispanicPR Blog summarizing some of the trends and issues coming out of the conference – including numbers on the incredible number of sharing that has resulted from the event. The second comes from Bixal recognizing how the Hispanic Scholarship Fund is leveraging online marketing to reach Hispanic college students through its partnership with the AdCouncil. The lessons keep coming.

Congratulations Graduates!

It’s graduation time, and I want to extend my sincerest congratulations to the Class of 2010.  I know many college students drop by HTM so my best wishes go out to you on completing this very special journey. Enjoy this milestone in your lives. It’s hard to believe that I graduated with my bachelor’s degree 20 years ago from the The University of Texas at El Paso. Back in 1990, UTEP graduated about 700 students – a large majority of them Hispanic and the first in their families to graduate from college. Over the weekend, UTEP held its Spring commencement and graduated over 2,500 students. I’m proud to be a UTEP graduate and am delighted to see the impact they’re making in graduating many more “first time” college graduates.

Coming Soon: HTM Podcast Series on HSI Career Centers

Next week HTM will be starting a podcast series focusing on career centers at Hispanic Serving Institutions (HSIs). Colleges and universities are designated as HSI schools if at least 25 percent of full-time students are Latinos. Currently there are 265 colleges designated as HSIs with another 176 institutions designated as “emerging” HSIs (institutions falling just below the 25 percent threshold).  Over the next month or so, I’ll be interviewing career center professionals from these colleges to discuss their experiences, perspectives, and suggestions in working with Hispanic college students. We’ll also discuss what strategies and initiatives successful employers have implemented to successfully attaract and recruit Hispanic college graduates. Since many HSIs are beginning to emerg throughout the United States, the podcast series will also gain insight to each college’s unique viewpoint based on its size, region, and location. Given the important role HSIs play in educating Hispanic college students, I hope the series will provide both employers and career centers with some insightful information. Stay tuned!

AL DIA Gets It

It’s always great to see a 2-minute video that can summarize why employers need to pay attention to the Hispanic workforce. This video and the featured bilingual job fair is courtesy of AL DIA - a Hispanic news and  media company based in Philly. Enjoy!

Is There Any Saving Arizona?

Aye Madre:

Arizona Gov. Jan Brewer has signed a bill targeting a school district’s ethnic studies program, hours after a report by United Nations human rights experts condemned the measure. …State schools chief Tom Horne, who has pushed the bill for years, said he believes the Tucson school district’s Mexican-American studies program teaches Latino students that they are oppressed by white people…The measure signed Tuesday prohibits classes that advocate ethnic solidarity, that are designed primarily for students of a particular race or that promote resentment toward a certain ethnic group.

Please Pass the Dream Act

Immigrants come to the U.S. for many reasons, economic reasons for the most part, but also to take part in the American Dream. Education can be seen as a class issue, particularly when it comes to a college education, regardless of citizenship. The children of undocumented immigrants grow up in this unique situation – one that often goes beyond the current political battles we see being waged on cable news channels. I’ve read countless stories about those wedged between the legal jargon which prohibits them from U.S. citizenship and the rewards of this country’s educational system. Yet despite the challenges faced by many of these students, they find a way to succeed and thrive in an educational setting. Many could not imagine having to attend and do well in an educational environment with such a cloud hanging over their heads.

Yet, today I came across two illustrations (here and here) of how children of undocumented immigrants overcome, blossom, and are successful in their academic pursuits. These students have worked hard in the hopes of a better future – yet they often live in the shadows of a society that has yet to formally accept them. One of the biggest threats facing the United States today is the current racial and political division. Whether it’s the economy, healthcare, the environment, or immigration, real solutions – driven by people wanting to do the right thing – must be sought and then implemented to ease some of the growing tensions we see occurring. We must find a way to foster constructive and civil dialogues so that students like these can share the important contributions they hope to make – as well live their American Dream.

Update: Here’s an article that describes the experiences a four students who have made a 1,500 mile trek to build awareness about the Dream Act.

More Lessons from the 2010 Hispanic PR Conference (Day 2)

Spent the day browsing Day 2 of the Hispanic PR and Social Media Conference in Dallas via Twitter (#HPRConf) . Again – some excellent observations shared by the attendees about reaching Hispanics via different media channels. Thanks to all those in attendance that shared their experience. I tried to categorize some of the more relevant tweets, and as I noted yesterday, many of these comments can serve as a basis for recruiting Hispanics – or as a starting point to review your current strategies. Comments from the last two days also reflect a chance for companies to tap a demographic group that will significantly impact all aspects of an organization – including future talent needs.  Enjoy! 

 Opportunity!

 …multicultural trend will disrupt some businesses while opening new opportunities for others….
…digital understanding will be imperative to reaching Hispanics…
…Hispanics outpace non-Hisp in every aspect of digital engagement. Can connect w/other Latinos, esp. smaller town…
…utilize platforms like Twitter and Facebook to help get ur blog/wesbite known

How Are You Measuring Success?

…Online is a cost-effective way to reach Hispanics!!
…In an Era When Salsa Outsells Catsup, Whatch Gonna Do About It?
…sophisticated pr measurement also includes measuring: awareness, knowledge, opinions, attitude and behavior…
…measuring ROI…73% of Hispanics choose brands that are tied to a cause…. 

Are You Culturally Aware?

…40% of US kids are multicultural…
…online Hispanics are young, mobile and bilingual…
…an effective comms program requires a multi-disciplinary approach, with brand managers, creatives, & PR telling a unified story…
…Latinos want to be recognized for their strong values and work ethic in pursuit of economic progress, not immigration….
… ask (Hispanic) SM communities for their advice and feedback… then be sure to implement

Lessons from the 2010 Hispanic PR Conference

Today I spent the day browsing the tweets shared by people attending the Hispanic Public Relations  Conference in Dallas (#HPRConf). I copied over some tweets that caught my eye because I think they capture a lot of what’s relevant to attracting and recruiting the Hispanic workforce. Most of the comments came from presenters that were shared by attendees. Here are a few (edited by me to save some space!):

….Latinos will make up 92% youth in 2035…
…..its imprtnt to tap into Hispanic passion….
…..experiential marketing is to engage brand one on one….make connections…
..…make emotional connections with consumer…
.….much of what I’m hearing re: importance of relationship + Hispanics mirrors research….
….nothing happens by accident…diversity is force behind McDonald’s efforts…
…cultural insights necessary for successful media/mktg. Different model for new economy – cheaper, faster…
…the role of the brand manager is evolving to that of an online community manager…
…10% Hispanic professionals joining professionals organization. ..join to network!
…Hispanics are born social networkers
…Latinos the most active social media users. Now we need to translate that into influence..
…Why Hispanics use SM? More social. Sparse content online. Young Hispanics like media & find ppl like them…

Relationships. Change. Technology (social media). These are only three areas where employers can begin to focus their efforts when it comes to attracting and retaining Hispanic college graduates. I’ve talked at length about the importance of establishing relationships with students, colleges, faculty, and organizations. This mirrors many of the comments coming out of the conference. Change is occurring daily. Projections about Hispanic demographics are one thing – to have them happening literally on a daily basis is another. Employers need to be monitoring change in Hispanic demographics consistently because at this rate – the next report or study will already be out of date. Finally, an obvious theme coming out of the HPR conference is that Hispanics are incredibly engaged online and are increasingly using social media.  As one tweet noted – Hispanics are natural social media users – the medium certainly mirrors Hispanic culture in many ways. Leverage it to reach, attract, and recruit Hispanic students.

Learning From Minority Serving Institutions

A great podcast via Education Sector entitled “Improving Student Success: What the Higher Education Community Can Learn From Minority-Serving Institutions.” I’ve only been able to listen to half of the podcast; however, the discussion provides some excellent starting points for colleges – particularly in providing support services for Hispanic and other minority constituencies. Enjoy!