The importance of “emotional connection” in marketing and recruitment cannot be understated. Latino consumer emotional connections go beyond a brand’s logical characteristics. For many Latinos, an emotional connection is created psychologically- often unconsciously. The same can be said about prospective Latino employees. Today’s Latino job seekers search for an organization that has an increased sense of purpose and commitment to the Latino community. Hence, the same characteristics that help position brands to Latinos can also help promote an organization as an employer of choice.
This emotional connection is especially true of Latino talent. My doctorate work focused on the emotional intelligence attributes of Latino professionals and showed that Latinos are highly influenced by emotional intelligence when making decisions. As a result, when Latino job seekers make decisions about which organizations to join, they will often follow their emotional instincts.
I came across this great study by the consulting firm Garcia Trujillo and Newslink (video below) which highlights the emotional connection organizations have with Latinos, or lack thereof. Unfortunately, many organizations still fail in doing so. According to the results:
About one-in-three Hispanics (35%) believe they get a fair shake in the workplace, but nearly two-thirds (65%) report that Hispanic workers face serious obstacles to advancement….
60% [of Latinos] believe U.S. companies are committed to their Hispanic employees; however, when asked to estimate how many Hispanics are currently in management or in leadership roles in companies in the U.S., most Hispanics thought it was 10% or less. Still, more than nine of ten respondents said that it is “very important” (63%) or “important” (34%) for U.S. companies to hire Hispanics in management positions.
My research and this study clearly show that it takes more than branding to recruit and retain Latino talent. Organizations need to “emotionally connect” with Latino talent to effectively recruit them. Organizations not only have to present a compelling reason to attract Latino talent, but provide a better reason to keep them.