The Trust Factor

I’ve often been asked whether race or ethnicity plays a role in the recruitment of Latino talent.  In most cases I would suggest that it doesn’t hurt to have Latinos in front of potential Latino talent. From an organization standpoint, placing Latino representatives in front of potential customers makes perfect sense.   This goes a long way in helping to build trust in the Latino community.  However, when placing Latinos at the forefront is not possible, what is the next best thing?  This recent study by Harris Interactive suggests that people who are able to build relationships, understand culture, and engage with  Latino communities are as effective in building trust.  According to the study:

When asked if it was important that their advisor understand their culture, only about one-third (31 percent of Hispanics and 36 percent of African Americans) said it was.

Graphic by Harris Interactive