Dr. Felipe Korzenny over at Marketing Trends in a New Multicultural Society makes some great points regarding reaching the Hispanic market and the importance of relevancy. According to Dr. Korzenny:
Are the publications in which they are advertising relevant to the lives of the consumers they cater to? Being Hispanic/Latino in the United States is a unique EXPERIENCE. Serving the needs of that experience and identity creates relevance. Relevance sells publications. Advertising in those publications, if also relevant, can be successful in connecting with us.
Great points particularly when one applies these same thoughts to recruiting Hispanics in the workforce. Whatever the employer’s strategy, it MUST be relevant to the experiences of Hispanics. Employers – be relevant and connect.