The results of a recent study by Encuesta Inc. show that Hispanics feel corporations are less engaged and involved in the Hispanic community than a few years ago. According to the results (via Hispanic PR Blog):
The findings show that Hispanics have lost confidence in major corporations’ role in their community. Even though Hispanics find it increasingly more important that major corporations be “good” corporate citizens in their community in 2009 compared to 2005 (86% in 2009 vs. 81% in 2005, on a top two box basis), they believe that the major corporations are doing remarkably less than they were five years ago (36% in 2009 vs. 12% in 2005).
The purchasing power of the Hispanic market is apparent, and results like these might have some impact on how organizations market to Hispanics; however, another question is this: how do results like this impact the recruitment of Hispanic workforce into your organization?
As some employers struggle to increase representation of the Hispanic workforce and other minorities into their organizations, potential employees of color will certainly research how organizations are giving back to their respective communities. And while corporate social responsibility reports might tout their successes, study’s like these indicate there is a definite perceptual gap between an organization’s efforts and the perceptions of a minority group.
It’s important for employers to pay attention to these results (and others like this) because it continues to confirm the perception that organizations are more interested in selling their products to a minority community than attracting them into their businesses.