Recruiting Diversity: How to Market to Hispanics

Posted by Jim Stroud

October 22, 2007

This post is courtesy of Black Greek Network, a news and social platform for African-American Fraternity and Sorority members.

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Are you looking to lead a diversity recruitment drive targeting the Hispanic Market? If so, you will love the information posted in this blog post. Enjoy…

Good things to know:

1. Research conducted by Brand Strategy Journal shows that Hispanics are the largest minority group in America. By 2012, they will account for nearly one out of every five American residents if growth rates persist at their current pace.

2. The typical Hispanic-American Internet user: 28 years old, slightly more likely to be male, and unmarried, according to a study conducted by the Association of Hispanic Advertising Agencies.

3. Approximately half of all Hispanic-American Internet users are Spanish-language dominant; that is, at home they speak Spanish more than English.

4. Hispanics spend almost five hours per week online, and for 71% of them the primary usage is from a computer at home.

5. More than three-quarters of respondents are using the Internet for email, 60% to get news, 54% to listen to music and 43% to chat.

6. Univision.com was the top Spanish-language destination for US Hispanic users.

7. It is estimated that the worldwide online Spanish-speaking population is 50 million. By not making its Web site available in Spanish, a firm may be missing 20% of all Internet users.

8. One of the most common mistakes that advertising executives make when marketing to Hispanics is assuming that the Hispanic population in the US is homogeneous. Most US Hispanics are Mexican, but some are from other Central and South American or Caribbean nations such as Cuba and the Dominican Republic, or from Puerto Rico.

9. According to a report conducted by the US Census Bureau, there were 37.4 million Hispanics living in the United States in 2002–about 67% Mexican, 14.3% Central and South American, 8.6% Puerto Rican and 6.5% from elsewhere.

10. Even though the opportunity is great, not all companies today are doing something to design marketing efforts specifically for Hispanics.

11. Search engine optimization is the most popular marketing tactic to reach US Hispanics.

12. Hispanic advertising agencies having ignored search due to a lack of knowledge about the tools and techniques of Seach Engine Marketing.

13. Advertising on Hispanic Websites More than tripled since 2002

Sources:

New Approaches to Marketing to Hispanics

60% Of Search Marketers Should Be Targeting Hispanics But Are Not

Marketing to Hispanics Part II Released

Advertising on Hispanic Websites More than tripled since 2002

RESOURCES FOR RECRUITING THE HISPANIC MARKET

Hispanic Professional Organizations

· Hispanic Professionals Networking Group

· National Association of Hispanic Federal Executives

· National Latino Officers Association of America

· Academy of Catholic Hispanic Theologians

· Association of Hispanic Entrepreneurs

· Association of Hispanic Healthcare Executives

· Association of Latino IT Professionals

· Association of Latino Professionals in Finance and Accounting

· Association of Young Latino Entrepreneurs

· DC Hispanic Employee Network

· Federal Hispanic Law Enforcement Officers Association

· Hispanic Bankers Association

· Hispanic Contractors Association

· Hispanic Dental Association

· Hispanic Dental Association

· Hispanic IT Executive Council

· Hispanic National Bar Association

· Hispanic Net

· Hispanic Professional Network, Inc.

· Interamerican College of Physicians and Surgeons

· Latin American Agents Association

· Latino Coaches Association

· Latino Officers Association - Florida

· National Association of Hispanic Priests

· National Association of Hispanic Real Estate Professionals

· National Association of Latino Independent Producers

· National Hispanic Corporate Achievers

· National Hispanic Medical Association

· National Latino Cosmetology Association

· National Latino Peace Officers Association

· Society of Hispanic Professional Engineers

· Young Hispanic Professional Austin Association

Hispanic Organizations

· National Council Of La Raza

· National Hispana Leadership Institute

· National Hispanic Business Association

· National Hispanic Corporate Council

· National Hispanic Cultural Center Foundation

· National Society of Hispanic MBAs

· Pew Hispanic Center

· The Latino Coalition

· US Hispanic Leadership Institute

· The Tomás Rivera Policy Institute

· Association of Hispanic Advertising Agencies

· Hispanic National Internship Program

· National Society of Hispanic Professionals

· SearchLatino.com

· National Hispanic Automotive Consumer Advocacy

· Hispanic Success Magazine

· National Association of Hispanic Priests

· National Latina Institute for Reproductive Health

· U.S. Hispanic Country Music Association

· Teamsters Hispanic Caucus

· Chicanos Por La Causa, Inc.

· National Association of Latina Leaders

· Harvard Journal of Hispanic Policy

· Hispanic Hotel Owners Association

· The Aspira Association

· International Association of Hispanic Meeting Professionals

· National Latino Children’s Organization

Colleges to Target

· University of Texas— Pan American

· University of Texas—El Paso

· Texas A&M University—Kingsville

· St. Mary’s University of San Antonio

· New Mexico Highlands University

· University of New Mexico Albuquerque

Hispanic Fraternities and Sororities

· Gamma Alpha Omega

· La Hermandad de Oe Me Te

· Kappa Delta Chi

· Omega Delta Phi

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