Seeing Is Believing for Latino Candidates

You’ve probably heard a lot about the Great Resignation by now. Perhaps you were one of many workers in the United States who decided to switch jobs or even career paths. If you’re new to public relations, then welcome! 

The COVID-19 pandemic shook up our workplace norms and routines. For some, working remotely out of the office was a new opportunity. If it was a dream, you may not want to go back to commuting. If it was a nightmare, you’re probably already back in the office! We experienced many ways to work, and some people had time to think through their situations. 

According to the U.S. Bureau of Labor Statistics, almost 47 million people left their jobs voluntarily in 2021. No matter the industry, there seems to be a labor shortage. Just about every organization is looking for reliable, skilled employees. Things have changed, and by that, I mean work culture. 

“Young people don’t want to work,” is a grumble I’ve heard a lot lately. Generation Z, our newest cohort of workers, is different from other generations. But every generation differs from the next, and everyone differs from the other. So labeling what’s happening isn’t that clear-cut. 

Most of the college students or new professionals I meet are eager to work. Many who approach me come from Hispanic or Latino backgrounds. I can only assume that’s because of the representation effect. When someone seems similar to us, we’re more likely to relate to them. Relatability is a cornerstone of connection, so my appearance, surname, or personal story may offer connection points for others. 

Hispanic or Latino professionals who ask me for advice or opportunities are willing to “pay their dues” as interns and work studies — students like Avah De Leon, a college freshman who attended two of my talks at her university. Avah had considered working in public relations but didn’t know what that entailed. She asked to shadow me to learn more and began assisting my team this summer. Now, she’s our official Junior Intern and learning about public relations much earlier than I did in my college career! 

The rules of attraction

You can attract more candidates into the profession if you make time to share what public relations is. By happenstance, I’ve helped many Hispanic students learn about public relations. Now, I understand how to strategically make more room at the industry table and will work the rest of my career to do so. Given the country’s Latino population growth, it’s smart to recruit with culture in mind. 

Here are some tips on recruiting more Hispanic or Latino professionals into your organization.

• Think beyond PR majors. 

Visit Hispanic-serving institutions or colleges without PR majors to share about jobs in communications or host a table at Career Days to introduce more students to the profession. 

According to Excelencia in Education, 44% of Hispanic and Latino students are first-generation college students. A lack of awareness of public relations, and a lack of familial know-how searching is likely. Reach out to students in English, business and communication majors to tell them about public relations. 

• Hire talent to attract talent.

Recruiting is best done by employees who represent the kind of employees you’re looking for. If you don’t have any Hispanic or Latino employees on staff, acknowledge that fact and change it. Research by Veris Insights found that seeing people from similar backgrounds in successful careers reinforced aspirations in Hispanic/Latinx students. 

• Know that inclusive practices are more important than identity acknowledgment.

Appreciating diversity is less important to Hispanic/Latino candidates than the actual treatment of employees. Respectful practices around honoring an employee’s work-life balance, their family needs, and offering flexibility mattered most, according to Veris Insights. 

Posting jobs like always won’t change things. Be strategic and creative and you’ll soon have plenty of talented staff to grow with.