Blog Post: Are you hiring for the right consumer audience?

Each layer has unique characteristics that require understanding in order to effectively attract that layer’s interest, talent pool and ultimately purchasing power.   For now, be aware that in the Hispanic community there are three basic layers: 

1.       1st Generation:  Hispanics who are immigrants and speak Spanish only. (25% of U.S. Hispanics).

2.       2nd Generation:  Children of immigrants who may or may not have been born in the United States but most likely are bilinguals and multicultural. (44% of U.S.  Hispanics).

3.      3rd Generation and beyond:  Descendants of immigrants who speak English only and have completely assimilated into the American social fabric. (31% of U.S. Hispanics).

With the above information, recruiters need to know their consumer audience.  Are you hiring Hispanics so that you may sell more widgets to the public? 

If so, which generation is your target audience?  Are you recruiting to sell widgets to a bilingual audience?  Does your candidate need to have an understanding of the varying generations within the Hispanic community and the specific needs and behaviors that go along with each generation? 

Does your company target the 3 rd generation and beyond Hispanics who speak English only with purchasing habits that can be as different from 1 st and 2 nd generation Hispanic Americans as day is to night?   

If you are looking for a Hispanic market business development specialist, speaker, or trainer, contact Rickey Johnson by email at rickey@hacusa.info or call 480-232-8572

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