Best Practices in Recruiting
Bilingual and Bicultural
Personnel
January 2016
Preview
Agenda
– The importance of bilingual and bicultural staff
– Recruitment initiatives
– Retaining your bilingual and bicultural staff
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THE IMPORTANCE OF BILINGUAL AND
BICULTURAL PERSONNEL
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A COMPETITIVE
EDGE
YOUR HISPANIC GROWTH INITIATIVE
The Credit Union Difference:
PEOPLE HELPING PEOPLE
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Definitions
Bilingual:
Having or expressed in two languages. Using or able to use two
languages especially with equal fluency.
Bicultural:
Of, relating to or including two distinct culture . Having or combining the
cultural attitudes and customs of two nations, peoples or ethnic groups.
Hispanic:
Of or relating to Spain or to Spanish –speaking countries, especially those
of Latin America. A Spanish-speaking person living in the US, especially
one of Latin American descent.
Latino:
A person of Latin American origin or descent. Relating to Latinos.
Culture:
The believes, customs, arts, etc., of a particular society, group, place, or
time. A way of thinking, behaving, or working that exists in a place or
organization (such as a business).
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The Numbers
Hispanics are an
emerging
workforce
Fastest and youngest
growing segment of the
workforce
41 million strong
50% are under age of 35
Businesses have the
opportunity to
create and tap into
the next generation
of skilled workers
The emerging Hispanic
workforce can provide a
leverage against the change the
baby boomer’s retirement
By 2050 Hispanics will
constitute 24% of the
nation’s population
Competitors are
already tapping into this
market and becoming
employers of choice
Source: Adeccousa.com, “The Emerging Hispanic workforce”
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Importance of hiring bilingual and
bicultural staff
-
-
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Hiring for a unique skills set – linguistically and culturally.
Staff helps provide a seamless membership experience /inclusion.
Understanding of the Latino culture.
Innovation. Diverse staff bring about new ideas. In a global economy
diverse candidates bring a fresh and unique perspective on services,
product development, marketing and more.
Member service and retention. Staff will better engage current and
potential Hispanic members.
Commitment to reflect credit union’s field of membership.
Help with growth in membership, product usage and asset size.
RECRUITING IN THE HISPANIC MARKET
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Recruitment Initiatives I
Be an Employer of choice
Explore/Learn about the Hispanic culture and community. You don’t have to be an
expert but it helps to know the basics. Get involved in the Hispanic community.
Developing and Placing Job Announcements
•
•
Draft comprehensive job descriptions and offer competitive salaries for the added
skills.
Include preferred requirements in the job description.
Preferred:
-Bilingual in English and Spanish.
-Bicultural.
-Familiarity with Hispanic culture.
•
•
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Place a Spanish radio ad or newspaper ad in a local Spanish media outlet and note
the bilingual requirement.
Expand your time-to-hire expectation.
Recruitment initiatives II
•
Connect with local partners and send them the job description, including:
•
•
•
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Local community colleges (Schools may have Hispanic/Latino student organizations,
i.e.: “La Fuerza Latina” at a local private university),
Hispanic serving organizations (toastmasters, forums, centers, etc.), and
Hispanic owned businesses (i.e. grocery stores, hair salons, Latin American restaurants,
etc.).
•
Post job announcements on branch message boards and in lobbies (particularly
in branches with a high concentration of Hispanic members).
•
Create a poster or table tent and display at various community events where you
have a presence.
•
Offer competitive benefits.
•
Explore Internship programs.
Recruitment initiatives III
•
The Hispanic Advisory Group, if you have one already, can serve as a recruitment
tool for bilingual employees. If you don’t have a Hispanic Advisory Group and want
to learn more about it see Coopera’s Hispanic Advisory Kit for more information on
how to develop this group.
• Attend and recruit at local job fairs organized by local Hispanic community
organizations.
• Call and/or email past focus group participants and inform them of job opening.
• Use social media: Facebook, LinkedIN, e-newsletter.
• Connect with your local chamber of commerce and their diversity initiatives.
Referral Programs
• Offer an incentive to obtain candidate referrals.
• Discuss recruitment efforts and referral incentives with internal bilingual advisory
group. See Coopera’s internal bilingual advisory group kit for how to form this
group.
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Interviewing Tips
Host info session or open
house
Include Spanish-speaking
staff/board members
When appropriate, consider hosting an
informational session about the position for
potential applicants to clarify goals and the
application process before interviews. Hosting
an open house for members and potential
candidates is another way of making your
credit union more familiar with Hispanic
members, potential members and potential
employees.
Consider including a person from your staff or
advisory board who speaks Spanish in the
interview panel to assess oral language skills. In
addition, provide a written language skills
assessment to be completed prior to or after
the interview process.
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(See Coopera’s sample of a language skills assessment
in the Coopera Resource Library.)
Tips and Considerations
– Understand the value of Hispanic culture.
• Personal connections count
• Training is highly valued
– Present solid opportunities for advancement.
– Understand different work histories.
– Position yourself as to be seen as a stable and secure company.
– Preference for a leader vs. a boss
Train Hiring Managers to Spot Cultural Difference:
–
–
–
–
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Different cultural norms.
Different communication styles.
Possibly different presentation in interviews.
Promote and/or hire Hiring Managers.
RETENTION STRATEGIES AND
TACTICS
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Retention I
Strategies & Tactics:
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•
•
•
•
•
•
•
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Pay a differential for bilingual staff. Make sure to test proficiency.
Family is key and so is flexibility and work is an extended work family.
Communicate advancement paths to all employees.
Provide ongoing training/professional development opportunities including
rotational assignments.
Survey employees to ensure “appropriate fit”.
Conduct succession planning for positions requiring special skill sets.
Be actively involved in identifying quality of life improvement opportunities.
Encourage/incent employees to participate in Hispanic community events,
boards and organizations.
Retention II
Strategies & Tactics:
•
•
•
•
•
•
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Conduct internal advisory groups and focus groups for employee feedback.
High touch relationships.
Train to retain and attract.
A family package/gift certificate.
Nominate employee for recognitions in your area.
Touch base meetings. This goes for all employees. Setting meetings between
reviews to touch base and talk about the work load, progress, successes,
concerns, etc. This can be a time to talk about what that employee values,
thoughts about incentives, and upward mobility questions.
Final thoughts on Best Practices
• Support Hispanic affinity groups (i.e., establish relationships to
those who serve or employ Hispanics).
• Tie executive compensation to diversity initiatives – Leadership
support is essential.
• Invest in the community and specifically the youth. This might
create the circumstance that create your next generation of
workers.
• Reward bilingual skills by offering pay differentials for bilingual
employees. Test the skill as well.
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Source: latpro.com, “Attracting and Hiring Management-Level
Latinos”, adeccousa.com “The Emerging Hispanic Workforce”.
Understanding the Hispanic Market is the way to
employee retention success!
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Work is central
Employer reputation matters
Job security matters
Family is important
Benefits matter
Relationships are central
Success is a goal
Cultural understanding is KEY
Source: Harvard Business Review: Hispanic Talent is the Future
for Big Companies
The 4Ps to Success: The Coopera Approach
1. The right organizational
mentality
-Philosophy
-Investment
2. Adapt to the market
-Personnel
-Products
-Processes
-Promotion/Marketing
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QUESTIONS?
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RESOURCES
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Hispanic Growth Resources
• Coopera Resource Library
• White Papers
http://www.cooperaconsulting.com/hispanic-expertise.cfm
• Hispanic Outreach Insights Monthly E-newsletter
http://www.cooperaconsulting.com/
• Hispanic Outreach Connection LinkedIn Group (CCHOC)
http://www.linkedin.com/groupInvitation?groupID=2148195&
sharedKey=5F7335401508
• Coopera Blog http://blog.cooperaconsulting.com/
• Coopera on Twitter Follow Coopera @_Coopera
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Contact Coopera
1500 NW 118th Street
Des Moines, Iowa 50325
866.518.0214
cooperaconsulting.com
blog.cooperaconsulting.com
[email protected]
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© 2016 Coopera. Original information contained within this presentation is copyrighted and
cannot be used without expressed written consent from Coopera.