Hispan…er, Multicult…Does It Matter What We Call It?

We wanted to share some food for thought on a topic that may seem trivial on the surface, but in reality, can be quite meaningful, at least in our experience.  We would like to explore how we might open our minds and expand our vocabulary with regards to what we call marketing to the Hispanic consumer.  The end goal of this discussion is to get you thinking about how your organization, or an organization you are working with, views the Hispanic market and how some flexibility in your lexicon may help you become more effective in communicating and growing the Hispanic marketing opportunity. Now, we realize that most of our faithful readers are working in organizations that are fully committed to the Hispanic marketing opportunity, and as such probably freely use terms like Multicultural Marketing or Hispanic Marketing.  These are the terms we tend to use most often, as they are very clear and succinct about what we are trying to accomplish – marketing to the Multicultural or Hispanic consumer. In some cases, we have worked with organizations that could be categorized as “slower adopters” of the Hispanic opportunity.  In these instances, we have started the dialogue and peeled back the opportunity by referring to it as Emerging Markets.  Indeed, this is a term that we have found to be successful as it promotes the future opportunity, which is what some organizations are better able to embrace. Alternatively, we also have found success by defining it as Segment Marketing.  Most organizations are quite sophisticated in their overall marketing strategies, often equipped with extensive information about various segment opportunities.  We have found that referring to the Hispanic market as a segment makes the conversation much more relatable to their current marketing practices. In a few rare cases, we have found that being even more creative in the way that we refer to the opportunity can help start dialogues that otherwise wouldn’t have existed.  For example, we have rolled up the Hispanic market opportunity in conversations...

read more

Are Headhunters a Thing of the Past?

Without question, the job market is tough right now. Unemployment rates are reaching record highs – last I checked Illinois is at 9.1% and on a recent trip to California I found out it’s higher than 20% out there. In the Chicago area, on average, every job posting receives a few hundred resumes and applications. If you are in the market for a new job now, how are you going to differentiate yourself within the pile of resumes in the hiring manager’s inbox? In years past, it was the headhunter’s job to help position your resume and qualifications in front of a potential employer in the best light possible in order to get your foot in the door for the interview. But is that still the case? Many headhunters and recruiting shops are in fact closing doors simply because there aren’t enough jobs available to keep their recruiters busy; so the burden of differentiating your skills from the rest is upon you. It’s been said many times before, “It’s now what you know, it’s who you know.” This statement can’t be emphasized enough, especially in today’s market. Having a connection inside of a company to which you are applying is greatly going to contribute to your success as a job seeker. With new social networking tools out there including Facebook, MySpace, LinkedIn and Twitter, jobseekers are able to connect with and get to know people inside a company before they even apply.  After submitting their application they can then ask for a personal referral which is a highly effective means of getting noticed. Does this mean we can say goodbye to headhunters and recruiters and start spending all our time and efforts on social media?  It’s hard to say at this point. When Monster and CareerBuilder first came out, this same question arose yet the need for headhunters continued. This just proves that if you are a jobseeker, you need to go outside the conventional ways of just submitting a resume and cover letter...

read more