The 50 million factor
By Anna Giraldo-Kerr
It's official. We, Latinos, have passed the 50 million mark. The U.S. Census officially announced that there are 50.5 million Latinos in the United States. You might be wondering what does the 50 million mark have to do with you and your career? My short answer: A lot! The explosive growth of the Latino population in the United States will create an unprecedented demand for products and services that will translate into job and career opportunities. And you could be part of this trend!
As an example, here are three areas where, in my opinion, jobs will increase due to the 50 million mark:
-Human Resources - The increase in jobs and careers to serve the Latino market will inevitably result in the need to recruit and retain talent that can help organizations reach this group effectively. A human resources professional who has the savvy to build relationships with Latino students and professional organizations will have upper hand when selecting qualified applicants.
-Consumer products - Companies have been trying to tap into the Latino consumer market for decades. The difference this time is the impact is greater because of the numbers reached. For instance, the Census tells us that one in four babies born in the U.S. is of Latino descent. This fact creates opportunities for infant and children products from clothing to toys to educational items. Other consumer products that are ripe for the Latino market: food and beverages, clothing, music and mobile devices.
-Marketing and Communications - Speaking of consumer products reminds me of the time when General Motors (GM) tried to sell their Chevrolet Nova to a Spanish speaking audience and failed. It took GM a while to realize that "Nova" was interpreted as "doesn't go" by their targeted audience. This blunder could have been avoided if the company would have relied on language and culture sensitive employees to manage their marketing campaign.
As you evaluate your job and career options in this areas, think of them not only as a prospective job candidate but also a as consumer who has first hand information and experience. Language skills is only one of the pieces. Understanding and articulating the cultural values of Latinos as they relate to how they perceive different products and services is the key to a successful career serving the Latino population. Who better than you to do this work?!
If you liked this post, you might like:
The best career advice
Latina empowerment and development at Harvard College
Anna Giraldo-Kerr is the Career Expert blogger at Latinos in College
Anna is an award winning writer and nationally recognized leader who works with entry level and mid-career professionals of diverse backgrounds to foster career advancement and collaborative leadership. Her coaching advice is grounded on her prior experience as a professional in the financial services, health care, technology and publishing sectors. Through her Career and Leadership Blueprint Program™ field research and online platform, she coaches professionals to proactively manage their careers. Anna has conducted workshops and coaching sessions at EMC Corp., The Boston Globe, MIT, and Harvard among other venues. The first in her family to graduate from college, Anna earned a Master's degree at Harvard University with a focus on career and leadership development. She also received a Master's degree in Business Administration from the F. W. Olin School of Business at Babson College and a Bachelor of Science degree from the Stern School of Business at NYU.
Latinos in College is the only all-encompassing resource for assisting Latino students and their families in choosing schools, finding funding, and succeeding in college. Created by Mariela Dabbah, award-winning author, spokesperson and expert on education and career issues, in February 2009, the website was re-designed and re-launched in October of 2010. We publicize every corporate, public and private program that benefits Latino students and their families.We conduct live workshops with students explaining LIC and highlighting available opportunities. We also promote regular contests where students can win everything from passes to important networking events and conferences to computers.
- - Natural, Orgánica y Latina
- - Mamá Latina Tips
- - AOL Salud
- - Viva Fashion Blog
- - Mamá Contemporánea
- - Mami of Multiples
- - Buenos Padres