Hispanic Heritage Month: Implications for HR Professionals

By Edward Retta
August 2006

Why do we have ethnic heritage "months"? President Lyndon Johnson first recognized a need for education about Hispanic American Heritage back in 1968. Since then, and especially in Texas, it has become impossible to overlook the changing demographics and the growing impact of Latino communities. Hispanic Heritage Month is a good reminder to stop and reflect on the implications of change for HR professionals.

First, the numbers. The impact of the Hispanic communities in Texas has reached critical mass. Statewide, Hispanics are now 35% of our population. The Dallas Police Department estimates the Hispanic percentage of the greater Dallas metropolitan area at over 40%. One study by Dallas International estimates that 40% of all people in North Texas are immigrants or the American-born children of immigrants. Yet in many North Texas companies, Hispanics are underrepresented at all levels and especially in management and leadership. Hispanic Heritage month is intended to help us all stop and take stock: Where are we? Where are we headed? What challenges and opportunities lie ahead?

The Hot Potato.
Immigration is currently a highly controversial issue. Regardless of one's position or political persuasion, it should be clear to all that we have an inconsistent and broken system. Two facts often overlooked in the emotion of the debates are:

1. Most Hispanics are US Citizens (approx. 60% nationwide) and have been here for many generations.

2. The mushrooming growth rate of Latinos in the USA is due primarily to the high birth rate of US citizens, NOT to immigration (legal or not).

Demographic changes can present unfamiliar challenges to many HR professionals and organizations: recruiting, training, managing and motivating, use of language in the workplace, and importantly, retention and developing leaders. Some Latinos, although born, raised and educated in the USA, carry with them different cultural values and behavioral norms. Many companies have found that traditional methods of recruiting and retention do not work.

For example, by its nature, the traditional U.S. workplace rewards a high degree of individualism. But many Latinos come from traditionally group-oriented societies. This means that motivation and buy-in -- the keys to getting delivery and compliance -- must be group oriented. Hispanic cultures are also highly relational. This translates into a strong need for interpersonal relationships on the job. Without this, low motivation is likely and this is one of the reasons many companies experience costly, high turnover. Other cultural differences may include indirect communication styles and a strong focus on authority figures.

With the growing Hispanic population, employers are now challenged to get ready for what’s ahead. Much still needs to be done to include Latinos in the great American enterprise. There is gap between the profiles of many North Texas companies and the customers and communities they serve. Now is time to begin to create new strategies for the future. It will be good for business.

Hispanic Heritage Month is September 15 – October 15.

Edward Retta is Managing Partner of Cross Culture Communications. (eretta@crossculturecommunications.com)

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