Reaching Hispanics Through Digital, Social and Mobile For Diversity Recruitment Campaigns
When putting together diversity recruitment programs there are many ways of reaching your targeted talent pool. In the case of reaching Hispanics, digital media is proving to be a superior option.
Of the 52 million U.S. Hispanics, which represents 17% of all Americans, Hispanics are above average users of digital platforms and social media.
Hispanics use digital more than non-Hispanics. For example, 72% of all Hispanics use smartphones according to a recent Nielsen Mobile Media Marketplace study. Hispanics watch 62% more digital video than non-Hispanics, according to Nielsen’s Cross-Platform Report. And according to Nielsen’s State of the Hispanic Consumer Report, Hispanic’s Web video consumption grew by 282% from 2007 to 2012.
Both Simmons and Nielsen Mobile Media Marketplace surveys indicate Hispanics were 24% more likely than their non-Hispanic peers to be the first to buy a new smartphone and 8% more likely to be the first to purchase tablets.
Overall, Hispanics are 10 years younger than the rest of the U.S. population with 77% under the age of 45 vs. 57 percent of non-Hispanics. By 2022 the U.S. Census estimates 26% of all teens and 23% of the 18-34 demo will be Hispanic, with all the growth in the 18-49 demographic being Latino.
Therefore, recruiters who want to engage potential candidates need to prioritize the use of digital in their recruitment strategies including social media. According to eMarketer, 72% of U.S. Hispanic Internet users will use social networking in 2014 vs. 68% of the total population in the U.S.
To effectively interact with Hispanic candidates through social media, recruiters need to build and maintain content and interaction which culturally relevant to Hispanics. Repurposing content originally targeted to a non-Hispanic, non-Spanish-speaking applicant may prove to be not only less effective, but most likely counter-productive.
With 75% of the U.S. Hispanic population choosing to speak Spanish at home, according to the Census, it is an advantage to recruiters to utilize the value of having recruitment messaging in both English and Spanish. Hispanics, including those who are bilingual, are seeking Spanish-language media for content including news and other information And Hispanics are actively using their smartphones, tablets and laptops to visit the sites they prefer for staying connected.
One other very relevant fact when considering how to use multi-media platform campaigns to reach Hispanics, according to Simmons, multiplatform multi-tasking also fits their profile with 21% more of the overall Hispanic demo visiting websites on their mobile phones while watching TV than non-Hispanics.
So, when building a strategy to reach Hispanics, do not underestimate the value of digital, social and mobile. For advice and consultation, contact an Account Executive at Shaker Recruitment Advertising & Communications.