Español is the Unifying Language for Latinos

A diverse team is essential to your success as a Latino owned business. Differing views and experience will translate to more innovation and financial gain.

According to the United States Hispanic Chamber of Commerce, there are more than 4.37 million Hispanic-owned businesses in the United States, and they contribute over $700 billion to the American economy every year. Small and Mid-Sized Latino owned businesses, the economic engine driving the revitalization of communities all across the Country. These family owned businesses represent the diverse communities where we live, workshop and work.

But are Latino entrepreneurs embracing diversity within their organization, or are they missing the opportunity to expand their customer base by not having a workforce, leadership team and consultants that mirror the diversity in our neighborhoods? 

According to an SBA report, Latino-owned businesses tend to have lower average sales and hire fewer employees than white-owned businesses, and the disparities have widened over the past couple of decades. 

A fresh approach could shed light on missed opportunities for your Latino owned businesses. 

Diversify your team . Do your employees reflect the multicultural customers you want to reach? 

• Attract Millennials: Reach out to a nearby college to identify candidates for paid internships or entry level roles. Select students that represent other ethnic groups to assist you in bringing your company story to life on social media.



• Expand your Network: Join ethnic business organizations in your community to identify potential teaming, business partners to expand your reach. 

• Hire Diverse Consultants: Identify business/human resource consultants to assist you in developing a strategic roadmap to expand your team and attain workforce diversity. Hire employees that represent different age groups, cultural backgrounds, physical abilities, genders and sexual orientation .

Pictures tell your story. Does your website and marketing material reflect your diversity?

You don’t get a second chance to make a great first impression. Do the images on your website, social media pages and marketing material demonstrate an inviting culture? Potential clients, business partners, and employees will decide in seconds if they’ll do business with you or apply for a job.

• Hire Consultants with the ability to spot diversity or a lack of inclusion when reviewing your communications and marketing collateral. 
• Opt out of using stock photographs instead choose pictures of your team members
• Be strategic, spend digital and print advertising dollars in the right places to reach diverse audiences.

The LGBTQ community is often overlooked by business owners, another missed opportunity to take your business to the next level. According to a 2019 article in USA Today, approximately, $917 billion is the combined buying power of the adult lesbian, gay, bisexual and transgender (LGBTQ) population. 

78% of people surveyed said they tend to support companies that market and support the LGBTQ community. (LGBTQ research firm Community Marketing & Insights)

Uriel Saenz, CEO-Founder of The US Lifestyle Group LLC, shares an interesting perspective as a Latino executive, who identifies as LGBTQ. 

“My suggestion for business owners planning to engage the LGBTQ community, make sure your company’s internal culture is ready for it. The company needs to make sure that they are not tippy toeing through this and naturally bringing in consultants within the community will help make sure your internal, B2B and B2C reflect your commitment to the community. LGBT people select the companies we work for based on overall company commitment to our community, to get our great talent you must also be socially responsible toward the LGBTQ Community.” 

While Español is the unifying language for Latinos, we are not all created equal. Some of us are bilingual, others only speak English or Spanish. We are tall, short, lighted skinned and some have a natural tan. We are Latinos. 

As a Latino business owner, it’s important to step out of your comfort zone, take an inventory of the people on your team: Do they all look like you? Do you share life experiences and beliefs? If you answered yes, it’s time to identify opportunities to diversify your workforce and attract a team that will enable your business to grow and engage customers, business partners, and employees that represent the new face of America. 

“Juntos Todo Es Posible” “Together Everything is Possible”