Is there such a thing as a Latino identity? The short answer: It depends on who answers the question. According to the latest report from Pew Hispanic, the answer is maybe.
It is refreshing to learn that only 21% of survey respondents used the term American when referring to their identity. We could argue back and forth about the composition of those who answered the survey. Or, even better, focus on the 21% who see themselves as Americans. Were they born in the U.S.? How old are they? Why American and not Hispanic-American? So many questions for such a controversial topic.
The question that I would like to address is: Why is this study relevant to us, Latino/Hispanics/Americans/etc., who are increasingly becoming a significant part of the United States workforce? A potential answer: This study reveals a disconnect between how we see ourselves and how others (e.g. future employers, colleagues, clients) see us.
The desperation to capitalize on the one trillion opportunity presented by the Latino market or to develop effective recruitment and retention strategies catered to Latinos seems almost comical. How could anyone try to place the experiences, perceptions and values of people from 20+ countries under one label? Employers who tend to focus on our “Latinoness” often neglect to see other valuable skills we can bring to the organization.
Potential employers who are looking to attract top Latino talent better realize that the Latino identity is highly sophisticated. Engagement strategies that might work with some candidates might not work with others waiting in the lobby.
As far as I am concerned, it is up to us, the Latino professional, to help future employers understand the complexity of being Latino. Many recruiters try to build rapport by attempting to speak Spanish (not every Latino does), by casually mentioning Hispanic related themes, places or activities. How do we help them? By not getting offended and acknowledging their efforts. After indulging them for 30 seconds and briefly making a comment, quickly move the conversation to the job vacancy and your qualifications.
Do not do what I did when I was a junior professional in the financial industry. Somehow in conversation it came out that I was born in Perú (Notice how I phrased it. I prefer this way of identification than, “I am peruvian.”) The interviewer started to make every reference to Perú she could come up with, from Pisco sour to Machu Picchu to the Nazca Lines. I was completely turned off and it showed on my face. Needless to say, I did not get the job.
Although it is illegal to ask someone about their background during an job interview, our brains are trained to make split-second assumptions and decisions about our environment and others. The more aware we become about the complexity of the Latino identity, the sooner we can start to embrace it for what it is: a moving target.
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