New Nationwide survey reveals more than 80 percent of both African-American and Hispanic business owners of companies under 500 employees indicate they offer some form of employee benefits.
As unemployment rates remain low across the country, strong employee benefits packages are a key driver of both recruitment and retention. Diverse business owners — specifically those owned by Hispanics and African Americans — appear to be leading the way, as they are the most likely to offer benefits that can increase employee satisfaction.
“We treat our employees like family,” said Natasha Pongonis, a native Argentinean who is co-owner of Nativa, a Nationwide-insured independent multicultural marketing communications agency based in Columbus. “That’s why these survey results weren’t that surprising to me. They reinforce the fact that diverse business owners are diligent not only in job creation, but also in job security.”
Across every benefit category included in Nationwide’s survey, more African-American and Hispanic business owners indicate they provide more benefits to their employees than the general population of business owners:
Medical insurance: Offered by 62 percent of African-American business owners, 52 percent of Hispanic business owners and 41 percent of total business owners
Dental insurance: Offered by 48 percent of African-American business owners, 43 percent of Hispanic business owners and 25 percent of total business owners
Paid time off: Offered by 45 percent of African-American business owners, 40 percent of Hispanic business owners and 33 percent of total business owners
Workers’ compensation: Offered by 40 percent of African-American business owners, 43 percent of Hispanic business owners and 33 percent of total business owners
Life insurance: Offered by 38 percent of African-American business owners, 38 percent of Hispanic business owners and 22 percent of total business owners
Retirement benefits: Offered by 37 percent of African-American business owners, 37 percent of Hispanic business owners and 27 percent of total business owners
Vision insurance: Offered by 34 percent of African-American business owners, 34 percent of Hispanic business owners and 20 percent of total business owners
Short-term disability: Offered by 23 percent of African-American business owners, 24 percent of Hispanic business owners and 17 percent of total business owners
Long-term disability: Offered by 20 percent of African-American business owners, 19 percent of Hispanic business owners and 14 percent of total business owners
Domestic partner benefits: Offered by 13 percent of African-American business owners, 17 percent of Hispanic business owners and 8 percent of total business owners
Pet insurance: Offered by 4 percent of African-American owners, 7 percent of Hispanic business owners and 2 percent of total business owners
“Employee benefits help business owners take care of their most important asset: their employees,” said Syed Rizvi, Nationwide’s chief specialty insurance officer. “And when it comes to caring for their employees, diverse business owners appear to be among the most generous. From retirement plans to workers’ compensation and even pet insurance, they are more likely to invest in their employees’ futures and personal well-being.”
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Lorena Cantarovici took a chance and moved from Argentina to Denver for better opportunities, not knowing that empanadas were the secrets to her success. Now, Lorena owns Maria Empanada—with five locations in Denver—the nation’s leading artisanal empanada restaurant serving Argentine empanadas, tartas, and specialty desserts. More than 50 employees make 80,000 tasty empanadas a month.
Before Lorena started her leading empanada restaurant, she began baking small orders of empanadas for parties. Before she knew it, a caterer approached her for a large order, leading her to shift her operation from a kitchen to a garage. Lorena’s unexpected catering orders blossomed into a business, and Maria Empanada was born.
Empanadas are more than a delicious cuisine from Lorena’s home country, Argentina. The empanadas represent memories of home. She and her mother, Maria—hence the name Maria Empanada—would prepare empanadas for numerous family gatherings, which brought laughter, joy, and unity. Lorena wanted to replicate those feelings for people in the United States and share those memories with everyone. But a lot had to be done before her empanada business originated in her garage.
Lorena was an accountant without any knowledge of owning a restaurant, and she did not speak English. The resources to proceed with her dream were nonexistent. There was no special dough for the empanadas, no customers, and no money.
It seemed as if the dream would stay stuck in the realm of fantasy. Lorena returned back to Argentina to learn how to cook empanadas. She took notes from her mother and the few shops scattered around the country. She returned back with recipes, techniques, and special secrets. Lorena’s dream then turned into a reality, and she is setting an example for Hispanic women.
The United States has nearly 29 million small businesses, which truly are the engines of our nation’s economy. And according to the latest research from the National Women’s Business Council, nearly 1.5 million of them are owned by Hispanic women. Research also shows Latinas are especially successful as entrepreneurs. According to the last report published by the SBA’s Office of Advocacy, women own 36 percent of all businesses. Among Hispanic-owned businesses, that share rises to 44 percent. On average, Latina-owned businesses that employ workers create an average of seven jobs and have $766,000 in annual sales.
Lorena is an excellent example of Latina entrepreneurship and also a symbol of the many ways the SBA supports entrepreneurs as they are starting and growing their businesses. Lorena attended a workshop run by an SBA Denver Small Business Development Center that assisted her in developing her business plan.
She received counseling from knowledgeable volunteer mentors on accounting, marketing, legal issues, and risk management. As Maria Empanada’s volume continued to soar, she utilized an SBA microloan lender Colorado Enterprise Fund and obtained a $63,000 microloan and moved Maria Empanada to a larger location in an enterprise zone in the South Broadway area of Denver.
For Lorena, it all began in a makeshift kitchen in a garage. Now, the entrepreneur and her beloved Maria Empanada have won numerous local, national, and international accolades. Lorena’s desire for growth spreads to business, leading it in only one direction—up.
Jazz Jennings knows the spotlight better than most. Having come out as transgender at age 5, she quickly became an equality champion as a teenager when she began speaking forcefully about the rights and needs of transgender kids just like her.
Shows like 20/20 came calling, and she became the subject of her own TLC docu-series, I Am Jazz. A subsequent reality show followed, and Jazz soon became a spokesmodel for Clean & Clear dermatology products.
How does it feel now when you look back on your coming out?
My coming out was very different than it is for most other transgender people. In fact, my entire trans experience is very unique in that I expressed I was a girl from as soon as I could verbalize the words. It’s crazy looking back and knowing that I had the awareness and conviction to express my truth as early as age 2 and 3.
What was your first exposure to The Trevor Project, and why were you drawn to its mission?
When I was 11 years old, I received a youth courage award from the Collin Higgins Foundation and spoke at a Trevor Project gala. That was the first time I was exposed to Trevor, and I was just so proud and in awe to see an organization that was so active in working to provide a resource for LGBTQIA+ people who feel like they have nowhere to turn.
Even though we have achieved a measure of equality in America, there is more need for The Trevor Project than ever. What do you think explains this seeming contradiction?
At the same time that LGBTQIA+ are stepping out of the shadows more than ever, there is a proportional increase in the backlash directed toward our community. In the current political climate, people feel more empowered than ever to express their views, even if their opinions rest on trying to dictate the lifestyle and identities of those they don’t understand and aren’t directly affected by. It saddens me to know that The Trevor Project is more needed than ever, but I’m grateful that we have an organization doing what they do and I have hope that progress will be made.
That’s also why Macy’s support is so important, because their round-up campaign will raise awareness of LGBTQ youth suicide prevention nationwide, and their contribution will help Trevor support even more young people in crisis.
The journey from Spanish Harlem to the boardroom has been magical. I have the benefit of being able to look back at my 20+ years as a consultant for Accenture, along with my life growing up, to identify all of the “hard times” as a kid, which have made me successful in the boardroom.
As a Latino managing director in a global Fortune 500 company, I have always given back to my community, from serving on the board of non-profits to leading up Accenture’s Hispanic American ERG for six years. With all the experience I have gained, it is my mission to help others achieve their dreams.
With the opportunity of stepping into the role of CEO of ALPFA, I am honored and humbled to continue the legacy built by our members, countless volunteers, leadership teams from our professional and student chapters, and corporate partners that have made ALPFA what it is today. As I think back to my childhood growing up in Wagner Projects in Spanish Harlem, New York, in the 1980s, I can’t believe that in the same way the Latinx community helped give me opportunities in life, I am now in a position to do the same for others. What makes it even more exciting is I am not alone—I have an extended family of 80,000+ members focused on the same mission.
Everyone has an origin story, but the ability to really understand how your story gives you power is critical for Latinos as we strive to elevate in the corporate world. Hearing stories helps inspire, but knowing how your story gives you strength translates inspiration to action.
So, the question I usually get next is, “How can we learn to better understand our story?” There are four components/activities that I tell people to focus on: (1) Journey Line (2) Value Tree (3) Value Mantra (4) Purpose Framework. I’ll focus on the Journey Line and Value Tree here because they are the most critical. I recommend everyone develop their journey line, which is a drawing of your life, starting at any point going to present day. Your level of happiness is on the y-axis, and time is on the x-axis. As you think back on your life, you will plot out the highs and lows, and it’s in these moments that we learn our lessons of life. The high of highs and low of lows are where we build our character and grow the most. When people take time to develop the line, they start to see all they have accomplished and all they have persevered through to achieve success. Once you have done that, you begin to see the strength you have on paper. This is your origin story; it’s no different than a Marvel comic superhero. Once you have documented your journey line, you realize just as Superman had his hero’s journey, so did you. You may not be able to fly, but you definitely have developed your own version of superpowers in finance, accounting, or blockchain. When people work through this, they often have more confidence because it removes the impostor syndrome issues they encounter. They see their story and realize: I belong in the boardroom!
The second key piece is knowing your values. My values are legacy, opportunity, diversity, justice, courage, fortitude, energy, and industriousness. When people talk about being their authentic self at work, I believe that means sticking to your values. Through a person’s journey he or she will change. Everyone should be evolving as a person, and if you stay true to your value system, then you are being authentic as a leader. Know your origin story, enjoy your hero’s journey, and remember to help others along the way.
Working for a big company has plenty of upsides. A large team means there’s tons of room to explore other areas and learn new things. There’s also a lot more opportunity to climb the ranks and—as an added bonus—the office has amazing facilities.
But like anything else, there are also some drawbacks to consider.
It’s tough to get to know people outside of your immediate team, you can barely figure out who does what, and you may find it challenging to develop any sort of reputation or name recognition for yourself.
It’s easy to feel like just another number in your massive organization. But the good news is there are some steps you can take to find your footing and make your mark at work.
1. Get Comfortable With Self-Promotion
We’re not always good at drawing attention to our own accomplishments because it can feel a little egocentric. However, owning your contributions and being vocal about them is a necessity when your work can easily slip by unnoticed at a large employer.
This doesn’t need to be as over-the-top as you’re likely imagining. It can be as simple as chiming in with a “thank you” when your boss points to something that was done well (that they weren’t aware that you were responsible for).
You can also incorporate some of your achievements into your introduction to new people in the company—particularly if your work is relevant to them in some way. For example, if you’re meeting someone from the sales team for the first time, you can shake their hand and say, “Great to finally meet you! I’m the one who worked on the new application for your customers.”
That statement not only highlights your work, but also pulls out a common thread between the two of you that you can use to get the conversation rolling.
2. Don’t Skip the Pleasantries
Speaking of conversations, I know how tempting it is to avoid small talk. It feels, well, small and completely inconsequential.
Maybe you’re waiting in line for coffee with a director from a different department. Introduce yourself and then get a conversation started—even if it means you just recommend the breakfast sandwiches.
These small interactions are a great way to expand your web of connections within your company and lay the groundwork for a continued relationship. Who knows, the next time you see that person, you might just move past small talk.
3. Raise Your Hand for Opportunities Outside of Your Team
When you’re part of an especially large organization, the bubble of your own department or team feels comforting. It’s daunting to venture out and surround yourself with strangers.
You already know what I’m going to say: If you’re eager to make your mark, you’re going to need to get over that and get used to saying “yes” to all sorts of different opportunities.
Is the product team putting together a golf outing that needs some more volunteers? Step in and help. Is there a happy hour or training program that you’d normally skip or a project that could benefit from a few extra hands? That has your name all over it.
Jump on those opportunities and you’ll meet more people, strengthen your impact, and feel more connected to your company as a whole.
4. Speak Up in Meetings
Do most of your meetings have a lot of different people packed into a crowded conference room? Do you still speak up and actively contribute—or are you too intimidated, so you choose to sit in silence and fly under the radar?
Of course, there’s no reason to chime in unnecessarily for the sake of being noticed. But if you do have something valuable to contribute, gather your courage and make it known.
It’s better to voice your thoughts and your opinions in the moment, rather than following up afterwards with an email. That way you’re giving people an opportunity to associate your face with your name.
5. Be Transparent About Your Career Goals
This tip is important whether you work at a company of two or 20,000. But, especially when you work for a big organization, you need to be upfront and vocal about your professional goals.
Your manager can’t read your mind, and you can’t expect them to advocate for you and your ambitions if you don’t make those known.
Whether you hope to eventually move into a management position yourself, want to learn more about a different department, or would like to pursue some additional training or education, have those honest conversations with your boss.
Not only does this investment in your own career and development help you stand out to your immediate supervisor, but being transparent about your goals also opens the door to other opportunities to make an impact at your company.
6. Solicit Advice From Others
Do you really want to know how to make your mark? Why not ask somebody who’s already successfully done it?
Within your organization, there’s bound to be someone who’s been there for years and successfully climbed the ladder. Reach out to see if you can take them out for coffee and find out more about their journey, as well as pick their brain for advice on how you can follow a similar path.
Even if you don’t walk away with a super-detailed action plan, you still have the benefit of forming connections and relationships with people outside your department.
When you’re one of hundreds or even thousands of employees at your company, it’s easy to feel like a small fish in a ginormous pond. Does anybody even notice all of the hard work you’re doing? Wait…does anybody even know your name?
You can’t snap your fingers and change the size of your employer, but you can change your own actions. That’s right—making your mark all starts with you.
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Rosario Dawson is more than just another famous face in Hollywood. In addition to her high-profile film career, she’s a philanthropist, activist, and entrepreneur. Not to mention producer, singer and comic book writer!
First and foremost, Dawson is fiercely passionate about her philanthropy and her desire to serve her community. Her early life wasn’t easy. Her family lived in a squatter’s apartment in New York’s East Village, where she grew up seeing poverty, sickness, and suffering all around her. “Growing up here in New York, with a mom who was a teenager when she had me, I had family and friends who were either trans and/or had HIV or AIDS and/or had drug problems or housing issues or issues with access to education,” Dawson said in an interview with the lifestyle website mindbodygreen. “I saw the whole maelstrom of privilege and access.”
Growing up in a liberal-minded family, she was raised to understand the value of social change at a young age. “My mother worked for a women’s shelter when I was young,” she said. “To see strangers helping other strangers, just showing up and giving, was so inspiring to me.” It’s not hard to see how her experiences have inspired her to make a change for others. She serves as a board member of V-day, a global activist movement to end violence against women and girls. She supports charities like the ONE Campaign, Amnesty International, Oxfam, International Rescue, and Lower East Side Girls Club, and the Environmental Media Association, among many others. She is also active in such programs as Conservation International, Doctors Without Borders, National Geographic Society, The Nature Conservancy and Save The Children.
In 2013, Dawson partnered with her longtime friend Abrima Erwiah to found Studio 189, a fashion and media brand based in Ghana that produces African and African-inspired clothing and lifestyle content. In an interview with Google, when asked about their decision to launch in Ghana, Dawson and Erwiah had this to say: “We were impressed by the culture of creativity, craft, and innovation and the rich history present in Ghana. We felt it was a wonderful place to develop social infrastructure, to add value to natural resources, to create opportunities for work and support capacity building. At the same time, we wanted to support the growth of a local market of consumers as well and help create a space for more people to enter conversations and be included in the growth of the global fashion industry.” For these two partners, Studio 189 is not just a business, but also a social enterprise. Through their brand, they have been able to make changes in the community through educational workshops, counseling, and employment.
Politically active for much of her life, Dawson says, “The American future is here, and there’s great news: the future votes.” She co-founded the pioneering civic media nonprofit organization, Voto Latino, in an effort to boost Latino participation in the political process. Established in 2004, Voto Latino’s mission is to provide culturally relevant programs that engage, educate, and empower Latinos to be agents of change. It also seeks to transform America by recognizing Latinos’ innate leadership. Whenever we do voter registration, we ask, ‘Why haven’t you voted before?’ The response is often, ‘No one’s asked us.’ It’s not about telling people what to do—it’s about sharing what they can do.
“Voting is the umbrella to everything else that I’m doing,” says Rosario. “Women’s issues, health and disease, poverty, housing—these all fall under that voting power.” In recognition for her efforts, she was awarded the President’s Volunteer Service Award in 2017.
Also a health advocate, Dawson, a self-proclaimed oat enthusiast, recently partnered with Quaker Oats to create a three-part video series that encourages people to incorporate healthier practices into their everyday lives. “I’ve been eating Quaker oatmeal since I was a young child, ever since my aunt taught me how to make it from scratch, so I’m excited to team up with them to help spread the word about the benefits of oats,” Dawson said. “As an advocate for health and wellness, I never want to short-term my health—I think it’s so important to have long-term plans. And what’s great is that you don’t have to start big, because even small steps can make a difference.”
Dawson’s first step on her journey to fame happened by accident when she was just 15 years old. Sitting on the front porch step of her apartment building, she was spotted by photographers Larry Clark and Harmony Korine. Aspiring screenwriter Korine thought Dawson would be perfect to cast in the 1995 film, Kids, where she played Ruby, a sexually active adolescent. From there, Dawson went on to star in more films, like Rent, He Got Game, Men in Black II, Seven Pounds, Percy Jackson and the Olympians: The Lightning Thief, and Sin City, among many others. In the music industry, she had a speaking part in the re-release of Prince’s 1980s hit, “1999,” renamed “1999: The New Master.” She also appeared in the music video for Out of Control by The Chemical Brothers and was featured on the Outkast track, She Lives in My Lap.
Currently, Dawson is set to voice the iconic heroine Diana Prince in the DC animated original film, Wonder Woman: Bloodlines, a character she’s voiced since 2015’s Justice League: The Throne of Atlantis. According to The Hollywood Reporter, the actress has also been cast in Sony Pictures’ next installment of the post-apocalyptic comedy, Zombieland 2. She will be working alongside original cast members including Woody Harrelson, Emma Stone, Jesse Eisenberg, and Abigail Breslin, as well as newcomers Zoey Deutch and Avan Jogia. In addition to these roles, Dawson will both produce and star in the upcoming drama series Briarpatch from Sam Esmail, the creator of Mr. Robot. Based on the Ross Thomas novel, the first season of the series will be produced by Universal Cable Productions and Paramount Television. In this drama, Dawson will be playing a Washington, D.C.-based investigator who returns to her hometown in Texas to help search for her sister’s murderer.
Last year, she announced her guest collaboration on La Borinqueña, an original character and patriotic symbol presented in a classic superhero story created and written by graphic novelist Edgardo Miranda-Rodriguez. Her powers are drawn from history and mysticism found on the island of Puerto Rico. Dawson and her writing partner David Atchison joined Dawson’s uncle, comic book artist Gustavo Vazquez on the project.
Although she has a full workload, she still finds time to make an impact outside the world of Hollywood. From being a political activist to running a sustainable fashion line, Rosario Dawson is continuously showing her passion and commitment to the causes she advocates for.
Using her platform to make a difference, Dawson’s activism has allowed her to not only witness change but also effect it. “I’m really moved by everything I’ve seen achieved over the years, and there’s so much that’s being worked toward now with many more people,” Dawson says in an interview with InStyle. “I’m inspired to just do whatever I feel called to do and to be of service and to be of use… There are so many different ways that we can serve, and I want to figure out as many ways as I can to fit into this lifetime.”
“The song is loosely based upon me being half Puerto Rican, half Hispanic, and my dad being Irish Caucasian,” Dorough, 45, tells PEOPLE exclusively about the single.
Fun fact: Dorough’s 10-year-old son James, and his mother, Paula Flores Dorough, star in the video for “No Hablo Español”
“Kids would see me and talk to me in Spanish, and I would be like, ‘No hablo español.’” And they’d be like, ‘What?’ And it’s almost kind of like that look of, and I hate to say it’s a disgrace, but like, ‘You’re not proud of it? You’re not carrying on tradition.’ And it was never that — I was just a little kid.”
The album, which follows the path of a young Howie D. overcoming his insecurities to discover his true self, has been in the works for the past five years and is something Dorough is “very proud of.”
“It’s definitely not your normal kids record,” he says. “This is more of a twist on a kids record. The goal is to teach people that no matter what they’re going through, they can overcome any obstacle in front of them. I want people who listen to the music not to worry, everything that happens is meant to teach you how to be the person you were meant to be.”
Howie Dorough’s Which One Am I?
“I went through a lot of common issues that a lot of kids go through nowadays, including worrying and being shy, feeling small, being in somebody’s shadow, monsters in your head, bad dreams,” he adds. “I was definitely always trying to find my place and where I am and how I fit in with people. I wasn’t your tall jock, I was more of your shorter guys. I was more into music and musicals and dancing. Eventually I did find my place, and I’m very proud that I stuck to my grounds of knowing that I was a true entertainer.”
Now, a father of two (he’s also doting dad to Holden, 6) with wife, Leigh, Dorough said he wanted to create an album that was entertaining for both parents and their kids.
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Here’s advice on overcoming the mental roadblocks employment gaps create before they sabotage your job search, from those who’ve been there.
William Childs loves his new job. He is Marketing Director at Kitchen Magic, a growing national kitchen remodeling and cabinet refacing company. “This job is a creative person’s dream. The product, the people, the collaborative ideas we are generating, it’s totally amazing,” Childs says. “This is what I spent my 14-month employment gap searching for, and I am so glad I didn’t give up on my career goals.”
Employment gaps do not define you
According to a recent Randstad U.S. study, the average job search today takes about five months. When Childs was laid off late in 2017 from an executive-level marketing job, he did not anticipate a longer-than-average employment gap. He explained: “When my old job was eliminated, it was the first time in many years that I had no specific job to go to next. I had always benefited from people just knowing me and my work, so starting from scratch while unemployed felt pretty weird.” When a few leads at the beginning of his job search didn’t materialize, he felt a bit demoralized.
According to a 2019 Monster survey, 59 percent of Americans have had an unexpected gap in their career. For a lot of people looking for jobs with a gap on their resume, there can be internalized feelings of shame, says Michael “Dr. Woody” Woodward, Ph.D., organizational psychologist, CEC-certified executive coach, and author of “The YOU Plan.” “Shame puts on a lot of added pressure to an already stressful time, which can lead to obsession,” Dr. Woody explains. “Don’t victimize yourself over a lost job or a failure in the past. It can be debilitating.” He advises readers to recognize their setback as just that, a setback — then deal with it and move on to better things.
Childs did keep moving forward. He designed an online portfolio and kept adding to it during his hiatus by taking on freelance work. He wrote for an online magazine and volunteered his talents to local non-profit groups. A year into his search, he took an advertising sales job as he continued to apply for positions. “The sales job was what I needed to do financially, and what I needed to do for my own piece of mind,” he reflects. “I was earning income, learning, and connecting with people. It helped me a lot.”
While he did not give up on finding an innovative executive marketing position, Childs needed ways to stay focused and positive on his continued career search. When it comes to overcoming the mental roadblocks employment gaps create, the following advice can help keep you more focused, motivated, and confident.
1. Honesty really is the best policy
Susan is happily employed in Reno, Nevada at The Slumber Yard, a specialty online clearinghouse of reviews, comparisons, and deals for mattresses and bedding products. Prior to taking the job last year, this mattress review specialist (whose name has been changed for this piece) had left the workforce to care for her young son after he was injured in a serious accident. When she was ready to re-enter the workforce, Susan crafted a very targeted resume and cover letter that succinctly addressed her employment gap. Still, the two-year pause in her career had her a little nervous. “I wasn’t exactly sure what the job market would be like for me,” she remembers.
“Her resume had everything we were looking for, and when she told me why she had a gap in her employment history, her honesty really impressed me,” says Matthew Ross, The Slumber Yard’s Co-Founder and COO. Ross immediately called Susan in for an interview. “Her experience and knowledge of our industry are what got her the job. But, the way that she explained her employment gap really showed her character, both as a person and as a professional.”
You can explain your employment gap without oversharing, says Dick Lively, Partner and HR Consulting Director at RAI Resources in Bethlehem, Pennsylvania. “On a resume or in a cover letter, saying you took time to care for a family member who was ill or that you relocated across the country for your spouse’s job should be enough detail. Keep it professional but not too personal,” he says. It is also OK to exclude a gap explanation from the resume altogether, so long as you are prepared to address it during the interview if you are asked. Just don’t make something up. “At the end of the day, the truth always comes out, explains Lively. “You don’t want to face a potential employer or a new boss and try to explain why you lied.”
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The Culture Marketing Council: The Voice of Hispanic Marketing will bring together C-suite leaders from top agencies and marketing associations, celebrated creative directors and pop culture experts for a series of powerful panels,taking place June 10-12 at the Statler Hotel in Dallas and covering topics critical to connecting with today’s complex and multicultural mainstream.
In addition to a powerful panel featuring Wendy Blume,vice president of marketing for Advance Auto Parts, Federico Valiente, senior director of marketing for Pollo Campero, and Isaac Muñoz, senior business consultant of customer insights at Southwest Airlines who will discuss best practices from their recent culture marketing efforts, other sessions include:
THE CULTURE DRIVEN STORYTELLING In an on-demand world of videos and images, your story matters. How do you connect your brand or service with the multicultural mainstream in an authentic, culturally fluent way? It’s all about culture-driven content that is 100% American and 100% Latino. Moderated by Angela Rodriguez, vice president of strategic insights at Alma, this panel features Gil Gastelum, founder of Cosmica, Nuria Santamaria Wolfe, CEO and co-founder of Encantos, and Felix Contreras, host of Alt.Latino, NPR’s program about Latin Alternative music and Latino culture.
AGENCY BUSINESS When it comes to running a marketing business, there are numerous considerations—from structure and billing to staffing and knowledge sharing. Moderated by Jorge A. Plasencia, co-founder, chairman & CEO of Republica Havas, this panel represents associations with Marla Kaplowitz, president & CEO of 4A’s, independent agencies with Eduardo Perez, partner at PM3, and agencies that are part of a holding company with Franke Rodriguez, partner & CEO of Anomaly New York and Toronto, discussing how their strategies and approach differ.
LATINAS: POWER OF TRANSFORMATION Latinas are the foundation of Hispanic marketing. While they remain the gatekeepers to the family and one of the most important consumers in the market, the Latina woman has changed in the last ten years, and advertisers need to adapt their strategies and efforts to reach her effectively. Two of the categories that have this important target are healthcare and beauty. This fireside chat, moderated by Salma Gottfried, Principal, Brand Management, Richards/Lerma, features Marie Quintana, SVP of marketing & communications for Tenet Healthcare, who will provide insights and strategies to win the hearts of U.S. Latinas.
The CMC Annual Summit features high-caliber content thoughtfully curated by experts rather than sponsorships, breakthrough data and business-building best practices, and networking opportunities with the biggest players in the multicultural marketing industry. Register here!
Manufacturing has always been an important part of our country’s economic landscape, and manufacturing is alive and well, with opportunities abound. In fact, now is a great time to jump into a career in manufacturing, and here are ten reasons why.
1 Candidates are in high demand. Due to Baby Boomers retiring at a record pace and a small pool of candidates equipped with the right skills, there is a significant shortage of qualified workers in the manufacturing industry right now. This means more opportunities exist for those willing to train for them.
2 Competitive wages. According to The Made in America Movement, “The average worker earned $25.58/hour in February of 2016 compared to the U.S. average of $21.32/hour.”
3 Conditions are safe. Manufacturers are replacing repetitive and/or dangerous jobs with robots and shifting opportunities to those requiring more thought and skill.
4 On-the-job training. In 2014, manufacturers spent approximately $1,500 per employee in training each year. Not only do employees benefit by broadening their skill sets, but employers also benefit by building a well-trained workforce.
5 The industry is growing. According to a 2015 study, the U.S. manufacturing industry will add nearly 3.4 million jobs over the next decade to meet demand both here and abroad.
6 State-of-the-art technology. If manufacturing brings an image to mind of dirty, old, broken-down machinery, think again. Today’s manufacturing puts modern technology like Internet of Things, virtual reality, and 3D printing into play to create more efficient and safer operations.
7 The sense of pride. Ask almost anybody working in manufacturing what they like most about their jobs, and they’ll tell you that it’s the sense of accomplishment they feel from being a part of the process that produces a finished product. In fact, according to Quality Magazine’s State of the Profession survey, sense of accomplishment ranks above salary and job security in importance to manufacturing employees.
8 Flexibility of working shifts. Manufacturers often require two or three shifts to keep up with production. Shift work affords workers with the opportunity to share parental responsibilities without hiring childcare, go to school during the day and work at night, or even make some extra money by taking advantage of the shift differential in pay for working off-hours.
9 Today’s manufacturing means small business. If you’ve been turned off from manufacturing because you thought it meant working for a company so large that you’d get lost in the shuffle, it’s time to reconsider. In 2015, the Bureau reported there were 247,961 manufacturing firms with less than 500 employees in the United States, and of those, 187,862 had less than 20 employees.
Not only is the Women’s Business Enterprise National Council (WBENC) the largest certifier of women-owned businesses in the United States, but it is also one of four organizations approved by the Small Business Administration (SBA) to provide Women-Owned Small Business (WOSB) certification, as part of the SBA’s Women-Owned Small Business Federal Contracting program.
Each year, the federal government sets a goal to award at least 5 percent of all federal contracting dollars to certified Women-Owned Small Businesses (WOSBs), particularly in industries where WOSBs are underrepresented. Becoming a certified WOSB and joining the SBA’s contracting program ensures your business is eligible to compete for federal contracts set aside for this program.
Who is Eligible?
To be eligible for WOSB certification, your company must:
Be at least 51 percent, unconditionally and directly, owned and controlled by one or more women, who are U.S. citizens.
Be “small” in its primary industry in accordance with the SBA’s size standards for that industry. Use the SBA’s Size Standards Tool to check your industry.
Have women manage day-to-day operations and also make long-term decisions.
What Are the Benefits?
Becoming a certified WOSB and participating in the SBA’s WOSB contracting program allows your business to compete for federal contracts within a more limited pool of other qualified WOSBs, thereby increasing your chances of winning business.
These contracts are for industries where WOSBs are underrepresented. Check out the SBA’s list of eligible industries and their NAICS codes.
How Do I Get Started?
If you are already a WBENC-Certified Women’s Business Enterprise (WBE), you can easily apply for WOSB certification as part of your recertification process at no additional charge.
Before starting the application process, please review the criteria for certification and ensure you meet the SBA’s size standards for your industry. When you are applying for recertification, select “Yes” to the WOSB certification question and upload the documents labeled “WOSB Applicants.”
If you are a women-owned business and not yet certified by WBENC, take a moment to read about the benefits of WBENC Certification to see if it is a fit for your business. WBENC is the nation’s largest certifier of women-owned businesses and our world-class certification standard is accepted by more than 1,000 corporations representing America’s most prestigious brands. If you choose to apply for WBENC certification, you can apply for WOSB certification at the same time.
It’s important to note that once you receive your WOSB certification, you still must complete additional steps to participate in the WOSB Federal Contracting program, including providing proof of certification information through certify.SBA.gov, and updating your business profile at SAM.gov to show contracting officers that your business is in the women’s contracting program. Check out SBA.gov for details.
Where Can I Learn More?
Visit wbenc.org/government for details on the WOSB certification process, documentation required, and frequently asked questions.
For more information about the SBA’s WOSB Federal Contracting program, visit SBA.gov.