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Accent Biases?
by: Nathan A. Farr
I believe that we all have biases in one form or another. The real question is, are we aware of our biases and how do they affect our recruiting processes? Does language fit into this equation? Is language a protected class? Does speaking English with a lisp, stutter or accent qualify as a disability? Have you ever said, s/he sounds like a redneck from XYZ state? If so, you may have an accent bias. Now, take a moment and try to think about a person who speaks with a British accent. Do you make any assumptions about her or him? Do you automatically assume that this person is educated, well informed, cultured, a tea drinker with crooked teeth? What type of job do they have, banker, professor or graduate student at OSU? Now try to think of someone that speaks with a heavy Spanish accent? Do you make any assumptions about them? Are they a laborer, undocumented, or uneducated?
Managers make decisions regarding someone’s qualifications for particular job and decide whether or not to continue the hiring process. Some, not acquainted with Latinos, may wrongly assume that everyone who speaks Spanish is from Mexico and is illegal. When this happens, a language bias may prevent an otherwise qualified candidate from being considered. In some cases, the applicant’s intelligence or abilities may be judged solely by their ability to speak American English. Contrary to popular belief, many immigrants in our community make a tremendous effort to learn to speak English proficiently. Nevertheless, they may always speak English with a “foreign “accent. On one occasion I heard a limited English speaker complain that she was not granted a promotion into an exempt position with a large local bank. The HR manager informed her that she had been the most qualified candidate to apply for the positing, but was not chosen because her accent would “offend the company’s clients”. Clearly her abilities had been misjudged. She may have spoken with an accent, but did not think with one. Several months later she was offered the job because another qualified and native English speaker had not been found. She went on to perform a national rollout of a unified operating software platform ahead of schedule.
Sometimes a limited English speaker is presumed to be uneducated because of the jobs they accept when coming to this country. A recent survey of one manufacturer’s workforce, that received less than $10 per hour, turned up many degreed professionals. They were educated in the fields of Engineering, Accounting, Medicine, Law, and journalism among other fields that required certification or advanced command of the English language to practice in the US. One employee had operated a very successful business in his home country before being forced to leave for political reasons. He maintained his manufacturing job to have medical insurance for his family and operated a legitimate, part time business that netted between $1000 and $1500 each weekend. He was probably making more money than any of his immediate supervisors who did not have college degrees. The resourceful entrepreneur was an attorney in his home country.
I am not saying that communication ability is not relevant. Clearly some positions require higher levels of English proficiency that others. I guess my question is: do your hiring practices create an artificial disadvantage for the non native English speaker based only on accent? When evaluating two candidates for a position, where one is a native English speaker without a noticeable dialect and another speaks with a “foreign accent”, are you able to listen past the accent and judge the candidates based on his/her merits? Or are your personal unrecognized accent biases influencing your decisions?
Nathan A. Farr
Partner
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Bilingual Services
Do you need HR Forms Translations
English-Spanish,
HR Training in Spanish?
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The Empleos & Employment Team
614-790-8894 Fax:614-790-8895
Empleos & Employment provides full cycle bilingual (English & Spanish) Services. We assist companies with their recruiting needs by providing print, online employment advertisements, mini job fairs, networking events, translations and recruiting services specifically targeted at reaching the Hispanic and Latino workforce.
Empleos & Employment is a certified Female Business Enterprise. 2008 Emerging Hispanic Business of the Year.
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| The Power of Brand Loyalty! |
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When I got married my mother asked me what I wanted as gift. I quickly replied that I wanted a set of pots and pans like the one she had. The same brand that she, my grandmother and my aunt all owned. The quality and durability of the set has easily justified the premium she paid for them. I didn’t realize 18 years ago that I had become very brand loyal. In fact, to this date I would gladly buy another set when the need arises or consider them as a special gift for our children or other family friends on their wedding days. The set of pots and pans were from an American manufacturer that had entered the Venezuelan market. My mother purchased the pans from an independent distributor that spoke her language, understood food preparation, and provided her with courteous and professional customer service. Ultimately she bought her set because of loyalty to the brand and not because of the salesperson’s knowledge. It was what my grandmother and my aunt have had for years.
Often we are asked what a client can do to more effectively sell their products to our community. My first answer is to serve. A company that wants to reach and earn the loyalty of the Hispanic community must spend time with the community. In addition, they must hire the right employees to service the needs of the community. I believe that the main reason firms fail to effectively position their products and services for the Hispanic consumer is due to a lack of real commitment to the community. This lack of interaction does not allow for an accurate assessment of how their products and services will be received and utilized. Therefore they create a plan based on assumptions and ensure an unsatisfactory customer service experience. The blame falls on managers who embark on Hispanic marketing plans without fully understanding their targeted demographic and the different subsets that exist. The fact is that there is not a uniform “Hispanic” market. This one dimensional approach will likely offend one group or another. Brand Loyalty is created over a period of time, as was the case with my family and a particular brand of cookware.
In short, the key to creating customer loyalty in the Hispanic community is serving the community.
Cristina Villacinda-Farr
Publisher
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Bilingual Services
Do you need HR Forms Translations
English-Spanish?
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| Contact Information |
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The Empleos & Employment Team
614-790-8894 Fax:614-790-8895
Empleos & Employment provides full cycle bilingual (English & Spanish) Services. We assist companies with their recruiting needs by providing print, online employment advertisements, mini job fairs, networking events, translations and recruiting services specifically targeted at reaching the Hispanic and Latino workforce.
Empleos & Employment is a certified Female Business Enterprise. 2008 Emerging Hispanic Business of the Year.
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| The Power of Titles in the Latino Culture. |
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This past week we conducted our third successful Diversity/Latino job fair here in Columbus. 46 companies attended and were able to recruit from over 800 attendees. Once again it was the most diverse attendance of any local job fair. One agency recruiter stated that our job fairs have become her favorites due to the diversity and quality of the candidate pool. After reviewing 300 or so hard copy resumes that were entered into the gift card pool, I noticed something in the Latino resume pool. In a few cases the resumes made mention of the candidates relation to other people, (i.e. I am the son of the late Mayor Fernando Perez.) For many recruiting managers this may seem quite odd. However, in Latin America, it is very common to be referred to as the son, daughter or spouse of someone of importance. Titles take on increased importance when addressing others. This is true in both social and business settings. Once a person has achieved a certain level of education or position of prominence, it is customary to refer to them accordingly. Until I immigrated to this country I was known as the daughter of Doctor Villacinda. My father was an ophthalmologist with MARAVEN in Ciudad Ojeda, Venezuela. To some extent this relationship followed me to the USA. While living in metro Washington, DC I routinely met people who had worked for PDVSA in Venezuela and had known my father. The label of being related to someone of importance is a double edged sword. It may open doors for opportunity or it may make it difficult to establish ones own identity as a professional. One of things that I most enjoy about residing in the USA and honoring my US Citizenship is the ability to create my own identity and take advantage of opportunities based on my merits and education rather than those of my family.
Cristina Villacinda-Farr
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EE Print Newspaper
Click below to see a copy of the newspaper
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Bilingual Services
Do you need HR Translations English-Spanish?
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| Contact Information |
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The Empleos & Employment Team
614-790-8894 Fax:614-790-8895
Empleos & Employment provides full cycle bilingual (English & Spanish) Services. We assist companies with their recruiting needs by providing print, online employment advertisements, mini job fairs, networking events, translations and recruiting services specifically targeted at reaching the Hispanic and Latino workforce.
Empleos & Employment is a certified Female Business Enterprise. 2008 Emerging Hispanic Business of the Year.
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Upcoming Events
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Dayton
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When: 6/20/2009
Time: 10:00-2:00 PM
Where: Nutter Center
for more information contact:
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Empleos & Employment LLC | 6059 Frantz Rd. Suite 104 | Dublin | OH | 43017
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Monday, April 27th, 2009
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Diversity/Latino Job Fair
April 28, 2009
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Diversity/Latino
Job Fair
DATE: April 28, 2009
TIME: 10AM – 2PM
LOCATION: COSI
333 W.Broad St.
Columbus, OH 43215
Free Job Fair Admission and Parking
Entrada & Estacionamiento
a la Feria de Trabajo Gratis
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40+ Participating Companies
Farmers Insurance (District 25-16), Nationwide Children’s Hospital. Focus Learning Academy, United Way of Central Ohio, Kelly Services, The Buckeye Ranch, Social Security Administration, Primerica, Nationwide Insurance, G&J Pepsi-Cola Bottlers, AutoZone, McDonald’s, Mount Carmel, Chillicothe VA Medical center, American Cancer Society, COTA, State Farm Insurance, Verizon Wireless, UPS, Avon, Dish Network, Ohio Investigative Unit, Resource Employment Solutions, DeVry University, Building Trades Institute, ChambaX,
and many more…
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Empleos & Employment LLC
6059 Frantz Rd. Suite 104
Dublin, Ohio 43017
614-790-8894
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