But Moreno has timing on her side, too. Employers across the country are luring Hispanics into their offices, in some cases trying to make up for dismal statistics, and in other instances as part of an effort to build a multicultural workforce that can be effective and compete successfully in the twenty-first century. From corporate America to the federal government, leaders want their staffs to have the face of America, which a means getting more Hispanics on board. Many police departments, for example, are making special efforts to recruit Latinos, who they complain don t often apply to police forces because of negative stereotypes of officers and discouragement by family and friends. Facing a similar lack of applicants, the armed forces are considering easing high school graduation requirements to attract more Hispanics.
Corporations look for recruits on college campuses.
Debbie Herd, college relations manager with JCPenney, says Hispanic managers bring a different outlook to the company. With stores in every region of the United States, matching managers with their customers is a wise business decision because they share an understanding of the market, Herd says. SBC and JCPenney are just two of many companies recruiting Latino students from college campuses. The companies say the trick is to find qualified Hispanics and entice them to apply. After that, it s an easy sell, says Gina Luna, vice president and manager of university relations and college recruiting at Chase Bank of Texas.