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View current issue. Newsletters originate from LatPro servers only. We do not share your email with 3rd parties. LatPro Home » Career Advice » LatPro Experts Juan Guillermo Tornoe Juan Guillermo Tornoe Juan Guillermo Tornoe is an expert marketer with a passion for serving the Latino community. He constantly researches media and identifies the trends defining Hispanics today. His Hispanic Trending Blog is among the most recognized and respected blogs covering the Hispanic market. Ask this Expert a Question Hispanic Marketing Basics: Segmentation of the Hispanic Market User Rating:(from 7 users) Submitted by Juan Guillermo Tornoe on Fri, 01/18/2008 - 12:26pm. Recruiting Articles > Hispanic Marketing & Outreach All Latinos are not the same. Because the Latino community is so diverse, there are many cultural characteristics that should be considered to gain a better understanding of this market. Only then will you be able to identify the groups within the Hispanic market that you should target and effectively tailor a message that resonates with them. » read more | login or register to post comments How to Convert Latino Prospects into Customers and Maximize your Hispanic Marketing Dollars User Rating:(from 8 users) Submitted by Juan Guillermo Tornoe on Wed, 12/19/2007 - 11:29am. Recruiting Articles > Hispanic Marketing & Outreach If your company wants to capitalize on the lucrative and growing U.S. Hispanic market, don't overlook the one crucial element that can ruin any advertising or marketing campaign targeting Latinos: your staff. » read more Lost in Translation: When Bad Hispanic Advertising Happens to Good Companies User Rating:(from 45 users) Submitted by Juan Guillermo Tornoe on Sun, 11/11/2007 - 11:00pm. Recruiting Articles > Hispanic Marketing & Outreach Unfortunately, many companies miss the mark when advertising to Latinos. Usually it’s because corporate decision-makers are not paying close enough attention to their Hispanic marketing efforts. They simply don’t understand or carefully consider cultural nuances when planning their outreach efforts. Learn what your company can do to avoid becoming a humorous Hispanic advertising "don't." » read more Hispanic Marketing Q&A: Leveraging Spanish Bilingual Employees to Reach the Latino Home Buying Market User Rating:(from 6 users) Submitted by Juan Guillermo Tornoe on Sat, 09/29/2007 - 11:00pm. Recruiting Articles > Hispanic Marketing & Outreach A North Carolina real estate company wants to gain a competitive advantage by targeting the growing Hispanic market. Expert Juan Tornoe shares his tips on how to make their outreach efforts most effective.   » read more Should Hispanic Professionals Pursue Careers with Companies Lacking Strong Diversity Policies? User Rating:(from 17 users) Submitted by Juan Guillermo Tornoe on Tue, 07/24/2007 - 11:00pm. Career Articles & Advice > Career Success | Recruiting Articles > Diversity Hiring & Recruiting A Latino professional with Fortune 500 experience wonders if he should pass on a position with a company because it doesn’t place a strong emphasis on diversity.   » read more When Spanish at Work Causes Conflict: What Should Employers Do? User Rating:(from 38 users) Submitted by Juan Guillermo Tornoe on Wed, 07/11/2007 - 11:00pm. Career Articles & Advice > Quick Tips | Recruiting Articles > Managing & Retaining Hispanic Employees What should employers do when workers who speak Spanish among themselves make non-Spanish speaking employees uncomfortable? Juan Guillermo Tornoe tackles the question. » read more Should Employers Give Hiring Preference to Hispanic Job Candidates? User Rating:(from 10 users) Submitted by Juan Guillermo Tornoe on Fri, 06/15/2007 - 2:15pm. Career Articles & Advice > Career Success Employers may be looking for Hispanic employees for a variety of reasons, but should Latino job candidates be given preference because of diversity requirements? Here's what Hispanic marketing expert and commentator Juan Guillermo Tornoe has to say on the subject. » read more Hispanic Culture at Work: Understanding and Managing Hispanic Employees User Rating:(from 13 users) Submitted by Juan Guillermo Tornoe on Wed, 05/02/2007 - 12:16pm. Career Articles & Advice > Career Success | Recruiting Articles > Managing & Retaining Hispanic Employees LatPro expert Juan Guillermo Tornoe draws from his personal experience as a Latino professional to help managers and Hispanic employees better understand one another, creating a more inclusive and comfortable atmosphere for everyone. Read the article. » read more Hiring Hispanic “Switch Hitters” is Key to Business Growth in the Hispanic Market User Rating:(from 2 users) Submitted by Juan Guillermo Tornoe on Wed, 04/11/2007 - 10:00am. Recruiting Articles > Diversity Hiring & Recruiting, Hispanic Marketing & Outreach Hispanics are now the largest minority in the United States. To successfully reach this market, your company must cultivate employees who relate to the unique needs and preferences of this demographic. » read more Search Articles Most Viewed Today Surviving a Downsizing Mastering the U.S. Job Interview: 10 Tips for Hispanic Professionals Affinity Groups: Are they Worth the Effort? Career Ownership Providing Value to Customers and Ourselves Top Rated Corporate Profiles in Diversity: KPMG Managing Remote Teams in Latin America: Setting Goals and Meeting Deadlines Leadership Tip: Improve your Critical Thinking Skills When Communicating your Value to Management, Metrics Matter Corporate Profiles in Diversity: Sodexo Your Opinion What is the most stressful part of your work day?: My boss Meetings My commute Overall company culture Work overload / Unrealistic expectations from superiors Long hours / not enough balance between work and home life Book review Negotiating Your Salary: How To Make $1,000 A Minute Don’t be fooled by the size of this relatively slim volume. Jack Chapman, an expert negotiator, shares straightforward advice and easy techniques that will help you handle money conversations with confidence. Whether you are negotiating compensation ... more

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