Coopera Client Relations Director Kenia Calderon Ceron recently traveled to Houston, TX to meet with a credit union about Latino member growth and strategic planning.Leave a comment
Credit unions across the country are finding it challenging to hire new staff. Competition for good candidates from among a seemingly limited talent pool is fierce. A strong economy and increasing worker demand make hiring tough enough, but the rapidly diversifying population adds its own layer of both challenge and opportunity.
Hispanics represent the fastest-growing population segment in the United States, which, in fact, is now the world’s second-largest Spanish speaking country after Mexico. These growth trends are set to continue – the U.S. Department of Labor predicts that one in every two new employees entering the workforce by 2025 will be Hispanic.
Attracting and retaining Hispanic employees soon will become critical to credit union success, if it hasn’t already. Recruiting Hispanic community members for open positions goes beyond simply having bilingual signs, flyers and ads. Here are some strategies for hiring success.
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Posted by Kenia Calderon on May 15, 2019
Coopera is dedicated to helping both credit unions and Latino communities across the country grow together to realize their dreams and successes. We’re always pleased and excited to see and support such efforts in action.
When we come across a credit union that goes above and beyond in helping Latino communities, especially the most vulnerable ones, we’re absolutely thrilled. That happened in April when $55.7 million Des Moines Metro Credit Union (DMMCU) stepped forward to financially support its staff members participating in the second annual 5K run and fundraiser in support of DACAmented students on the Iowa State University campus.
DACA stands for Deferred Action for Childhood Arrivals, a program that allows youths under the age of 16 entering the United States to work in country for two years before having to reapply for a work permit. The current political environment poses a threat to the future of the DACA program, which primarily affects Latino immigrants. The program’s success is critical to the Latino community’s growth and personally important to me since I, too, am a DACA recipient.
DMMCU had already provided exemplary service to its Latino members and critical support to its DACA community. The credit union offers a Credit Builder loan program that enables DACA recipients to pay application fees and other costs associated with their immigration processes.
DMMCU also offers loans for members using ITINs and supports local community events such as the Iowa Latino Heritage Festival and the Warren Morrow Latin Music Festival, an event named for Coopera’s late founder. More than half of the credit union’s staff members are bilingual, and some are DACA recipients themselves or have friends who are.
By supporting staff participation in the DACA 5K run, DMMCU took its message of support directly to the streets, or at least the Iowa State campus, to stand in solidarity with DACA recipients and promote how financial institutions can support the community outside of their branches. Funds raised by the run will help support the financial needs of DACA students attending the university, none of whom are eligible for government aid such as FAFSA.
As the fastest-growing ethnic group in the United States, Latinos are playing a weighty role in the present and future of this country. DACA recipients are the Latino community’s next generation, and their ability to fully participate in the American society is critical not only to their success, but that of the country at large.
According to a University of California – San Diego study, 95% of DACA recipients are either working or in school, 63% worked their way up to a better job, 54% bought their first car and 12% bought their first homes. They are active participants in the U.S. economy, in many cases thanks to help from their credit unions.
Supporting DACA recipients will be critical to the continued growth of both the Latino community and the credit union movement. What is your institution doing to foster and support the process?Leave a comment
As Coopera’s Client Relations Director, I have the opportunity to guide our partners through their Hispanic/Latino growth strategies. Coopera’s impact could be described with many growth metrics, but it’s a much more personal topic for me. I believe I’m the result of what happens when credit unions see underserved communities as part of their family.
Our late founder, Warren Morrow believed in me without even knowing me. He worked to partner credit unions with the Latino community for economic growth and vice versa. His vision for our Latino community included people like my family and me. People filled with aspirations and drive, while lacking support and financial guidance. I moved to the United States when I was 11 years old, therefore, I don’t remember what my parents’ relationship was with financial institutions in El Salvador. However, I can clearly remember how credit unions made me feel: refreshed. Credit unions and banks were some of the few places that had air conditioning and I’ve never mixed well with hot weather. As a kid, the credit union was a cold heaven for me.
As one can imagine, moving to a whole new continent with absolutely nothing is not something a kid looks forward to. I saw my parents go from working in offices to sacrificing their bodies with multiple manual labor jobs. Even though they worked so many hours, the money never seemed to last. Four years after our arrival, they grew quite tired and frustrated about the cycle we found ourselves in. My parents’ main priority was to provide and pave a path for their children to achieve college degrees.
My parents saw entrepreneurship as the opportunity that could get us closer to stability and higher education. At 15, I became their business and financial advisor. I urged them to open an account with a credit union because I knew I didn’t have the tools and knowledge to help them. It was a credit union who educated us about credit scores, checking account usage and the many benefits of a debit card.
On Fridays, I would go in with my dad to deposit our business’ checks. The credit union staff came to know me at a very personal level. They quickly learned about my aspiration to earn a college degree and the obstacles I would face due to my lack of legal status.
In 2012, Deferred Action for Childhood Arrivals (DACA) was announced and implemented; my family had to come up with over $1,000 to cover immigration and attorney fees. While I was filled with joy and excitement, I knew we couldn’t gather such an amount overnight. Through the credit union’s ITIN lending program, they were able to give me a small dollar loan that helped me apply for DACA and within 6 months, I had a work permit and a social security number. Our credit union believed in us and knew what this program meant to our family. The loan opened doors of opportunity for me and got me a step closer to a college education.
From that moment on, our credit union became our trusted advisor. The staff would send private scholarships my way, helped me complete an Individual Development Account (IDA) program and gave me the financial education tools that my parents couldn’t provide for me at the time.
The credit union that helped me in my youth, was a client of Coopera at that time. Coopera helped them implement an ITIN lending program and guided them in serving people like myself. Today, I get to help credit unions impact the lives of individuals who find themselves in similar spaces that I’ve navigated before. Working for an organization that is passionate to see credit unions and Latinos achieve greatness together is beyond rewarding. Credit unions and Coopera assure me that a better tomorrow is in progress.
Happy 12-Year Anniversary, Coopera!
Hear more of Kenia’s story as featured on the Filene Research Institute podcast.Leave a comment
Credit unions are known by the communities they serve and their outreach efforts to make members, not customers, an active part of the institution. “People over profit” is, after all, the credit union mantra.
More credit unions are actively reaching out to Hispanic communities in attempts to include them as valued members of their financial families. The most successful credit unions embrace the Hispanic community’s unique nature in ways that create a blended community of both the Hispanic and credit union cultures. It’s a better methodology than assuming that one size – specifically that of the credit union – fits all.
There’s a need among Hispanic families for affordable and accessible financial services. More than 16 percent of the Hispanic population is unbanked, according to data released by the Federal Deposit Insurance Corporation. An additional 30 percent of those families are underbanked, meaning they rely on often costly services provided by payday lenders, check cashers and remittance transfer providers instead of financial institutions. But there is a better way.
With their hyper local roots and service focus, credit unions have a natural advantage over banks when serving the Hispanic community. Credit unions that seek to understand and embrace aspects of those cultures into their own institutional DNA will have the best luck providing Hispanic members with critical financial services.
At Coopera, we’ve helped numerous credit unions serve Hispanic members and have seen both the most and least successful of those efforts. A credit union that builds its service profile around one Spanish-speaking staff member – no matter what level of employee they are – may have the hardest time merging cultures. The designated individual may be very effective, but the rest of the institution’s culture likely will not have changed to meet Hispanic member needs. What’s more, if the Spanish-speaker were to leave, chances are those Hispanic members may follow.
We’ve seen other misfires by credit unions that haven’t identified a specific reason to serve the Hispanic community. Clearly identifying a service goal gives the credit union a foundation on which to build its relationship, as well as a distinct identity in the minds of those members. Some credit unions have told us they want to help their Hispanic members build good credit, while others have said they want to assist members in affording their first homes. In either case, the goal builds the foundation.
In the best cases, ongoing communications between Hispanic members and the institution – and within the institution itself – have resulted in effective service programs and welcoming environments that strategically intersect with the Hispanic community and make those members feel valued, understood and taken care of. As in all cases, the more you understand about the people and culture you’re trying to serve, the more successful that service will be.
Hispanic community members often define relationships within the context of family and isn’t that what credit unions do as well? The successful blend of those families will benefit all.Leave a comment
Your Hispanic members feel the same way. In fact, summer is when most of them travel for leisure or home to visit family and friends. But now is the time to plan and reserve the services they need to travel comfortably. We’ve noted this before, but the trend is even more prevalent when it comes to travel, Hispanics prefer to research and book their travel primarily online or through mobile applications.
Hispanic travelers comprise a large market for travel companies. As one of the fastest growing U.S. demographics, Hispanics spend $56 billion annually in leisure travel, according to the National Tour Association. In addition, 79 percent of Hispanics take at least one vacation per year, while 17 percent take three trips per year. Hispanics have many emotional ties to their country of origin, so they are very likely to go back even a couple of times a year when they can.
So, what are the travel companies doing to win the business of Hispanics?
The key to usage and growth of the travel industry’s Hispanic market has been to have a Spanish-language website that caters to Hispanic members’ cultural needs. More hotels, airlines and other travel industry members have added these sites, and their profits have grown because of it.
Take the airline JetBlue. Six weeks after deploying a Spanish mobile website, the airline’s Hispanic traffic grew by 80 percent. Since then revenue from Hispanics visiting the site has grown 300 percent, enrollment in JetBlue’s loyalty program grew 200 percent and nearly 50 percent of all Hispanic customers visit the site via mobile devices.
The data makes it clear that establishing Spanish-speaking and culturally friendly sites is an investment that pays off. For credit unions, that means creating online sites and mobile applications that segments within their Hispanic membership want.
In addition, you may want to consider improving your search engine optimization so that Hispanics looking for financial institutions find your credit union first, as well as making localized on-site searches easier. And don’t forget that many legal names include a tilde and/or accent mark. Your site must accept those symbols, especially since exact spellings are important to matching travelers’ valid IDs.
Making it easier for Hispanics to learn about your financial services in their preferred language, will make them much more loyal to you in the future. Just ask JetBlue.Leave a comment
The most successful credit unions clearly understand the needs of the members they’re serving. In many cases, member analytics are at the heart of the strategies used to reach those members and meet those needs.
Analytics are especially important when it comes to serving Hispanics – either those who already are credit union members or those who have yet to become members. Understanding those markets through member data collected and interpreted by our team of experts at Coopera, helps credit unions effectively attract, recruit and ultimately, meet those members’ needs.
We’ve noted before that Hispanics comprise one of the fastest growing U.S. demographic segments, with one out of every six U.S. residents citing Hispanic origins. This group accounts for more than $1 trillion in buying power, and yet roughly half are unbanked or underserved. Hispanics present a prime opportunity for credit union service, one that will only grow over time.
Moreover, it’s one thing to bring Hispanics through your doors and another to involve them in your full menu of services. Analytics can tell a credit union key characteristics about their Hispanic members that can be used to determine the type of services they need and want the most. Ultimately, the credit union has the information to develop a strategy to successfully foster membership growth and product engagement from their Hispanic market.
Our team has developed tools that can sort Hispanic members into various groups, ranging from country of origin to socio-economic strata, that enable credit unions to better understand their members.
Our team of experts analyze the data using a variety of assessment tools. Our Hispanic Target Market Analysis looks at Hispanic populations within a credit union’s various branch areas, making service recommendations for primary and secondary Hispanic target markets based on numerous socio-economic indicators. We also utilize our Hispanic Member Analysis tool to measure the product and service usage of existing Hispanic credit union members, as well as their language preference.
Many credit unions begin their journey with our Hispanic Opportunity Navigator, which uses analytical data to create a literal roadmap for serving Hispanic populations. The data collected helps us create a suggested strategic development plan customized for each individual credit union.
These tools and the strategies reach beyond a credit union’s marketing initiative and helps executive teams establish success metrics that can help drive the institution’s future growth. Individualized guidance and the ability to approach the Hispanic market on a more holistic level is where our services differ from those of mere data collection firms.
Some credit unions still harbor concerns about the time, cost and effort it will take to serve what may be for them an unfamiliar market, many of whose members speak a different language. But with the right analytic tools this can be less of a challenge than they might think.
Serving Hispanics is something many credit unions have yet to understand, but it’s not something they will never understand. Because of the cultural and language differences, that service may require an augmented development strategy that operates a little differently than the institution’s mainstream strategic plan.
Fortunately, the return on investment for credit unions that have pursued the Hispanic market has been the most successful segment of the institution’s overall development plan. Using analytics is the best way to start that journey, or support a journey already underway to reach and serve this rapidly growing demographic.Leave a comment
Enhance Your Service to the Hispanic Market by Learning Something New During Hispanic Heritage Month
The theme of this year’s Hispanic Heritage Month, celebrated from September 15 to October 15, is “Hispanics: One Endless Voice to Enhance our Traditions.” Hispanic Heritage Month is an ideal time to check in on your credit union’s plans to enhance its service to the increasingly influential Hispanic market.
During Hispanic Heritage Month, make it a point to learn something new about the Hispanic members in your cooperative, as well as those who have yet to be exposed to the credit union difference.
Below are a few questions you may consider asking consumers on your quest to learn more.
Is the immigration process part of your financial journey?
Although most of the 58 million Hispanics living in the U.S. are native-born Americans — and nearly three in four are U.S. citizens — there are nearly 20 million foreign-born Hispanics living and working in the U.S.
Many foreign-born Hispanic individuals have gone through the immigration process to obtain U.S. citizenship, and many others are working on adjusting their status. Others may not be eligible for U.S. immigration status at this time.
The immigration process is a time-intensive and costly one, as well as a major part of the lives of many Hispanic immigrants. Credit unions are in an ideal position to help members going through this process with both financial tools and education.
In addition, simply understanding how complicated the process is and welcoming individuals of all backgrounds at your credit union can go a long way toward building lasting relationships, establishing trust and making people feel welcome and comfortable becoming part of your cooperative.
Although credit unions exist to serve, they must also be sustainable. And, as many are discovering, the immigrant Hispanic profile exemplifies the ideal credit union member. This is especially evident when you consider how Hispanics in the U.S. are driving economic growth.
Which is your preferred language?
Often, credit union leaders interested in adapting their programs for Hispanic consumers are overwhelmed by the misperception they have to begin by translating into Spanish every piece of communication, including websites and disclosures. Thankfully, this is not the case.
It’s true many Hispanics, both U.S. and foreign born, prefer to speak Spanish. In fact, more than 37 million Hispanics speak Spanish at home. Yet, a strategic Hispanic growth plan begins by identifying the specific needs of the community and the particular target market a credit union is trying to reach. Initial Spanish-language materials (or better yet, bilingual materials) will only be required for those introductory products and services, and of course, member communications deemed essential to the strategic Hispanic member growth plan.
Often, Spanish-speakers tend to be the foreign-born population, which is also the most untapped and unbanked group. There is a reason large financials like Wells Fargo and U.S. Bank offer Spanish-language services across all of their channels and even why the government continues to introduce more Spanish-language services and materials. Everyone is trying to reach the most untapped groups because they present the greatest growth opportunity for the majority of businesses.
How can our products improve your financial life?
Hispanic use of top financial products has grown by double-digits over the past five years and outpaced non-Hispanics. Mortgages have grown 30 percent among Hispanics (compared to 9 percent among non-Hispanics) and auto loans have grown 31 percent among Hispanics (compared to 1 percent among non-Hispanics).
Hispanics are the only demographic in the U.S. to have increased their rate of homeownership for the last three consecutive years. What’s more, 9 percent of Hispanics are planning to buy a house in the next 12 months, compared to 6 percent of non-Hispanics.
The number of cars purchased by Hispanics in the U.S. is projected to double in the period between 2010 and 2020. It’s estimated that new car sales to Hispanics will grow by 8 percent over the next five years, compared to a 2 percent decline among the total market.
In short, there are many present and future needs among Hispanic communities for the types of products and services credit unions are uniquely positioned to provide. Understanding those needs can go a long way toward crafting an effective onboarding program.
Being all things to all people is rarely a good strategy, particularly for credit unions that pride themselves on truly knowing their members and providing custom, personalized experiences. The key is to ensure your products and services are culturally relevant and meet the needs of the community. If products aren’t adapted to the market, they will not resonate. The good news is you only have to repackage what you have instead of starting from scratch
To grow, credit unions must make a strategic effort to learn as much as possible about the youngest, fastest growing and most untapped consumer segment in the U.S. The celebration of Hispanic heritage going on right now presents the perfect opportunity to do precisely that.Leave a comment
According to the U.S. Department of Commerce, employment opportunities in science, technology, engineering and math (STEM) are booming, with 24.4 percent growth over the last decade. Yet, not enough students are pursuing degrees and careers in the STEM fields to meet the increasing demand. There are currently two STEM job openings for every qualified job seeker.
The lack of STEM representation is even more prevalent among Hispanics, who although account for approximately 20 percent of the U.S. population, only represent about 7 percent of the STEM workforce.
STEM workers enjoy a pay advantage compared with non-STEM workers with similar levels of education. Therefore, increasing the number of Hispanic students pursuing STEM degrees is one way to promote the continued socioeconomic mobility of Hispanic families in the U.S.
There are likely many factors that play a part in the underrepresentation of Hispanic students pursuing STEM – lack of information or academic resources, unfamiliarity of STEM opportunities among parents, etc.
However, according to a July 2018 study from the Hope Center for College, Community and Justice, a lot also has to do with finances. The study found that university students from low-income families who were offered need-based grant aid were 7.87 percentage points more likely to declare a STEM major than similar peers, representing a 42 percent increase.
What does this mean for credit unions?
The Hope Center study means credit unions have the opportunity to impact the number of Hispanic students who are pursuing STEM careers. This can be accomplished by connecting members with a variety of college savings products and opportunities – supported by culturally relevant financial education for parents and children. Consider the following opportunities:
• 529 college savings plans. These savings plans are tax-advantaged college savings vehicles and one of the most popular ways to save for college today. Much like the way 401(k) plans revolutionized the world of retirement savings a few decades ago, 529 college savings plans have revolutionized the world of college savings.
• Coverdell ESA plans. These savings vehicles are often used as supplements to 529 plans or other savings vehicles because they only allow parents to invest a maximum of $2,000 in them each year.
• UGMA/UTMA accounts. Parents or grandparents can also set up custodial accounts available under the Uniform Transfers to Minors Act (UTMA) or Unified Gift to Minors Act (UGMA). These accounts allow parents or grandparents to invest as much as they would like each year and in total. However, these investments are not tax-free like they are with 529 plans and Coverdell plans.
• College savings reward programs. Consider ways you might be able to help members save for college through purchases they’re already making. Can you offer credit card points or cash back that go toward a 529 plan or college savings account?
• Separate savings accounts. Perhaps the easiest solution for members is to set up a savings account dedicated to college savings and keep it separate from other accounts. Encourage members to set up automatic contributions and bolster the contributions anytime they receive a raise, bonus or other financial influx.
• Scholarships. Providing a scholarship may be just the financial – and confidence – boost a deserving high school student needs to attend college and pursue a STEM career. Just look at Gabriel Hernandez, who received a scholarship from JetStream Federal Credit Union, made possible by the Warren Morrow Hispanic Growth Fund Grant. In his scholarship essay, Hernandez wrote, “I know that I will succeed in college, but this scholarship will show me that others believe in me, too.”
No matter how your members plan to pay for college, it’s important that they save early and often. Consider offering educational classes and information – in both English and Spanish – to communicate the importance of saving for college and share resources to make it easier. The more financially prepared they are, the more likely it is they will go to college and pursue their dream career – STEM or otherwise.Leave a comment