BizBooks

THE POWER OF BUSINESS en español

By José Cancela
Media expert José Cancela brings to bear his two decades of Hispanic broadcasting and marketing expertise as he demystifies the Spanish-language Hispanic market and provides readers with seven simple keys to understanding it. The Power of Business En Español offers a vigorous, no-nonsense approach for tapping the exploding Hispanic market.
In a straightforward tone, each of the seven chapters concentrates on a different aspect of Hispanic culture. Cancela begins by explaining how using the Spanish language to communicate to the Hispanic market can be simpler than you think. Then he charts the demographic shifts that are raising the Hispanic profile from coastal cities to the heartland. He shows what Hispanics’ pursuit of the American dream means specifically to your business. Cancela also examines Hispanics voting habits and political power, and assesses the growth of Hispanic buying power in the U.S.
Along with facts and figures, Cancela includes real life anecdotes and examples from his substantial experience in Hispanic broadcasting and marketing. Within his pages you will meet many of the faces that have defined, influenced, and benefited by the Hispanic market. The successes of media guru Lionel Sosa, radio personalities El Cucuy and Piolin, Latina founder Christy Haubegger, Padre Alberto and other significant names, brands and companies pepper this book as it aims to make a potentially overwhelming subject a much simpler affair.
Power of Business En Español is a pragmatic introduction to understanding the Spanish-language Hispanic market.

Rayo
www.harpercollins.com

HR and the new hispanic workforce:
A Comprehensive Guide to Cultivating and Leveraging Employee Success

By Louis E. V. Nevaer and Vaso Perimenis Ekstein, SPHR
The “Hispanization” of the U.S. workforce, combined with the evolution of human resources management into a strategic business tool, means new challenges for corporate America. HR and the New Hispanic Workforce outlines the parameters of these seismic shifts in demographics and corporate culture, while clearly articulating HR techniques designed to respond to these changes.
Louis E. V. Nevaer, a leading expert on the impact of Hispanics on the marketplace, and Vaso Perimenis Ekstein, a top human resources and technology consultant, team up to analyze how companies can develop successful strategies for managing Hispanic employees. They explore a range of issues including how to find, attract, and select the best Hispanic candidates; the importance of employee policies and manuals for Hispanics in the workforce; how to meaningfully evaluate those workers’ performance; how to nurture them within the company; and how to keep Hispanics challenged and satisfied on the job.
The authors also explore non-traditional performance measurement methods, how to adopt and implement a wise policy for using Spanish in the workplace, and suggestions for dealing with the sensitive issue of tensions between Hispanics and African Americans in the workplace.
Useful tables cover sample interview questions, codes of company ethics, HRM strategic approaches, and more. A three-part appendix includes a history of the various terms used to denote a Hispanic background, a calendar of important Hispanic dates, and a list of organizations for Hispanic employees, making this a book that belongs on every forward thinking HR professional’s bookshelf.

Davies-Black Publishing
www.hispanic-workforce.com