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May 02, 2006
Hispanics, females and other demographics
Immigrant workers are obviously in the news these days, and a recent study by the research firm The Media Audit confirms the growing importance of Hispanics in the “blue collar” workforce.
I share these facts with you as part of my continuing efforts to encourage you to analyze your employee audience—the more you know about your audience, the more you can design communication that will reach and engage employees.
For a fuller picture of this research, visit www.centerformediaresearch.com, but here are some key highlights:
- Hispanics as a percent of the blue collar workforce increased from 19% in 2000 to 22.5% today.
- Female (of all ethic backgrounds) participation in the blue collar workforce is now at 34.9%, up from 31.6% in 2000.
- The percentage of Caucasians in blue collar jobs has declined (from 59.1% to 52.8%) as has the participation of African-Americans (from 17.6% to 15.9%).
If your company employs blue collar workers (often found in such job categories as manufacturing, retail, hospitality, and customer service), ask yourself:
- What percent of this workforce is female?
- What percent is Hispanic? Other ethnic groups?
- What is the average income of workers in these categories? Length of service (or its flip side, attrition)? Educational level? Proficiency in English?
All of these factors can help you decide the best way to develop and deliver messages to your workforce that will be effective.
Posted by Alison Davis at May 2, 2006 03:44 PM