Media / Articles
Sprouls, Frannie. “Creating the Guide to Latino Career Success, A conversation with Andrés Tapia and Dr. Robert Rodriguez about their newest book, Auténtico: The Definitive Guide to Latino Career Success. The Alumni Society, Jan 2018.
It’s time for a Latino Executive Manifesto. Latinos are on the way to being one-third of the U.S. population by 2050. They’re changing the country’s talent, marketplace, and political landscapes in unprecedented ways. Auténtico: The Definitive Guide to Latino Career Success digs deep to understand the power of external forces of conscious and unconscious biases, the internal forces that create tensions for many Latinos about whether to assimilate, opt-out, or double down on their cultural identities, and the unique and valuable contributions Latinos make in corporate America.
“…an uplifting exhortation of immense value to Latinos
seeking to reach their full productive potential.”
~ Henry Cisneros, former Secretary of the U.S. Department of Housing and Urban Development
In order to better connect with Latino consumers, many businesses will require a better understanding of Latino culture. Here Dr. Robert Rodriguez helps business leaders grasp the cultural differences they can't afford to ignore and shows them how to enhance their employment brand within the Latino community—building positive word-of-mouth and increased appeal with Latino consumers. With a deeper knowledge of the Latino community and the differences between it and other communities—as well as ethnic and cultural differences within the different Latino communities that make up the whole—businesses will be better able to hire top Latino talent and profit from a healthy relationship with Latino consumers.