Recruit like a champion

To attract and keep Latino workers, consider this approach

"Hiring Grows at Best Pace since 1999," read The Wall Street Journal's front page Dec. 6, 2014. Business is back, and many roofing contracting companies are doing well. But the greatest challenge to roofing contractors is staffing a competent, sustainable workforce. To do so, many roofing contracting companies are turning to the growing Latino labor market to fill their needs.

According to a Bureau of Labor Statistics (BLS) report, by 2020, 74 percent of all new labor force growth will come from the Latino community. (According to BLS, the term "Latino" "refers to persons who identified themselves in the enumeration process as being Spanish, Hispanic or Latino. Persons of Hispanic or Latino ethnicity may be of any race.") Knowing this to be the case, every company should become an expert in the recruiting of a Latino labor force.

How to recruit

Most companies are going about their Latino recruiting efforts entirely the wrong way. They are recruiting through the friends and family network, and from a structural and leadership standpoint, this approach creates some serious challenges.