How One Latina Entrepreneur Founded An Award-Winning, Female-Led PR Company
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Natalie Boden the founder and President of BODEN is setting on her desk in her home office

She dreamed of becoming a librarian. As a child, Natalie Boden would spend hours organizing books on her shelves. She even developed her own card catalog filing system. The Honduran native today is the founder and President of BODEN, a public relations and social media agency which counts McDonald’s, Target and UnitedHealthcare among its clients.

The bibliophile little girl has grown up to become quite the successful woman. PRWeek inducted her into the 2020 “Hall of Femme” class earlier this year. She’s on the Latin Grammy Cultural Foundation committee and serves on the Board of Directors for CMC, the Culture Marketing Council.

Boden even now maintains a collection of books, including sections for business, female empowerment and children’s literature. Calling her library “my pride and joy,” she admits to still keeping a card catalog file.

In this interview, the Miami-based business leader talks about her path to entrepreneurship, the importance of “leading with culture” to reach the U.S. Hispanic marketplace and what her firm is doing to help brands during the COVID-19 crisis.

This interview has been lightly edited for clarity.

The part of you that wanted to be a librariando you see her dreams in your business work today?

The love of books, of stories, of words that draw you in, are certainly part of what we do today at BODEN. We use words to sell, which I think is the perfect blend of what I loved as a child—storytelling and selling. Other than a librarian, I always knew I’d be an entrepreneur. I had great examples in my parents and my grandmother. That’s what drove me to set up lemonade stands when I was seven and sell cakes at my parents’ store. No matter what I would have done in life—even as a librarian—I would’ve figured out a way to generate revenue from it. It’s in my blood.

How did you start your firm? 

It started organically, on my own, a client or two. My first client was The Miami Parking Authority, $1,000 per month. I was subcontracted by a larger agency. I then got our first set of small retainer clients and hired my first employee. We’ve grown organically since then. When we won our first pieces of Fortune 500 business, Target and then McDonald’s, we were in a 900-square-foot office. Several years later, we won the Hispanic Public Relations Association’s “PR Agency of the Year” and then PR News’ “Best Places to Work” in 2018. This year, we’ve won a PRWeek “Hall of Femme” Award, as well as signing on DishLATINO and L’Oréal’s Dermablend. It hasn’t been without its ups and downs, but I’m certainly proud to be where we are today.

As an independent PR company, what’s the competitive advantage that helped you grow from a team of three during the last financial crisis to 25?

We use our independence to our advantage. Our clients often say we are the perfect blend of the standards of a global agency, with the creativity and speed of a boutique agency.

What do we do well? We understand how to generate trust. You cannot buy your way to trust, you must earn it. Many brands, when thinking multicultural or Hispanic, immediately turn to paid media and advertising. And whereas that is extremely important, our approach is an earned media-first approach. All our initiatives, whether they be sales-driven or purpose-driven, generate earned media and build brand advocacy. We are trusted by the press, by influencers, by organizations, by community leaders. That gives us an edge.

Your company’s stated mission is “to help global brands lead with culture.” What does “lead with culture” mean? 

There’s a famous quote by author Shaun Hicks: “Only someone wishing to disappear would ever strive to fit in.” When it comes to Hispanic, many brands want to develop a Spanish language ad, hire a Hispanic celebrity, sponsor a soccer tournament, or develop a recipe with a “Hispanic” ingredient. Suddenly trying to fit in and be safe is the strategy.

Leading with Culture is about being bold, being first out the gate with an insight that is true and authentic and inspiring. And to lead, and to be bold, you have to ask yourself, “What is the legacy you want to leave with this segment? What is the long-term purpose-driven strategy?” Leave one-off Hispanic Heritage celebrations to the followers.

What does diversity and inclusion mean for you on a granular level?

D&I is not about checking the box. It’s a question of what an organization believes in, and the impact it has on its stakeholders: employees, consumers, communities and suppliers.

As marketers and communicators helping support some of the leading brands in the world, we have the ability to continue to invest in the sectors of society that are the most vulnerable, that are in need of our help. It’s not a creative imperative. It’s a moral imperative and a business imperative, because by investing in these groups we will not only continue to prosper as businesses but also as a society and a country.

Does your emphasis on diversity have to do with your past? 

There is no doubt that my upbringing has to do with what I do today. Growing up with an English father and a Honduran mother of Palestinian descent made our household incredibly multicultural. I didn’t really know it at the time, but I realize it now.

My father instilled that love of culture in all of us. I was reading The Economist by the time I was 12. The Berlin Wall fell in 1989 and we were there the following year. Whether it was in my African American Literature or European Politics class, I knew I was somehow going to do something that helped others understand the importance of culture. What that was, I didn’t know.

What’s the worst day of your career? 

A few weeks ago—when all came to a grinding halt. The lockdown began as a result of COVID-19, and, as business leaders, we were faced with an avalanche of challenges. That first week I had to make tough decisions, plan for all contingencies, make sure our employees were safe, ensure continued excellence service to our clients, while turning outwards and asking ourselves how we could support our Hispanic community—all while ensuring my own family was safe.

The thought of having to lay off personnel, furlough or cut salaries was dreadful. I ended that first week with my head buried in my hands, thinking of all that could happen. Thankfully, we’ve been able to ensure that no furloughs, layoffs or cuts have had to be done, except to my salary.

I can’t think of any other time in history as bleak as this one—and I lived through the dot-com crash, 9/11, and the 2008 recession. And much like a tsunami, it came in one big blow.

But as they say, “Anyone can lead when the plan is working. The best lead when the plan falls apart.”

What’s the best day in your career? 

For Boss’s Day last year, I received a gift from the team at BODEN—a pair of Reebok shoes that read “It’s a Man’s World” but with the words crossed out. It was great to realize how well our team knows me. I love sneakers and I’m a staunch feminist. There were also several balloons with a personal message from each person on it. As leaders we strive to be the best we can be for the business, our clients, our employees, our communities, our families—and we know we don’t always get it right. In that moment I thought, “I must be doing something right.”

Talk about the launch of BODEN’s Covid-19 Hispanic Public Relations Resource. 

It’s important to support our Hispanic community, and today they need the help of both the private and public sector more than ever before. So, we did what we do best and built a PR resource. We brought our team, friends in the media and Hispanic celebrities together to launch the COVID-19 Hispanic Public Relations Resource. This resource provides insights from the top Hispanic journalists, influencers and experts from around the country. It also includes a downloadable list of stakeholders including media companies, celebrities, organizations and social media influencers.

It will help brands broaden their message of health and wellness to the right stakeholders, helping them make a positive impact across the Hispanic community. The Hispanic community constitutes an economic, social and political force in the U.S. Nevertheless, it faces a great threat from the COVID-19 crisis as a result of various socio-economic factors, including lack of health insurance and lack of trust in the healthcare system. This resource is our way of giving brands insights to the most important voices in our community right now, as well as ways brands could help support this 50+ million Hispanic segment.

Continue on to Forbes to read the complete article.

An Online Store is Using Latino Humor — and Gaining Fans
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Latina and Latino wearing shirt with Sugar Skulls

By Cynthia Silva for NBC News

An online shop is standing out for its use of funny and unconventional phrases that resonate with many Latinos, and it’s gaining a fan base on social media.

“We try to touch on things that are funny and sincere. I think that resonates with people,” says House of Chingasos founder Carlos Ugalde.

The House of Chingasos focuses on tailoring their designs to reflect the joys of being Latino — with sayings from sweet childhood rhymes to sarcastic takes on how Latinos are seen.

(Image Credit – NBC News)

“We try to touch on things that are funny and sincere. I think that resonates with people — they go, ‘Oh my gosh, I remember chingasos!’” Carlos Ugalde, 49, told NBC News. Chingasos is slang for a beating or going to blows with someone, although it can mean a harsher curse word to some.

One T-shirt reads “Cafecito Y Chisme” (coffee and gossip), while a woman’s T-shirt reads “Tamale Squad,” with “La jefa” (female boss) underneath. A man’s T-shirt reads “Menudo wrecking machine,” a reference to a popular dish made with tripe.

Another item refers to “colita de rana,” which literally means frog’s tail but is really known as part of a Spanish-language nursery rhyme to console children after they’ve been hurt or when they’re sick. “Sana, sana, colita de rana (Heal, heal, little frog’s tail …),” the rhyme starts.

“It pulls on the heartstrings and people connect with that,” Ugalde said about some of his phrases. Another T-shirt makes a political point — reading “I only look illegal,” with the phrase #Deportracism underneath the stark phrase.

The Las Vegas-based store has nearly 117,000 followers on Facebook and Instagram, where they often share memes that Latinos can relate to. The actor Mario Lopez and Oscar De La Hoya, the former professional boxer, have become fans of the store’s shirts.

Tread the original article at NBC News.

 

A Guide To Rebuilding Your Small Business For Latino Entrepreneurs
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Latina business woman professional in a suit standing looking confident with arms crossed

by CNBC

The Covid-19 crisis has hit Latino small businesses particularly hard, including not being able to access PPP funding at a similar rate to other business owners. And many individual proprietors or small, family-owned businesses may feel the impact of Covid more directly, as the pandemic has disproportionately impacted the Latino community.

If you’re a Latino entrepreneur or small business owner, know that you’re not alone, and that there are tools, funding, and mentorship available to help you succeed through this crisis. Below, we’ve compiled a list of some essential tools that can help Latino small business owners rebuild and thrive.

Social media & digital tools

Using social media to your maximum advantage is a cost-effective way to market your business, strengthen customer relationships, and sell through new channels. Social media is an indispensable tool to help level the playing field and grow your business during good and challenging times.

Business accelerators

Start-up accelerators can help early-stage entrepreneurs find training, mentorship, resources, and potential funding for their new ventures. Some are focused exclusively on Latino-owned start-ups, and can be found in metro areas throughout the United States.

Networking & business support groups

The Latino small business community enjoys support at the local and national level from a variety of organizations that help Hispanic business owners find the resources they need to succeed.

A good starting point: Most major cities have a Hispanic Chamber of Commerce that can help you access local support, and some heavily Latino-populated cities, such as Miami, have many other networking groups.

Read the full article at CNBC.

Tips for Leading a Strong and Diverse Team During a Pandemic
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Diverse group of professionals, wearing masks,

By Mariano Garcia,
Civil Trial Attorney, Searcy Denney Scarola Barnhart & Shipley PA

The coronavirus pandemic has caused a healthcare and economic crisis across the country and around the globe. It has also posed some difficult questions for businesses and their workers, like law firms and their attorneys and staff.

There has been a wide range of issues stemming from the pandemic. As an employer with offices throughout Florida, we also have first-hand experience with some of the complications caused by the economic downturn. At the same time, we also understand how important it is to maintain a diverse and inclusive workplace. This is an essential part of our identity as a law firm, which we believe helps us better serve the people and businesses we represent.

Businesses, including law firms, must understand that employment-related and other decisions made now in response to the pandemic can have a long-term impact. They should be mindful of how those moves can affect their ability to recruit and retain a diverse and capable workforce.

Below are some essential tips for weathering COVID-19 without jeopardizing your team.

Keep Diversity in Mind When Considering Cutbacks.

Mariano Garcia
Mariano Garcia

The crisis has unfortunately forced some employers to trim their payrolls by cutting the headcount. Still, it is vital to retain a diverse and inclusive workforce during the pandemic and to be able to retain talent when economic conditions improve.

Company leaders can prioritize diversity by keeping it at top-of-mind when deciding whom to lay off and whom to keep on the job. They should ensure that such decisions are based on objective criteria rather than subjective factors that may make diverse employees more susceptible to the termination.

Leaders can also combat potential biases by being mindful of assignment creation, especially as many employees continue to work from home. Providing your diverse workforce with opportunities to work on important projects or tasks can go a long way in helping all to build confidence and experience on the job.

Understand That Everyone Has Different Personal Obligations

The pandemic, school closures, and the shift to telework can be incredibly stressful for working parents and people who are caring for the elderly or other family members.

It is crucial to acknowledge that everyone has different cultural and personal obligations, and it is especially important to show a commitment to working with employees during this time of anxiety and uncertainty. Allowing for flexible time off during the week and alternative scheduling arrangements can play a huge role in easing the burden for many employees.

Supplement In-Person Networking with Resources for Remote Profile Building

Although social distancing means many people are staying home, it does not mean that all career-building and networking opportunities need to be put on pause.

Law firms and other businesses should already be thinking about helping people bolster their online networking efforts. Tutorials on leveraging Linkedin, getting involved in webinars and other events, and participating in professional organizations can ultimately lead to maintaining and/or expanding contacts.

Internal marketing departments can play a crucial role in this training and development. It is also important to implement standards for tracking these efforts to ensure that they pay off in the long run.

Following the above tips can help all business leaders maintain a strong and diverse team of employees.

Searcy Denney Scarola Barnhart & Shipley PA is a Florida-based personal injury law firm that has represented thousands of clients with car accident, medical malpractice, brain injury and numerous other injury claims.

Hispanic and Latino health and the Affordable Care Act
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The ACA has narrowed racial gaps in access to health care, but Latinos are still nearly three times more likely to be uninsured.

As a little girl, I would accompany my immigrant mother to her numerous doctor’s appointments; I didn’t know it, but at the time, she was fighting a brain tumor. By the tender age of 7, I had translated most medical terminology from English to Spanish; see, my mother did not speak any English and when she went to the doctor’s office, I was her tiny translator, not that I knew much, but I tried my best.

By the time I was 13, I understood what was happening to my mother and knew how to discuss her symptoms with all her physicians, including neurologists and radiologists. I had my mom buy me a Spanish-to-English medical dictionary and became well-versed in the processes that happen at every one of my mother’s appointments: blood pressure check, weight check, neurological tests. When I moved out of my parent’s home at the age of 24, she stopped going to her doctor’s appointments regularly and chose which doctors she “felt” like going to at the time. I have heard all of the excuses in the book: “I don’t know if they will have an interpreter,” “I feel fine, why do I need to go?” and the most recent one, “I don’t have the money to go to the doctor.”

Read the full article at Benefits Pro.

With few Black and Hispanic executives, Lyft and Uber face long road to hailing a racially diverse workforce
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Young Hispanic Businesswoman sitting in a office chairin Office

Ride-hailing companies Lyft and Uber face a long road in creating more racial equity at the top of their organizations, a new USA TODAY analysis shows.

A snapshot of leadership at both companies illustrates their ongoing struggle to boost the number of African Americans, Hispanics and Latinos, who are sharply underrepresented in nearly every part of the technology industry except in administrative roles.

Lyft has made progress in bringing aboard Black executives, surpassing rival Uber and its Big Tech counterparts, according to 2018 figures, the most recent government data available.

Six out of 49, or 12%, of senior leaders at the company – individuals within two reporting levels of the CEO – are Black, compared with 3% of senior leadership at Facebook, 3.4% at Google and 2.4% at Uber.

How Rita Moreno found dignity and strength in her ‘West Side Story’ role
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“Interestingly, the character of Anita became my role model after all those years,” said the Puerto-Rican actress and Emmy, Grammy, Oscar and Tony recipient.

In the past decade or so, Rita Moreno has received multiple lifetime achievement awards and would probably receive even more — except that she’s too busy working.

The actress, who turns 89 on Dec. 11, is one of the few people to win an EGOT: Emmy, Grammy, Oscar and Tony. She’s also received the 2004 Presidential Medal of Freedom, the 2009 National Medal of Arts, the 2013 SAG Life Achievement Award, Kennedy Center Honors in 2015, and a Peabody Career Achievement in 2019, to name a few.

                                                                                                                              (Image credit – Herbert Dorfma/NBC News)

But she has no intention of resting on her laurels. In “Rita Moreno: A Memoir,” she expresses frustration at not working more. “I still feel that way!” she told Variety shortly after the book came out in 2013. She is always busy; if it’s not film, “I do theater, I do television, concerts, I do talks, lectures I do a lot of fundraising as a performer.”

Her 70-year career covers the spectrum of entertainment, including radio, theater, basic-cable, movies (both under the studio system and in the indie world), and now streaming.

Read the full article at NBC News.

Latino jobs have taken a hit with Covid. Here are some career-building strategies
LinkedIn

The effects of the Covid-19 pandemic on Americans’ career trajectories have varied by industry, geography, and ethnicity, with Latinos among the most heavily impacted.

According to the 2020 American Family Survey, 53% of Hispanic respondents reported a career change since the pandemic began; meanwhile, a troubling 41% report a decline in income. Harnessing that hunger for gainful employment, or a stronger career can yield results. We spoke with Caroline Castrillon, career coach and founder of CorporateEscapeArtist to discuss the paths all Americans impacted by the Covid recession can take to rebuild their careers and reinvent their futures.

While employers expect you to openly share your accomplishments, this can be awkward for some people who feel they are being arrogant, says Castrillon. “Remember, this is your time to shine. Don’t be shy,” she says. “Share what your individual contributions were and quantify the results. If you don’t do a good job of highlighting your achievements, employers will assume that you don’t have anything significant to discuss.”

Continue to the NBC News to read the full article.

These Are The Most At-Risk Jobs Post-Pandemic
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Powerful Latin businesswoman leader standing with arm crossed

While many jobs were put on hold during the pandemic, there are a few that may not come back—ever.

Glassdoor’s Workplace Trends 2021 report finds that job postings for discretionary health services—or those that are elective and can be postponed during a pandemic—are down dramatically. The most at-risk job is that of audiologist, for which job listings on Glassdoor declined 70% during the pandemic.

Angela Shoup, president of the American Academy of Audiology, says she’s heard reports of  audiologists being placed on long furloughs, as well as some who’ve closed their private practices and retired early this year. Many recent graduates looking for jobs in audiology have been told that larger practices are not hiring, she says.

Job postings for opticians and physical therapists saw a similar fate, down 61% and 40%, respectively. There’s also been a shortage of administrative and lower-skilled office roles. Jobs for event coordinators are down 69%, making it the second most at-risk job post-pandemic. Similarly, openings for executive assistants are down 55%, human resources generalists are down 37% and receptionists are down 35%, as most offices have been closed.

Unsurprisingly, positions for personal services workers have also plummeted. Beauty consultants took the hardest hit, with jobs down 53%. Jobs for valets were down 51%.

“[These are jobs] where Covid-19 is in the driver’s seat,” says Andrew Chamberlain, Glassdoor’s chief economist. “People are not going to return to their nail salons or get discretionary LASIK eye surgeries or go to in-person events until the virus is under control.”

Discretionary healthcare, event and personal-service jobs won’t disappear altogether after the pandemic, but they will certainly be slow to come back, he says. However, he thinks it’s possible some jobs may be lost forever.

Continue on to Forbes to read the complete article.

 

5 Current Keys to Success When Searching for a Job
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Job Search Laptop

By Debra Wheatman  

I have probably received more questions on the topic of conducting a job search in the current climate than I have on anything else in 2020. When the restrictions were first enacted, many people decided to go into a self-imposed holding pattern and shelve their job searches.

However, ongoing restrictions and contraction in the job market render this a nonviable option. So how do you search for a job amid the pandemic? Here are five strategies that can help you succeed.

Network. Networking remains the best way to find employment opportunities. The only difference is that networking has become almost entirely virtual. The good news is that you have more access to diverse networks than ever. Get on LinkedIn or Meetup and find people with common interests. Join groups that appeal to your goals, and interact with people and share your knowledge. Remember, don’t go into networking with the message, “I need a job. What can you do for me?” It’s a two-way street. Don’t just take; give as well.

Up your technology game. Have you been on a videoconference where someone’s Wi-Fi keeps cutting out? How about someone with poor lighting, making it look like they live in a basement, hiding from the feds? Yeah, no. Not a good look. Upgrade your internet, invest in a good webcam if your computer is sub-par, and consider a light ring to provide balanced lighting and show you in, well, the best light.

Look the part. We know you’re working from home. That doesn’t mean that you should show up for your virtual interview, looking as if you just rolled out of bed or came in from working in the garden. Dress the same as you would for an in-person interview.

Be specific about your goals. This is good advice outside of the pandemic as well. But it will be even more important than ever that you have an articulated and defined vision not only of what you’re looking for in your next role but what you can do for a potential employer. Why? Because everyone is on edge. And providing clarity will put people at ease and engender trust.

Manage your expectations. I’m hearing that the entire job search process is taking even longer than it was before restrictions when people were still doing in-person interviews. I think this is probably due to the heightened focus on proceeding with caution. A client recently had a first video screen with a new company and was told that the process would entail a one-on-one with the hiring manager, a series of four to five additional meetings with other team members, a presentation to the team, another one-on-one with the hiring manager, and finally, a meeting with the CEO.

Most importantly, be confident and proactive. Remember my number one piece of advice—job searching is not about YOU; it’s about how you can help an employer solve a pressing business problem. Approach your job search with that in mind, and tailor your tactics to reflect the current reality. Finally, the shining light at the end of the tunnel: it’s not a question of if you get a new role—only when.

Source: Careersdoneright.com

A Look into Minority- and Women-Owned Businesses – Fresh statistics you should know
LinkedIn
Latina businesswoman looking up from her desk filled with paperwork smiling

The U.S. Census Bureau recently released new estimates showing 1.1 million employer firms were owned by women and 1.0 million by minorities. According to the 2018 Annual Business Survey (ABS), covering year 2017, 5.6 percent (322,076) of all U.S. businesses were Hispanic-owned and 6.1 percent (351,237) were owned by veterans.

Additional statistics released include:
In 2017, the sector with the most women-owned businesses 16.9 percent (192,159) were in the healthcare and social assistance industry, followed by professional, scientific and technical services 16.4 percent (185,649), and 11.7 percent (132,894) in the retail trade industry.

The top sectors for Hispanic-owned firms were construction with 15.6 percent (50,187) of all firms, followed by accommodation and food services 13.0 percent (41,817), and professional, scientific and technical services 10.6 percent (34,292). Hispanic firms in these top three industries employed approximately 1.2 million workers, had receipts totaling approximately $130.9 billion and an annual payroll of approximately $35.8 billion.

There were 555,638 Asian-owned businesses, with 23.9 percent (132,698) in the accommodation and food services sector. Asian-owned firms had the largest receipts ($814.8 billion) among minority groups.

Black or African Americans owned 124,004 firms in 2017 with 32.0 percent (39,714) of these firms in the healthcare and social services industry.

The ABS, sponsored by the National Science Foundation’s National Center for Science and Engineering Statistics (NCSES), and conducted jointly with the Census Bureau combined the Survey of Business Owners, the Annual Survey of Entrepreneurs, the Business R&D and Innovation for Microbusinesses Survey, and the innovation section of the Business R&D and Innovation Survey. The ABS measures research and development for microbusinesses, innovation and technology, and provides annual data on select economic and demographic characteristics for businesses and business owners by sex, ethnicity, race and veterans status. Additional data on research and development and innovation will be released by NCSES in the coming months.

Source: census.gov

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