Tips for Successful Recruiting & Connecting with the Latino Construction Worker Segment

To best reach and recruit Latino construction workers in the United States, effective strategies need to be culturally informed, community-based, and built on trust and accessibility.

Here are key approaches:

1. Partner with Trusted Community Organizations

Collaborate with Latino construction advocacy groups, churches, and worker centers that already have strong ties with Latino workers. Two national resources include:

National Hispanic Construction Alliance, providing access to educational resources, financial capital, and career resources.

National Hispanic Contractors Association, who provides resources, education, and networking opportunities to empower Hispanic contractor members.

2. Use Spanish-Language Outreach

Provide bilingual materials - these include flyers and job postings for employment recruitment; and product literature, installation guides, safety manuals, and how-to videos for guidance on proper installation techniques.

Advertise recruitment opportunities on Spanish-language local radio stations or streaming aps like Spotify, TV networks (like Univision) or streaming TV apps, and social media platforms like Facebook and WhatsApp. Social media scammers have created distrust with ads, therefore offering trusted validation like a Better Business Bureau rating is a must.

Advertise with recruitment flyers within the pockets of Latino communities like church bulletins, local grocery stores, and community centers.

3. Highlight Job Stability and Respect

Emphasize fair wages, safe working conditions, training opportunities, opportunities for growth, longevity of workers, and respect for cultural and linguistic backgrounds.

If possible, showcase stories of Latinos in leadership roles or have excelled on a career path within your organization.

4. Offer Entry Points with Support

Create pre-apprenticeship programs or partnerships with vocational schools that are accessible without requiring fluent English or U.S. credentials. Get creative and work with supply chain partners like dealers and distributors to organize formal training programs.

Provide transportation stipends, tool assistance, or immigration referrals where possible.

5. Build Reputation Through Word-of-Mouth

Latino workers often rely on referrals and personal networks.

Treat existing Latino employees well—they can become your most loyal an effective ambassadors.