HP has been upfront about its push for diversity and inclusion, especially as it pertains to its workforce. That push is expanded with the company’s latest edition of its Reinvent Mindsets campaign, addressing the Latino community.
Like the previous Reinvent Mindsets films – the first speaking to African-Americans, the second to women and the third addressing the LGBTQ community – #LatinoJobs sets its sights on the stereotypes that the Latino culture faces and opens minds by showing that an entire community cannot be pigeonholed.
Filmed in Dallas, but meant to represent any city in the US, the film starts by interviewing people on the street, asking them bluntly, “What are Latino jobs?” The answers all fit stereotypes: building fences, janitorial, construction, roofers and lawn mowers. One woman even honestly says, “jobs that don’t require a high level of education.”
The questions then turn to a varied group of Latino professionals. They are asked what jobs they actually do, and the answers are as diverse as they are: “thermal engineer,” “software consultant,” and “bilingual media professional.” Then, the selected Latinos interviewed get to expand on their answers, stating “there’s no such thing as a Latino job,” and “I think a Latino job is anything a Latino wants.” They go on to name their college degrees in majors such as politics, neuroscience and international business.
Chief legal officer at HP, Kim Rivera, closes out the video by inviting Latinos to apply: “Help us reinvent what a Latino job means by being a part the change.” It ends with a tag, as the others have: “HP is hiring, and talent is our only criteria."
Rivera, who has been with HP for three years, implemented the company’s “diversity holdback requirement” initiative in February 2017, which allows HP to withhold up to 10% of its US law fees if partner firms do not meet diversity staffing requirements, which is somewhat similar to its push for diversity in the agencies it works with on various campaigns.
The spot was conceived in partnership with HP and Miami-based advertising agency, Alma. London-based creative talent Ali Alvarez directed the spot and was selected through Free the Bid, a movement supported by HP. The company states that it is proud that #LatinoJobs is the result of a collaboration between a female creative director (Beatriz Torres) and a female director (Alvarez) and producer (Carol Eannace).
According to Antonio Lucio, chief marketing and communications officer at HP, the company released the latest Reinvent Mindsets video as part of its participation in Hispanicize 2018 Week, an annual event for Latino trendsetters and newsmakers in digital content creation, journalism, marketing, entertainment, and tech entrepreneurship. The event regularly serves as a springboard for films, books, music, new products, and marketing campaigns developed for Latinos in the US and Puerto Rico. HP underwrote the whole program for ‘Hispanicize U’ bringing in hundreds of students for mentorship, inspiration and networking.
“This is a continuation of our efforts to bring front and center the diversity question. It’s a business imperative to us and we’re taking tangible actions,” said Lucio, who added that, including himself, Rivera and Enrique Lores, president of HP imaging, printing and solutions, 21% of executive leadership at HP is Hispanic or Latino.
Lucio said the next area of focus for Reinvent Mindsets would be military veterans. Also, the company is incorporating diversity initiatives in its mainstream marketing work, including a campaign from HP’s graphics department that replaces any hate graffiti found on buildings and redoing the facades with the company’s printing material with “beautiful graphics.”