National Hispanic Heritage Month, which is observed September 15 to October 15, is an ideal time to pay attention to and understand this growing segment of the U.S. workforce.
Our nation ranks as one of the largest
Benefit advisers realize that Hispanic and Latino employees now represent a substantial and important segment across their book of business. As this population continues to grow, the demographic shift demands a more tailored and inclusive approach to employee benefits — one that recognizes and addresses the
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We all play a crucial role in supporting employers as they navigate their diverse workforce, which in fact is what led me in 2017 to launch Alianza, our award-winning Spanish language division now with eight dedicated Spanish speaking team members. This is something unheard of in our industry but greatly needed to serve a highly valuable yet historically underserved demographic. Brokers and advisers must advocate to bridge cultural, linguistic and systemic gaps that would otherwise prevent Hispanic employees from fully benefiting from programs offered by their employers.
Cultural understanding and language accessibility create an inclusive and supportive environment that not only helps employees but also strengthens a company's ability to attract and retain top talent, which then contributes to its long-term success. By recognizing and respecting differences, we can help employers build necessary trust with Hispanic employees, which is challenging yet crucial for the effective communication and utilization of benefits.
Hispanic employees have very different perspectives and values that impact their decisions regarding healthcare, financial planning and retirement. For example, there is an emphasis on family obligations and supporting extended relatives, which affect financial priorities. Hispanic employees, like many others, also may face barriers to saving for retirement, including lower income levels, lack of understanding and access to employer-sponsored retirement plans, and limited financial literacy. These should all be addressed individually.
Employees of all types have difficulty understanding benefits and insurance terms. It's worse in this population, which often has limited English proficiency. We repeatedly see how highly challenging and even demoralizing it can be for some to understand complex insurance information, terminology and benefits options. This barrier is much bigger than just translation.
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The U.S. healthcare system is complex, and for any employee who may be unfamiliar with it, this is a huge roadblock to accessing care. We need to help simplify the system, making it easier to understand and use services. Providing materials such as benefit summaries and plan documents in Spanish is one step for proper benefit communication, but if that's all you are doing, you're missing the mark.
This is vital for your Hispanic community. It will ensure that all employees fully understand their benefits and can make informed decisions (we also strongly recommend the use of interpreters during crucial times such as open enrollment).
Combined English/Spanish open enrollment meetings often lead to information overload with both audiences becoming disconnected. This results in a lack of engagement. Hispanic employees might not feel comfortable asking a question, or stating an issue, due to the embarrassment of not knowing their benefits, inability to explain their situation or concern about taking up more time.
Having a separate Spanish meeting will encourage employees to ask questions – more honest questions! To be effective, a culturally relevant presentation, which fully explains terminology and how the healthcare system functions, is crucial. For example, explaining what a deductible is or the difference between a calendar year and a plan year goes a long way toward understanding. These are such important nuances that a Hispanic or Latino employee may have never encountered in their home country.
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Employers with a large Spanish-speaking workforce need to consider adding a bilingual benefits champion to their staff to support their team year-round. During open enrollment, external bi-lingual benefits experts can be leveraged to assist where needed. Brokers and employers without bilingual benefits staff can also turn to their carriers or general agent for such talent.
When employees feel understood and supported by their employers, they will be engaged, satisfied and loyal. Providing interpreters and offering materials in Spanish will enhance trust and communication between employer and employee. Brokers and advisers play a key role in helping create a work environment where employees feel valued and included, which results in lower turnover rates and a more positive workplace culture.
Moreover, a focus on inclusivity will enhance an employer's reputation, making them more attractive to top talent from diverse backgrounds. In an increasingly competitive labor market, the ability to attract and retain a diverse workforce is a significant advantage.
