As part of Hispanic Heritage Month, we wanted to hear from one of the youngest members of our team on her outlook on agency life, the marketing industry and what her take is on all of the “Gen-Z” generalizism. Join us in getting to know our Account Executive, Julyssa Bogan, a little better. 

You now have a year of experience under your belt. Do you feel like you’re represented in our industry? 

I would say yes and no. My experience so far is that the majority of the people in our industry, both agency and marketing, are caucasian, but I’ve certainly experienced a few that showcase diversity and have a very prominent place in the industry. Houston, where I am located, is a melting pot. When I first began searching for jobs in my field in Houston, I saw a lot of ethnic women as founders and CEOs of these media companies, which was great. When I looked beyond Houston, I couldn’t say the same. I’m seeing that it really depends on where you’re based.

How about with our clients?  

Again, yes and no.  We work with a lot of AdTech and Cannabis companies, both of which are mostly run by caucasian males.  I probably see a bit more diversity with AdTech and cannabis companies because we’re conscious to support companies that are run by Hispanics or another minority group. It’s not as many as it should be but you can see that the number of minorities in these C-level positions is rising.

What do you think companies need to do to recruit Young Gen-Z Hispanics? 

If a company wants to recruit Gen-Z Hispanics, they need to make an effort to understand their audience. It may be younger, but there are cultural differences that make us unique from others in my generation. Do your research to understand the Hispanic population - including not to lump us all into one category. Within the Hispanic community, you have Puerto Rican, Mexican, Cubans, Venezuelans, Dominicans and many more. Each community has its own intricacies. 

In general when it comes to Gen-Z, a lot of us want to work with companies that promote diversity in the workplace and provide room to grow. Gen-Z has a reputation for being the generation that doesn’t want to work, but I think it’s more so they don’t want to feel stuck or limited. Most of Gen-Z want to be their own boss, which is great, but they are so hyper-focused on that they miss out on really good opportunities to learn.

How do you feel about the marketing campaigns you’ve seen for Hispanic Heritage Month? 

Marketing for Hispanic Heritage Month is tricky. Of course, you want to honor this demographic for HHM but you have to do it in a way that doesn’t seem like you’re just doing it to cover the month or pandering.  It’s easy to say you should celebrate Hispanic Heritage Month all year round, but it’s not very practical. I like having a spotlight on our culture. Brands should just make sure their message is impactful and respectful. Don’t market the month just to check a box. You can tell when that’s happening and it comes across very out of touch. 

Does it make a difference to have that representation in your own company? 

It 100% makes a difference when you have representation in your own company. Culture differences can trickle into the workplace and as a young person, or a new person, you could feel uncomfortable correcting people or speaking up for yourself. I’m fortunate enough that the CEO of our company is a minority like myself. I’m even more fortunate to have colleagues that understand the need for representation and try to work towards it.