While working to expand our marketing program to speak to all occupations and candidates about the benefits and virtues of serving Veterans, we realized that one key area in our marketing strategy was missing. Hispanics make up the fastest growing segment of our population, and our material did not speak directly with Spanish speaking candidates and influencers. Under the guidance of our Communications Director, Dennise Sauvage, VA began on a path to target our messaging not only to health care professionals in English, but also to our Spanish speaking audience.
Our television commercials promoting awareness of career opportunities within VHA are now produced in both English and Spanish versions, which enable VA to air on both English and Spanish television networks. By request of our Chief Officer, Elias Hernandez, we were able to expand this reach to include a Spanish version of our lastest Public Service Announcement, which opened the doors for a conversation with Hispanic television stations offering to share our message with their audience.
Meeting with program directors at Univision, we found a mutual interest and common ground with Hispanic audiences that we feel is critical to sharing the VA story among Spanish language families and professionals. Previously, our call to action, while directing viewers to VA Careers, was met with an English only career site. During our visit with Univision, we listened to some valuable feedback and learned that we had missed a crucial component in the success of our message delivery to Hispanic audiences.
Today, VACareers.va.gov announces a new landing page en Español that has been added for our Spanish-language visitors. In an effort to engage as many qualified prospects as possible to consider a career with VA, we are excited to be offering this additional Spanish landing page and look forward to new opportunities to expand our reach during the coming years.
What began in 2008 as a project to promote VHA’s open health care positions has grown into an opportunity to improve diversity and inclusion Nationwide – for our Veterans, their families and their caregivers. Thanks to everyone who plays a huge part in spreading VA Careers’ message, because together we make a difference!