Frederick County Society for Human Resources Management

Advancing and Serving the HR Profession in Frederick County Since 1975

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Recruitment and Workforce Strategy / covering Bilingual and Bicultural Recruitment Strategies
Thursday, March 22, 2018, 11:30am - 01:00pm
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Program Description

Hispanics represent one of 6 people in the US and one of every FIVE Millennials. One out of every FOUR kindergartner is Hispanic.  These individuals are the current and future workforce of every industry and organization.  Participants will learn the cultural and decision-making habits as well as how to leverage the necessary tactics to recruit and retain while driving engagement. 



Learning Objectives


Through this program, HR Professionals will learn:

  1. Changing demographics of Maryland’s workforce, including Hispanics
  2. Cultural Insights of Hispanics
  3. Attracting & Retaining Hispanics
  4. Leveraging Professional Development to Improve Culture & Engagement


Speaker Bio

After 20 years in the corporate sector, Veronica launched Cool & Associates, a management consulting firm to bridge the mainstream world to the Hispanic segment in the United States. Specializing in an integrated model providing solutions including marketing, workforce development and training.
She has blended her financial expertise and operational experience with her nonprofit activities to drive engagement and growth. Her expertise includes commercial banking, lending, financial analysis and sales management, working with Wells Fargo and Bank of America, and leading and operating the state-wide Maryland Hispanic Chamber of Commerce.

Veronica has presented internationally in various conferences addressing topics such as Diverse Segment Marketing, Minority/WBE, Entrepreneurship, Financial Literacy, Access to Capital and Women in Business and Leadership. She is a columnist for Huffington Post, The Daily Record and Mundo Latino.

She’s received various awards including the Innovator of the Year, Baltimore Sun’s 25 Women to Watch in 2016, Top 100 MBE, US Hispanic Chamber Corporate Leader of the Year, Daily Record’s MD Top 100 Women-Circle of Excellence and the US Hispanic Chamber Ultimate Latina Award. First Lady Michelle Obama recognized Veronica for her commitment to youth mentoring. Governor Larry Hogan appointed Cool to serve on the state-wide Governor’s Workforce Investment Board.

She is the founder of the Latino Innovators Pitch, an innovative program to showcase and empower Latino entrepreneurs to scale and grow their businesses profitably and sustainably. In 2016, she also co-founded the Alliance for Hispanic Commercial Contractors to bridge the gap and foster economic development through education, access and procurements. Veronica founded the Facebook Groups Yo Quiero Trabajo and Emprendedores Exitosos, where she curates content, resources and opportunities for Latino jobseekers and entrepreneurs.

She holds a BS from Kutztown University in Business Administration, and a Master’s of Science in Finance from Loyola University of MD. A native of Dominican Republic, she is the Past Board Chairman of the MD Hispanic Chamber of Commerce and co-chair of Martin O’Malley’s gubernatorial transition steering committee focusing on MBE and Small Business. Cool currently serves on the boards of Open Society Institute, Life Lens and is a proud member of the Hispanic Leaders Association, Latino Providers Network, Latinas Think Big and SHIFT.

Living northwest of Baltimore, Maryland, she is married to Mr. Cool and is happily overwhelmed by her 15-year-old fashionista black-belt diva and 14-year-old athletic jokester.



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