Spring 2011

Winter 2011 Issue

Visit www.alpfa.org today and click on the Career Center!

Visit our online National Career Center, powered by iHispano. FREE tomembers!

Members can log on using your ALPFA user name and password to

• view job postings

• update your profile

• upload a resume with the option to make public/private

• apply for jobs and more!

The Career Center continues to provide career-building resources such asarticles, resume tips and salary guides through ALPFA’s national partnership withRobert Half International.

Have a job posting? Consider the ALPFA Career Center – visited by membersdaily, and giving your job nationwide visibility to our talented members!

ALPFA

TM

ALPFA Career Center

ALPFA IMPACT 3

OrlandoWomen Of Influence:An Inspiring Journey

WOA

Leadership 2.0Become A Leader That Others

Want To Follow

ALPFA National President Message 5

Manny’s Message 6

Professional Impact 16

Graduate Resources 22

Student Impact 24

News Lite 28

Contact Us 30

In Every Issue

CREATINGCONNECTIVITYThe Importance The RightConnections Can Make In Your Professional Career

Marcel QuirogaNational Women of ALPFA Chair

David A. O’BrienWorkplace Communication

Nisaini RiveraStudent Member, Chicago

Cover Story...

8

12

20

FeatureSocial MediaGetting Started and Ways

To Use It Effectively

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Creating Connectivity

13

CONTENTS

SOCIAL MEDIA

Creating Connectivity 5ALPFA IMPACT

ALPFAPRESIDENT LETTER

Six degrees of separation is the idea that we are all connected to one another by

on average, six steps from another person. When you think about this, it is quite a

powerful notion; we should be able to access just about anyone if we put our minds

to it. But as simple as the concept sounds, the work behind getting to the right

connection is not so simple. This concept really speaks to the power of a network.

A network is only valuable when it is tapped into and when the power of the

network is leveraged. Leaders often recognize the impact a strong network played

in their ability to succeed and solve business issues. Whether acknowledged or not,

I have never heard of a leader who did not have a strong network.

ALPFA is an organization with 39 chapters across the country and over 80 college

and university student chapters. This creates a powerful network within ALPFA that

is available to its members and corporate partners. I have been a member of ALPFA

for over 14 years and over this time I have witnessed this organization grow leaps and bounds. Through ALPFA, I have developed countless

relationships both personally and professionally; connections that have lead to access, opportunities and friendships that may never have

happened. Today, I maintain close contact with ALPFA members I met at my very first ALPFA meeting and my first convention. We have

watched each other progress through our careers, counselled one another on more than one occasion and developed a vested interest in

each other’s success We have introduced each other to new employers, clients and opportunities. We have mentored others, as others have

mentored us and along the way we have grown our networks and built countless additional relationships extending our connections even

further.

With social media, it may seem easy to establish a large network with the ease of of keystroke, and have instant connections, but a true

network of connections requires much more than a status update. The effort you put in, is the value you will get back, and challenging

yourself to step out of your comfort zone to make real connections is where you will gain the most. More important, is a willingness to

create an opportunity for another person, and I think that is one of the true cornerstones of ALPFA’s success. We are a network of members

willing and wanting to create success for each other. I have seen it so many times in my professional career, and in the stories members

share with me. It is a powerful resource, and yet I don’t think we use it to it's fullest potential. ALPFA can be a vehicle to get you to where

you want to be professionally, but it takes more than just a leisurely drive.

Regardless of the level of your career, ALPFA is positioned to help you succeed. Leverage our network, leverage our strength, and invest

in your future. Get in the driver’s seat!

Hector PerezALPFA National President

The Power of

The Executive

Pipeline: How CanALPFA National BoardHector V. Perez, CPAPresident

Yvonne Garcia Vice-President Chair- ALPFA Cares

Adriana RojasSecretary

Suzette Longfellow, CPA Treasurer

Avec O’BrienDirector

George Sandoval, CPADirector

Nerelys Ortiz, CPA Director

Zoyla RabieDirector

Elizabeth MossadDirector

Patricia Ballesteros Director

Gabriel Rodriguez, Jr., CPA Director

Paul Francisco Director

Daniel VillaoDirector

Julio Flores Director

Kaplan Mobray Director

Lorraine (Guzman) Castillo Director

Brigette Bustos Director

Manny MunguiaDirector

Marcel QuirogaChair – Women of ALPFA

ALPFA National Manny Espinoza, CEO

ALPFA Corporate AdvisoryBoard

Edgar A. Morales, Jr.Pinnacle Insurance & Financial Services LLC

Joseph KosinskiAbbott

Frank A. RodriguezCorporate Creations

Carlos PerezJohn ZamoraDeloitte LLP

Ken BouyerOscar SuarezErnst & Young

Dr. Sharon LassarUniversity of Denver

Joe MellaGoldman Sachs

Mark D. SettlesLouis Schioppo, Jr.JPMorgan Chase

Louis MiramontesKPMG, LLP

Dennis LangwellLiberty Mutual

Tommy ShiMercedes Benz, USA

Taylor HawesMicrosoft Corporation

Juan Roberto JobNew York Life Insurance Company

Niloufar MolaviChris SimmonsPwC

Toni RiccardiThe Conference Board

Frances GarciaU.S. Government Accountability Office

Gilbert VasquezVasquez & Company LLP

Steve WhaleyWalmart

Eugene CampbellWalt Disney Parks & Resorts

As the Census releases statistics on the Latino

population, certain outcomes were anticipated. One

is a rise in population growth that has outpaced what

many experts have predicted with 28 states to date

reporting higher numbers than estimated for the

Census. Another, is that Latinos are still inadequately

represented in the professional workforce, yet make

up the largest talent pool. What this brings to light is

that the future workforce of the next two decades is

being developed today, and that Hispanic youth will

make up the largest talent pool available to

Corporate America.

To effectively build the rise in the Latino population

into the leaders of the future, education comes first. This past February, a coalition of partners including the

Hispanic Scholarship Fund and Univision, set out to increase efforts aimed at helping more Hispanic youth

graduate from high school and subsequently, pursue a college degree. But that is not where the solution ends.

Once in school, there needs to be access to support systems, role models and direction can help decide the

professional future of these students.

And even as we educate Latinos on the importance of a

college education, and work to provide more resources

at that level, once in the workforce, Latinos are still

lagging when it comes to leadership roles. In many cases,

Hispanics who graduate from college are still the first

generation to earn a degree in their family circles. Many

will go on job searches without the advantage of

knowing how to make the most of their talent or finding

the right corporate fit—something even more difficult in

the current economy.

In flipping through the January issue of Hispanic Business

and being involved in an organization committed to

building Latino business leaders, we know the impact

Latino professionals can have in enriching a company’s

ALPFA MANNY’S MESSAGE

Manny EspinozaALPFA CEO

To effectively build the risein the Latino populationinto the leaders of thefuture, education comesfirst. This past February, acoalition of partnersincluding the HispanicScholarship Fund andUnivision, set out toincrease efforts aimed athelping more Hispanicyouth graduate from highschool and subsequently,pursue a college degree.

6 SPRING 2011 www.alpfa.org

The Executive

Pipeline: How Canculture, improving an understanding of diversity, and creating innovative ways to help companies connect

with consumers, attract talent and better understand the communities they serve.

Late last year, the Pew Hispanic Center unveiled results from a survey that indicated Latinos in the U.S. do

not think they have a national leader – this, despite the accomplishments of individuals including Supreme

Court Justice Sonia Sotomayor, Secretary Hilda Solis,

Mayor Antonio Villaraigosa, Governor Susana Martinez,

AT&T Mobility CEO Ralph de la Vega, or even

entertainment moguls Jennifer Lopez and Salma Hayek.

We recognize success, but there is a difference between

success and being recognized as an individual that is a

leader. When it comes to the business community, we

need to be sure that more Latinos are aware of the

leaders driving strategy at the executive office today, but

also, that more are needed. ALPFA, the premiere

organization building Latino leaders, has a long-standing commitment to ensuring comprehensive access to

the dynamics, resources and support that foster leadership among Latinos from college and graduate

students, to professionals to executives. It is about creating the right connectivity paths so that at every

step of professional growth, our members know that we can offer the relationships, access to development

opportunities and business edge that will help them realize their full potential.

Latino participation in Fortune 500 boards has inched up according to the most recent information from

the Hispanic Association on Corporate Responsibility, but at 3% it remains low and not representative of

the population’s reach. Together with the brightest minds in the business, we can change that. Our goal is

that when it is time to renew leadership at C-suites across America, more Latino candidates can be

considered for the job based on the accomplishments, savvy, and talent they have been able to cultivate

throughout their careers. We need to be committed as a community to offer guidance at all levels, so that

collectively we can move up the pipeline of success.

ALPFAMANNY’S MESSAGE

Building Latino Business Leaders

Who Is ALPFA?ALPFA is a national nonprofit

membership organization for Latino

business professionals and students.

ALPFA is dedicated to enhancing

opportunities for Latinos in business,

accounting, finance and related

professions. ALPFA is the proud

successor of AAHCPA (American

Association of Hispanic Certified

Public Accountants) founded in

1972. In 2001, the name was

changed to ALPFA (Association of

Latino Professionals in Finance and

Accounting) to expand the reach of

the organization. In 2009, the tag line

was officially removed to reflect the

broader make-up of ALPFA

members including all business

professionals. Today, with a nation-

wide network of professional and

student chapters, and 15,000

members, ALPFA stands for an

organization committed to creating

leaders, opportunities and more

diversity and will continually work to

ensure the association stays relevant

and adds value to its members,

community and corporate partners.

VISIONALPFA is the premier business

organization for expanding

opportunities for Latino

leadership in the global market.

MISSIONALPFA creates opportunities,

adds value, builds relationships

for its members, the

community and its business

partners while expanding

Latino leadership in the global

workforce.

SHAREDVALUESProfessional Growth

IntegrityRelationship Building

CultureInclusivenessServiceTeamwork

NATIONALHEADQUARTERS

801 S. Grand Avenue Suite 650

Los Angeles, CA 90017

(213) 243-0004

www.alpfa.org

ALPFA

Move Upstream

When it comes to thebusiness community, weneed to be sure that moreLatinos are aware of theleaders driving strategyat the executive officetoday, but also, that moreare needed.

7ALPFA IMPACTCreating Connectivity


ALPFACREATING CONNECTIVITY

How did you become involved with the Boston Chapter? And specifically the Women of ALPFA?

People from all over the world come to the United States to get a higher education and seek job opportunities. I went to Bolivia to

do both. It was there that I raised my kids, earned my BS in Business Administration, and grew my career in financial services. My career

included working for a global non-profit for sustainable development, raising capital and also managing corporate client relationships before

returning to the United States. I had been away for almost twenty years and ALPFA was vital for a successful transition back to the United

States. While my education and work experience paved the way for me to do what I love, my participation in ALPFA has made me a better

leader.

As a member of ALPFA’s Boston Chapter, I was recruited to run the Women of ALPFA program. Women of ALPFA is a natural fit for me,

but not for the obvious reason of being a Latina. It is through Women of ALPFA that I have created opportunities for myself as a seasoned

banking and finance professional in a place where my natural networks of school and work did not exist. It can take years to build these

kinds of networks from the ground up, and ALPFA was the vitamin I needed to supercharge the process. Thanks to my involvement in ALPFA

and Women of ALPFA, in a short time span I have created a network across the country that includes students and CEOs, first-time

entrepreneurs and presidents of well-established businesses. I want others to benefit from the opportunities of building meaningful

relationships, gaining high-profile visibility, and enhancing leadership skills that Women of ALPFA has given me.

Were there opportunities or challenges that allowed you to build your

leadership or other skills that impacted your career?

Leading the Women of ALPFA initiative in Boston gave me the opportunity to learn a

lot about myself. It was a chance to put my creative skills to work and to fine-tune my

leadership abilities. I have come to learn that I am a servant leader, which is the best kind

of leader you can be for wealth management work. I thrive in helping others.

What were some of the challenges you wanted to address through the WOA?

Latinas are earning college degrees and starting businesses at a faster pace than any

other demographic in this country. Both things mean that Latinas have great possibilities of

becoming wealthy. It is not unthinkable for Latinas to aspire to high-income levels. Some

have already achieved that, but they are a minority within a minority. Latinas should plan for

wealth and learn to manage it. The first step is to understand the value of being financially

independent. Women of ALPFA has a unique opportunity of empowering Latinas through financial education. I want Latinas to understand

that you can “do well and do good.” It’s not just about making money, however. In order to have economic power, Latinas also need to have

the opportunity to occupy decision-making roles. Today’s fast-paced and competitive environment, where women are “fighting the corporate

battle” along with men, makes it easy to forget that women in general, and Latinas in particular, face a unique set of obstacles in the

workplace, the biggest of which is a lack of equal opportunities. Because women have been working “outside of the home” for many years

I want Latinas tounderstand that you can“do well and do good.”It’s not just about makingmoney, however. Inorder to have economicpower, Latinas also needto have the opportunityto occupy decision-making roles.

CHAIRNationalMarcel Quiroga

From Member to Leader –ALPFA’s connectivity is continually expanding


ALPFA CREATING CONNECTIVITY

now, there is a degree of complacency in respect to advancing women. If nothing else, this sense of contentment puts true equality at risk.

Being a part of corporate America is not the same as being a leader in corporate America. Companies that understand that women tend

to be proficient in the details, more adverse to risk, and have an aptitude for building strong relationships will benefit from having Latina

representation on their corporate boards and in their executive suite. In addition, women make most of the big-item spending decisions,

and Latinas have an especially strong voice when it comes to the family budget.

Why go beyond just excelling at work, and focusing just on one’s career and family? How do you keep a balance?

Or do you sometimes just need to sacrifice things?

Balance is the perfect state, and, as my father would say, perfection is for the angels in heaven; in the meantime, our responsibility is

to do the absolute best we can. Going beyond work, career and family is a responsibility we have with ourselves, with our children and with

our community. Being successful for yourself provides short-lived satisfactions but being successful for yourself and for others gives meaning

to what one does. More importantly, if we don’t work towards expanding opportunities for our children, they will be facing the same

adversities we face today.

How did you make a transition to the National Board? What sort of

experience has that been?

Before joining the National Board, I had been working with the National Women of

ALPFA Corporate Advisory Board to help identify women leaders in ALPFA that could be

considered for a National Board seat. One of the things we discussed was that, in general,

women wait to be asked to occupy this type of position, instead of speaking up and saying,

“I want to be on the National Board.” Then it dawned on me. I wanted to be on the

National Board, but I wasn’t speaking up. So I did. I got heard, and here I am today. It’s been

a great experience so far. We are a committed and passionate Board of Directors, we count

on a dedicated and strategic-thinking CEO, and we collaborate with a very smart and

hardworking staff.

What do you think you may have missed out on, if it had not been for your involvement with ALPFA?

Two things: people and opportunities. I wouldn’t have met a lot of the great people that I have met through ALPFA, and I would have

missed on the opportunity to become a better leader. My strongest Latina trait is to be territorial and protective, or put another way, to

be controlling. That is not always a good thing for leaders to be, no matter what type of leader you are. Even more so, if you are a servant

leader, an approach of control and an attitude of “only I can get the job done” is exhausting and does not permit others to prove themselves.

We have to learn how to delegate, trust that others will do a good job, collaborate, and let others shine. ALPFA has been a safe place for

me to learn how to let go of the reigns sometimes, though it hasn’t always been easy. As a volunteer working with other volunteers, it’s hard

to find the right balance between what you think is right and what others do.

What do you aspire to for your future?

I aspire for more success and I am aware that I can only achieve that by helping others be successful. That is true with my children,

my clients, and with my community. Having productive, responsible and happy children pushes me to be a better person. The better my

clients do and the happier they are, the more successful I am in my work. In addition, if I am able to help even a few people improve their

lives, become better leaders, access new opportunities, and reach their full potential, then I will have reached mine.

One of the things wediscussed was that, ingeneral, women wait tobe asked to occupy thistype of position, insteadof speaking up andsaying, “I want to be onthe National Board.”


ALPFACREATING CONNECTIVITY

isa funny story I don'tmind retelling. AroundApril of last year, Istumbled upon anemail from E-Hispanics.My innate reaction wasto delete it; however,something promptedme to browse the site.

Next thing you know, I'm calling the regional officein Los Angeles. Through my aggressive search, I wasable to locate a live person, and she connected meto key ALPFA Chicago Chapter individuals.

At last, the student symposium was here, allowingme the opportunity to track down more key ALPFAChicago leaders. Attending the event at 8:00am on aSaturday proved to be worthwhile. A few monthsafter the symposium, I continued developingrelationships with ALPFA leaders. It was a dominoeffect-setting ALPFA apart from any otherorganization I had sought out. Finally, it was official: Iwas now an ALPFA member. Such a promisingfeeling.

Shortly after, I was introduced to Cesar Lostaunau,the previous past president of ALPFA ChicagoChapter. We had a few informal sit-downs thatwere extremely pivotal towards my professionaldevelopment. Cesar helped me draft what I call myALPFA National Convention must-not-leave-home-without list! At the convention, I was amazed to seehow much talent was walking around; not tomention we shared something in common, ourheritage. This alone was sufficient to boost myconfidence, as well as make my attendance at thisconvention unmatched.

At the convention, I ran into one of those on mymust-not-leave-home-without-list, Anita Nuñez, VPof Corporate Development. I told her, “Cesar said Icouldn’t leave home without finding you, so hereyou are.” Anita was pleasant and she offered tohave breakfast the following morning. Case in point:ALPFA has core fundamental values in place thatsingle-handedly set them apart. The people of thisdynamic organization make the investment of timetowards ALPFA initiatives priceless.

J. Edgar Hoover, the esteemed but often controversial head of the FBI whoserved under several different Presidents, was once surprised to discover arather dramatic increase in FBI activity along the Canadian and Mexican borders.When the FBI director investigated, he found the problem. It turned out that amonth or so earlier Hoover’s secretary had asked him to review one of thememos she had typed for him. She wanted him to correct any errors before shesent the memo out to FBI field offices. When Hoover finished his edits, heobserved that the margins of the note were much too wide. So he wrote, “watchthe borders” at the bottom of the memo and gave it back to his secretary to fixand distribute. She logically assumed that Hoover’s “watch the borders”comment related to some intelligence alert that he wanted distributed to his FBIborder patrols.

While it is unlikely that a communication error of such magnitude would occurin corporate life today, the likelihood that our written and verbalcommunications are at times misinterpreted remains a very real obstacle inachieving our workplace objectives. Often, what we say and what is heard isamazingly different. In fact, interpersonal communication skills remain high on thelist of desired competencies for workplace success.

One of the most important elements of planning is seeking to be a good listener.Knowing your communication goals and desired outcomes is a critical piece ofthe planning puzzle. However, without a strong desire and commitment to be anactive listener, your communication goals and outcomes may not be fullyachieved. Understanding that most people want to be heard more than theywant you to agree with them, is a good foundation for achieving yourcommunication goals. Many people complain about not being heard, yet theyrarely take the time to listen to others.

Despite the many challenges of communicating effectively, good communicationskills can be learned. The following are some suggestions for improving yourworkplace communication effectiveness and impact.

1. Truly listen and focus on what the other person is saying. Put yourself in “their shoes."

2. Look for common ground. Resist the temptation to focus on differences.

3. Don’t interrupt the person. Let them tell their whole story.

4. Restate what you think you heard. Strive for clarity and understanding.

5. Stay positive and be a role model for effective communication. Your goal is to create a win-win

every time!

About David A. O’Brien:David is President of CT based WorkChoice Solutions, a trusted provider of leadershipand team effectiveness training and consulting services that was founded in 2000. Hisfirst book, The Navigator’s Handbook, 101 Leadership Lessons for Work & Life, wasreleased in July 2008 and is available on-line and in bookstores nationwide. His 2ndbook, Tapping Your Leadership Wisdom, is expected in bookstores early next year.Additionally, his articles have appeared in a wide range of local, regional and nationalpublications. To learn more, please visit WorkChoice Solutions on-line atwww.workchoicesolutions.com.

Nisaini RiveraStudent Member Chicago

Old Challenges, New Opportunities


Today, the web 2.0, social media, 4G, and android environment in which

we live has exposed the importance of building followers and sets a new

model for effective leadership. For example, on Twitter you are known

as a leader not by your title, the name of your company, or the level of

your role, but rather by the number of followers you have. On Facebook

you achieve leadership status by the number of "likes" you obtain from

your wall posts. And in some regards you are known as a leader by the

unique apps that you can share with others to load to their iPhone. To

be networked and connected to a community is now what will sustain

your relevance, viability and allow you to deliver value. So how well

have you connected with your followers? And what are the "likes" that

you are building based on the value you are delivering as a leader?

The parallels that can be drawn from what is happening in social media

and what it means for the next generation of leaders are great but the

message is still simple. Great leaders build great followers. And, through

followership development, you take your organization, chapter, and

career to the next level of success. So here are five tips on building

followership so that you become the leader others want to follow.

1. Define Success

Great leaders understand that leading is not just about assigning the

task; it is about defining success. When you set the destination of your

goal and define what success looks like, you allow others to join you on

the journey. So follow this simple formula: assign task + define success

= higher yielding result

2. Share The Journey

If you are the only one who feels like you are leading, chances are you

may not be sharing the journey. Leadership is about making others

around you feel personally invested in the outcome you are driving.

Always remember that followers are leaders too.

3. Choose to Make Decisions

A leader is as good as the decisions he/she chooses to make. If you

cannot make a decision then others may choose not to follow you. So

for every task, milestone or objective, make a choice to make a decision.

Leaders set direction so that others can follow.

4. Celebrate the Small Victories

Every big win is the culmination of many small gains. To build

followership, don't wait too long to celebrate the important steps taken

to reach a goal. When you celebrate often and plenty, you create more

footsteps on your leadership path and bring more people to the party

when you succeed.

5. Develop Your Successors To Succeed

Leadership is about developing others to be a better version of yourself.

Simply put, great leaders develop their successors to succeed.

Followership happens when leaders multiply their impact. It is not the

job that you did, but rather the trail that you leave which forms the true

statement of your legacy.

Become a Leader Others Want to Follow

ALPFA CONNECTING TO LEADERSHIP

About Kaplan Mobray

Kaplan Mobray, Director at Large on the ALPFA National Board, is an award-winning author, thought leader, career coach andmotivational speaker, and recognized as one of the nation’s leading career experts and an authority on personal branding.Kaplan teaches organizations how to develop inspired leaders, increase employee engagement and productivity and unifydiverse workforces for greater teamwork and company growth. Kaplan's books, The 10Ks of Personal Branding and forthcomingbook, The 10Ls of Leadership, have been embraced by companies and business leaders worldwide as essential and effectivetools for success in today’s complex workplace.


By Candice CarrOnline Communications Manager, ALPFA

SOCIALMEDIA

What’s out there?

Social media is a broad term that includes the sharing of multimedia

like photos, videos, and music across websites like YouTube and Flickr.

The term in a broader sense comprises all online communities and

social networking sites such as Facebook, Twitter and LinkedIn.

Blogging is also considered a kind of social media, with the major

difference being access. Whereas writing for a blog is often public,

social networks usually require an established connection between

users (“friending,” “following,” etc.) to view content.

Online communities also include information-gathering

websites like Wikipedia and Yelp where users contribute

content, the content is peer-reviewed, and another user can browse

this information to learn about a subject or service.

Considering the depth and breadth of the term “social media,” you are

probably already using it!

Double-duty Accounts

Increasingly, social sites are linking up with each other to

make joining easier. For example, someone with a Facebook account

can log in to Yelp using his or her Facebook log in. Next their profile

on Yelp is automatically generated without having to create a second

username and password.

This is often done so that one social media site can promote itself on

another. In the previous example, if you review a restaurant on Yelp

you can choose to display it on Facebook as well and maybe add a

note recommending that your friends go try it too.

What can you get out of it?

Connecting with friends is the most oft-cited reason for using social

media: Your online profile is often more stable than your e-mail

address, phone number or other contact information. But in addition,

social networks can be used to promote your business or resume,

collaborate on projects, find new services, save money, pool

information on your interests and hobbies, or share photos, videos

and more.

In this column we hope to explore social media resources that can benefit

even the least tech-oriented user by providing timesaving tips and helpful

tools. Let us know your thoughts on our LinkedIn Group discussion board.

Email Zenaida Mendoza With Your Social Media [email protected]


In less than five years, Twitter has catapulted its way on to the

social media scene. One area of particular strength for Twitter

is in the business world. Business is all about people and

relationships. At the end of the day, so is Twitter. There is a very

natural fit. The basic features are very simple and the barriers to

entry for creating a Twitter account are practically nonexistent.

What we see most often is that professionals tend to struggle

with the learning curve on Twitter. After continued moderate

use of Twitter over time it becomes more difficult to manage and

use effectively. Here are a few tips to help you along.

1. Continue to grow your network intelligently – At

the heart of Twitter are two ideas: connecting with people and

finding useful information. Unfortunately, connecting with the

wrong people on Twitter can pollute the stream of information

and devalue the service. Visit Klout.com and enter your Twitter

handle. Use the information from this service to determine who

influences you and start conversations with them. They could be

influential in your industry or an excellent connection as you

continue to build your professional network. Take Klout.com

one step further and determine who influences the people you

are already following on Twitter. Follow those people. This will

further expand your audience on Twitter in areas you are likely

interested in hearing more about.

2. Use a proper management tool – The Twitter website

is great but the experience does not have to stop there. Twitter

has gone out of their way to create an ecosystem of third party

companies empowered to build exciting tools on top of the base

service. Find a tool to allow you to manage your Twitter account

more effectively. This will save you time and allow you to get

more out of the service. Popular tools today include Hootsuite,

CoTweet and Seesmic. The added benefit of these tools is that

they also allow you to manage your other social networks as

well (Facebook and LinkedIn, in particular. You do have a

LinkedIn account, right?).

3. Position yourself and your business – We’ve seen

Twitter used in different ways. Some of the more common ways

are for conversation and thought leadership. As professionals

and business owners, positioning ourselves as thought leaders

can help to grow our reputation and our business. Find your

voice and stick with it. Resist the temptation to mix your

personal life with your business life on Twitter. Not because it is

potentially damaging to your reputation (we don’t all attend

raging keggers on the weekend) but because it sends a conflicting

message to those that follow you. Are they following you

because you are a thought leader in the industry or are they

following you because you are both headed to the ball game on

Saturday?

4. Track your performance – “What gets measured, gets

managed” as Peter Drucker would say. Your Twitter account is

no different. Measure your performance on Twitter over time to

determine how effective you are. Here are a few suggestions.

Use Klout.com (already mentioned) to measure your overall

influence. Use TwitterGrader.com to measure how you stack up

against other Twitter users. Use Timely.is to determine if your

messages are reaching the largest possible audience.

5. You can’t drink from a fire hose – The most

important thing to remember is that the stream of information

pouring out from Twitter every day is called the “Twitter fire

hose.” Why? It’s massive. On average, 140 million tweets are

sent per day. So don’t expect to be able to read everything on

Twitter like you would all messages in your email inbox. You

can’t drink from a fire hose. Instead, you should sip from it. The

important themes and trends will surface themselves more than

once.

SOCIALMEDIA


As ubiquitous as e-mail is in business today, many of its finer points

remain unknown, misunderstood or ignored. People using the

medium continue to make both subtle faux pas and career-limiting

blunders.

To help you steer clear of e-mail mistakes and other technical

etiquette blunders, Robert Half has created a new guide that covers

an array of digital protocols. Following are tips on minding your e-mail

manners based on Business Etiquette: The New Rules in a Digital Age:

Communicate clearly. Unnecessary back-and-forth e-mailing

wastes time and can test the patience of all parties involved. When

you hastily dash off a vague or hard-to-follow request to a colleague,

odds are he or she will write back asking for an explanation or more

details.

You can minimize inbox clutter and confusion by simply slowing down

and focusing on the clarity of each message before clicking the Send

button. Crafting clear and specific subject lines is also helpful because

it enables recipients to follow changing discussion points as well as

search, retrieve and prioritize messages.

Keep it professional. Whether you’re e-mailing a manager, client

or the accounting colleague in the next cubicle, keep in mind that it

is a business communication. You don’t need to write with the

buttoned-up formality of Emily Post, but the rules of writing still apply.

Sending e-mail messages with spelling slip-ups, punctuation problems

and grammatical goofs can lead others to question your

professionalism and attention to detail.

In addition, avoid using trendy texting shorthand — an informal

language that not everyone appreciates or understands. Moreover,

save the emoticons, odd fonts and bright colors for your personal

correspondence.

Respond promptly. For good or ill, we now live in a world of

instant gratification. When someone sends you an e-mail, it’s safe to

assume that a reply is eagerly anticipated. It doesn’t take long for

people to feel neglected. So, try to respond to all e-mail within 24

hours, even if you do nothing more than acknowledge receipt and

indicate when you’ll follow up with a more thorough response.

Whenever you’re on vacation or in all-day meetings, remember to use

automated out-of-office functions.

Pay attention to attachments. Sending oversized or multiple

attachments can clog an inbox, take eons to download and even crash

a recipient’s computer. Before sending large files, be courteous and

ask what the person’s file size limit is. Or, consider zipping the file or

using a service such as YouSendIt™ to transfer the file over the

Internet. When you do send an attachment, double-check the name

of the file. More than a few employees have found themselves in hot

water (or at least red-faced) because they accidentally passed along a

confidential document or a less-than-professional image.

Copy with care. It’s poor form to inundate the already-

overflowing inboxes of your coworkers with messages that don’t

concern them. Think twice before copying a dozen colleagues on a

routine “FYI” message that may be relevant to just a few of them.

Likewise, when you’re one of multiple recipients of an e-mail, be wary

of the “Reply to all” function. If you have a comment or question that

only pertains to the original sender, keep it between the two of you.

Finally, do not rely on e-mail exclusively. While it’s become the default

mode of communication for many professionals, e-mail is not the

most appropriate delivery system for every message. As useful as it is,

it’s an impersonal medium that can easily lead to misunderstandings.

If an exchange with a coworker is likely to be extensive or highly

sensitive, for instance, you may want to pick up the phone or arrange

for a good old-fashioned face-to-face discussion.

Mortifying E-mail MistakesHave you ever e-mailed a friend to complain about a coworker only to realize in horror that you mistakenly sent the message to the colleague youwere venting about? It’s an incredibly awkward situation to put yourself in, but you’re certainly not alone.In a Robert Half survey, 78 percent of executives admitted to e-mailing someone the wrong message or copying someone on an e-mail withoutmeaning to. The following anecdotes from survey respondents underscore the importance of exercising caution and good judgment when using e-mail:

• “I once sent an internal memo about restroom etiquette to a prospective client by accident.”• “A person called another employee an idiot in an e-mail to everyone in the company.”• “We sent an e-mail to a client that was meant for a vendor. It made it difficult when the client had seen our costs.”• “I sent a job offer to the wrong person.”

DeLynn Senna, CPA, is the executive director of Robert Half Finance & Accounting, the world’s first and largestspecialized financial recruitment service. For more information about Robert Half Finance & Accounting, a division ofRobert Half International, visit www.roberthalf.com. Follow Robert Half Finance & Accounting on Twitter attwitter.com/RobertHalfFA for industry news and workplace and career advice.

SOCIALMEDIA


ALPFA CHAPTER IMPACT

The ALPFA Austin Chapter

hosted its inaugural Executive Series C-

Suite Summit on Tuesday, January 11, at

the beautiful Austin Country Club

located in Northwest Austin, Texas. The

event brought together over 75

professionals who came to listen, learn

and interact with four Austin-area CFO’s

in a panel discussion. Panel Moderator,

Lana Petru of the University of Phoenix,

led the discussion centered on

“Redefining Leadership in Our Current

Times”. Panelists, Lynn Atchison of

HomeAway, Inc., Jesse Dominguez, Jr. of

Texas Motor Transportation Association,

Amie Pala of Farm Credit Bank of Texas

and Mike Fitzpatrick of College Forward

shared their perspectives on the worst of

2010: high unemployment, an ongoing

foreclosure crisis and how the recession

redefined their role within their company.

They shared advice with the audience on

how they position themselves to remain a

leader in their industry and, as executives

in their field, who they turn to for advice

and collaboration. The evening ended

with the panelists sharing what 2011

holds in store for them. Table sponsors

for the event included Farm Credit Bank

of Texas, University of Phoenix,

PricewaterhouseCoopers, Bridgepoint

Consulting, Dell, Becker Professional

Review and Ramos Accounting &

Administrative Services, LLC.

The dinner served as an opportunity to

welcome the 2011 Austin Chapter

Executive Board, led by President Kiran

Dholwani. Kiran introduced the entire

board and shared the 2011 Events

Calendar with the audience.

, ALPFA

Hartford laid the foundation for a greater Connecticut professional

organizations joint networking event. This time around, the stakes were

raised as several new groups, inspired by the results of the first joint

event, added their resources and members to the mix. Members of

ALPFA, the American Society for Women Accountants, the CT Hispanic

Bar Association, the CT Society of CPAs, the National Association of

Asian American Professionals, the National Association of Black

Accountants, the National Black MBA Association, the National Society

of Hispanic MBAs, ESPN’s People United to Lead, Serve and Excel, the

Southern New England Association of Technical Professionals, the Society

of Hispanic Professional Engineers, Society of Women Engineers and the

Urban League of Greater Hartford Young Professionals came together

for the second Connecticut Joint Networking event, held at The

Hartford Club in downtown Hartford. Approximately 250 business

professionals enjoyed an array of appetizers and drinks as they socialized

and networked with members from the various organizations. The event

brought together students, leaders, professionals, and many others, all

with a common agenda: a passion and enthusiasm for empowering

success.

The evening included a brief introduction to each organization, provided

by the groups’ presidents. Each president shared his/her mission

statement and vision, as well as examples of past events that have proven

to make an impact on professional development and advancement of the

community. They also provided information about upcoming events that

would be of interest to the attendees and encouraged everyone to take

advantage of the opportunity each organization has to offer.

Based upon the enormous amount of positive feedback from the event,

we look forward to continuing our relationship with these dedicated

local professional organizations and affinity groups and we are looking

forward to continuing to host a similar event twice a year!

.......................................................................................................


ALPFACHAPTER IMPACT

What better way to start off 2011 than talking to the experts at

Prudential Insurance Company about planning for your future? The

ALPFA D.C. Chapter presented its members and potential new

members the opportunity to sit down with a Prudential Financial

Planner free of cost. This event helped our members understand what

a financial planner does, provided an opportunity to connect with a

Prudential financial expert, and learn how a financial planning expert can

help to meet one’s financial planning goals. To accommodate folks in

different locations, this event was hosted in two different locations in the

D.C. Metro area.

In the past, Prudential has hosted a general information meeting with 20

to 30 people in attendance. This time, ALPFA D.C. worked with Vienna,

VA-based Financial Services Manager Brad Blaisdell to create a unique

opportunity for our members. Individual ALPFA members met with

Prudential advisors alone for a thirty minute one-on-one session. This

exemplified the typical, private and confidential experience one would

have with a Financial Planner and it was well received by our

membership. ALPFA D.C. Chapter member, Lyndsey DePalma, attended

and shared how she and her husband benefitted from this opportunity:

“Spending 45 minutes with Paul and Bill at the McLean branch of Prudential

Wealth Advisors encouraged me to take a careful look at my personal and

family goals and, even more frightening, an honest assessment of my spending,

which is apparently contra to my high-bar goals. The first meeting was very laid

back and offered the three of us a chance to get to know each other. At that

meeting I was asked to think about the future and what actions I was taking

today to advance the future. I also learned about the Prudential way of advising

and became comfortable with the process. My husband and I have since

returned for a second meeting to discuss the answers to the questions I was

challenged to think about.”

Lyndsey also offered,

“My prior experiences with wealth advisors were more along the lines of 'buy

this and you'll be set.' We are going on our third meeting with Bill and Paul

and we're still talking about the health of our financial situation and ideas they

have offered on ways we can achieve our goals in the timeline we set forth: not

yet have we discussed recommendations to purchase certain plans or

investments. This organic approach to financial planning is really what I believe

what a lot of professionals my age, need. Before the life insurance and long-

term planning can take place, an uncomfortable and honest look at reality is

prudent. I wish I would have met with them years ago.”

This event helped educate members on financial planning and the

support resources available to help plan their financial future. As

Lyndsey mentioned, taking an honest look at our financial reality can be

uncomfortable at first, however, this first step is essential to helping us

make informed decisions about our financial future.

ALPFA D.C. will work with Prudential to host similar one-to-one

opportunities for our members again this summer.

PRUDENTIAL ANDPartner for a Unique Program

“Before the life insurance and long-term planning can take place, an uncomfortable and

honest look at reality is prudent. I wish I would have met with them years ago.”


ALPFA CHAPTER IMPACT

ALPFA and KPMG Philadelphia co-hosted the 2011 Diversity Forum

addressing corporate responsibility, workforce readiness and enterprise

sustainability. More than 40 executives representing 22 leading

organizations from of the greater Philadelphia area were in attendance,

as the forum was comprised of close space senior professionals in

Human Resources, Diversity, Recruiting, and Finance from private, public

and non-profit organizations.

The topics of the forum introduced by ALPFA sponsors: Kathy Hannan,

KPMG National Managing Partner of Corporate Responsibility

Diversity; Cynthia Davenport,

Multicultural Markets Specialist for

State Farm Insurance Companies, and

Rose Potts, the Boeing Company,

Mobility Finance Employee

Development Manager. Facilitator and

moderator of the day was Dr. Robert

Rodriguez, Senior Vice President of

ALPFA Consulting.

Jerry Maginnins? Office Managing

Partner of KPMG Philadelphia,

welcomed the participants, reaffirmed

the support KPMG lends to ALFA

National and local chapters, and

mentioned the benefits and synergies

that both organizations have developed throughout their relationship of

several years. Patricia Boshuizen, Managing Director of KPMG and Vice

President and Corporate Development Chair of ALPFA Philadelphia,

described the goal and mission of ALPFA as well as the current state of

the Philadelphia Chapter.

As anticipated, the forum triggered questions as KPMG, State Farm and

Boeing shared their approach to corporate responsibility. It became

evident that the nature of their businesses would emphasize different

programs covered under the principle guidelines of corporate

responsibility. Subsequently, the forum delved deeper and addressed

workforce readiness and enterprise sustainability as a key component

for organizations to consider within their corporate responsibility

programs. The common theme became the need for organizations to

consider the upcoming increase in the population of professionals

eligible to retirement. There was a general consensus in the need to

bridge the gap between the different generations of professionals and

retain new talent, while considering their different styles of learning,

knowledge transfer, and relevance as it relates to that generation’s

involvement in community-related activities.

Throughout the program, it was very clear that any return on

investment (ROI) was very difficult to measure and that other metrics

should be considered, since the benefits would be captured and realized

in the long-term.

The event was wrapped up with the closing remarks of Lynette Santos,

President of ALPFA Philadelphia Chapter, thanking everyone for their

participation. She announced the upcoming local events and the National

ALPFA Convention. Finally, the forum concluded with a networking

luncheon, where the professionals engaged in follow-up conversations

regarding the topics of the day and more sharing of their experiences.

Philadelphia Co-Host 2011 Diversity Forum


ALPFACHAPTER IMPACT

the ALPFA Michigan Chapter, in partnership with

Prudential, held the professional CPE event, “Managing Your Retirement

Assets,” with Mr. Robert Siler, Regional Vice President, Prudential.

Robert Siler is a retirement planning expert and manages the retirement

assets for several high-profile clients in the Detroit Metro area. Siler

highlighted several strategies on the ability to gain penalty-free access to

retirement plan assets. His presentation included several compelling

statistics and case studies of retirement asset planning, along with the tax

implications of each of the strategies.

Siler connected immediately to the audience with his dynamic and

interactive style to present and explain his concepts. The event was

described as informative and engaging by the attendees. "This was my

first ALPFA event and I found the retirement planning presentation very

helpful. It was also a wonderful opportunity to meet other professionals

and I look forward to attending future events as well," said Gabriel

Ramirez from Deloitte & Touche.

The opening remarks for the event were provided by James Walker,

Advisory Director, KPMG, and President of the Michigan Chapter of

ALPFA. The event was a great success and attendees regarded it as a

delightful experience. Among those in attendance were representatives

from all the Big Four accounting firms as well as representatives from

other organizations in the Detroit area. In addition to these

organizations, the local Mexican Consulate was represented by Vicente

Sanchez, Consul of Mexico in Detroit.

Attendees enjoyed the opportunity to spend time networking with

other professionals and left the event with helpful strategies to manage

their retirement assets. Special thanks to Prudential for its continuous

support of the local chapter.

CPE Event:Managing Your Retirement Assets

On February 10th, the ALPFA Delaware Professional Chapter

hosted its annual Kickoff Event sponsored by JP Morgan Chase. This

event was held at the JPMorgan Chase campus in Newark, DE and was

attended by over 70 students and professionals.

Some of the topics discussed included:

• ALPFA DE’s mission

• ALPFA DE’s 2011 Calendar of Events

• Opportunities with JPMorgan Chase through an informative panel discussion

with senior management

• ASPIRA of Delaware, a nonprofit organization dedicated to developing the

educational and leadership capacity of Hispanic youth

The first half of the evening was an informative and interactive discussion

with panelists representing JP Morgan Chase. The panelists shared their

professional career paths with the audience and provided advice relating

to the personal experiences. They also discussed the importance of

work/life balance, and taking advantage of career opportunities. The

event concluded with a networking session.

The Kickoff Event provided a valuable opportunity for professionals to

come together and collectively share experiences and strategies on how

to change or further a career. The momentum from this event will

continue to grow throughout the year as ALPFA Delaware continues to

establish strong relationships with students and professionals in the

Delaware Valley. ALPFA Delaware looks forward to promoting

leadership, professional development, community outreach, and diversity

throughout the state of Delaware. ALPFA is the premier business

organization for expanding opportunities for Latino leadership in the

global market.

Write up by Michael Silva (Director of Communications)

For additional information regarding the ALPFA Delaware Chapter, please

contact [email protected] or visit delaware.alpfa.org.

.......................................................................................................

Orlando WOAWomen Of Influence: An Inspiring Journey

ALPFAWOMEN OF ALPFA

The Orlando Chapter held their third Women of ALPFA event on

March 4th, incorporating Women of Influence: An

Inspiring Journey. National Board member and former Tampa

Bay Chapter President Liz Mossad shared some insight from the

event:

“Having heard Dra. Novello speak at events in Tampa,

I knew she would be entertaining, but I wasn't prepared for how she

truly opened up her world, heart and mind for ALPFA. That...I had never

heard before. Adding Nina Vaca to the mix was brilliant; she brought

forth a different generational perspective and had a very powerful

message of entrepreneurship and success. What I took away is that

Hispanic/Latino women, no matter what generation we are from, are

facing the same issues. But another point resonated by both women is

that we have the power, tools and support at our disposal; we just have

to go out and get it.”

Highlights from Dr. Novello's top 10 rules for life:

10. Be a pioneer. When Rosa Parks sat down, she gave us the right to stand up.

09. Don't ever deny your roots. Don't lose integrity by denying where you came from.

08. Never underestimate your capabilities.

07. Achieve the highest form of education.

06. Set goals for yourself - realistic goals to make you the solution, not the problem.

05. Don't forget to pay it forward. Live by the sermon of giving back. Do not forget that it is

lonely at the top.

04. Don't forget to take risks. Always be a first-rate version of yourself. Start networking and

use your strength. Suffering is optional.

03. Care for yourself spiritually. Take power naps, get a manicure, be assertive, stick up for

yourself. Remove the 'pollution from your life.' Only then can you move forward with certainty.

02. Never lose sense of who you are. Be powerful, be sensitive to others. Write to 3 persons

(even if you don't mail / send it.) Document your skills and accomplishments, talk about your

skills, pay for others who will not be able to repay you.

01. Dream of greatness. Have integrity with yourself. When you find yourself - THANK GOD.

Be a true professional. Don't play small...you don't have to play the three 'P's), Polite, Play,

Passive. Not to know is bad, not to do anything about it is worse...



SPOTLIGHT / One Smart Move – A Graduate Management DegreeHelps You Turn Your Passion into a Successful Career

Forget the image of the buttoned-down suit—but only if you want to, of course. People who have graduate degrees from quality business schools

work at all kinds of careers, and for an amazing range of companies and organizations around the world.

Aside from being flexible, versatile, and portable, there are many great reasons why a graduate management education is a smart choice. Here

are two:

1. It gives you practical real-world skills that enhance any undergraduate education.

2. It identifies you as someone who can lead and manage, and gives you a career edge right from the start.

Skill Building at Its Best

A graduate management education does more than fill in your knowledge gaps with a set of specific financial and business skills. It teaches you how

to use these skills in practical life and in day-to-day business operations, no matter what career you choose. It develops trained critical thinkers and

professional problem solvers. It builds on your existing training and experience—and makes you better at whatever you do.

Get registered, get ready, and get more official GMAT prep tips, tools, and information at mba.com.

© 2010 Graduate Management Admission Council® (GMAC®). A ll rights reserved. GMAT logo is a trademark and GMAC®, GMASS®, GMAT®, are GMATPrep® areregistered trademarks of the Graduate Management Admission Council in the United States and other countries.

Contact [email protected] to learn more about career possibilities, schools and programs, and the many ways a graduate management education can advance your personaland professional goals.

Team-based MBA projects will help you sharpen the following:

• Leadership

• Management of individuals, teams, and projects

• Decision making even when information is limited

• Flexibility and adaptability

• Strong and focused goal orientation

• Critical communications and listening skills

What employers look for in MBA hires:

• Ability to manage people, decision making, and change

• Technical or quantitative skills

• Proven ability to perform

• Core business knowledge

• Communication skills

• Strong academic success

• Ability to establish business structure, processes, and procedures

ALPFA GRADUATE RESOURCES

Creating Connectivity 23ALPFA IMPACT

GMAT Test-Taking Trends AmongHispanic US Citizens

Test-taking trends among GMAT examinees identifying themselves asHispanic American (includes Puerto Rican, Mexican-American/Chicanoand Other Latino):

• Greater Numbers: Out of 127,061 GMAT exams taken by US citizensin testing year 2010 (July 1, 2009–June 30, 2010), 7,486 were taken byHispanic Americans, a 25% increase from five years before. This meansthat at least 6% of the US citizens sitting for the GMAT indicate theirethnicity as Hispanic.

•Mexican-American/Chicano: 2,764 (26 % increase from 2006)

•Puerto Rican: 895 (11% increase from 2006)

•Other Hispanic, Latin American, or Latino: 3,827 (28% increase from 2006)

• Gender Mix Shifting: Historically, more Hispanic men than women havetaken the GMAT exam, but younger women account for a majority of theHispanics in the youngest age group of test takers (those younger than25), who make up 33% of all Hispanic American examinees. Overall, intesting year 2010, women accounted for 3,314 (44%) of exams taken byHispanics, a 20% increase from five years before.

• Younger Talent: There has been 30% growth from five years ago in theyoungest age group of test takers (those younger than 25), who currentlymake up 33% of all Hispanic American GMAT examinees. In fact, 78% ofall Hispanic American examinees are 30 years old or younger.

ALPFAGRADUATE RESOURCES

Ask BELL CURVES

Given that many MBA Programs are now

accepting the GRE as well as the GMAT, which test

should I take to give myself the best chance?

First, contact the admissions office at the program(s) you’re

interested in and gather information on how each test is weighted in

the admissions process. From a practical standpoint, you may want to

focus on the GMAT since it is accepted by 4,800 programs at over

1,500 universities. Furthermore, if you plan to apply to multiple

universities, your GMAT scores can be submitted to all of them.

Additionally, business schools normally publish their required GMAT

score ranges and averages, which allows you to focus on the score you

need for a chance at admission.

Several hundred business schools currently accept the GRE, so the

odds of needing both tests increases if you plan to apply to multiple

schools. Business schools generally do not publish GRE score ranges.

Given these circumstances, your optimal test for business school is still

the GMAT.

For more on how Bell Curves can help you maximize your standardized testpreparation, visit www.bellcurves.com

24 WINTER 2011

NEW YORK Symposium LOS ANGELES Symposium TAMPA Symposium


, along with lead sponsor Deloitte, was pleased to host the 2011 ALPFA

Regional Student Symposiums. These student symposiums connected over 400 top students from

four-year universities and community colleges with professionals and recruiters from leading

business, accounting, finance and related companies. The program targeted freshmen through junior

year students at who held a minimum GPA of 3.2 on a 4.0 scale. This year, ALPFA held symposiums

in four regions: Northeast (New York), Central (Houston), South (Tampa), and West (Los Angeles).

Participating sponsors included Aerotek, Becker, California CPA Society, Coca- Cola, Goldman

Sachs, Grant Thornton, HACU, Johnson Johnson, KPMG, Liberty Mutual, Macy’s, Management

Leadership for Tomorrow, Manhattan GMAT, Marathon, PwC, Sandia National Laboratories, UBS,

and Verizon.

Through our relationships with sponsors’ recruitment and diversity teams, ALPFA understands the importance professional development plays for

all major companies in introducing students into their respective pipelines. ALPFA has utilized this information to create a program focused on a

student’s professional and leadership development as well as career growth and training. The theme of the 2011 ALPFA Regional Student Symposiums

was “Taking a Leap from Student to Professional: Developing the Corporate Workforce of Tomorrow.” The aim of this

program was to bring together students focused on business, accounting and finance for a day of insight, guidance, leadership skills and professional

opportunities in order to provide them an edge in today’s competitive job market. The program’s goal

was to provide students with early exposure to their career interest, illustrate the value of networking,

and provide professional and academic guidance and support throughout.

Commencing the program, ALPFA hosted a panel discussion titled, “Transforming the Leader within

You: Succeeding in Today’s Marketplace.” The purpose of the panel discussion was to discuss how

leadership skills can assist young professionals in their career, particularly in the current competitive

environment, by addressing opportunities, challenges, and lessons found in leadership. Panel participants

included local ALPFA leadership and sponsoring companies’ recruitment/diversity team leaders.

Through the interactive workshops, students were exposed to topics related to internship

preparedness, academic preparedness, and career development. Students were provided information

designed to strengthen their communication and interviewing skills, facilitate their networking

opportunities, and expose them to the realities of internship/job searching in today’s workforce. The

program also consisted of a luncheon, “Networking and Creating Powerful Connections,” where

students heard from industry experts about the value and skill in networking in the job market.

Moreover, student participants met other students from their region to share experiences and exchange ideas on how to best apply professional

development skills and prepare for the work force? Each luncheon was sponsored by Deloitte and featured a partner from a local Deloitte office.

Afterward, a Career Fair was held where students had an opportunity to put their new skills to practice when meeting with prospective employers.

Participating sponsors had an opportunity to pre-identify, network, and assist in the development of a new pipeline of student talent.

Geraldine ContrerasDirector of Student Affairs

LATINOALPFA BUILDS

BUSINESS LEADERS

ALPFASTUDENTS OF ALPFA



ALPFA STUDENTS OF ALPFA

The ALPFA Regional Student Symposiums look to

prepare students to successfully transition from

college into the professional arena by increasing

students’ understanding on how to become a

high-performing contributor in the workplace

through internships, networking and leadership

skills, to understand the steps and strategies

useful in establishing credibility, and to learn how

to position themselves ahead of the crowd

through confidence and self-presentation. For our

sponsors, the program provides a platform where

they can identify talent, have direct access to well

rounded and diverse students, and offer guidance

and support to potential candidates.

ALPFA is appreciative of the interest both students and sponsors has in this program and are grateful for the support. A special thank you goes out to

ALPFA Houston, ALPFA Los Angeles, ALPFA New York, and ALPFA Tampa. It is through this continued collaboration that the ALPFA Regional Symposiums

will continue to gain momentum and achieve success.

Houston Symposium

.......................................................................................................

STUDENT SYMPOSIUM SPONSORSS

The University of Tampa is now home to the newest student chapter- ALPFA UTampa. Jorge

Chanquin (President) and Jacqueline Derrick (Director-at-Large), having previous experience

with ALPFA and the KPMG Student Case Study Competition, recognized the value of the

organization and set out to share those opportunities with the students at the University of

Tampa. Leslie Fonseca (Secretary) and Lisseth ChangHo (Vice President) accepted the invitation

to start the student chapter and recruited Gina Campbell (Director of Events). Together, they

took action and set out to carry out the mission and promote the values of ALPFA and, thus,

the student chapter was created. ALPFA UTampa, in collaboration with ALPFA USF and ALPFA Tampa Bay, assisted in the preparation of the Annual

Regional Student Symposium and invited Ms. Christine Mendonca, Director of Operations for LatinosInCollege.com, as the first guest speaker. ALPFA

UTampa looks forward to joining the rest of the ALPFA family at the National Convention.

ALPFA UTampa would like to give special thanks to; Dr. Bryant and Mr. Garcia (Faculty Advisors); ALPFA USF; the Office of Student Leadership and

Engagement; The Diversity Fellowship; Student Government Association; and Beta Alpha Psi.

My name is Michael Tubillas, President of ALPFA at the University of Central Florida. I consider my ALPFA story to

be different. Growing up I had my heart set on becoming an entrepreneur with the ambition of operating my own

restaurant.

In 2009, my passion for the business industry began when my fiancé, Liza Cardona, introduced me to ALPFA. She

made my ALPFA dream a reality. My first ALPFA event was the 2009 ALPFA National Convention in Boston. I was

amazed by the overwhelming number of students and professionals all sharing the same ALPFA credo of inspiring

the future leaders of tomorrow. Thanks to this wonderful opportunity, I have the pleasure of calling Paul Roldan,

President of the Orlando Professional Chapter, a close personal friend and a mentor. ALPFA’s impact continued

after the Convention, where I was motivated to return to school and pursue a degree in Business Administration.

Shortly after starting school, I received a challenge from Paul-to start ALPFA’s first community college student

chapter. A few months later, I was proud to announce to Paul that Valencia Community College was nationally

recognized as the first community college student chapter.

During the fall of 2010, I transferred to the University of Central Florida. I was asked by Karen Vergara, ALPFA UCF President and ALPFA Latina of

the Year, to serve as the student chapter Vice President. Accepting this position was a great honor. I had the pleasure of working alongside Karen,

someone who shares the same dedication and passion for ALPFA As the semester came to a close, I had the privilege of being elected President for

the following semester. My objective for 2011 was to spread ALPFA UCF’s motto, “Embrace ALPFA as a family.” Thanks to this motto, the spring

2011 semester has become the most successful semester in ALPFA UCF’s history, increasing membership by 300%.

Some of ALPFA UCF’s best accomplishments this semester include. The Dean of UCF College of Business and the Department Head of Finance for

inviting J.P Morgan Chase Senior Executives to speak on campus the first time. Having J.P Morgan Chase present at UCF has attracted media

coverage and involvement with the ALPFA Orlando Professional Chapter. This semester, ALPFA UCF was also able to invite many prestigious firms

and organizations such as: American Marketing Association, Deloitte, Walt Disney World, KPMG and PricewaterhouseCoopers, amongst others. We

have also inspired students to get more involved within the ALPFA Orlando Professional Board by assisting as committee members. As I continue

to work with ALPFA, my goal will be to inspire ALPFA students to continue their involvement with the ALPFA Professional Chapter as active

members.


ALPFASTUDENTS OF ALPFA

MY ALPFA

STORY

Michael TubillasALPFA President UCF

.......................................................................................................

UP TO THE CHALLENGE


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ALPFA STUDENTS OF ALPFA

ALPFA NEWS LITE

Participating in this program has also been a fantastic learning and growthexperience. I feel extremely privileged to have been able to represent myALPFA Seattle Chapter during the competition and share my ideas andresearch with the panel of executives. I enjoyed listening to their feedback andgetting the inside perspective from the people who handle these strategicdecisions within Microsoft.

March 25 (Bloomberg)-MannyEspinoza, chief executiveofficer of the Association ofLatino Professionals inFinance and Accounting, talksabout the growth of theHispanic population in theU.S. and the impact onbusiness and the economy.

March 9, 2011 – Vocalo Radio 89.5 FM featured Rick Cerda,President of ALPFA Chicago, and Irene Castaneda, VP ofCommunications, in their radio spot on “Helping Latinos in theBusiness World.” The show focused on how ALPFA cultivates Latinoleaders as well as offered candid tips on how to achieve success.

Vocalo 89.5 is the diversity branch of nationally recognized stationWBEZ; it focuses on stories, music, and conversations for themillennial generation, while embracing diversity.

Annual Spring Training Event with the AZ Diamondbacks vs.Cubs; guests included Phoenix Chapter members, INGEmployees, University of Phoenix, friends and family. Held atthe new Diamondback Stadium.

Monthly Monday Mixers: In February, Phoenix held a Tax TipsEvent, hosted at the Fiesta Inn Resort. Mr. Roger Fontes, CPAspoke to new and helpful tax topics for our members andfriends. The March Mixer was also held at Fiesta Inn Resort.Kudos to former ASU Student ALPFA Board member JudasMireless who is now working for GE and a current boardmember of ALFPA Houston – way to make his ALPFAconnections work for him!

B r i d g e p o i n tConsulting, LLC hasnamed Manuel AzuaraPrincipal. As a leader

in our CFO Services group, Manuel hascontributed significant growth to thepractice since joining the firm in 2009."Manuel brings unmatched energy andexperience to his clients,” said BillPatterson, Principal.

AwardALPFA AND MICROSOFT ANNOUNCE THE MICROSOFT INNOVATION AWARD; $10K TO BE AWARDED TO THE WINNG STUDENT

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Los Angeles, CA – Microsoft and ALPFA, the largest organizationpromoting Latino leadership, are inviting the organization’s studentmembers to participate in the Microsoft Innovation Award (MIA) essaycontest. The MIA is an opportunity for Microsoft® to recognizeinnovative thinking and creative solutions through an essay contest.Microsoft® will send the top 3 finalists to the annual ALPFA Conventionin Anaheim, and award $10,000 to the winning student.

The essay contest, now in its third year, is open to ALPFA studentmembers from the organization’s 80 student chapters. “This is a greatopportunity for our student members to showcase their talent andsubmit a concept to one of the most innovative companies in theworld,” commented Geraldine Contreras, ALPFA National Director ofStudents. Finalists will have the opportunity to present their concepts atthe convention before Microsoft and other industry executives.

Submissions will be accepted starting on March 28, 2011, and ending onMay 23, 2011. ALPFA finalists will be notified by July 1, 2011. First placewinner will receive $10,000; and second and third place winners will alsoreceive cash prizes.

Guidelines and application to enter are available at www.alpfa.org. The contest is open to current ALPFA student members only.

To listen to the spot visit http://vocalo.org/blogs/archive/201103/helping-latinos-business-world

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ALPFA CHAPTERSAlbuquerque, New Mexico

Atlanta, Georgia

Austin, Texas

Boston, Massachusetts

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New York, New York

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Orlando, Florida

Philadelphia, Pennsylvania

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Pittsburgh, Pennsylvania

Portland, Oregon

Puerto Rico

Rhode Island

San Antonio, Texas

San Diego, California

San Francisco, California

Seattle, Washington

Silicon Valley, California

Tampa Bay, Florida

Tucson, Arizona

Twin Cities, Minnesota

Washington, D.C.

In Formation:Kansas City

ALPFA National Headquarters

Telephone: (213) 243-0004Fax: (213) 243-0006

Send Payment andcompleted form to:

ALPFA 801 South Grand Avenue

Suite 650Los Angeles, CA 90017

You can also become amember online. Visit our

secure website,

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Mark this box if you DO NOT want auto renewal on your membership. Otherwise, your credit card will be charged a renewal fee.

^ Four-year package deal for freshmen only. Please include a copy of your unofficial transcript with registration. E-mail: [email protected];fax: 213-243-0006; mail: ALPFA Attn: Membership, 801 S Grand Ave, Los Angeles, CA 90017.

First Name Last Name DOB Male/Female

Mailing Address City State/Zip

Phone Fax Email

Alternate Email ALPFA Chapter Designation

GENERAL INFORMATION

Company Name Industry Job Function/Title

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PROFESSIONAL INFORMATION

School Name

Major/Concentration Expected Graduation Date Cumulative GPA

STUDENT INFORMATION•Students: please submit a copy of your student ID with the application.

ALPFA Membership Form

Ed. 2010-2011 v1

TM

ALPFA

Check One:

1 Year Membership

q Professional $120

q Associate $120

q F/T Undergraduate Student* $ 20

q F/T Graduate Student* $ 30

3 Year Membership

q Professional $300

q Associate $300

4 Year Membership^

q Freshman Only $40

Lifetime Membership

q Professional $1200


GENERAL INFORMATIONALPFA Impact is published for informational purposes only.Views represented by contributing writers do notnecessarily reflect the views of ALPFA. Submission of a storyor photo constitutes permission to run but does notguarantee publication. All articles are subject to editing,space availability and modification and publisher has final sayin content. Good quality color photos or high resolutiondigital files are required but regrettably, cannot be returned.Download our media kit at www.alpfa.org.

To submit to the newsletter, email:Zenaida Mendoza, [email protected] or Mail CD to: ALPFA Newsletter 801 S. Grand Ave., Ste 650, LA CA 90017

SUPPORTED APPLICATIONSQuark Xpress, Adobe Photoshop, AdobeIllustrator and Adobe Acrobat.SUPPORTED FILE TYPES: EPS, PDF, TIF

AD SPECSPublication Trim Size: 8.5 x 11Full Page: 8 x 10Full Page with bleed: 8.75 x 11.25Half Page Trim Size: 3.875h x 5wQuarter Page Trim Size: 4.875h x 3.875wDigital Files: Must be CMYK or Grayscale, 300 dpi files.

Next Deadline (subject to change)Summer Issue 2011Materials Deadline: Friday, March 18Advertising space must be reserved by March 1

ALPFA cannot be held responsible for the quality ofreproduction if these specifications are not adhered to. Adsand article submissions received after deadline may notpublish in the desired issue. ALPFA will not be heldresponsible for changes the Production department mustmake in an ad that is inadequate or fails to adhere to theDigital Ad Specifications. ALPFA is not liable for the finaloutput if no Contact Proof / Fax is supplied for reference.


National Office801 South Grand Avenue, Ste. 650 Los Angeles, CA 90017(213) 243-0004 / Fax: (213) 243-0006

New York Office55 Broad St., 18th FloorNew York, NY 10004(646) 695-4202 / Fax (646) 695-4201

Manny EspinozaChief Executive [email protected]

Los AngelesPamela Ravare-JonesChief Operating [email protected]

Zenaida Avelar MendozaVice President, Marketing and [email protected]

Linda AndreaniVice President, National [email protected]

Steve [email protected]

Amber MartinezDirector of Corporate [email protected]

Geraldine ContrerasDirector of Student [email protected]

Jason WindscheffelMembership Data [email protected]

Candice CarrOnline Communications Manager

Carlos PerezArt [email protected]

Washington D.C.Anita NuñezVP of Corporate [email protected]

BostonOrlando Rodriguez

Executive Director, Boston Chapter

[email protected]

Billy Ayala

Boston Chapter Coordinator

[email protected]

ChicagoSolskin Gomez-Krogh

Executive Director, Chicago Chapter

[email protected]

New York Ann Marquez

Executive Director, New York Chapter

[email protected]

MEMBERSHIP REQUIREMENTS

Professional Membership $120/yr. or $300/3yrs. or $1,200/Lifetime*

• Professional who shares our values, mission,and principles.

• Holds a minimum of a baccalaureate degree, orits international equivalent, in business, finance,accounting or related profession

• Holds an equivalent professional certification ina related profession

Associate Membership $120/yr. or $300/3yrs. or $1,200/Lifetime

• Professional who shares our values, mission,and principles

• DOES NOT meet the qualifications of general or student membership

Undergrad Student Membership $20/yr.

• Student who shares our values, mission, andprinciples.

• Shows current full-time enrollment in anaccredited college/university

Graduate Student Membership $30/yr.

• Student who shares our values, mission, andprinciples

• Show current full-time enrollment in a graduateprogram at an accredited college/university.

Opportunities

• Local Chapter Networking Events,Receptions and Programs

• Access to Online Career Center

- Job Searches

- Post Your Resume

- Industry and Career Articles

• Recruitment Opportunities forEmployers

• Digital subscription to ALPFA Impact,ALPFA’s National Newsletter

• Subscription to Hispanic Businessand DiversityInc Magazine

• Continuing Professional EducationCourses

• Scholarships, Mentorship andInternship Opportunities

• National and Local email updates**

Annual Convention

Receive discounted pricing for thefour-day event bringing togethermembers from across the US withprofessional and student work-

shops, networking, paneldiscussions, luncheons, Awards Gala,and Career Fair.

Professional Development

• Serve on Local/National Boards andCommittees

- Leadership Skills

- Management Skills

- Team Building

• Presentations and Public Speaking

• Access to Business Leaders

Graduate Students

· Financial Assistance throughScholarship Programs

· Access to various graduate degreeresources on the ALPFA web pageand Impact newsletter

· Graduate workshops/sessions at theALPFA Annual National Convention

· Email invitations to graduate Schoolfairs and business visits

· GMAT materials for prospectivestudents

· Discounts to the mba.com store

· Access to workshops and onlineresources for GMAT test-preparation material

Programs

• Women of ALPFALaunched to create opportunitiesfor professional Latinas throughleadership skills, training, mentoringand career advancement.

• Finance/Executive/LeadershipSummitsBrings together a panel of businessleaders to address topics such asleadership skills, diversity andchallenges facing Latinoprofessionals.

• Executive SeriesDesigned specifically for mid-careerand executive-level professionalswith 10+ years of experience tonetwork and learn from each other.

• ALPFA Cares/Community ServiceALPFA partners with organizationssuch as VITA to give back to ourcommunities.

• ALPFA Regional StudentSymposiumsDesigned specifically to fosterprofessional development, training,and career growth. Programincludes: educational workshops,networking, luncheon and CareerFair.

• ALPFA’s Annual ScholarshipProgramALPFA has awarded almost $650,000 in scholarships over the last 6 years.

• ALPFA KPMG Case StudyCompetitionStudents from over 30 schoolscompete to solve complexaccounting cases and present theirfindings to KPMG and ALPFAprofessionals at the AnnualConvention. The experienceexposes students to the possibilitiesof what it may be like to work for aBig Four firm.

**Option to Opt-out

*In addition to the benefits of a professional membership,lifetime members receive a commemorative lapel pin,exclusive access/acknowledgement during the AnnualConvention, and recognition in an issue of ALPFA Impact.

ALPFA MEMBERSHIP BENEFITSALPFA ALPFA MEMBERSHIP BENEFITS

WHO/WHERE TO CONTACT US

Full Registration: REGISTRATION INCLUDESLuncheons Workshops/CPE SessionsSocial Events and ReceptionsALPFA Awards Gala Dinner

Career Fair

$ 600 $ 700 $ 850 $ 1000

$ 850 $ 950 $ 1150 $ 1300

$ 400 $ 450 $ 500 $ 550

$ 250 $ 350 $ 450 $ 550$ 350 $ 450 $ 550 $ 650

8/8/10 - 9/30/10Convention

Rate

10/1/10-12/31/10 Early Early

Registration Rate

1/01/11-5/31/11Early

Registration Rate

After 5/31/11Regular

Registration Rate

MemberNon-Member

Join ALPFA today and enjoy the memberrates for the 2011 Convention! Go to www.alpfa.org to sign up today!Professional membership is $120.00Student membership is $20.00You can also include your membership with your Conventionregistration.

Inclusion, Innovation and Inspiration2011 ALPFA Annual Convention Registration

August 6-10, 2011 • Anaheim, CA

Name Title

Company

Student School

Address City State Zip

Phone Phone 2

Fax Email

Chapter

Payment Method (mark one): Credit card: ___ Visa ___ MC ___ AmEx ___ Check Payable to ALPFA

Credit Card Number Expiration Date

Signature Date

Mail this form with payment to: ALPFA National • 801 South Grand Avenue, Suite 650 • Los Angeles, California 90017-4646If paying with credit card, you may also fax this form to 213.243.0006. For questions about registration, please call 213.243.0004 or visit www.alpfa.org.

Convention Refund Policy: Full refunds less a $60.00 administration fee ($40.00 for students) will be issued upon written request if received by June 30, 2011. Afterthis date, no refunds will be issued; amount will be used as a credit toward future convention.

Mr./Mrs./Ms.

$175

Day Passes: Price is per day and includes all events for the specific day.

Select Day(s): ___Saturday ___Sunday ___Tuesday Total $______

8/8/10 - 9/30/10Convention

Rate

10/1/10-12/31/10 Early Early

Registration Rate

1/01/11-5/31/11Early

Registration Rate

After 5/31/11Regular

Registration Rate

Special Event Tickets:

Career Fair & Luncheon, Monday, August 8, 2011 $ 50 Annual Awards Gala $150California Students! You can attend the career fair for FREE by justuploading your resume! Visit www.alpfa.org for details. (Does notinclude luncheon.)

*Guest refers to a spouse, significant other or personal friend, NOT a business associate, staff colleague or fellow student. Valid for allConvention receptions, luncheons and Gala. Does not includeworkshops/CPE sessions.

Membership ____ Professional ($120.00 per year / $300.00 3 yrs. / $1,200.00 Lifetime) ____ Student ($20.00)

Convention Full Registration ____ Member ____ Non-Member ____ Guest Pass ____ Student Registration

Day Pass ____ Member ____ Non-Member ____ Saturday ____ Sunday ____ Monday

Special Events: ____ Career Fair and Luncheon ____ Gala Awards TOTAL TO BE CHARGED: __________

Registration DOES NOT includehotel accommodations or airfare

ALPFA

MemberNon-Member

Guest Pass*

StudentStudent Non-Member $225

31ALPFA IMPACT

Register online for the 2011 Convention at www.alpfa.orgOr use this form to mail or fax in

REGISTER TODAY!


801 South Grand Avenue, Suite 650Los Angeles, CA 90017

RETURN SERVICE REQUESTED

ALPFA

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* Partial List

as we move our biggest event across country from Orlando to

exciting Anaheim, California, for the ALPFA Annual Convention:

Inclusion, Innovation and Inspiration; a four-day event with

professional and student workshops, Women of ALPFA, panel

discussions, CPE credit, networking, Awards Gala, Career Fair

with top companies, and more.

Networking • Professional and Student Workshops • Career Fair • 2,000+ Attendees • Awards Gala • and more!

So Much More In Store For 2011!

visit www.alpfa.org to register today!

Lead Sponsor

Spring 2011

Documents

Transcript of Spring 2011