Latino job fair looks to future

Penn students had a rare opportunity Friday to meet with prospective employers, learn about international markets and gain first-hand insight into Burger King's plans to improve the Whopper -- all in the same afternoon. The Wharton Latino Undergraduate Association held its Third Annual Career Conference at the Penn Tower. It included a career fair in which about 100 students were able to learn about companies offering internships and jobs. Firms in attendance included Anderson Consulting, Ernst and Young, Goldman Sachs and Co. and Starmedia. Rudy Colberg, a Wharton junior and the conference organizer, felt that the recruiting session was important, allowing fellow Wharton students to "learn about the companies and see how they fit in" so that they could have a better idea of what they will want to do in the future. The program also included a series of panel discussions to inform students of the growth of ethnic marketing and of the opportunities made possible by information technology. Julio Ram'rez, Latin America and Caribbean president of Burger King Corporation, was among the speakers. He explained that although Burger King is the second-largest fast food chain in the United States, it dominates the Latin American market. According to Ram'rez, the reason for the difference is that Burger King, whose workforce is 20 percent Latino, does a much better job of "embracing these cultures." He explained that the company has, for example, taken an identifiable product, the Whopper, and adjusted it in each country to national taste preferences. "If you have determination and a vision, you will find a way to get there," Ram'rez stressed to his audience. The panel discussions were followed by a formal lunch and keynote address by Alexander Pasik, senior technology advisor for Ernst and Young, who focused on information technology, stressing the importance of knowing how it will impact their future businesses. "IT is going to affect and run businesses in a way that was before unknown," Pasik said. "Whether you like technology or not, you are going to have to be involved." He also said that students must overcome language and cultural issues to be successful in the global economy. As part of his presentation, he designed imaginary scenarios and invited the audience to give suggestions as to the best way to improve a company's profits with the aid of technology. Through Pasik's address, Alexandre Chang, a Wharton senior, said he realized that "companies in Latin America don't have much of a choice when building an infrastructure." Several other students who attended said they similarly gained insight into the future of business and technology. Wharton sophomore Elliot Totah said he found it "interesting to see how [companies] branch out and attack new markets."