The U.S. Postal Service, in an effort to “continue to look like America,” launched a national initiative designed to recruit more Hispanic workers into the postal system.

Postmaster General John E. Potter told participants at the Hispanic Organization of Postal Employees’ annual conference in San Antonio that the Postal Service will soon experience more turnover than ever before due to the Baby Boomer generation reaching retirement age.

Potter said the agency has started new measures to attract and promote qualified people from diverse populations because ?it?s our goal to continue to look like America, even as the face of America continues to change.?

The National Hispanic Program will work with national Hispanic organizations, helping stage passport fairs in local ethnic communities, and designing automated postal centers to communicate in Spanish.

Potter also said the Postal Service must identify and meet the needs of diverse demographic groups to retain customers, such as overcoming language barriers and offering services to suit more lifestyle needs.

Hispanics comprise about 14% of America’s population. By 2050, it is projected that about 25% of the nation will be of Hispanic descent.

The National Hispanic Program is one of many diversity programs it promotes, the Postal Service said in a news release.