Alright – so today we’ve got the honor of introducing you to Erica Rivera. We think you’ll enjoy our conversation, we’ve shared it below.

Hi Erica, thanks for joining us today. One of the most important things small businesses can do, in our view, is to serve underserved communities that are ignored by giant corporations who often are just creating mass-market, one-size-fits-all solutions. Talk to us about how you serve an underserved community.

As the founder of Career Diva Coaching and the community UNITED We Search, my work is all about making sure everyone has a shot at success, no matter where they started. I know what it’s like to feel stuck—I grew up in poverty, became a pregnant high school dropout, and worked my way from McDonald’s to managing a limousine office before finding my way into big tech working for companies like Google. My journey wasn’t easy, and that’s why I’m passionate about helping others who’ve been told to just keep their heads down and be grateful for what they have.

Take Shelly, for example. She was the first in her family to graduate from college and had spent years working in a hospital concierge role, feeling like she couldn’t break out of the box she was in. Her family told her to just work hard and be content, but Shelly wanted more. Through Career Diva Coaching, we worked together to create a strategy that helped her move into a career she’s truly passionate about.

But I also know that not everyone has the same access to resources or support. That’s why I created UNITED We Search, a community that now serves nearly 300 members. We’re here to make sure that people like Shelly—those who have the drive but not the network—get a seat at the table. UNITED We Search is about leveling the playing field and giving people the tools they need to thrive, regardless of where they come from.

I believe with my whole heart that with the right support, anyone can rewrite their narrative. Through Career Diva Coaching and UNITED We Search, I’m committed to helping others do just that.

Erica, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

My name is Erica Rivera, and I’m the founder of Career Diva Coaching and the community UNITED We Search. My journey into this industry wasn’t a straight path—in fact, it was anything but. I grew up in poverty, ran away from home at 15, and by 16, I was a pregnant high school dropout working full-time at McDonald’s. My early life was a series of challenges, from leaving an abusive relationship to raising my son on my own while I earned my GED and eventually attended college. I pivoted from working in restaurants to breaking into the tech industry as a recruiter at Indeed and later at Google. These experiences shaped my understanding of what it means to navigate difficult circumstances and the power of resilience and support.

Career Diva Coaching was born out of my passion for helping others who, like me, may have started with the odds stacked against them. I provide personalized career coaching with a focus on helping career professionals—especially women—break into new roles, advance in their careers, or increase their salaries. I work with clients 1:1 to identify their unique strengths, build their confidence, and create actionable strategies to achieve their career goals. What sets me apart is that I’ve walked this path myself—I know what it takes to overcome adversity and I bring that understanding to every client I work with.

In addition to 1:1 coaching, I founded UNITED We Search, a community that serves nearly 300 members. This platform is dedicated to creating space for those who have traditionally been underserved or overlooked, especially people of color who are trying to break the generational curse of keeping their heads down and working hard without a network. UNITED We Search is about leveling the playing field and giving everyone a seat at the table by providing access to resources, guidance, and opportunities that they might not have otherwise.

I’m most proud of the lives I’ve been able to impact through both Career Diva Coaching and UNITED We Search. Whether it’s helping someone land a job they love, advance into a leadership role, or simply find clarity in their career direction, the work I do is deeply personal and incredibly rewarding. For potential clients, followers, and fans, I want you to know that my brand is all about empowerment. I’m here to help you rewrite your narrative, break through barriers, and achieve the success you deserve—no matter where you’re starting from.

We’d love to hear the story of how you built up your social media audience?

Building my audience on social media has been a journey of authenticity, consistency, and community. When I first started, I focused on sharing my personal story—my challenges, my successes, and everything in between. I found that being real about where I came from and the obstacles I’ve overcome resonated with people. They didn’t just see a career coach; they saw someone who had walked in their shoes and truly understood their struggles.

One of the key strategies I employed was creating content that was instantly applicable—something people could take away and use right away. I knew that if I could help even a small percentage of my audience see results, it would build trust and encourage them to keep coming back. I also made it a point to engage with my audience by responding to comments, asking questions, and genuinely caring about what they had to say. This helped turn followers into a community.

For those just starting to build their social media presence, my advice is simple: be authentic and consistent. Share your story—people connect with stories, not just services or products. Post regularly and engage with your audience. Social media isn’t just about broadcasting; it’s about building relationships. Also, don’t be afraid to experiment with different types of content to see what resonates with your audience. And most importantly, remember that it’s a marathon, not a sprint. Building an engaged audience takes time, so be patient and persistent.

Are there any books, videos or other content that you feel have meaningfully impacted your thinking?

There are a few resources that have profoundly shaped my management and entrepreneurial philosophy. One book that stands out is “The Lean Startup” by Eric Ries. It taught me the importance of being adaptable and learning from every step, even the missteps. The concept of building, measuring, and learning has been a cornerstone in how I approach growing my business and serving my clients. It’s about iterating and improving, not being afraid to pivot when something isn’t working.

Another impactful resource has been Simon Sinek’s TED Talk “Start With Why.” This talk really helped me crystallize my purpose and ensure that everything I do aligns with that core “why.” For me, it’s about more than just helping people land jobs—it’s about empowering them to rewrite their narratives and achieve the success they deserve, regardless of their starting point.

Lastly, “Dare to Lead” by Brené Brown has been instrumental in shaping how I approach leadership. It’s taught me the power of vulnerability and courage in leadership, which has been crucial in creating a supportive and trusting environment both for my clients and within UNITED We Search.

These resources have collectively influenced how I manage my business, connect with my community, and stay true to my mission. They remind me to stay flexible, focused on my purpose, and lead with empathy and courage.

Contact Info:

• Website: www.careerdivacoachin.com
• Instagram: @careerdivacoaching
• Facebook: @careerdivacoaching
• Linkedin: https://www.linkedin.com/in/rivera-erica/
• Other: TikTok: @careerdivacoaching