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Building
data-driven
talent
personas
Howtoimprove
yourapproachto
attractingand
hiringyoungtalent
Anew
approachto
data-driven
talent
attraction
Analyzingover200,000surveyresponsesfromuniversity
studentsaroundtheworld,Universumuncovers5key
personas—andgivestalentleadersanewtoolintheir
talentattractiontoolbox
Introduction
Introduction
Intheupheavalof2020-2021,onethingremainedrelativelyconstant:thehuntfortoptalentamongtheworld’smostcompetitivetalentbrands.AManPowerstudyfound77-78%ofmid-to-largesizedcompaniesstruggletofillcriticalrolesinsidetheirorganizations.1,2
Thisglobalskillsgapnotonlydrivesupthecostoflabor,italsorobsglobalbusinessesoffuturegrowth.KornFerry’s“FutureofWork”seriesfindsthatby2030,morethan85millionjobsmaygounfilledduetoskills
shortages:“Intechalone,theUScouldloseouton$162billionworthofrevenuesannuallyunlessitfindsmorehigh-techworkers.”3
Midtolarge
companies
strugglemosttofillneededroles
Shareofemployersthatreporthavingdifficultyfillingjobs
2021TalentShortageSurvey-ManpowerGroup
74%
72%
64%
63
%
SMALL10-49
LARGE250+
MICRO<10
MEDIUM50-250
¹McKinsey&Company:“Mindthe[skills]gap,”Jan.27,2021.
/featured-insights/coronavirus-leading-through-the-crisis/charting-the-path-to
-the-next-normal/mind-the-skills-gap
²ManPowerGroup:“TheTalentShortage,”Sept.14,2021.
/talent-shortage
³KornFerry“The$8.5TrillionTalentShortage,”2018.
/insights/this-week-in-leadership/talent-crunch-future-of-work
4
Tocontendwiththeseseriouscompetitiveheadwinds,globalemployer
brandsareinanall-outpursuittooptimizetheirexistingtalent
strategies,oftenrelyingonthird-partyresearchtounderstandwhatyoungpeoplelookforinfutureemployers.
Unfortunately,talentleadersfrequentlyrelyonbroad-brushaverages,whichhideimportantinsightsabouttheyoungpeopletheyaremost
interestedinrecruiting.Whileitmaybetruethatjust9%ofworkers
wanttogobacktofull-timetraditionalwork(thisaccordingtoPwC’s
24thannualCEOsurvey),whatdoweknowaboutthat9%?4Arethey
morelikelytobeyoungerworkerswholookforwardtoin-person
mentoringwithmoreexperiencedpeers?Andwhenstudiespointto
youngpeoplewantingtoworkforsociallyconsciouscompanies,how
doesthatcomparewithotheremploymentfactorswhenmakingan
employmentdecision?Howcanemployerspredictwhowillchoosetheircompanyandforwhatreasons?Andisthataffirmativegrouptheoneyourorganizationmostwantstohire?
4PwC:“Hopesandfears2021:Theviewsof32,500workers,”April2,2021.
/gx/en/issues/upskilling/hopes-and-fears.html
5
Talentleadersfrequentlyrely
onbroad-brush
averages,which
hideimportant
insightsabouttheyoungpeopletheyaremostinterestedinrecruiting
AnewanalysisfromUniversumaddshighlygranulardetailtoitsexistingportfoliooftalentinsights.Ratherthanactingonaverages,weaimtogivetalentleadersmorenuancedinsightsaboutthediversityinsidethe
talentgroupstheyaretryingtorecruitandretain.
Universum’sresearchhasalwaysofferedemployer
brandingdatabasedonareaofstudy,geographyandgender.Nowweareaddingapersona-basedanalysistothetalenttoolkit.
Thepersonaresearchisbasedonanannualsurveyof
over200,000universitystudentsaroundtheglobe.Thestudyfocusesonbusiness,engineeringandITstudentsfromthe10largesteconomies,andasksyoungpeoplewhichemployerbrandstheymostadmire,aswellas
whatspecificallytheylookforinafutureemployer.
Universumthenconductedasub-groupanalysisthat
characterizesdistinctpersonaswithineachareaofstudy.
(Seethefivepersonasinthesidebaratright.)
TheFiveTalent
Personas
Go-Getters
Ground-Breakers
Globe-Trotters
Change-MakersBalance-Seekers
7
Insteadoftreatingyoungengineersordatascientistsas
ablock,forexample,Universum’sanalysisdividesthese
job-seekersintofivekeycohorts.(Foramoredetailed
methodology,seepage9.)Theideaistoofferinsightsnotonlyaboutwhatbusinessstudentsorengineersmaysearchforinafutureemployer,buttheuniqueprofilesthatexistwithinthosegroupsandwhatmotivateseachofthem.
Thevalueofthepersonaresearchistwo-fold:
1.Talentaudit:Organizationscanusetheresearchto
understandwhattypesofpeoplearecurrentlyattractedtotheiremployerbrand.Isthemixintentionalorbyaccident?Howdoesitcomparetocompetitors?Doesitrepresenttheidealmixforthatcompany’stalentobjectivesandbusinessgoals?
2.Talentoptimization:Withanauditinhand,talentleaderscanoptimizetheircurrenttalentattractionactivities
toensuretheyarerecruitingtheidealmixofyoungprofessionalsintocriticalroles.
8
Universum’s
Talent
Personas
Universum’snewcareerpersonasgiveemployerbrandingleadersadata-
drivenwaytoevaluateandoptimizetheirtalenttargeting.
Go-Getters
Stronglyperformance-oriented,Go-Gettersareambitiousachievers,hungrytomaketheirmarkinsidesuccessful
companies.Go-Gettersarecomfortabletakingonhighlevelsofresponsibilityandtoughchallenges.Inreturnfortheir
effortsandabilitytomakethingshappen,Go-Gettersexpecthighlevelsofrecognitionandafast-trackcareer.
Top5globalemployerspreferredbyGo-Getters
1
MorganStanley
2
UBS
3
GoldmanSachs
4
J.P.Morgan
5
Ericsson
10
Globe-Trotters
Withastronginternationalorientation,Globe-Trotters
seektobroadentheirhorizonsinsideamultinational
company.Theywantcosmopolitancareersthatprovidetheopportunitytotravelandinteractwithadiverseinternationalcommunityofcolleagues,clientsandcustomers.Globe-
Trottersseechangeaspositiveandstimulating.
Top5globalemployers
preferredbyGlobe-Trotters
LVMH
1
SociétéGénérale
TheBostonConsultingGroup
2
3
4
Bain&Company
5
Mckinsey&Company
11
Ground-Breakers
Ground-Breakersareentrepreneurial;theywanttoworkfordynamicteamsdrivinginnovationinstartupenvironments.Ground-Breakersarelessinterestedinworkingfor
establishedplayers,andmorefocusedonembracingnewtechtobuildexcitingproducts.
Top5globalemployers
preferredbyGround-Breakers
1
ABB
2
3
VolvoCarCorporationAirbusGroup
4
GeneralMotors
5
BASF
12
Change-Makers
Change-Makersarestronglypurpose-oriented.Theyare
altruisticbynatureandseekoutorganizationsthatserve
thecommongood—whetherthroughpublicserviceor
socialenterprise.Change-Makersarestrongsupportersof
diversity,equityandinclusion,andfeelmostengagedwhentheyareservingahigherpurposeorhelpingothers.
Top5globalemployers
preferredbyChange-Makers
Danone
MondelēzInternationalIKEA
Bayer
GrantThornton
1
2
3
4
5
13
Balance-Seekers
Balance-Seekersstriveforwork-lifebalance;
theytendtopreferwell-established,smalltomediumsizedorganisationswithafriendly,familyfeel.They
aimforadecentsalaryandarolethatallowsthemtobalancetheirresponsibilitiesatworkwiththeirwiderinterestsandresponsibilitiesoutsideofwork.
Top5globalemployers
preferredbyBalance-Seekers
Ubisoft
EletronicArts
GrantThornton
1
2
3
IKEA
Mars
4
5
14
Usingtalent
personastobuild
abest-in-class
employerbrand
Thebestemployerbrandsaren’tfocusedongenericpopularity,
butaseriesofoptimizationsand
adjustmentsthatensurethecompany’smessagehitshomewiththekeytargetgroupstheymostwanttoattract.
Whileemployerbrandsaimtobewidelyrecognizable
andpopular,inpracticeemployerbrandingisalsoabouthyper-localizingandpersonalizingtheemployervaluepropositiontoensuretheorganizationisattractingtherightpeopleformission-criticalroles.
Whyshouldcompaniescareaboutwhich“personas”theycurrentlyemployandwhichtheywantto
attract?
16
Genderpreferences:OurresearchshowsthatwomenaremorelikelytobeChange-Makers,Balance-SeekersandGlobe-Trotters.Fororganizationsintentonhiringmorewomeninto
specificroles,understandingthesepersonasisacriticalinsighttofutureattraction.
Geographicpreferences:Profilesvarywidelybygeography;usingaparticularsetofattractiondriversinoneregionmaybecounterproductiveinanother.Personaanalysisisyetanothertoolintheattractiontoolkit,helpingtalentleadersadjusttheirapproachforhigh-demandrolesinspecificgeographies.
Roledemands:Bytheirverynature,somerolesdemandacertainpersonatype.Thoseworkinginproductdevelopmentforaglobalmanufacturingcompanymayneedtotravelextensively—andaGlobe-Trotterisuniquelysuitedtoenjoythatjobrequirement.Bythesametoken,Globe-Trotterswouldbepoorlysuitedtovirtualrolesthatrequireworkerstostaywithinaconfined
geography.
Futureobjectives:Whataboutacompanytryingtopivot,leavingbehindoldwaysofworkingandembracingnewimperatives?Acompanythatwantstosuperchargetheirinnovation
engine,forexample,shouldbefocusedonhiringmoreGround-Breakers—buttheircurrenttrackrecordhindersthemfromdoingso.Oracompanythatwantstoboostitsdiversity,equityandinclusionprogramsshouldexaminewhetherthey’rehiringChange-Makerstosupport
theseefforts.
17
Thefutureofemployerbrandingandtalentattractionisaboutbalancingenterprise-wide
valueswithhyper-personalizedmessagingtoattracthigh-valuecandidates.Thepersona
analysisresearchisanactionabletoolthatshowswhoisattractedtoyourcompanyandhowtoclosethegap—bothwithbrandmessagingandon-the-groundjobcharacteristics—toattractmoreoftheyoungpeopleyourorganizationneedsmost.
14%
12%
Balance-seeker
Comparing
10%8%6%4%2%0%
mixtopreferred
currentpersona
personamix
change-Maker
Ground-Breaker
Currentlyemployedpersonasvsideallyemployedpersonas
UniversumTalentPersonaresearch(showingasamplecompany)
Current
Ideal
Go-Gette
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