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Future talent: finding the hidden persuaders
Talent, skills, HR
Creatives are the most prominent marketing personality type, with Persuaders the rarest, according to the Data & Marketing Association (DMA).
Tell me more
The DMA ran a ‘What Type of Marketer are You?’ quiz to emphasise what types of careers the creative, data and marketing industries can offer. With over 2,300 quiz completions, it found that Creatives are the most common personality type among both students (27%) and current industry professionals (29%).
Why it matters
While the next generation of marketers looks to have a similar balance of personality traits when compared with current industry professionals, there are a couple of notable differences.
Persuaders are the rarest personality type, but students (7%) are more than twice as likely as industry professionals (3%) to regard themselves this way. This could mean there is a growing talent pool for sales, public relations and account management talent, the DMA suggests.
In addition, there are more Thinkers among the student demographic (+6%), which could be beneficial to organisations seeking talent with a fresh perspective.
“Each marketing personality type offers unique characteristics which can help organisations to ensure they are continuously evolving. So, it is pivotal that organisations have the right tools and processes in place to attract students from a diverse pool of talent” – Tim Bond, Director of Insight, DMA.
多样性、公平性和包容性需要发挥作用。在客户和机构层面，这一领域仍然存在挑战，机构继续缺乏内部多样性，而客户则在努力实现 DEI 议程。
来自伟门汤普森中国的 Joyce Ling、Leo Burnett Chicago 的 Aki Spicer、MediaCom 的 Anush Prabhu、We Are Social 的 James Honda-Pinder、22feet Tribal Worldwide 的 Mehak Jaini、The Secret Little Agency 的 Eunice Tan 等领先战略家的专家评论和 OLIVER Agency 的 Nick Myers，可以在这里阅读。