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12 January 2022
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.