Ethnic Diversity analysis for Retail in US A concept document by Draup Conceptualized and Developed: June -2020 The objective of this study is to provide comprehensive analysis on Ethnic Diversity of Talent in Retail Industry in United States and showcasing reskilling strategies to boost diversity & inclusion
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Ethnic Diversity analysis for Retail
in US
A concept document by Draup
Conceptualized and Developed: June -2020
The objective of this study is to provide comprehensive analysis on
Ethnic Diversity of Talent in Retail Industry in United States and
showcasing reskilling strategies to boost diversity & inclusion
Retail firms are aligning diversity and inclusion goals with their hiring strategies to boost productivity and bring multicultural values in the organization
Retail firms are improving their diversity and inclusion goals and aligning their hiring strategies around it by considering the following:
Remote delivery model practices in last few months have made the firms location-agnostic
Demand for new roles with next generation skills have increased across the value chain
Next generation skills are trainable and hiring talent with specific experience/skills
is not imperative anymore
Diversity in the workplace is vital in building a multicultural working environment with increasing productivity
Increased Creativity
Better Consumer Understanding
Richer Brainstorming
Better Decision Making
To boost diversity and inclusion, firms
are trying to analyse the following :
Location intelligenceUnderstanding the presence of required diverse
talent amongst peers, universities and adjacent
industries across hiring locations
1
ReskillingTraining minority workforce in a specific job
cluster to take up high demand job roles in order
to improve diversity in less diverse job clusters
2
3
Existing diversityUnderstanding the internal diversity in major job
clusters across value chain and evaluating the
need of inclusion at job cluster level
Source: Draup Analysis and primary interviews with Draup’s customers and internal stakeholders
Retail Job Clusters Taxonomy (1/2): Draup conducted a comprehensive analysis of relevant job roles important for functioning of Retail firms and synthesized them into specific job clusters
Note: The above taxonomy excludes seniority level prefixes (such as Director, V.P, CXOs and others) and basic entry level jobs (Associates etc.) of the mentioned unique titles to showcase unique roles.
Retail Job Clusters Taxonomy (2/2): Job roles from recent job openings and existing talent pool across Retail value chain were analysed to study Ethnic diversity
Job Clusters
2. Tech jobs 3. Front office jobs
IT CloudSoftware
Development
AI/Machine
LearningCybersecurity
Customer
ServiceSales Marketing
Store
Operations
IT Incident HandlerCloud
Administrator
Software
Development
Engineer
Machine Learning
Engineer
Cyber Security
Analyst
Customer
Service
Representative
Sales ExecutiveMarketing
AdvisorStore Operator
IT Consultant Cloud ConsultantMobile Application
DeveloperData Scientist
Cyber Security
Architect
Customer
Support
Executive
Retail Sales
Executive
Marketing
AssociateStore Associate
System Engineer Cloud ArchitectSoftware Design
Engineer
Deep Learning
Engineer
Incident Response
Analyst
Customer
Service Manager
Sales
Development
Manager
Marketing
Consultant
In store Sales
Associate
Systems AnalystCloud Database
EngineerJava Developer NLP Engineer
Cyber Security
Engineer
Customer Care
Executive
Retail Sales
Representative
Marketing
ExecutiveStore Manager
Systems
Administrator
Cloud Devops
Engineer
Software Test
EngineerAnalytics Manager
Cyber Security
Specialist
Customer Care
Representative
Area Sales
Manager
Marketing
AnalystStore Supervisor
IT AdminCloud Solution
Architect
Back end
EngineerAI Scientist
Penetration
Tester
Technical
Support
Executive
Retail Sales
Associate
Social Media
MarketerStore Assistant
Job
ro
les
Source : DRAUP’s proprietary talent module Note: The above taxonomy excludes seniority level prefixes (such as Director, V.P, CXOs and others) of the mentioned unique titles to showcase unique roles. Although, the senior level analysts, associates,
specialists, manager have been included in the further analysis
I. This section gives an overview of ethnic diversity in analysed Retail job clusters for overall U.S. and
Metropolitan Statistical Areas (MSA) (Tier 1 and emerging locations are analyzed for ethnic diversity)
II. This section will help HR leaders evaluate top locations with availability of desired minority talent, Ethnic Diversity of 16 locations is analyzed with existing talent size of each ethnic group
Ethnic diversity in U.S.: Out of 1.8+ Million analyzed talent pool in Retail, the presence of Underrepresented minorities in fast growing tech jobs is lowest compared to core and front office jobs
Ethnic diversity for overall job clusters Ethnic diversity across analysed job clusters in Retail Industry in U.S.
1. Tech jobs
3. Front Office jobs
43% 33% 11% 8% 4%
1%
50% 19% 15% 13% 3%
1%
Total talent size: 110,000
Total talent size: 1,500,000
Total talent analysed in U.S. for all job clusters (Core + Tech + Front office):
1,850,000
Source: Draup talent module, all data updated in May 2020
Ethnic diversity of critical job clusters ( Core jobs, Tech jobs) are analysed further
Underrepresented minorities65% 14% 12% 6% 2%
1%Total talent size: 240,000
2. Core jobs
63K Underrepresented minorities
talent pool
White Asian Hispanic African American 2 or more racesAmerican Indian and
United States – Talent Hotspots: Los Angeles, Bay Area, Atlanta Area, and Miami Area have the best diversity with high availability of Retail talent pool in core and tech job clusters
Greater Los Angeles Area
Top talent (core + tech) hotspots for Retail Industry
Orange County
Note : DRAUP’s proprietary talent module was used to analyse jobs by locations; the hotspots were identified based on the relevant talent pool data
*Metropolitan Statistical Area has been considered for analysis. 1All MSA definitions are based on U.S Census Bureau Metropolitan and Metropolitan Statistical Area Delineation Files, 2019
Talent pool >10,000
Talent Pool 2,000-10,000
Talent Pool <2,000
Legend
Critical job clusters (Core jobs, Tech jobs) are analysed further for top
Ethnic Diversity Analysis in Tier 1 locations: Greater Los Angeles Area has the best ethnic diversity amongst the Tier 1 locations employed across core and tech job clusters
Major MSA’s
Total talent across
analyzed core job
clusters
(in Retail)
Ethnicity Percentage of Core job roles
Total talent across
analyzed Tech job
clusters
(in Retail)
Ethnicity Percentage of Tech job roles
Greater New York City
Area16,000 4,200
Greater Los Angeles
Area12,000 1,700
Greater Chicago Area 9,300 2,500
San Francisco Bay Area 8,000 2,600
Dallas/Fort Worth Area 7,100 2,600
Washington D.C. Metro
Area7,200 1,300
Greater Boston Area 6,000 1,700
Greater Seattle Area 5,300 2,500
63% 16% 9% 8% 4%1%
50% 27% 10% 9% 4%
1%
41% 36% 12% 9%1%
1%
64% 18% 11% 4%2%
1%
77% 7% 5% 8%1%
2%
51% 19% 15% 11% 3%
1%
66% 15% 9% 4%4%
2%
48% 23% 16% 9% 3%
1%
58% 17% 13% 8% 3%1%
62% 18% 9% 7%3%
1%
45% 33% 9% 8% 4%1%
53% 26% 10% 7% 3%
1%
59% 16% 16% 5% 3%
1%
58% 19% 10% 9% 3%1%
63% 15% 10% 8% 2%
2%
55% 20% 12% 10% 3%1%
Source: Draup talent module, all data updated in May 2020
Location with high availability of minority talentWhite Asian Hispanic African American 2 or more races
Ethnic Diversity Analysis in Emerging locations : Miami, Atlanta, and San Diego are the top locations with best ethnic diversity amongst analyzed emerging locations
Major MSA’s
Total talent across
analyzed core job
clusters
(in Retail)
Ethnicity Percentage of Core job roles
Total talent across
analyzed Tech job
clusters
(in Retail)
Ethnicity Percentage of Tech job roles
Greater Atlanta Area 7,500
Greater Minneapolis-
St. Paul6,000 2,600
Great Philadelphia
Area4,800 1,600
Miami/Fort
Lauderdale Area4,200 1,000
Great Detroit Area 3,000 700
Great Denver Area 2,100 500
Charlotte N.C. Area 1,600 700
Great San Diego Area 1,500 300
Source: Draup talent module, all data updated in May 2020White Asian Hispanic African American 2 or more races
I. Atlanta Area is one of the emerging and fastest growing Retail location due to presence of Retail giants in the region .
II. Atlanta has been taken as a sample location for extensive analysis
III. This section gives the brief analysis of Ethnic diversity in critical job clusters of Atlanta’s Retail industry along with an overview of diversity of fresh talent pool from its University ecosystem
Top Spoken Languages: English, Spanish, Chinese, Hindi
Sex ratio Female: 51% | Male:49%
Ethnic diversity in Atlanta Area
Top EmployersEthnic diversity in Retail Companies
Source: Draup talent module, data updated in May 2020
10,500Total Talent Pool
across Analysed Job
clusters in Retail
Industry
900Merchandise
Management
Talent Pool
3,500Warehouse
Management
Talent Pool
1,100Vendor
Management
Talent Pool
1,200Logistics
Talent Pool
800Supply Chain
Management
Talent Pool
~3KTech Talent
pool
51%39%
4% 4% 2% 0.2%
African
American
White Hispanic Asian Two or more
races
American
Indian and
Alaska
61%
15% 14%
7%3% 1%
White African
American
Asian Hispanic Two or
more
races
American
Indian and
Alaska
Talent Overview
Ethnic Diversity overview: With many recent investments by retail giants, Atlanta is one of the growing hotspot with highest presence of African Americans in population as well as Retail Segment
Diversity across core job clusters - Atlanta: Underrepresented minorities have relatively higher presence in Merchandise, Logistics and Warehouse in Retail Industry jobs
Core Job clusters Talent size Ethnicity Percentage Top Employers
Warehouse
Management3,500
Logistics Management 1,200
Vendor Management 1,100
Merchandise
Management900
Supply Chain
Management800
69% 18% 6% 5%
1%
1%
68% 18% 8% 3%2%
1%
71% 12% 7% 6% 3%
1%
61% 27% 6% 5%1%
0%
Highest LowestTalent size
Source: Draup talent module, data updated in May 2020
White Asian Hispanic African American 2 or more racesAmerican Indian and
Diversity across tech job clusters - Atlanta: Underrepresented minorities have lowest presence throughout the tech jobs; Asians are the top employed underrepresented ethnic group
Tech Job clusters Talent size Ethnicity Percentage Top Employers
IT 1,300
Software Development 1,150
AI/Machine Learning 250
Cloud 200
Cybersecurity 100
Highest LowestTalent size
52% 25% 12% 7% 3%
1%
62% 19% 8% 6% 3%
2%
52% 24% 13% 7%3%
1%
52% 24% 12% 7% 3%
2%
57% 17% 11% 9% 4%
2%
Source: Draup talent module, data updated in May 2020
White Asian Hispanic African American 2 or more racesAmerican Indian and
Fresh talent supply- Retail: Georgia State University is the largest university in the Atlanta region with highest availability of ethnically diverse graduates relevant for Retail companies
Colleges and Universities in Atlanta 20+
Total Graduates 27K+
Atlanta Universities Landscape
Total fresh Business, Management, Marketing, and Related
Support Services talent8k+
Total fresh Business Administration talent 1500+
Software/Computer graduates from universities in Atlanta1400+
Ethnic diversity in Top Universities
Relevant core
graduates:
Tech
graduates:
Relevant core
graduates:
Tech
graduates:
Relevant core
graduates:
Tech
graduates:
Relevant core
graduates:
Tech
graduates:
3,500 700
1,500 200
400 30
200 20
Note : DRAUP’s Talent module analysed 20+ universities in Atlanta to identify top universities and key courses; *Business Administration includes the students in majors MBA, International Business, Entrepreneurship & Innovation, Business Administration,
Business Foundation. Sources: Data USA, NCES, College websites
HBCU (Historically Black Community University
White Asian Hispanic African American 2 or more racesAmerican Indian and
4. Reskilling strategies to boost diversityThis section talks about how Reskilling can be a great alternative for Retail firms to train underrepresented minorities in front office jobs (higher presence but vulnerable to disruption) to high demand job roles (lowest presence of minority) and improving the diversity distribution across desired critical job clusters
Underrepresented minorities are highly concentrated in front office job clusters which are getting disrupted due to advent of digitalization in Retail firms
Source: Draup talent module and primary interviews with Draup’s customers and internal stakeholders
Most of the Front office job roles are getting disrupted due to digitalization; more than are 50% of talent are likely to
become redundant
Job roles prone
to disruption
High Minority
presence
Medium Minority
presence
Low Minority
presence
C
Digital Assistance
Digital
Sales/Marketing
Store Automation
Underrepresented minorities have higher presence in front office job roles that are susceptible to disruption
Diversity analysis for Front office job roles
Customer Service
Sales MarketingStore
Operations
Customer Service
RepresentativeSales Executive Marketing Advisor Store Operator
Front office job roles can be reskilled to high demand job roles like Inventory Analyst by training with relevant learning modules to bridge the required skill gap
Front office job roles RPI2
Sample Parameters1 to analyse different skill gaps and career transition trends
End RoleSpecific Technical
Skills Overlap
Technical
Proficiency
Functional
Proficiency
Specific Soft
Skills Overlap
Observed Career
Transitions
In-store Sales Associate 6.4
Inventory AnalystStore Assistant 6
Retail Sales Executive 5.5
Sample Reskilling Propensity analysis of front office talent existing in the firms who can transform into Core job roles
Score in Individual Parameter High Medium Low>6.5 - Upskilling >5 - ReskillingRPI Range
1. Several other Reskilling parameters are considered in actual analysis
2. RPI or Reskilling Propensity Index is the Draup’s Proprietary scoring index methodology for Reskilling which is based on detailed analysis of relevant parameters
Sample Reskilling case study: Based on skill gap analysis, a relevant online learning module/course was selected to showcase how an
‘In-store Sales Associate' can be reskilled to evolve into high demand ‘Inventory Analyst’ role
Course Undertaken (beginner and Intermediate level courses)
Skills acquiredwith courses
Existing role1 Required role2
In-store Sales
Associate
Inventory
Analyst
Inventory forecastingERP tools and Database
handling tools
Data analysis &
Visualization
(Above sample course by: Coursera)
Reskilling transition time (6-8 months)
Existing skills
•CRM handling
•Inventory planning
•Customer handling
•Customer survey
analysis
Required skills
•Data Analysis
•Database handling
•Inventory
forecasting
•ERP AND DB tools
Note: Draup performs complex assessment around various other critical Reskilling parameters between existing and desired roles to understand skill gap and match it with relevant learning modules
Supply Chain Fundamentals:
Inventory Management (Certification)
1. In-store Sales Associate considered here should have 4+ years experience with high overlapping skill sets of Inventory Analyst
2. During transition time (6-8 months), Reskilled In-Store Sales Associate can be utilised to cater basic level Inventory Analyst workloads and can be trained simultaneously inhouse to gain advanced expertise
Reskilling is a key alternative to boost diversity and inclusion across important job clusters as well as provide minorities a viable and sustainable career path