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2021 Talent Acquisition strategy: 5 reasons to add data

By Anna Sjöberg on 25/02/2021

Human Resources, Talent Acquisition and Employer Branding strategies are called upon to adapt to a rapidly changing world in 2021. How to know what to prioritize? What to focus on? What to adapt from previous strategies? The answer is data.

Human Resources, talent acquisition and employer branding strategies are called upon to adapt to a rapidly changing world in 2021. How to know what to prioritize for a successful 2021 Talent Acquisition strategy? What to focus on? What to adapt from previous strategies? 

The answer is data. 

A thorough data and trend analysis is key in the competition for top talent. Here are five reasons to find out how to position yourself to attract and retain the talent you need to succeed in a post-pandemic environment. 

1. The crisis brought by the pandemic changed talents’ mindsets. 

Expectations, preferences and priorities of talent are changing drastically. Now more than ever it is important for employers to listen to their target groups in order to offer them exactly what they are looking for. 

During 2020, our data showed a marked change for some employment attributes that grew in importance for talent such as secure employment with an average growth of 6 percent, and flexible working conditions (+4%). This attitude change towards security and flexibility was expected in a global crisis. However, other attributes such as “Commitment to Diversity and Inclusion” and “Respect For its People” also presented rapid growth, even becoming the number one priority for some talent groups.

The prediction for 2021 is to expect to keep seeing more changes, accentuated by geographical and diversity factors, among others. In 2021, a data-backed understanding of target groups and segments becomes pivotal in order to align expectation with offerings. 

2. Times of change call for new skills. 

A new work dynamic requires re-skilling of talent for new business needs. An effective Talent Acquisition strategy in 2021 should focus on a candidate’s fit to your culture and values rather than a background checklist. This is key when it comes to defining target groups or developing persona templates. Including this data early in your process gives you a major advantage in talent attraction. 

Aware of this change, Universum’s 2021 research will include new career profile segmentation, enriched with a wider range of personality, skills and company preference data. Our new profile questions will enable companies to identify a closer match with their ideal candidates for their 2021 Talent Acquisition strategy. 

3. The concept of wellness is evolving. 

Remote working is transforming talent needs and benefit packages need to keep pace. Employers are expected to be flexible and thoughtful of their specific demands.  

In a recent talent survey, we found that 46 percent of early talent consider extremely important that employers offer resources oriented to the health and wellbeing of their employees. What is more interesting is that this concept goes beyond the COVID-19 pandemic as 42 percent of talent expect employers to remain flexible in their remote working conditions, even after the pandemic is mitigated. 


4. Retention challenges for your 2021 Talent Acquisition strategy. 

Be prepared to strength your retention strategies as your best talent are very likely to be presented with new opportunities as soon as the risks related to the pandemic are mitigated. 

We found that 62 percent of talent has changed their location preferences due to the pandemic, aligned to the Pew Research Center findings indicating that about 22 percent of U.S. adults changed their residence due to COVID-19. The challenge now lies upon the ability of employers to offer the tools needed by employees to advance in their careers under unconventional work settings. 


5. Talent is socially conscious. 

The pandemic exposed social challenges rooted deep within communities around the world. Companies are now more than ever being judged by their impact and social responsibility. Talent groups are expecting employers to embrace sustainability with everything entailed in that concept, from environmentally consciousness to minority inclusion.  

Once again, target group segmentation and data analysis play key roles to understand the priorities for diverse groups. 

To learn more about the 2021 Universum research and get more insights click here to connect with an expert