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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

To boost diversity and inclusion, firms


Diversity in the workplace is vital in building a multicultural working are trying to analyse the following :
environment with increasing productivity

Key benefits of diverse workforce:

Existing diversity
Increased
Creativity
Better Consumer
Understanding
Richer
Brainstorming
Better Decision
Making
1 Understanding the internal diversity in major job
clusters across value chain and evaluating the
need of inclusion at job cluster level

Copyright © 2020 Draup. All rights reserved


Retail firms are improving their diversity and inclusion goals and aligning their hiring strategies
Location intelligence
around it by considering the following:

Demand for new roles with next generation skills have increased across the value chain 2 Understanding the presence of required diverse
talent amongst peers, universities and adjacent
industries across hiring locations

Next generation skills are trainable and hiring talent with specific experience/skills
Reskilling
is not imperative anymore

Remote delivery model practices in last few months have made the firms location-agnostic
3 Training minority workforce in a specific job
cluster to take up high demand job roles in order
to improve diversity in less diverse job clusters

Source: Draup Analysis and primary interviews with Draup’s customers and internal stakeholders 2
DRAUP launched a systematic assessment to understand the ethnic diversity in Retail across top U.S. locations, and
analyze how Reskilling can help in attaining diversity and inclusion goals

Thank You
Scope of the report:

➢ Role Taxonomy: 100+ Retail roles were analyzed and further categorized into specific job clusters based on the workloads served by

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them in Retail value chain

➢ Ethnic Diversity in Hotspots: Draup analysed ethnic diversity across job clusters for overall U.S. and provided talent size and diversity
insights in critical job clusters for top Retail location

➢ Location insights for emerging location: Atlanta, an emerging and favourable hiring location for Retail firms was analysed for talent
availability, Ethnic diversity, understanding University ecosystem for fresh diverse talent in critical job clusters (Core + Tech)

➢ Reskilling framework: To avoid hiring competition for diverse talent, Draup suggested its proprietary reskilling framework to
train minority workforce across job clusters and boost diversity & inclusion in required job clusters

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AGENDA

This section talks about the Taxonomy of analysed core Retail


1. Job roles Taxonomy jobs which is categorized into Core, Tech and Front office job

Thank You
clusters
2. Ethnic diversity across U.S. in Retail
industry

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3. Deep dive: Diversity in Atlanta

4. Reskilling strategies to boost diversity

4
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

Job Clusters
1. Core jobs
Merchandise
Warehouse Management Supply Chain Management Vendor Management Logistics Management
Management

Inventory Manager Supply Chain Analyst Merchandise Planner Procurement Manager Logistics Analyst

Inventory Analyst Supply Chain Specialist Pricing Analyst Procurement Analyst Logistics Manager

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Job roles

Allocation and Replenishment


Warehouse Analyst Supply Chain Manager Sourcing Specialist Logistics Administrator
Analyst

Warehouse Specialist Cluster Manager Planogram Manager Procurement Analyst Logistics Specialist

Warehouse Supervisor Supply Chain Planner Space Planner Category Manager Logistics Coordinator

Demand Planner Supply Chain Coordinator Capacity Planning Analyst Sourcing Analyst Fleet Manager

Inventory Planning Analyst Operations Analyst Retail Planner ERP Consultant Fleet Planner

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.
Source : DRAUP’s proprietary talent module 5
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

Software AI/Machine Customer Store


IT Cloud Cybersecurity Sales Marketing
Development Learning Service Operations

Software Customer
Cloud Machine Learning Cyber Security Marketing
IT Incident Handler Development Service Sales Executive Store Operator
Administrator Engineer Analyst Advisor
Engineer Representative
Customer
Mobile Application Cyber Security Retail Sales Marketing
IT Consultant Cloud Consultant Data Scientist Support Store Associate

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Developer Architect Executive Associate
Executive
Sales
Job roles

Software Design Deep Learning Incident Response Customer Marketing In store Sales
System Engineer Cloud Architect Development
Engineer Engineer Analyst Service Manager Consultant Associate
Manager

Cloud Database Cyber Security Customer Care Retail Sales Marketing


Systems Analyst Java Developer NLP Engineer Store Manager
Engineer Engineer Executive Representative Executive

Systems Cloud Devops Software Test Cyber Security Customer Care Area Sales Marketing
Analytics Manager Store Supervisor
Administrator Engineer Engineer Specialist Representative Manager Analyst

Technical
Cloud Solution Back end Penetration Retail Sales Social Media
IT Admin AI Scientist Support Store Assistant
Architect Engineer Tester Associate Marketer
Executive

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 6
AGENDA

1. Job roles Taxonomy

2. Ethnic diversity across U.S. in Retail


industry
Thank You
I. This section gives an overview of ethnic diversity in
analysed Retail job clusters for overall U.S. and

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Metropolitan Statistical Areas (MSA) (Tier 1 and
emerging locations are analyzed for ethnic diversity)
3. Deep dive: Diversity in Atlanta
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
4. Reskilling strategies to boost diversity size of each ethnic group

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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 63K Underrepresented minorities


Total talent analysed in U.S. for all job clusters talent pool
(Core + Tech + Front office): Total talent size: 110,000
1%
1,850,000
43% 33% 11% 8% 4%
64%

2. Core jobs 84K Underrepresented minorities talent pool

Total talent size: 240,000

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1%
Underrepresented minorities
65% 14% 12% 6% 2%

3. Front Office jobs


13% 750K Underrepresented minorities talent pool
10% 10%
Total talent size: 1,500,000
2% 1% 1%

50% 19% 15% 13% 3%


white African Asian Hispanic 2 or more American
American races Indian and
Alaska
Native
Ethnic diversity of critical job clusters ( Core jobs, Tech jobs) are
analysed further

American Indian and


Source: Draup talent module, all data updated in May 2020 White Asian Hispanic African American 2 or more races 8
Alaska Native
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

Top talent (core + tech) hotspots for Retail Industry


Greater Seattle Area Talent size analyzed: 350,000
Legend
Portland, Oregon Area Greater Minneapolis St. Paul Area
Hartford, Connecticut
Talent pool >10,000
Greater Detroit Area Greater Boston Area
Greater Milwaukee Rochester
Talent Pool 2,000-10,000
Greater Chicago Area Akron
Greater Salt Lake City
Greater Louisville Area Greater Pittsburgh Area
Sacramento, California Baltimore,
Greater New York Talent Pool <2,000
Indianapolis, Indiana Area City Area
Maryland

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Cincinnati, Ohio Washington DC Greater
Greater Denver Area
San Francisco Bay Area Metro Area Philadelphia High Diversity (under-
Louisville, Kentucky
Kansas City, Missouri Area represented minority >30%)
Las Vegas, Nevada Area Richmond, Virginia
Greater Los Angeles Area
Medium Diversity
Charlotte, North
Phoenix, Arizona Area Carolina
(under-represented
Greater Nashville
minority (20% - 30% )
Orange County
Greater St. Louis Area Dallas Fort Worth Area, TX Greater Atlanta Area Low Diversity (under-
Greater San Diego Area
represented minority <20%)
Austin, Texas

San Antonio, Texas


Houston, Texas Area Orlando, Florida Critical job clusters
Tampa/ St. Petersburg, Florida (Core jobs, Tech jobs) are
West Palm Beach, Florida
analysed further for top
Miami, FL locations

Note : DRAUP’s proprietary talent module was used to analyse jobs by locations; the hotspots were identified based on the relevant talent pool data
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*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
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

Total talent across Total talent across


analyzed core job analyzed Tech job
Major MSA’s Ethnicity Percentage of Core job roles Ethnicity Percentage of Tech job roles
clusters clusters
(in Retail) (in Retail)
1% 1%
Greater New York City
Area 16,000 63% 16% 9% 8% 4% 4,200 50% 27% 10% 9% 4%

1% 1%
Greater Los Angeles
Area 12,000 41% 36% 12% 9%1% 1,700 48% 23% 16% 9% 3%

1% 1%
Greater Chicago Area 9,300 59% 16% 16% 5% 3% 2,500 58% 19% 10% 9% 3%

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1% 1%
San Francisco Bay Area 8,000 51% 19% 15% 11% 3% 2,600 45% 33% 9% 8% 4%

2% 1%
Dallas/Fort Worth Area 7,100 63% 15% 10% 8% 2% 2,600 55% 20% 12% 10% 3%

1% 1%
Washington D.C. Metro
Area 7,200 64% 18% 2%
11% 4% 1,300 58% 17% 13% 8% 3%

2% 1%
Greater Boston Area 6,000 77% 7% 5% 8%1% 1,700 62% 18% 9% 7% 3%

2% 1%
Greater Seattle Area 5,300 66% 15% 9% 4%4% 2,500 53% 26% 10% 7% 3%

Location with high availability of minority talent American Indian and


White Asian Hispanic African American 2 or more races 10
Source: Draup talent module, all data updated in May 2020 Alaska Native
Ethnic Diversity Analysis in Emerging locations : Miami, Atlanta, and San Diego are the top locations
with best ethnic diversity amongst analyzed emerging locations

Total talent across Total talent across


analyzed core job analyzed Tech job
Major MSA’s Ethnicity Percentage of Core job roles Ethnicity Percentage of Tech job roles
clusters clusters
(in Retail) (in Retail)
0% 1%
Greater Atlanta Area 7,500 65% 23% 1%
6% 5% 3,000 60% 15% 14% 7% 3%

Greater Minneapolis- 2% 1%
St. Paul 6,000 74% 9% 9% 4%2% 2,600 68% 12% 10% 5% 3%

0% 1%
Great Philadelphia 10% 6%2%
4,800 70% 12% 1,600 64% 14% 11% 7% 3%

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Area

0% 0%
Miami/Fort
Lauderdale Area 4,200 42% 39% 13% 4%2% 1,000 48% 28% 11% 9% 3%

0% 1%
Great Detroit Area 3,000 78% 9% 8%3%2% 700 61% 17% 11% 7% 3%

0% 1%
Great Denver Area 2,100 72% 10% 10% 7%1% 500 69% 11% 10% 8% 2%

0% 1%
13%
Charlotte N.C. Area 1,600 73% 17% 7%2%
1% 700 61% 16% 7% 2%

0% 1%
Great San Diego Area 1,500 64% 21% 1%
9% 5% 300 56% 19% 13% 9% 3%

American Indian and


Source: Draup talent module, all data updated in May 2020
White Asian Hispanic African American 2 or more races 11
Alaska Native
AGENDA

1. Job roles Taxonomy

2. Ethnic diversity across U.S in Retail


industry
Thank You

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I. Atlanta Area is one of the emerging and fastest growing
3. Deep dive: Diversity in Atlanta Retail location due to presence of Retail giants in the
region .

4. Reskilling strategies to boost diversity 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

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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

Ecosystem overview across analysed job clusters


Demography overview Ethnic diversity in Retail Companies Top Employers
Population: 5.60M

Top Spoken Languages: English, Spanish, Chinese, Hindi


61%
Sex ratio Female: 51% | Male:49%

Ethnic diversity in Atlanta Area

51%
39%

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15% 14%
7%
4% 4% 2% 3% 1%
0.2%
African White Hispanic Asian Two or more American White African Asian Hispanic Two or American
American races Indian and American more Indian and
Alaska races Alaska
Talent Overview

10,500 3,500 1,200 1,100 900 800


Total Talent Pool Warehouse Logistics Vendor Merchandise Supply Chain ~3K
across Analysed Job Management Talent Pool Management Management Management Tech Talent
clusters in Retail Talent Pool Talent Pool Talent Pool Talent Pool pool
Industry

Source: Draup talent module, data updated in May 2020 13


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

1%
Warehouse
3,500 68% 18% 8% 3%2%
Management

1%
Logistics Management 1,200 69% 18% 6% 5%1%

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1%

Vendor Management 1,100 71% 12% 7% 6% 3%

0%
Merchandise
900 61% 27% 6% 5%1%
Management

1%
Supply Chain
800 67% 17% 7% 6% 2%
Management

American Indian and Talent size


White Asian Hispanic African American 2 or more races
Alaska Native
Highest Lowest
Source: Draup talent module, data updated in May 2020 14
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

1%
IT 1,300 52% 25% 12% 7% 3%

1%

Software Development 1,150 52% 24% 13% 7% 3%

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2%
AI/Machine Learning 250 52% 24% 12% 7% 3%

2%
Cloud 200 57% 17% 11% 9% 4%

2%

Cybersecurity 100 62% 19% 8% 6% 3%

American Indian and Talent size


White Asian Hispanic African American 2 or more races Alaska Native Highest Lowest
Source: Draup talent module, data updated in May 2020 15
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

Atlanta Universities Landscape Ethnic diversity in Top Universities

Relevant core Tech


Colleges and Universities in Atlanta 20+ graduates: graduates:
3,500 700

Total Graduates 27K+ 1%


41% 26% 14% 11% 6%

Software/Computer graduates from universities in Atlanta


1400+ Relevant core
graduates:
Tech
graduates:
1,500 200
Total fresh Business, Management, Marketing, and Related
Support Services talent 8k+ 1%

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48% 23% 12% 10% 6%

Total fresh Business Administration talent 1500+ Relevant core Tech


graduates: graduates:
400 30
HBCU (Historically Black Community University
3%
3
97% %

Relevant core Tech


graduates: graduates:
200 20

87% 10% 3%

American Indian and


White Asian Hispanic African American 2 or more races
Alaska Native
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, 16
Business Foundation. Sources: Data USA, NCES, College websites
AGENDA

1. Job roles Taxonomy

2. Ethnic diversity across U.S. in Retail


industry
Thank You

Copyright © 2020 Draup. All rights reserved


3. Deep dive: Diversity in Atlanta

This section talks about how Reskilling can be a great


4. Reskilling strategies to boost diversity 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

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Underrepresented minorities are highly concentrated in front office job clusters which are getting
disrupted due to advent of digitalization in Retail firms

Most of the Front office job roles are getting disrupted due to Underrepresented minorities have higher presence in front
digitalization; more than are 50% of talent are likely to office job roles that are susceptible to disruption
become redundant

Automation Disrupted Diversity analysis for Front office job roles


Automation use cases
themes job clusters
Customer Store
• Customer Support Chatbot Sales Marketing
Service Operations
• Voice-based Robo Advisors
C • Automatic Feedback Handling
Customer
Customer Service
• Automatic Ticket Creation Service Sales Executive Marketing Advisor Store Operator
Representative
Digital Assistance • Automatic Ticket Prioritization

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Customer Support Retail Sales Marketing
Store Associate
Executive Executive Associate
• Email Marketing Automation
• Automated Lead Generation Sales
Customer Service Marketing In store Sales
• Predictive Lead Scoring Sales & Development
Manager Consultant Associate
• Sales Conversation Analytics Marketing Manager
Digital • Demand Forecasting
• Search Engine Optimization Customer Care Retail Sales Marketing
Sales/Marketing Store Manager
Executive Representative Executive
• Billing & Checkout Optimization Customer Care Area Sales
• Virtual Showroom Marketing Analyst Store Supervisor
Representative Manager
• Self Checkout Store
• Planogramming/ Smart Merchandising Operations Technical Support Retail Sales Social Media
• Smart Shelfs Store Assistant
Store Automation Executive Associate Marketer
• Digital Signage for guidance

Job roles prone High Minority Medium Minority Low Minority


Source: Draup talent module and primary interviews with Draup’s customers and internal stakeholders to disruption presence presence presence 18
Contrarily, Minorities have lowest presence in digital job roles and digitally-enabled core jobs that
are in high demand for Retail firms

Under represented minority talent have very low presence in Digitalization use cases enabled by Tech and digital roles
high demand job roles

Digitalization themes Digitalization use cases


Job role demand
Critical job roles in Retail
increase in last 2 years

Data Scientist 22%

Tech roles Data Analyst – Fraud detection 28% • Real-time Alerts & Reminders
enabling Mobile Solutions

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digitalization • Automated Payments
Cloud Administrator 18% (mobile based solutions
• Contactless Payments
enabling customers in digital
Retail processes) • Digital Wallets
Web Developer 18%
• Unified Payment Platforms
• Replenishment Automation
Supply chain Analyst 22%
• Demand Forecasting
Inventory Analyst 18% • Inventory Monitoring
Disruption- • Warehouse Robots
proof Core
Logistic Analyst 17% • Smart Sourcing
job roles with
digital skills • Asset Tracking
In-house Digitization
Warehouse Analyst 12% (AI-based cognitive solution
to digitalize and optimize core
back office processes )
High Minority Medium Minority Low Minority
presence presence presence

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Source: Draup talent module and primary interviews with Draup’s customers and internal stakeholders
Disrupted minority talent from front office jobs can be trained with advanced new age skills to fill
the high skill demand of critical job roles

Minorities in Front office jobs can be trained with high demand skills to step
into critical job roles
Reskilling Methodology
Skill gap analysis for training front office roles

1 Skill identification of high demand jobroles Tech job roles

Core job roles Data Scientist

Experience
Supply chain Analyst Cloud Administrator

Experience
2
Skill gap identification between the starting
Inventory Analyst Web Developer
and desired role

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Warehouse Analyst

Higher skill gap


scenario 2:

Skill gap
Analysis of feasible transitions basedon 8-12 months

Lower skill gap


3 training
relevant Reskilling parameters scenario 1:
6-8 months required
training
required

4 Suitable learning module selection to bridge


the skill gaps Front office roles
Experience
Customer Service Manager Store Manager

Customer Service Executive In store Sales Associate


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Source: Draup talent module and primary interviews with Draup’s customers and internal stakeholders
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

Sample Reskilling Propensity analysis of front office talent existing in the firms who can transform into Core job roles

Sample Parameters1 to analyse different skill gaps and career transition trends

Front office job roles RPI2 End Role


Specific Technical Technical Functional Specific Soft Observed Career
Skills Overlap Proficiency Proficiency Skills Overlap Transitions

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In-store Sales Associate 6.4

Store Assistant 6 Inventory Analyst

Retail Sales Executive 5.5

RPI Range >6.5 - Upskilling >5 - Reskilling Score in Individual Parameter High Medium Low

1. Several other Reskilling parameters are considered in actual analysis


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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
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

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

Existing role1 Course Undertaken (beginner and Intermediate level courses) Required role 2

Supply Chain Fundamentals: Supply Chain Analytics Specialization


Inventory Management (Certification) (Coursera)
In-store Sales Inventory

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Associate Analyst
(Above sample course by: Coursera)
Existing skills Required skills

•CRM handling Skills acquired with courses •Data Analysis


•Inventory planning •Database handling
•Customer handling ERP tools and Database Data analysis & •Inventory
•Customer survey Inventory forecasting
handling tools Visualization forecasting
analysis •ERP AND DB tools
Reskilling transition time (6 -8 months)

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
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 22
About Draup

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Copyright © 2020 Draup. All rights reserved


Draup uses Machine learning models to perform prior analysis and can replicate it on a broader
level for any job roles/skills across functions

Draup Capabilities & Data Assets EMPOWERS DECISION MAKING IN

CAREER PATH
Recruitment
PREDICTOR
ROLES & SKILLS
DIVERSITY INTELLIGENCE
Strategic Workforce Planning
TAXONOMY

UNIVERSITY
Peer Intelligence
INTELLIGENCE

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DIGITAL IMPACT ON Explore Diverse Diversity & Inclusion
TRADITIONAL ROLES Job Roles,
Locations and TALENT Learning & Development
Ecosystem INTELLIGENCE
PEER Insights
BENCHMARKING Compensation & Benefits

University Relations
LOCATION
COURSES/
INTELLIGENCE
CERTIFICATIONS Mergers and Acquisitions
and diverse other use cases…
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Draup for Reskilling: Draup analyzes 4 Million+ career paths and associated skills to assist
organizations in their Reskilling initiatives

50M+
DIGITAL AND 4,500+ 300,000+ 33
DIGITALLY PEER GROUP
JOB ROLES
COMPANIES INDUSTRIES
INFLUENCED
PROFESSIONALS

65M+ JOB
100,000+ 2,500+ 7,000+
UNIYERS ITIES
COURS ES LOCATIONS
DESCRIPTIONS

Copyright © 2020 Draup. All rights reserved


4M+ 30,000 7,000+ 30,000+
CAREER PATHS DIGITAL TOOLS & UNIYERSITY
S KILLS PLATFORMS PROFESS ORS
ANALYZED

52 10M+ 100+ 1,000+


Labor Statistic CUSTOM
MACHINE LEARNING DAILY DATA TALENT
MODELS DEYELOPED POINTS database
REPORTS
ANALYZED

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Source: Draup

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Source: Draup

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