Ethnic Diversity analysis for Media

and Entertainment Industry in US

Copyright © 2020 Draup. All rights reserved

A concept document by Draup

Conceptualized and Developed: July -2020

The objective of this study is to provide comprehensive analysis on

Ethnic Diversity of Talent in Media and Entertainment Industry in
United States and showcasing reskilling strategies to boost diversity &
inclusion

1
 Media and Entertainment 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

Media and Entertainment firms are improving their diversity and inclusion goals and aligning
Location intelligence
their hiring strategies 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 Media and Entertainment 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+ Media and Entertainment roles were analyzed and further categorized into specific job clusters based on the

Copyright © 2020 Draup. All rights reserved

workloads served by them in Media and Entertainment 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 Media and Entertainment locations

➢ Location insights for emerging location: Atlanta, an emerging and favourable hiring location was analysed for talent availability,
Ethnic diversity, understanding University ecosystem for fresh diverse talent in critical job clusters (New Age Roles + Traditional Roles)

➢ 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 Media and

1. Job roles Taxonomy Entertainment jobs which is categorized into New Age Job

Thank You
Roles, Traditional Job Roles clusters
2. Ethnic diversity across U.S. in Media and
Entertainment Industry

Copyright © 2020 Draup. All rights reserved

3. Deep dive: Diversity in Atlanta

4. Reskilling strategies to boost diversity

4
 Media and Entertainment Job Clusters Taxonomy (1/2): Draup conducted a comprehensive analysis
of relevant job roles important for functioning of Media and Entertainment firms and synthesized
them into specific job clusters

Job Clusters
1. New Age Job Roles
Software/Game
Content Analytics AI/ML UI/UX AR/VR Cybersecurity
Development
Software Development Cybersecurity Analyst-
Data Engineer- Studio AI/ML Engineer- UI Motion Designer- Augmented Reality
Specialist- Studio Infrastructure and Systems
Finance Engineering Recommendation Interactive Experiences Researcher
Infrastructure Security

Editorial Analyst AI/ML Specialist User Interface Architect Software Engineer- Full Stack Unity Developer Cloud Security Engineer

Social Media Analytics Product Designer- Growth Software Development Frontend Engineer- Enterprise
AI/ML Manager Level Designer AR/VR

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Specialist Payments Consultant Security
Job roles

Data Analyst- Customer
Experience
Data Scientist- Content
Valuation and
Programming
Digital Marketing Analyst
Software Development
AI/ML Researcher-Search Web User Interface Augmented Reality Hardware
Analyst- User Systems and Cybersecurity Specialist
Algorithm Designer Engineer
Data
AI/ML Engineer- Audio Software Development Augmented Reality Software
User Interface Artist Cybersecurity Manager
Algorithms Coordinator Engineer
Software Development
AI/ML Consultant Frontend Developer Gamification Specialist Cybersecurity Instructor
Research Analyst

Analytics Consultant AI/ML Specialist User Interface Manager Game Developer VR Programmer Incident Responder

Analytics Engineer User Interface Engineer Platform Developer Virtual Reality Designer Penetration Tester

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 5
 Media and Entertainment Job Clusters Taxonomy (2/2): Job roles from recent job openings and
existing talent pool across Media and Entertainment value chain were analysed to study Ethnic
diversity

Job Clusters
2. Traditional jobs
Content
Customer
Creation/ Pre Production Post Production Distribution IT Support Sales Marketing
Service
Aggregation
Customer Service Marketing
Content Aggregator Production Artist Content Editor Distribution Planner IT Support Engineer Sales Manager
Manager Specialist

Customer Service
Content Planner Content Pre Producer Graphic Editor Content Distributor Network Engineer Sales Consultant Marketing Manager

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Specialist

Distribution Customer Service Social Media

Content Strategist Casting Coordinator News Editor IT Support Analyst Sales Specialist
Job roles

Manager Associate Marketer

Game Content Distribution Customer Service Marketing

Set Designer Technical Editor Network Specialist Sales Executive
Creator Coordinator Executive Consultant

Web Content Systems Customer Service Marketing

Creative Director Content Producer Broadcast Planner Sales Coordinator
Specialist Administrator Lead Associate

Marketing
IT Support Customer Service Sales Support
Content Writer Screen Writer Video Producer Broadcast Specialist Communications
Consultant Coordinator Specialist
Manager

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
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AGENDA

1. Job roles Taxonomy

2. Ethnic diversity across U.S. in Media

Entertainment Industry
Thank You
I. This section gives an overview of ethnic diversity in
analysed Media and Entertainment job clusters for

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overall U.S. and Metropolitan Statistical Areas (MSA)
(Tier 1 and emerging locations are analyzed for ethnic
3. Deep dive: Diversity in Atlanta diversity)

II. This section will help HR leaders evaluate top locations

with availability of desired minority talent, Ethnic
4. Reskilling strategies to boost diversity Diversity of 16 locations is analyzed with existing talent
size of each ethnic group

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 Ethnic diversity in U.S.: Out of 6.28 Million analyzed talent pool in Media & Entertainment Industry,
the presence of Underrepresented minorities in fast growing New Age jobs is low compared to all
ethnic groups
Ethnic diversity across analysed job clusters in Media Entertainment
Ethnic diversity for overall job clusters in U.S.
Industry in U.S.

Total talent analysed in U.S. for all job clusters 1. Traditional jobs
(New Age + Traditional): 150K Underrepresented minorities
Total talent size: 520,000 talent pool
68% 628,000
1%

71% 12% 7% 7% 2%

Underrepresented minorities

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2. New Age jobs
39K Underrepresented minorities
Total talent size: 108,000 talent pool

11% 1%
9% 8%
3% 63% 12% 11% 10% 3%
1%
white African Asian Hispanic 2 or more American
races Indian and
Alaska
Native Ethnic diversity of critical job clusters ( New Age jobs, Traditional jobs)
are analysed further

American Indian and

White Asian Hispanic African American 2 or more races Alaska Native 8
Source: Draup talent module, all data updated in June 2020
United States – Talent Hotspots: Los Angeles, San Francisco Bay Area have the best diversity with
high availability of Media & Entertainment talent pool

Top talent (New Age Roles + Traditional Roles) hotspots for Media Entertainment Industry
Greater Seattle Area Legend
Talent size analyzed: 628,000

Portland, Oregon Area Greater Minneapolis St. Paul Area

Talent pool >20,000
Hartford, Connecticut

Greater Detroit Area Greater Boston Area

Talent Pool 6,000-20,000
Greater Milwaukee Rochester
Greater Chicago Area
Greater Salt Lake City Akron Talent Pool <6,000
Greater Louisville Area Greater Pittsburgh Area
Sacramento, California Greater New York
Indianapolis, Indiana Area Baltimore, City Area
High Diversity (under-

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Maryland
Cincinnati, Ohio
Greater Denver Area Greater represented minority >40%)
San Francisco Bay Area Washington DC
Louisville, Kentucky Philadelphia
Metro Area
Kansas City, Missouri Area Medium Diversity
Las Vegas, Nevada Area Richmond, Virginia
Greater Los Angeles Area (under-represented
Charlotte, North minority (31% - 40%) )
Phoenix, Arizona Area Carolina
Greater Nashville
Low Diversity (under-
Orange County
Greater St. Louis Area Dallas Fort Worth Area, TX Greater Atlanta Area represented minority <31%)
Greater San Diego Area

Austin, Texas
Critical job clusters
San Antonio, Texas (New Age Jobs,
Houston, Texas Area Orlando, Florida
Traditional jobs) are
Tampa/ St. Petersburg, Florida West Palm Beach, Florida analysed further for top
locations
Miami, FL

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 New Age and Traditional Job Clusters

Total talent across Total talent across

New Age job Traditional job
Major MSA’s Ethnicity Percentage of New Age job roles Ethnicity Percentage of Traditional job roles
clusters (Media & clusters Media &
Entertainment) Entertainment)
1% 1%
Greater Los Angeles
Area 18,000 48% 21% 18% 10% 2% 90,000 51% 18% 16% 12% 2%

1% 1%
Greater New York City 11% 10% 3%
Area 14,000 61% 13% 11% 11% 3% 86,000 56% 18%

2% 2%
San Francisco Bay Area 10,000 55% 20% 10% 9% 4% 20,000 52% 22% 11% 9% 4%

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1%
1% 3%
64% 11% 11% 10%
Greater Chicago Area 3,000 62% 13% 12% 9% 3% 15,600
1% 1%
Washington D.C. Metro
Area 6,000 60% 15% 11% 10% 3% 12,600 58% 15% 12% 11% 3%

1%
1%
Greater Seattle Area 5,000 10,100 66% 12% 10% 9% 2%
62% 16% 11% 8% 2%

1% 1%
Greater Boston Area 2,000 62% 12% 12% 10% 3% 12,000 68% 10% 10% 8% 3%

1% 1%
Dallas/Fort Worth Area 2,000 61% 16% 11% 9% 2% 10,000 63% 13% 12% 9% 2%

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

Total talent across Total talent across

New Age job Traditional job
Major MSA’s Ethnicity Percentage of New Age job roles Ethnicity Percentage of Traditional job roles
clusters (Media & clusters Media &
Entertainment Entertainment)
1% 1%
Greater Atlanta Area 3,000 68% 12% 9% 7% 3% 16,000 65% 17% 7% 7% 3%

0% 1%
Miami/Fort
Lauderdale Area 2,300 44% 35% 10% 8% 3% 13,200 48% 33% 10% 6%2%

1% 1%
Greater Philadelphia
Area 2,000 68% 13% 9% 7% 2% 10,000 71% 12% 8% 6% 2%

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1% 0%
Greater Denver Area 2,000 68% 13% 11% 6%1% 8,000 70% 12% 10% 7%1%

1% 1%
Greater Minneapolis-
St. Paul 1,500 76% 10% 7%4%2% 5,800 72% 11% 10% 4%2%

1% 1%
Greater Detroit Area 1,100 70% 15% 6%5% 3% 6,200 72% 10% 10% 6% 3%

1% 1%
Greater San Diego
Area
1,200 56% 17% 13% 11% 3% 3,000 56% 15% 13% 13% 3%

1% 1%
Charlotte, NC Area 1,000 70% 14% 7% 6%2% 2,800 68% 12% 9% 8% 2%

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

1. Job roles Taxonomy

2. Ethnic diversity across U.S in Media

Entertainment Industry
Thank You

Copyright © 2020 Draup. All rights reserved

I. Atlanta Area is one of the emerging and fastest
3. Deep dive: Diversity in Atlanta growing location due to presence of Media
Entertainment 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 Media Entertainment
Industry along with an overview of diversity of fresh
talent pool from its University ecosystem

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Ethnic Diversity overview: Atlanta is one of the growing tech hotspot with highest presence of African
Americans amongst underrepresented minorities in Atlanta’s Media Entertainment Industry

Ecosystem overview across analysed job clusters

Demography overview Ethnic diversity in Media Entertainment
Top Employers
Industry
Population: 5.60M

Top Spoken Languages: English, Spanish, Chinese, Hindi 63%

Sex ratio Female: 51% | Male:49%

Ethnic diversity in Atlanta Area

51%
39%

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20%

7% 7%
4% 4% 2% 2% 1%
0.2%
African White Hispanic Asian Two or more American White African Hispanic Asian Two or American
American races Indian and American more Indian and
Alaska races Alaska
Talent Overview
19,000
Total Talent Pool 900 50 500 1,290 200 60 ~16 K
across Analysed Job Content Software/Game Traditional
clusters in Media AI/ML UI/UX AR/VR Cybersecurity
Analytics Development Jobs Talent
Entertainment Talent Pool Talent Pool Talent Pool Talent Pool
Talent Pool Talent Pool pool
Industry

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

 Diversity across New Age Job clusters - Atlanta: Underrepresented minorities have relatively higher
presence in Content Analytics, Software Development and UI/UX job roles

New Age Job clusters Talent size Ethnicity Percentage Top Employers

1%
Software/Game 11%
1,290 65% 14% 7% 2%
Development
1%
60% 15% 13% 9% 2%
Content Analytics 900

1%

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UI/UX 500 60% 16% 13% 7% 3%

1%

AR/VR 200 66% 15% 11% 6% 1%

1%

Cybersecurity 60 68% 12% 10% 5% 3%

1%
AI/ML 50 63% 18% 10% 6% 2%

White Asian Hispanic African American 2 or more races American Indian and Talent size
Alaska Native
Highest Lowest
Source: Draup talent module, data updated in June 2020 14
 Diversity across Traditional job clusters - Atlanta: Underrepresented minorities have lowest presence
throughout the Traditional jobs; Asians, African Americans are the top employed underrepresented
ethnic group

Traditional Job
Talent size Ethnicity Percentage Top Employers
clusters
1%
Post-Production 4,200 56% 21% 12% 7% 3%

1%
Sales 2,500 56% 18% 12% 10% 3%

1%
Marketing 2,500 55% 16% 13% 12% 3%

1%

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Pre-Production 2,300 61% 16% 13% 7% 2%

1%
IT Support 1,800 68% 12% 10% 5% 3%

1%
Distribution 1,200 65% 14% 11% 7% 2%

1%
Customer Experience 1,000 53% 20% 15% 8% 3%

1%
Content 12% 8% 3%
500 58% 18%
Creation/Aggregation

White Asian Hispanic African American 2 or more races American Indian and Talent size
Alaska Native Highest Lowest
Source: Draup talent module, data updated in June 2020 15
 Fresh talent supply: Georgia State University is the largest university in the Atlanta region with
highest availability of ethnically diverse graduates relevant for Media & Entertainment companies

Atlanta Universities Landscape Ethnic diversity in Top Universities

Tech
Colleges and Universities in Atlanta 20+ graduates:
700
Total Graduates 27K+ 1%
41% 26% 14% 11% 6%

Software/Computer graduates from universities in Atlanta Tech

1400+ graduates:
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+ Tech

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

Tech
graduates:
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 Media and

Entertainment 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 Media and Entertainment Companies to train
underrepresented minorities in Traditional 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 Traditional Job clusters which are getting
disrupted due to automation whereas the demand for new age roles are ever increasing

Underrepresented minorities have higher presence in Traditional Job roles that are
susceptible to disruption are in low demand whereas very low presence in high
demand job roles

New age Technologies are Traditional Job roles in Critical New Age Job
Job role demand Job role demand
disrupting many Traditional Job Media Entertainment & roles in Media &
in last 2 years in last 2 years
roles Industry Entertainment Industry

Smart Chatbots/Robo Advisory

Customer Service Coordinator

IT Support Administrator
Thank You 18%

14%
Machine Learning Engineer

Data Analyst- Customer

22%

28%
Experience

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Cognitive and Process Sales Coordinator 12% AR/VR Programmer 18%
Automation tools AI/ML Engineer- Audio
Voice Producer 11% Algorithms
18%

Machine Learning Content Editor 8% Unity Developer 22%

Software Development
System Administrator 10% 18%
Engineer
Advent of new technologies/tools are
Network Engineer 10% UI/UX Motions Designer 15%
making Traditional Job roles
redundant or obsolete by automating
Graphics Editor 12% Editorial Analyst 15%
the process

Job roles getting High Minority Medium Minority Low Minority

redundant or disrupted 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 Traditional jobs can be trained with advanced new age skills to fill
the high skill demand of critical job roles

Traditional Job roles can be trained with high demand skills to step into critical
job roles
Reskilling Methodology
Skill gap analysis for training Traditional Job roles

1 Skill identification of high demand jobroles New Age Job roles

AI/ML Engineer
New Age Job roles

Experience
Analytics Engineer
Data Analyst

Experience
Skill gap identification between the starting Cloud Security
2 Data Engineer Engineer
and desired role

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Data Administrator

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 Traditional Job roles
Experience
Systems Administrator IT Support Engineer

Social Media Marketer Sales Executive

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Source: Draup talent module and primary interviews with Draup’s customers and internal stakeholders
 Traditional job roles can be reskilled to high demand job roles like Data Analyst- Customer Experience
by training with relevant learning modules to bridge the required skill gap

Sample Reskilling Propensity analysis of Traditional Job Roles talent existing in the firms who can transform into New Age job
roles

Sample Parameters1 to analyse different skill gaps and career transition trends

Support roles RPI2 End Role

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

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IT System Administrator 6.4

IT Support Engineer 6.2 Data Analyst- Customer

Experience

Social Media Marketer 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 a
‘IT System Administrator' can be reskilled to evolve into high demand ‘Data Analyst- Customer Experience’ role

Existing role1 Course Undertaken Required role 2

Data Analyst- Consumer Behaviour

Specialization (Coursera)
IT System Data Analyst- Customer

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Administrator Experience
(Above sample course by: Coursera)
Existing skills Required skills

•Oracle Linux System Skills acquired with courses •Google Analytics, Web
Administration Analytics, Adobe Analytics
•Web-server hardware and •R Language, SQL, Python,
software Data Analysis, Web
Database handling Languages : R, Python, SQL Data Visualisation, Tableau
•Data Center Virtualization Analytics, Adobe Analytics
•Database handling tools:
MySQL, MongoDB
Reskilling transition time (6 -10 months)

1. IT System Administrator considered here should have 4+ years experience with high overlapping skill sets of Data Analyst- Customer Experience
2. During transition time (6-8 months), Reskilled IT System Administrator can be utilised to cater basic level Data Analyst- Customer Experience workloads and can be trained simultaneously inhouse to gain advanced expertise
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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
 About Draup

22

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

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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

25

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Source: Draup