Context

The client is a recruitment company who run an EDI survey to measure demographic trends across marketing professionals. The goal was to identify what the impact of different protected characteristics is on career progression. 

The survey came in the form of anonymised answers on an excel spreadsheet. This data was supplemented by the UK average numbers in the census survey. The census data was manually extracted into an Excel spreadsheet and loaded into the data model.

Approach

The main goal of this project was to generate headlines about how different demographic characteristics affect the career prospects of the marketing professionals. Those headlines were then used for the PR activity and also to generate interest of the current clients into custom survey projects. 

Vidi corp produced a lot of analysis but only kept the data visualisations that resulted in insights which could be used as headlines. 4 out of 10 pages that were produced are presented below.

Dashboard

The general overview page highlights the age distribution of marketing professionals in every industry. It is clear that 45-54 is the most popular age group in every industry among the surveyed demographic. The only exception is the professional services industry where 34-45 is the most popular group. 

Every industry was compared to the US average for % of white employees. The technology sector was most ethnically diverse and the professional services sector was least diverse.

It was found that most 25-34 year olds work in the manager position, most 35-44 year olds work as a director or head, most 45-54 work as director or board member and most 55-64 year olds work as a board member.

The gender tab analysed which industries provide most gender diversity. For example, the business to business sector is most welcoming to female employees whereas consumer markets is the least welcoming sector. 

It was found that 25-44 age groups are more dominated by women whereas 45+ are more dominated by men.

There are more women on manager and department head roles whereas there are more men on board and director levels.

The sexual orientation tab uncovered that employers tend to hire more homosexual men than women. All the industries were also ranked in terms of sexual orientation diversity. 

The ethnicity tab showed ethnic diversity by sector and seniority level and compared the results with the UK average. 

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