Cecilia Dahlström, Global Marketing Director at Universum, presents the evolutionary change in recruitment communication to the current practice known as personality targeting in her article entitled, Matchmaking Employers with Employees: the Era of Personality Targeting, featured in the Journal of Corporate Recruiting Leadership. “Employer branding is now about finding and attracting people who fit your culture; it’s no longer just a question of having the right skills”, she says.  Cecilia talks about the changing recruitment landscape, skill shortages, and generational differences between baby boomers, Gen X and Gen Y.  Moreover, she provides an overview of how communications has transitioned from mass communications in the 1990s, to demographical targeting in the 2000s, to the emerging field of personality targeting and what that means to employers today. Personality targeting will create the unity and team spirit that organizations need to achieve among their employees, she argues. To be successful in the 21st century, in a world that is increasingly diverse and complex, all companies will need to be early adopters of the new discipline.

A must-read for all HR practitioners, her introduction of personality targeting cannot be more compelling and relevant to today’s recruitment world. Click here to read the article.