The findings apply, I believe, to small business owners vying for new clients as much as to those seeking employment.
Here's an excerpt from the article:
"What we found most compelling about this research is how clearly it highlights that personality, not competence, is the determining factor of who’s going to get the most attractive jobs among tomorrow’s recruits.
"Also, there is a growing desire for talent with a unique combination of skill and flexibility – people who can collaborate, adapt quickly and are enjoyable company, but also have the drive to get things done.
"All those traits boil down to a personality that is essential for businesses operating in an ever changing digital landscape. Thus, specific competence is less important.” said Johanna Frelin, CEO of Hyper Island."
Note, personality may be weighted more important than competence in getting the job, but personality on its own won't help keep the job if one is incompetent. They're both important but someone with great competence and a difficult personality is unlikely to either get the job or, if they do get it, keep the job. At least, usually.