sunglass hut case study: how they use assessments to boost their attraction and selection process
TRANSCRIPT
Thanks for joining us!
Get to know us! Nic – Senior Consultant, cut-e Australia
Inari - Organisational
Development and Talent Business Partner – Sunglass Hut
Today’s Agenda
• Get to know more about Sunglass Hut and Luxottica
• The ‘problem’ Sunglass Hut were facing
• Making assessments part of the attraction strategy
• The solution: Realistic Job Preview, Situational Judgment Questionnaires
• Implementation and challenges
• Key takeaways and questions
Get to know more about Sunglass Hut
and Luxottica
Luxottica and Sunglass Hut
RETAIL
WHOLE
SALE
Who are Sunglass Hut?
REAL: Authentic &
genuine,
personal &
connected
SEXY: Seductive &
attractive.
We create
desire.
INSPIRING Inspirational
&
stimulating,
full of fresh
ideas
SAVVY: We’re in the
know, we
understand
fashion.
FUN: Energetic &
dynamic,
entertaining
& alive.
FIND YOUR COOL
DRIVE Game on!
FUN It’s
FUNdamental
INCLUSION
Be Yourself
SHARED
WINS: The best
success is
shared
RELATION-
SHIPS
People work
for people
THE SUNGLASS HUT
SUMMIT
Where it all began…
This is Sunglass Hut…
• 260 Retail Stores across Australia and New Zealand
• 1800 employees, casuals make up 70% of workforce
• 800 new hires (300 associates, 100 managers, 400 xmas casuals)
• Over 75,000 applications per year – we shut adverts down often after
2-3 days
• 55% Casual turnover
• 30% Store Manager turnover
• 1 Recruiter managing all of this
Hire
Application via Job Board / Careers Portal – Taleo
Taleo Pre-screening Questions x 3 –
ACE filtering
Recruiter - Resume screens
– by ACE filtering
Hiring Manager
Interviews
Recruiter - Shortlist 3-4
to Hiring Manager
100+ candidate applications per
vacancy
ACE Filtering Questions;
1. Which retail sector do you have
experience in?
2. How many years customer
service experience do you
have?
Gee - hope we got it
right..!
Screen through 10-20
resumes and when we have 3-
4 good ones, we send them to
the Hiring Manager.
Reject / decline the other 70-
80 applicants
Before…
What should drive our success?
Prior retail experience doesn’t translate to high performance on the job
Are we screening out high potential candidates? How many of the 70-80 we decline per job (50,000+ candidates
per year) could be high performers or future leaders?
We know some of our current leaders came from outside retail
What did we want? Streamline the recruitment process for Store Managers and Retail
Associates
What did we want?
Help define a Success Profile for
Sunglass Hut
Define a People process that is aligned with The “Sunglass Hut
Experience” which connects our customers to our Brand
What did we want?
Improve Quality of Hire
Reduce Time to Fill
Increase in Sales per Hour ratio (Profit)
Increase tenure
Define a process with a proven ROI around;
Making assessments part of the
attraction strategy
Gamification – what is it?
• Our definition:
The use of game elements and game design
techniques in non-game contexts to increase engagement
Key elements of gamification
Engaging
Reward
Feedback
Community
Think about…
• So, do you use gamification to enhance the candidate experience,
OR do you use traditional assessments to measure cultural fit?
• What’s more important?
The solution
So, did we use gamification, or traditional assessments?
Hire
Optional Realistic Job Preview
Application via Job Board / Careers
Portal – Taleo
Situational Judgment
Questionnaire (RA and SM)
SM – shapes
personality
Hiring Manager
Interviews
Recruiter - Shortlist top
fit (4-9) to Hiring
Manager
The rejuvenated,
engaging selection
process!
What is a Realistic Job Preview (RJP)?
Gives insight into what the job is really
like, gets candidates to
respond to on the job scenarios
Optional quiz – candidates
are not required to complete it
Completed prior to
application
Anonymous – no data is collected – candidate
retains control over
their data
No scoring Candidates can self
screen based on feedback
Realistic Job Preview (RJP)
Realistic Job Preview (RJP)
So why would you use a realistic job preview?
Get better fit applicants
applying, makes screening less difficult and
time consuming
Get candidates that are a better
fit with your values and
organisational culture
It’s a realistic preview - so it shows the good
and the bad
Get cost effective
customised gamification
What is a Situational Judgment Questionnaire (SJQ)?
Completed at initial stages of selection
process post application
Describes a typical on the job scenario and candidates allocate
points across 3 response options
1-9 score is returned, low fit candidates (1-3) are screened out of
the process
Situational Judgment Questionnaires (SJQ)
Quick quiz…
• A father and his son are involved in a horrific car crash and the man died at the scene. But when the child arrived at the hospital and was rushed into the operating theatre, the surgeon pulled away and said: “I can’t operate on this boy, he’s my son”.
• How can this be?
What impact does unconscious bias have?
We all have unconscious biases!
Old process was biased towards candidates that had previous retail experience
The impact of fatigue when manually screening thousands of CVs can further enhance the impact of our biases
Things like the person’s name, gender and how similar they are to us can all have an impact on our decisions
Unconscious bias: How do the assessments
address diversity?
As scientific, objective measures, assessments reduce human biases that can come into play when making selection decisions
RJP allows candidates to self screen – recruiters have no impact here, therefore unconscious biases have no impact
SJQ scoring and screening is automatic (yet still engaging for candidates) – removes recruiters from this initial screening stage
Based on behaviours that all candidates have the same opportunity to demonstrate
So what?
Utilising elements of gamification (feedback, reward, engaging)
Ensured they got candidates that fit their organisation’s culture as the assessments were designed and validated to measure just that!
Enhance the brand, by giving candidates a genuine, engaging assessment experience that also gives them a better understanding
of the role and the culture
Increasing diversity by reducing the impact of unconscious bias through using objective assessments, and allowing candidates to
self screen via the RJP
Sunglass Hut made assessments part of the attraction strategy by:
Implementation…
• Introduced to the Exec team
• Key players involved in workshop
• Presented at the Sunglass Hut Summit
• Storytelling success stories
What they loved…
• Store Manager interview guide
• Better knowledge of the business before interview
• Interactive careers page
Key takeaways
• Candidate experience is critical – think about how you can enhance yours
• Every organisation’s culture
is different, does your
selection process reflect and
assess your unique culture?
• Look to the data to build your business case
• Automate what you can and use more objective measures to decrease unconscious bias
Questions