thanks for joining us!€¦ · recruiter - resume screens ... what is a realistic job preview...
TRANSCRIPT
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Thanks for joining us!
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Get to know the people around you
• What’s your role, organisation and industry?
• Do you do high volume recruitment? For what role/s?
• What do you want to get out of today’s workshop?
• How many pairs of sunglasses do you own?
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Get to know us! Nic – Senior Consultant, cut-e Australia
Inari - Organisational
Development and Talent Business Partner – Sunglass Hut
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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, Personality
• Implementation and challenges
• ROI results so far
• Summary and final questions
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Get to know more about Sunglass Hut
and Luxottica
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Luxottica and Sunglass Hut
RETAIL
WHOLE
SALE
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GLOBAL - RETAIL
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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.
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FIND YOUR COOL
DRIVE Game on!
FUN It’s
FUNdemental
INCLUSION
Be Yourself
SHARED
WINS: The best
success is
shared
RELATION-
SHIPS
People work
for people
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THE SUNGLASS HUT SUMMIT
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Where it all began…
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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
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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…
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What should drive our success?
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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
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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
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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;
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Making assessments part of the
attraction strategy
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Is this a typical candidate experience? http://www.youtube.com/watch?v=XL-x19ne-Cc
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Discussion: What are your thoughts on the candidate
experience?
What do candidates say
about their experience with your company?
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So how can we enhance the candidate
experience?
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Gamification – what is it?
• Our definition:
The use of game elements and game design
techniques in non-game contexts to increase engagement
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Gamification – what is it?
• Who has heard of gamification?
• Discussion: Who has been asked by their business to either investigate or
implement gamification in your recruitment? Why would you use
gamification?
• Is gamification something new?
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So why are games fun?
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Key elements of gamification
Engaging
Reward
Feedback
Community
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Gamification Quiz
Which of the following scenarios shows aspects of
gamification?
A. Using a customer loyalty card at a coffee shop where
you get your 5th coffee free
B. The sales target leaderboard at work
C. Getting 10 likes for your recent status update on
D. A & B
E. All of the above
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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?
• BREAK TIME!
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The solution
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But first, the problem
Too many applications to manage manually, this was having a negative impact on candidate experience
Assuming prior retail experience was essential to success at Sunglass Hut, when this wasn’t the case
Wanted to have a streamlined selection and assessment process consistent with their brand
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So, did we use gamification, or traditional assessments?
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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!
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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
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Realistic Job Preview (RJP)
Let‘s try it!
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So why would you use a realistic job preview?
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So why would you use a realistic job preview?
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So why would you use a realistic job preview?
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So why would you use a realistic job preview?
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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
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Situational Judgment Questionnaires (SJQ)
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SJQ Activity: Develop your own SJQ Item
• Think of a high volume role that you recruit for in your organisation
• What is 1 key behaviour/competency/capability that is critical to the success of that role? Eg. drive for results, customer focus, adaptability and flexibility
• Come up with a scenario that would happen on the job and 3 possible response options that demonstrate that behaviour. Remember, all response options need to look like they could be correct, concise, and easy to understand for external candidates (no jargon!).
Example for Resilience in a supermarket context: It’s your first day on the job and the customer you are serving complains about how there aren’t enough registers open. You respond by saying: a) Sorry about that, I know it can be frustrating but we’re doing the best we can. b) Yes it is quite busy. I guess that’s why they’ve hired more staff. c) I’ve heard this is always the busiest time of the day. If you want to avoid the crowds I’d suggest doing your shopping earlier if you can.
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What is shapes?
Personality assessment
with 18 dimensions
Used with Store
Managers only (not
Retail Associates)
Comes in different role
levels, we used
management
Mapped to key Sunglass
Hut behaviours
and uses Sunglass Hut
language
Returns a report with interview
guide that is used for final
interview
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Personality assessment for Store Managers
Interview guides &
behavioural questions linked
to individuals profiling result
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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?
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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
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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
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So what?
Utilising elements of gamification (feedback, reward, engaging)
Ensure you get candidates that fit your organisation’s culture as the assessments are designed and validated to measure just that!
Enhance your brand, by giving candidates a genuine, engaging assessment experience that also gives them a better understanding
of the role and your 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:
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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
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ROI Results…
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Initial stats…
• 3151 visitors to careers page Jan-May 2015
• 631 clicked through to RJP (20%)
• Average time spent on RJP is 5 mins RJP
• Those that do click through to RJP are completing it! So…
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Initial stats…
• 9930 invited, 8793 completed: 88.54% conversion rate
SJQ Retail Associates
• 1134 invited, 843 completed: 74.33% conversion rate
SJQ Store Managers
• less drop off than expected! So…
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Results compared Nov 2013 – May 2014 to
Nov 2014 – May 2015
Nov13-May14 (pre) Nov14-May15 (post)
Number of applications per role
87 103
Conversion rate RA 40.45% 50.62%
Conversion rate SM 29.78% 56.71%
So…
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In summary…
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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
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Final Questions