identifying the best from the rest · cut-e networking event 2017 the smart use of online...

cut-e Networking Event 2017

The Smart Use of Online Assessment

Identifying the Best from the RestSecuritas Direct Commercial SJQ

Álvaro VázquezHR Director Iberia & LATAM


Index

Securitas Direct – who are we?• A few insights into our organization

Our challenge• Our commercial recruitment is…• Our starting point...

Creating the SJQ• Insights and sample• 1st validation – results

SJQ Final validation• Insights and sample• 2nd validation project – results

Verisure Securitas Direct

Who we are?

1988 – 2016

• 28 years of bringing peace of mind to our customers

• 28 years of technological leadership

• 28 years of uninterrupted growth

5

Quick facts

2.2million customers

Europe’s leading

provider of full-service

safety, security and

home control solutions.

10,000 + Employees and

large partners

organisation

14Business in 14

countries in Europe

and South America

Owned by

Hellman & Friedman

and management

(split from Securitas AB in 2006)

630Portfolio EBITDA, million €

3

Delivering peace of mind to over 2.2 million customers in 14 countries

Close to 1,400new customers signed

every business day

Industry leading

fully integrated

Go-to-Market

approach

4

Our Vision

We believe it’s a human right to feel

safe and secure.

We protect what really matters.

Our service will bring peace of mind to

households and small business

owners for generations to come.

6

What we Do

• Smart Connected Security

• For families and small businesses

• Unique solutions premium experience

• Vertically integrated / full value chain

Hardware

& Service

Innovation

& Design

Brand

Building

& Lead

Generation

Field-based

Sales &

Installation

Detection,

Monitoring,

Verification,

Response

Customer

Service

& Billing

Hardware

Manufacturing

Field-based

Maintenance

Call-Out

(Guards)

= Integrated = Delivered via strategic partners

7

Our challenge

12

IT’S THE END OF THE WORK AS WE KNOW IT

PREPARE TO FACE

HYPERCOMPETITION TO

GET THE PERFECT

CANDIDATE

Photo by bindermichi - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/75073075@N00 Created with Haiku Deck

PEOPLE ARE NOT OUR MOST IMPORTANT

ASSET

Photo by x-ray delta one - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/40143737@N02 Created with Haiku Deck

THE RIGTH PEOPLE ARE !!

Photo by unloveablesteve - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/17859020@N00

CURRICULUM VITAE IS DEAD

Photo by theqspeaks - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/83261600@N00 Created with Haiku Deck

95% OF APPLICANTS WILL EXAGGERATE

THEIR CREDENTIALS TO GET A JOB

17

What you answer What you really do

=

85% OF SUCCESS IS DUE TO

PERSONALITY…SHOCKINLGY ONLY 15% IS

DUE TO TECHNICAL KNOWLEDGE

Copyright © 2015 Wonder Gr

oup. wondera

gency.com

ONE IN FIVE HIGH PERFORMERS ARE LIKELY

TO LEAVE IN THE NEXT SIX MONTHS

Photo by JetSetWilly - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/64898247@N00 Created with Haiku Deck

2/3 OF NEW HIRES WILL BE A

DISAPPOINTMENT IN THE FIRST YEAR

Photo by Rob Ellis' - Creative Commons Attribution License https://www.flickr.com/photos/45597153@N05 Created with Haiku Deck

COMPANIES THAT RECRUIT THE BEST POTENTIAL

EMPLOYEES WILL GAIN A SUSTAINABLE MARKET

ADVANTAGE.

Photo by Revolweb - Creative Commons Attribution-ShareAlike License https://www.flickr.com/photos/38671911@N08

UNCOVER TALENT THAT WILL ENABLE OUR

BUSINESS TO THRIVE IN THE NEAR FUTURE

PERFORMANCE CAN BE IDENTIFIED AND PREDICTED

Photo by Curtis Gregory Perry - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/33124677@N00

USE DATA AND ANALYTICS SO WE ARE NOT

JUST PLAYING A GUESSING GAME

Photo by josstyk - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/33632522@N00

WAR FOR THE BEST PEOPLE

Securitas Direct España

HR department

Talent Acquisition&

Development

TrainingLabor Relations

Personnel

Administration

Company OH

Business Partner

Operations HR

Business Partner

HR Director

26

27

GET KEEP GROW

ECO

HOW?

Managing the Employee Life Cycle

GET

KEEP

GROW

ANALYTICS

PARTNERS ECO

HOW?

Managing the Employee Life Cycle

GET KEEP GROWTH

BEST PLACE TO GET IN

Maximizing the attractiveness

of the Company and nailing the

candidates election

Photo by young_einstein - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/25047883@N00

LETS DO IT!!

THE PERFECT MATCH


Our commercial recruitment is…complex


Our starting point…• After the 4th month candidates are AWESOME (but 50% rotation in 1st Trimester)

• Great contact and life-like process for the candidate (but need an efficiency boost)

OCTOBER 2015 candidate funnel (each fase shows the people remaining and their respective %)

PH

ON

E C

ON

TA

CT

CV(WEB) 3665

CV (REFERRED)

201

INVITEDINFOMEETING 1604 (41%)

SHOW UP INFOMEETING

775(48%)

STREET TRIAL263

(33%)

HIRED FROM WEB71 (26%)

HIRED ÚNETE

49 (18%)

SC

REEN

IN

G K

Q (

profi

le

ran

kin

g:

A,B

Y C

)

3% OF INVITED

4% OF INVITED

Total 120

GR

OU

P S

ES

SIO

N +

MA

NA

GE

R

INT

ER

VIE

W


Creating the SJQ


Insights…• 5 research interviews a 2 days out with

commercial team (over 25 hours of fieldwork/research)

• 18 situations / 54 items (25 / 75 in 1st draft)

• Under 8 minutes to answer (12 in 1st draft)

• 10 different situations (related to sales-cycle)

• 12 competencies

• Complete mobile-enabled

Internal experts sample…• 93 people (79,6% of invited to participate)

• Experts (minimun 7 months, average of 380 days, SD=56 days)

• 84,9% men

• 38 years old (average, SD=8,5 years)

Universidad Autónoma de Madrid – Congress Poster 2016


1st validation – results (internal experts sample)• Using the 18 situations, the prediction was AWESOME: R2=0,534*

• This means that people with high scores were 53% more likely to achieve higher sales during the year

Regresion when using the TOTAL SJQ score to

predict yearly sales targets (R = .549 y R2 =

.354; <.001)

Correlation between TOTAL SJQ Score

and yearly sales target (r = .60,

<0.001)


SJQ Final Validation


Insights…• Data was collected in real recruitment process:

• During a period of more than 4 months

• All over Spain (6 geographical clusters)

• We crossed TOTAL SJQ scores against 4 key outcome variables:

• Sales target (achievement of sales during the first 4 months)

• On-staff (still working at the time of the analysis)

• Tenure (time in the position)

• Origin (Referred or web candidate)

• Scoring formula was slightly modified to fit better real candidates (not “experts”)


External candidates sample…• More than 2.300 candidates assessed

• 230 hired candidates with criteria data included in the final validation sample

• 34% did the SJQ before hire and 66% after hire

Activo

BAJA

Before:

After: Out

On-staff

After:

Before:


TOTAL SJQ Score vs sales target• The prediction was VERY GOOD: R2=0,459**

• This means that people ASSESSED BEFORE HIRE with high scores were 46% more likely to achieve higher sales during the 1st four months

BEFORE HIRE AFTER HIRE


TOTAL SJQ Score vs on-staff (versus ”out”)

• People ASSESSED BEFORE HIRE that are still active had higher scores than those “out” before the 4 month cut-off

t-student test was signifcant

at 99% (p<0,01)

OUT before 4 month cut-off

On-staff after 4 month cut-off


TOTAL SJQ Score vs tenure (time in the position)

• The prediction was ACCEPTABLE: R2=0,164** (but note that EVERYONE assessed beforehire and that scored above percentile 50 achieved reached 4 months)

• This means that people ASSESSED BEFORE HIRE with high scores were 16% more likely to stay longer

BEFORE HIRE AFTER HIRE

Media=12,35

Media=16,18


TOTAL SJQ Score vs CV origin (web/referred)

• People ASSESSED BEFORE HIRE that originated from referrals had a higher score thanthose that came through an autonomous web application)

t-student test was signifcant

at 95% (p<0,05)

Reffered

Web application


So, in conclusion…


1. Expert salesmen answer a bit different than “new candidates”

2. Assess before hire

3. Good score means good sales potential

4. Good score means reaching the 4 month cut-off

5. Good score means more tenure potential

6. And let’s motivate referrals, because they pay off !

"I NOTICED THAT THE DYNAMIC

RANGE BETWEEN WHAT AN

AVERAGE PERSON COULD

ACCOMPLISH AND WHAT THE BEST

PERSON COULD ACCOMPLISH WAS

50 OR 100 TO 1“

STEVE JOBS


The Smart Use of Online Assessment

Questions?

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