Human
Strategy making Technology Work Harder
“Translating strategy into online efforts means not just
considering the short term benefits of quick and cost effective recruitment”
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Key
messages
- There
are areas to consider when strategically aligning yourself to online sourcing,
there are also areas to consider when aligning yourself to online assessment.
- The
specific nature of which online tools to use depends on the nature of the
enterprise
- The
human resource balanced scorecard approach is helpful in establishing “managing
by measurement”
The
potential employer asks the candidate to come in and sit down. After the usual
pleasantries are exchanged, the employer says, “So, I do not like to formalise an
interview with a lot of stock-standard questions, so I thought we could just
have a conversation and see where it leads.” What follows is an unstructured
discussion that goes nowhere. Such an interview is not uncommon among those
with limited experience or training in recruitment methods. The use of online
tools to improve the speed and cost-effectiveness of the recruitment process can
translate into a process more effective than this hypothetical interview and
other traditional hiring methods when used objectively in accordance to goals. When
done well the benefits are considerable: a major telecommunications company in
the UK found it could improve its reporting systems, improve retention rates,
and save thousands on every hire using online systems (Pollitt, 2008).
So
how can human resource practitioners utilise online recruitment tools both to
enhance effectiveness of the process and improve the chances for success? Let
us consider the use of online recruitment tools at two steps of the process: sourcing candidates, and assessing candidates.
Online
Sourcing: considerations to make it work for you
Online
sourcing methods are very popular amongst the available online recruitment tools,
comprising activities such as placing ads on job boards or searching through
business networking sites for potential candidates. They are now so common that
traditional methods such as newspaper advertising can be perceived as out-of-date.
One of the key benefits of using online recruitment and selection tools is
their automation. With the average internal recruitment department being—according
to one researcher—fifty recruiters maintaining workforce headcounts of up to 170,000
workers, the number of candidates and appointments being made by the average
recruiter requires not just standardisation but automation of much of the
process (Veger, 2006).
Online
recruitment tools such as automated pre-screening of candidates is useful for time-efficient
accuracy, but is made increasingly useful when the human interaction can
understand its best placement.. In these terms, the tools used can be
considered as either “we find you” or “you find us” approaches: “we find you”
is where the recruiter actively searches for suitable candidates to approach,
while “you find us” is where the role is publicised so that potential
candidates can apply (Veger, 2006). Making online recruitment tools work better
than alternatives means measuring and taking actions to improve, as well as
avoiding those activities that will not gain advantages or even result in
poorer outcomes. Take for example the inclusion of an “Employment” section on
the typical enterprise website: unless the employer has a strong employer
brand—or even a strong employer brand in a niche market—such a page is unlikely
to result in a good pool of candidates (Parry & Tyson, 2008: 23).
Where
people need to make strong considerations revolves around the message portrayed
versus the typical viewers behaviour. For example, a job ad for a part time
fast food chain opening may receive the right attention when giving the bare
basic details of remuneration, location, and what is required whereas a new
opening for a Marketing Manager will need to go to more depths to show the key
benefits of working in the organisation and perhaps also show off media that
gives an air to what the seeker can expect to give them an idea of whether they
could align their goals to that of the business. In order to understand how
different online sourcing and channel options benefit your campaign, we need to
address a few questions to avoid over or underselling and also avoid investing
in the ‘biggest’ option when a niche player may be far more effective:
1. Is this opportunity open to
specialised or large scale personnel?
2. Will my message and channel choices
attract a high pool of lesser quality candidates that may incur larger
screening costs early in the process? Or is there an option to source a small
pool of high quality candidates to increase my budget down the line?
3. What is my preferred time and cost
expenditure against when I need to see a new candidate perform?
Once
you can comfortably put the above considerations into your goals and then
action plan you should be able to successfully judge between different online
sourcing options, and not ‘over-reach’ or under-sell your opportunity to the
wrong pools. After such time, online mechanisms catered to usability can do the
rest.
Online
Assessment: From why, to when, to getting
results
One
of the methods used to improve the chances of hiring success (and avoiding
painful ‘bad hire’ failures) is the use of testing. Historically this has been
done through ‘pen and paper’ style assessments and face-to-face simulation
conditions. For the sake of linking online sourcing to online testing and ongoing
performance, let us focus on what is being taken on board more frequently in
recent years with virtual and online testing.
For
the typical employment process, the use of online tests is firstly seen by some
as challenging because the potential for cheating is seen as a concern; however
in most hiring tests that measure important ‘fit’ factors it is not possible to
cheat as there are no right or wrong answers, and follow up questions dictate
how truthful someone is being about their attitude or behaviour. Another concerning
factor is that the pragmatic reality for human resources is that the choice is
between online testing and no testing at all. If no tests are undertaken then
the success or failure of a hiring decision rests on the intuition of the
recruiter. While the typical recruitment process can find some information
through reference checking and interviews, the lack of testing means that incorrect
or misleading information in résumés and at interviews may not be detected, and
a true ‘fit’ is never validated or recorded.
Once
you have your pool of candidates from online sourcing and have already
understood the benefits specifically for your organisation in utilising online
assessment, you are then able to look into what your business needs. Just as
choosing a sourcing channel online relies on the specialisation, goals and
budget, so too does online assessment rely on how much information you need to
accurately extract from your particular pool size against how much value
(hence; budget) the role in question can bring into your business. The below
questions should be addressed to help give you an idea of this.
1. Do you have a set of Capabilities that
have previously shown the desired performance level of this role? Alternatively
do you have a Competency Model for this role?
2. How do the outcomes of this role along
with the necessary capabilities align to the strategic goals of your
organisation? Are you generating a shopping list of what you’d like in a person
or do you know which skills and abilities typically create the strongest
ongoing value for your business against the role and the core function your
business delivers.
3. What kind of time and money budget are
you allocating to finding the best performers for the role/s? Do you need 100
fast food personnel, or 1 manager? Would you like the person to stay within the
role for 12 months, or 12 years? The budget could be the same, it all depends
on the above.
Measuring
the costs of traditional alternatives
The
value of online testing can also be explained when considering the alternative
of the in-house test or the proctored test. Proctored testing is where a
proctor or invigilator is present as a supervisor of the test, such as happens
in school or university exams. This limits the potential for simplistic
cheating such as the test being taken by a person other than the candidate, and
controls the conditions under which the test is taken. For human resources,
this is expensive as it requires the provision of a test centre, staff and
equipment while also being inconvenient for the candidates. The in-house test
is outside practical opportunities for all but the largest enterprises: the
cost of developing and testing the veracity of an assessment includes financial
costs as well as the need to test it with vast numbers of test-takers, or at
least using highly sophisticated—yet not as reliable—statistical methods
(Tippins, 2009).
Online
Success is a Strategic Decision
Online
recruitment and selection tools such as job boards and online assessments are
useful when they are used in a strategic and informed way. Following a popular
online option must still cater to your needs and goals to be relevant to any
online strategy. The very nature of strategy aims to achieve a set of goals in
the long term. Translating strategy into online efforts means not just
considering the short term benefits of quick and cost effective recruitment,
but how this impacts your over-arching objectives and how things like the retention
behind a good hire will give you time back from greatly decreasing turnover,
for example.
The
success of online recruitment depends on the interplay of two key factors: the
nature of the people using them, and the strength of the strategy behind its
use (Parry & Tyson, 2008: 9). People are influenced by a range of rational—but
also emotional—reasons which can encourage them to use methods such as online
recruitment whether it works or not for them, or discourage them from trying in
the first place. Organisation structure, particularly strategy can also have an
influence on the use of online recruitment tools: some businesses allow or even
demand that all openings are placed online regardless of the strategic benefit
of doing so.
Table 1: reasons online
recruitment is used
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Cost
effectiveness
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75 %
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Easy
to use by candidates
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64 %
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More
candidates
|
53 %
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Easy
to use by the enterprise
|
52 %
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Speed
to hire
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52 %
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Company
policy
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50 %
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Success
in sourcing candidates
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44 %
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Competitive
advantage
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32 %
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Source: Parry & Tyson, 2008: 14
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Which
online recruitment tools are used, and how they are utilised needs to be
dictated by strategy. The strategic benefits will also differ according to the
nature of the organisation using it. Yet often the reasons are less than
strategic: research suggests that online recruitment is used to improve traditional
ideals such as faster recruitment at lower costs rather than a strategic
attempt to improve quality of hire or retention of appointments (see Table 2). Indeed,
seeking to broaden the search by going to more undifferentiated and larger
online recruitment pools appears to be a typical reaction when an enterprise is
having trouble finding suitable candidates, signalling that online recruitment
suffers from being both a scattershot and ad-hoc approach (Parry & Tyson,
2008: 20). What human resources practitioners need to do to combat this is to
develop a strategy that identifies, compares and measures recruitment and
selection tools and outcomes, regardless of the specific type used in any
particular case.
A Balanced
Approach…
Veger
(2006) suggests that enterprises can use a Balanced Scorecard-based approach
modified specially for human resources. The benefits of such an approach are
twofold: it is top-down from organisational strategy, and it includes both
financial and non-financial measures (see Table 3).
Table 2: The HR
Scorecard
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1.
Clarify
and articulate the organisational strategy
2.
Develop
the business case for HR as a strategic asset
3.
Create
a strategy map
4.
Identify
HR deliverables within the strategy map
5.
Align
the HR architecture with the HR deliverables: HR functions, HR systems, and
strategic employee behaviours
6.
Execute
a “management by measurement” approach
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Source: Veger, 2006
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Ultimately
the most important factor is not simply in following the crowd, or implementing
a recruitment method because it is policy, but it should be carefully
researched and constructed to deliver on both financial and strategic
imperatives of the enterprise. Knowing ‘why’ something works is just as
important as knowing ‘what’ works—even more so if you consider that knowing why
something works will provide valuable information to help replicate that
success in other areas.