guide sales psycruit resources... · a guide to selling psychometric assessments january 2020....

PsycruitSalesGuide

Prepared by: Ryan Inglethorpe,Digital Marketing Manager

A guide to sellingpsychometric assessments

January 2020

CONTENTSPage 3: What is Psycruit? Page 4: 5 steps to selling assessments Page 10: Benefits of Psycruit for your clients Page 15:Psycruit USPs and key features Page 16:Report uses

8:Personality scales Page 31:Reliability and validity of our assessments

PSYCRUIT SALES GUIDE

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WHAT IS PSYCRUIT?Psycruit is an online psychometrics platform developed byCriterion Partnership Ltd. Criterion were first established in 1992,but the early stages of Psycruit emerged online in 2001. Our headquarters are based in Brighton (United Kingdom), witha second office in Helsinki (Finland). The psychometricassessments used by Psycruit are all developed in-house and weare an accredited psychometric provider by the BritishPsychological Society. This means our tests must adhere to their standards, and areboth highly valid and highly reliable.


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5 STEPS TO SELLINGASSESSMENTSWhen talking to clients about psychometrics as a recruiter/salesperson, it can sometimes be a somewhat confusing topic. Hereare a few key tips and tricks to use when discussingpsychometrics:

1. Create packagesFirst, create some packages around the assessments, reportsand/or services that you can offer in combination with Psycruit. Make these packages easy to understand and easy to buy. Theyshould be relevant to the recruitment process and not includetoo many (2-4 is recommended).

2. Prepare & keep it simpleSelling psychometrics can quickly become confusing if youraudience don't have much prior experience with assessments,but it doesn't have to be this way. When selling assessments remember to keep it simple, andshow your clients how using psychometrics can solve one of theirmajor recruiting pain-points. Try to just focus on one or two areas in which you thinkpsychometrics can help your client.

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For what purpose does the client want to use assessments?

In which part of the process does the client want to use theassessments (e.g. candidate attraction, selection &recruitment, learning and development)?

What experience do they have with assessments?

What is the current employee retention, what are thechallenges and what are you trying to achieve?

Try and talk about why their business should be usingpsychometrics as part of a larger vision, related to theirexisting business challenges.

Get buy in on the ‘why should I should use assessments?’issue.

Read ‘Why would clients use the assessments?’ in this guidefor more information.

Now explain the how, this is where you can use your packages.Regardless of which packages you have created, it isimportant to remember that the two main methods ofassessing candidates are through personality and ability tests:

3. Ask the following questions

4. Pitch the why and how

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Personality questionnairesPersonality questionnaires are used to find out what anapplicant’s typical approach is when it comes to their work, aswell as personal preferences in an occupational setting.

Our personality scales library contains 46 differentpersonality scales out of which Psycruit users cancreate a ‘Build-your-own personality questionnaire’,unique to your businesses values.

We also have two standard off-the-shelf questionnaires: CoreMost often used. Includes 21 key scales to give a more well-rounded overview of a candidate and their personality profile. Enhanced Used more often for leadership roles. Includes 30 scales for amore in depth look at a candidate. Build-your-own Choose from 46 different personality scales.

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Ability testsAbility tests are used to measure a candidate’s cognitiveprocessing power and critical reasoning; how fast someone canlearn and apply information. The most common types are:

Verbal AbilityVerbal measures how well someone can analyse andprocess written information.

Numerical AbilityNumerical measures how well someone can understand,analyse and perform calculations on numericalinformation.

Mechanical AbilityMechanical reasoning tests require you to demonstrateyour ability to apply mechanical and physical laws to realobjects and processes.

Checking AbilityChecking tests assess your ability to compare informationquickly and accurately, and check the correctness ofdata.

Abstract ReasoningAbstract reasoning tests are a measure of generalintelligence which assess your ability to identify rules,patterns and trends within visual data sets to solveproblems.

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5. Stakeholders & EvidenceIf you are already talking to the decision maker, great! If you're not then you must try and get them involved. This willdrastically improve your chances of success in implementing anytype of psychometric assessment in your organisation. If you’re not able to, it is always good to send some evidence thatyour assessments are working. What counts as evidence of ROI?Evidence of ROI can be any content that shows your superiorshow implementing psychometric assessments has had a positiveimpact on your recruitment strategy. This can include:- Whitepapers- Case studies- Blog posts - Cost caculator On our website you can find blogs and whitepapers, as well ascase studies.

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Top tip for selling psychometrics First, try to set up a demo of the candidate journey by sharingyour screen in a call, rather than inviting a prospect to complete aquestionnaire themselves. If your client is adamant, make sure you follow best practicewhen providing reports, don’t send any report before havingdiscussed it with them in person or over the phone. Even though the reports are easy to read and understand, thereis still a chance that prospects will misinterpret text in the report. Therefore, it's really vital that you're using the right language, andthat the report is put into the right context.

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BENEFITS OFPSYCRUIT FOR YOURCLIENTS

1) Attract candidatesRecruitment phase: job is open By letting candidates take a short job preview assessment(through the website for example), you’ll be able to more easilyfind and attract those hidden-gem candidates that could beeasily overlooked when not using assessments. These are the candidates who are not actively looking for a jobbut are open for a change. These are often also the mostinteresting candidates, as they generally don't move from onejob to the other that often.

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Have a constructive conversation based on their assessmentanswers.

Create enthusiasm for the job in the interview by focusing onthe candidate’s personal preferences.

Better able to identify and discuss career opportunities.

Having the algorithm sift through (large numbers of)applicants and make the match for you.

Making a better match between candidate’s personality/abilitywith the role and company.

Having support in interviews, knowing what to ask.

Knowing how to onboard & develop candidates throughknowing how to motivate them.

2) Engage candidatesRecruitment phase: job is open, interview, onboarding, learning& development

3) Save time, money and increase efficiencyRecruitment phase: selection, interviewing, onboarding andlearning & development By using assessments, you can save time, save money andincrease efficiency by:

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4) Increase employee retentionRecruitment phase: selection, interviewing, onboarding andlearning & development Assessments can contribute to making employees stay longerwhen there is a better match with the candidate’s personalityand ability. By knowing what the strongest preferences are, you canmotivate and engage them to get the most out of themselves.

5) Better match with role and company valuesRecruitment phase: selection, interviewing, onboarding andlearning & development These different stages of recruitment will all get easier ifcandidates are a better match (in terms of work style, culture andskill set) for the position.

6) Make data-driven decisions rather than rely ongut-instinctRecruitment phase: selection, interviewing, onboarding, learning& development Everyone has bias, which can be decreased by havingassessments as a support tool. They offer objective guidance, andallow you to more accurately compare candidates.

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7) In-depth information on candidatesRecruitment phase: selection, interviewing, onboarding, learning& development Assessments allow you to ask more than 100 questions to thecandidate before the interview and compare those answers tohow thousands of others answered this. This gives a powerful comparison and insight into theirpersonality and/or ability, and is a good basis for the recruitmentprocess.

8) Avoid personal biasRecruitment phase: selection, interviewing Whether we like it or not, everyone is full of their own personalbiases and preconceptions about the world, and the peoplewithin it. Without realising we might immediately like or dislike someonebased on their hair style, accent, or the fact they watch the sameTV shows as you. Using an objective measure of personality means that we canbuild a more accurate picture of what someone is really like,based on data rather than our misjudgements.

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9) Halo and horn effectRecruitment phase: selection, Interviewing, onboarding, learning& development One such bias is the halo and horns effects. These areunconscious biases in the way we think about others. The halo effect refers to the phenomenon where we rateindividuals in a positive manner based on limited information. For example, assuming someone is intelligent, hardworking andqualified because they seem likeable and charismatic. The horns effect is the opposite of this. Assuming aspects ofsomeone’s personality could result in poor hires, or onboardingthat is not well suited to the candidate. Psycruit allows you to build an accurate picture of a candidate’spersonality profile to avoid this.

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PSYCRUIT USPs &KEY FEATURES

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USP VALUE TO CLIENT

OVER 25 YEARS DEVELOPING PSYCHOMETRICS:

RELIABLE, VALID AND RIGOROUS ASSESSMENTS

EASY TO READ & VISUALLY ATTRACTIVEREPORTS EASIER IMPLEMENTATION AND TRAINING

SHORT TESTS AND FLEXIBLE TIME LIMITS BETTER CANDIDATE JOURNEY

DEVICE RESPONSIVE ASSESSMENTS MORE ENGAGING PROCESS FOR CANDIDATES

CHOOSE YOUR OWN PERSONALITYSCALES

MATCH CANDIDATES TO COMPANY VALUES ANDMISSION

JOB MATCHING* BETTER MATCH CANDIDATES BETWEEN ROLE& COMPANY

RATE YOUR CANDIDATES TO BETTER PREDICT JOB PERFORMANCE

ACCREDITED BY BPS, ISO CERTIFIED &GDPR COMPLIANT

QUALITY ASSESSMENTS DELIVERED ON A SAFE,SECURE & COMPLIANT PLATFORM.

DESIGNED TO MATCH YOURCOMPANY BRANDING

CREATES A SEAMLESS CANDIDATE RECRUITMENTEXPERIENCE

MULTIPLE REPORT OPTIONS CANDIDATES SIT ONE ASSESSMENT BUT YOU GETMULTIPLE REPORT OPTIONS TO SUIT EVERY NEED


* Job matching = picking and choosing personality traits from the trait library (46 in total) and giving weight to the traits in the platform, whichallows the algorithm to indicate the degree of fit between candidate and the position

PSYCRUIT REPORTUSES What can Psycruit reports be used for?Covering recruitment, selection and development purposes, oursuite of reports explore in depth the individual’s personalityprofile and provide you with powerful insights into theirtendencies and preferences at work.

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Personal FeedbackReport

Personal Feedback ReportCandidate applies + Interviewing + L&D The personal feedback report is for giving the candidatefeedback on their personality profile and can be used either forrecruitment or ongoing development purposes. The report language is specifically written for the candidate,meaning it's in an easy to understand language, with careeradvice, and provides an opportunity for the respondent to reflectand tips for their ongoing development.

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Selection Report

Selection ReportSelection The Selection Report describes the degree of fit between anindividual’s assessment results and the critical attributes of aspecified role within your organisation. This is where you indicate what your ideal candidate would looklike on each of the scales using a 5 point sliding scale. Psycruit isthen able to use these ratings to construct an algorithm that willdescribe the degree of fit between your respondents and thetarget role. The Selection Report incorporates data from personalityquestionnaires and ability tests and is designed for use byrecruiters, interviewers, assessors and panels.

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Insights Report

Insights ReportSelection + Interviewing Arguably our most popular report, the Insights Report provides acomprehensive exploration into key findings from an individual’spersonality profile. Insights examines the ways in which an individual is likely torespond to people, tasks, demands, rewards and culture at work. A good all-rounder, designed for use by recruiters, line managers,and HR and L&D professionals.

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Sales Report

Sales ReportSelection + Interviewing + L&D An invaluable tool for anyone looking to recruit or develop anindividual into a sales role. Glean penetrating insights into the personal style, values andmotivational drivers behind a candidate's sales potential. The report describes the aspects that the individual feels aretheir strengths as well as highlighting some potential derailersbased on responses to a personality questionnaire. It is designed for use by a line manager, or the recruitment teamand can also be used for feedback with the candidate.

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Ability Test Report

Ability Test ReportSelection The ability test report provides recruiters with insight into theresults of candidates ability test results. Glean deeper insight into your candidates critical reasoningincluding verbal, numerical, abstract, checking and mechanicalability.

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Leadership Report

Leadership ReportSelection + Interviewing + L&D The Leadership Reports provide valuable insight into anindividual’s leadership potential, indicating their work styles,strengths and preferences relating to leadership roles. Derived from years of experience and research, this model isdesigned to help identify personality characteristics that aretypically associated with successful leadership, and how thesemight determine the leadership style that the individual is likelyto adopt. The Leadership Report is predominantly used by line managers,HR colleagues and coaches.

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Top Performer Report

Top Performer ReportSelection + Interviewing The Psycruit Top Performer Report is for recruitment companiesand agencies only. Top Performer allows you to compare a candidate's profile toother recruiters using the top performer suite of situationaljudgement tests and ability tests.

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Interviewer Report

Interviewer ReportInterviewing Our Interviewer Reports offer guidance and suggests open-ended questions for conducting a competency-based interviewor a follow-up exploration discussion. The report summarises the key findings from the candidate’spersonality profile, allowing you to build a more well roundedview of their strengths. Interviewer Reports can be used in conjunction with Psycruit’scandidate matching facility to offer insight into the extent towhich their personality attributes are suited to the role.

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Candidate Report

Candidate ReportInterviewing + Onboarding The candidate report provides a super quick summary of yourcandidate allowing you to easily see their motivations andstrengths. The candidate report is designed for quickly presenting andsummarising a candidate's strengths to a client.

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Onboarding Report

Onboarding ReportOnboarding The Onboarding Report helps you to identify the most effectiveways to get your new recruit off to a great start in their new role. The report shows workplace strengths and motivations,and provides guidance on how you can appeal to their personalstyle, values, and motivational drivers during the onboardingprocess. Meaning new hires will hit the ground running. The Onboarding Report provides managers with tailoredinformation on each new recruit, advising on how to maximisetheir potential and how they can be encouraged to deploy theirkey strengths in their new role.

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Team StrengthsReport

Team Strengths ReportL&D Predominantly aimed at line managers & colleagues, the TeamStrengths Report provides valuable insight in to an individual’sareas of strengths within a team based setting, and the likelihoodof them adopting various roles. Team Strengths helps you understand an individual’s style andareas of strength within a team. This report is a useful tool for identifying strengths and gapswithin the team and is appropriate for use in a group setting orfor just one individual.

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PERSONALITY SCALESThe theory behind our assessmentsPsycruit uses the Psycruit Scales Library to build personalityquestionnaires. Our scales were developed based on a rational need (in this caseoccupational) for an assessment. Studies were conducted which involved extensive job analysis, reviewof existing questionnaires and a survey of clients, HR professionals andoccupational psychologists. After item analysis, piloting and reliability and validity reviews ... voila!The Psycruit Scales Library and its collection of 46 personality scaleswas ready. These fall under 5 key areas:1 - Interpersonal Style2 - Thinking Style3 - Emotions4 - Motivation5 - Culture fit

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PERSONALITY SCALES

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Interpersonal Style

Thinking Style

Emotions

Motivation

Culture Fit Response Style

How does someonebehave with others?

How does someonebehave when dealing withproblems, tasks anddecisions?

What is someone’semotional style and how dothey handle feelings?

What are someone’s values& motivations inoccupational context?

What is the organisationalstyle someone feels bestsuited to? How much candidates giveresponses which are moredesirable and could createa more favourableimpression.

PERSONALITY SCALES

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AdaptableApproachableAssertiveDirectGregariousInfluentialIndependentListeningPoised

Interpersonal Style

CreativeDetail focusedDecisiveRationalRigorousRiskyStrategicStructuredTenacious

Thinking Style

CalmDisclosureEmotional analysisInternal controlOptimisticResilientSelf esteemSelf sufficiencyStress

Emotions

CaringFriendshipMoneyOriginalityPraiseSelf developmentStatusStrivingVariety

Motivation

AuthorityChangeCompetitionEthicsHumourIntelligenceLoyaltyOrderProfit

Culture Fit

Social desirabilityResponse Style

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RELIABILITY &VALIDITYThe design of Psycruit assessments took into account the following:

Relevance of the scalesItems must relate to the scale they set out to measure.

HeterogeneityScales must be sufficiently different from each other.

Differentiation Different individuals must be likely to respond distinctly to scales.

Social desirabilityScales susceptible to faking were excluded.

Avoidance of bias Content that may adversely affect certain groups.

AmbiguityUnclear content or language.

Scale gradationScales must ensure the same levels of differentiation around themiddle and at both ends.

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RELIABILITY &VALIDITYAfter an initial design phase, which considered the above criteria, thescales that emerged were piloted, and quantitative item analysis wasperformed. The result of this was 46, rationally derived scales, each with 6 itemsthat measured each construct in a valid and reliable way.

Reliability & Validity of Personality Assessments & AbilityTests The reliability of each scale within the personality questionnaire wascalculated using a measure of internal consistency. All scales were found to have high reliabilities. Ability test questionswere also found to have high internal consistency. Norm groups (a comparison group of previous respondents) were setup, which we continue to update regularly. These dictate how acandidate’s responses are scored.

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RELIABILITY &VALIDITYBefore appearing in a report, the raw scores are compared against anorm group, and adjusted. This means that what you see in reports can reliably and accurately becompared between candidates. The construct validity (the extent two different scales measure thesame construct) for personality questionnaire was tested against theBusiness Personality indicator, the CPI and the 16PF. Further studieswere then done to establish criterion-related validity. To review the exact numbers regarding reliability and validity of thetests please visit the Help Centre section of our website or alternativelydrop us a line and one of the team would be happy to provide you withmore detail.

guide sales psycruit resources... · a guide to selling psychometric assessments january 2020....

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