Leveraging AI and Gamification to Improve Candidate Assessment at P&G

Procter & Gamble (P&G) has long been a global leader in using assessments to identify and nurture talent. P&G was one of the first companies to implement a cognitive ability assessment in the 1950’s as well as among the first to use adaptive testing. A willingness to experiment helps them maintain that strength, and they are eager to find new ways to improve the candidate experience while maintaining the validity of their testing in a digital economy.

From the candidate perspective, P&G was increasingly concerned that barriers to accessing the assessment process — for example, its continued use of a pen-and-paper approach — might deter some, more technology-minded candidates from participating in the process and cause P&G to lose out on top talent. “We were missing out on a lot of talent just because of our process,” says Daniele Bologna, Ph.D., manager for Global Selection and Assessments at Procter & Gamble.

As an organization with a large global footprint, P&G depends on a recruitment process that allows it to efficiently and fairly assess candidates in locations around the world. In fact, it assesses about a million candidates in over two dozen languages.

The solution? Leverage the latest in measurement technology and AI to gamify the company’s cognitive ability assessments. “Aon provided that breadth of expertise in a global assessment provider that we needed,” Bologna says.

Aon’s Assessment Solutions modernized P&G’s assessment process by creating interactive assessments that enabled P&G to continue to attract and acquire diverse talent in a more user-focused, efficient way. “Aon helped us introduce a product in the interactive assessments, what they call smartPredict, that enables us to continue to attract and acquire diverse talent through the use of assessments, which P&G has been doing since the 1950s,” Bologna says. “But this tool allows us to do it in a much more modernized and faster way than our previous assessments.”

Through a series of gamified assessments, recruiters are able to measure whether candidates have the aptitude and the cognitive capacity to succeed at P&G. Using gamification principles to develop highly polished, interactive, responsive assessments, a team of psychologists, designers and developers worked together to create the assessments that transformed P&G’s cognitive, proctored assessments to a mobile environment, maximizing efficiencies in its recruitment process and delivering a more candidate-centered experience.

Using the latest in AI technology, these assessments employ item generators to create, adapt and modify the assessments as the candidate takes them, creating a custom experience in which the difficulty is adjusted dynamically in response to the candidate’s performance. Aon’s optimized approach to assessments allows P&G to fully explore and measure each candidate’s capabilities.

Aon’s assessments enabled P&G to harness the power of artificial intelligence and gamification to build the future workforce it will need. And it was able to scale these assessments rapidly. “We were able to launch this assessment, from its idea to inception, in less than a year globally,” Bologna says.

The results have surpassed expectations. Internal validation research shows that higher scores on the interactive assessments provide an increase of 100% to 300% in favorable employee outcomes, such as employee performance and potential.

“Based on our validation data, we're seeing that success on the assessments is related to two to four times more success for the actual employees for various outcomes like performance, potential and turn over,” Bologna says. “To see that level of success in predicting positive employee outcome, that’s a pretty remarkable finding for us.”

Candidates benefit, as well. The new assessments take 75% less time to complete, compared with previous assessments. An astonishing 94% of people who start the interactive assessments complete them, and 93% said they were more likely to speak positively about their assessment experience.

P&G was able to successfully shift to a mobile-friendly, candidate-centric process that retained a high degree of validity and fairness. Aon’s interactive assessments allow P&G to continue to bring in high-quality talent in a faster, more efficient way.

To learn more about gamified assessments, download our whitepaper, Gamification in Assessment: Upgrade Your Talent Strategy.

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