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Aon-How Design Thinking is Transforming the Future of Talent Assessment-Whitepaper

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The Revolution Will be Empathetic 9 The Revolution Will be Empathetic 9 Case Study: Leveraging AI and Gamification to Improve Candidate Experience at P&G Procter & Gamble (P&G) has long been a global leader in using assessments to identify and nurture talent. C A S E S T U D Y Challenge A willingness to experiment has helped them maintain that strength, and they were eager to find new ways to improve the candidate experience while maintaining the validity of their testing in a digital economy. P&G increasingly was concerned that its assessment process might deter younger, more technology- minded candidates from participating in the process. "We were missing out on a lot of talent just because of our process," says Daniele Bologna, Ph.D., manager for Global Selection, Testing, 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. It assesses about a million candidates in over two dozen languages. Solution Aon 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 set of interactive assessments that enables us to continue to attract and acquire diverse talent through the use of assessments, which P&G has been doing since the 1950's," Bologna says. "However, this tool allows us to do it in a much more modernized and faster way than before." Using gamification principles to develop highly polished, interactive, responsive assessments, a team of psychologists, designers and developers worked together to create the smartPredict assessments that translated 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 games as the candidate takes them, creating a custom experience in which the difficulty is adjusted dynamically in response to the candidate's performance. Outcome Internal validation research shows that higher scores on the interactive assessments provide a 3x increase in favorable employee outcomes, such as employee performance. 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. "Based off 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."

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