Building a strong People Analytics function · What we did was marketing • Data enrichment (datafication) • Personalized employee advice ... (HR & Bizz) Segmenting & 2 Prioritization

Building a strong People Analytics functionCIPD Workshop (28/11)Luk Smeyers & Chloé Meredith

We publish & share a lot!

Luk Smeyers (daily articles)

@PA_Deloitte (daily articles)

Chloé Meredith, 1989

• PhD Educational Sciences

• People Analytics Consultant – Deloitte

• Area of expertise: People Analytics Capability Building & ONA

Luk Smeyers, 1959

• CHRO EMEA: Starbucks (2000-2003) & Nielsen (2003-2007)

• Startup iNostix: 2008 – People Analytics

• Acquisition by Deloitte in 2016 – iNostix by Deloitte

Impact of sales training investments

on sales/client satisfaction

At Nielsen…

Big Challenge to balance consultancy with account development

Sales or Consultancy ???

1. Hyper segmentation

2. A/B testing

3. Investment elasticity

4. Uplift modeling

5. Statistical forecasting

5 techniques were standard

What we did was marketing

• Data enrichment (datafication)

• Personalized employee advice

Core focus on:

People Data on #2, not People Analytics

Human Capital Trends 2018

The right combination

1. Datafication

2. Analytics

3. Data-driven HR

The data-driven HR function(insurance company: skills of the future)

• Analytics (COE Analytics)• Management decision (HR & Bizz)

Segmenting & Prioritization2

‘Skills of the future’ datafication(HR & Bizz)

Change Management (HR & Bizz)

Understanding the Employee1

EmployeeFeedback (reco)3QuantifyingImpact4 Analytics (COE Analytics)

Objective: embedding data-driven HR in all the functional areas

9Talent Analytics Training @ UCB© Deloitte Belgium 2018

Effort

Moving from ‘projects’ to ‘HR datafication’ and ‘Business integration’

Investigation and insight

Exploration

People analytics to

answer HR questions

(engagement vs.

absenteeism)

Linkage and impact

Optimisation

People analytics

to answer business

questions

(absenteeism vs. client

satisfaction)

Data-driven HR

Future of Work

Analysing work and organisation to deliver on

exponential growth strategies

(e.g. skills of the future)

Integrated analytics in the digital world

(e.g. Eex)

Employee Centric Listening

Integration

2.Data-driven HR, fully embedded

The turning point for HR and opportunity for people analytics

1.Data Science in isolation

10Talent Analytics Training @ UCB© Deloitte Belgium 2018

Effort

Moving from ‘projects’ to ‘HR datafication’ and ‘Business integration’

Investigation and insight

Exploration

People analytics to

answer HR questions

(engagement vs.

absenteeism)

Linkage and impact

Optimisation

People analytics

to answer business

questions

(absenteeism vs. client

satisfaction)

Data-driven HR

Future of Work

Analysing work and organisation to deliver on

exponential growth strategies

(e.g. skills of the future)

Integrated analytics in the digital world

(e.g. Eex)

Employee Centric Listening

Integration

2.Data-driven HR, fully embedded

The turning point for HR and opportunity for people analytics

1.Data Science in isolation

Hr transformation

eratin

Which components are essential for building a data-driven HR function?

The case studyCall center of an international financial

organization.

The case study | PA life cycle

Define

Datafy

Measure/

Analyse

Action

Design & Manage

PA Strategy

General PA strategy, which encompasses the overall vision, way of working and guiding principles.

Define the PA project: scope and conceptualise the central research question(s), make the business case and assess necessary skills and effort.

Translate objectives into measurable indicators and identify and assess which data can be used to address the research question.

Collect and store data.

Report and present data and develop action planning.

Analyse data and visualise results.

The case study | PA life cycle | Definee PA life cycle | Define

Define

Datafy

Measure/

Analyse

Action

Design & Manage

PA Strategy

The case study | PA life cycle | DefineC

hallen

Struggling to recruit, develop and retain good sales agents, hence negatively impacting the call

center’s sales growth

Early identification of sales skills/capabilities

Develop a segmented/differentiated learning trajectory for employees (instead of same learning for everybody)

Implement fixed measurement points for fast employee feedback

Decrease in turnover among the identified top performers (-20% in year 1)

Increase in sales performance in the identified low/medium performers (+10%)

Decrease of needed investments in corrective trainings (-10%)

The case study | PA life cycle | Datafy PA life cycle | Define

Define

Datafy

Measure/

Analyse

Action

Design & Manage

PA Strategy

The case study | PA life cycle | Datafy

DATAFYIdentify needed data sources

V a l i d a t e d B y I m p r o v e m e n t i n t h e s e O p e r a t i o n a l D a t a

The case study | PA life cycle | Datafy | Exercise

Whichsources/types of data could be valuable for our use case?

V a l i d a t e d B y I m p r o v e m e n t i n t h e s e O p e r a t i o n a l D a t a

The case study | PA life cycle | Measure & AnalysePA life cycle | Define

Define

Datafy

Measure/

Analyse

Action

Design & Manage

PA Strategy

The case study | PA life cycle | Action life cycle | Define

Define

Datafy

Measure/

Analyse

Action

Design & Manage

PA Strategy

@ Deloitte Belgium 2016 21

Business pushes

• Redefine trial period

• Distribute predictions

• Remove poor

performers faster

• Cut back on training

• Change incentive

approach

The case study | The HR Conundrum

How do you think HR reacted?

Business pushes

• Redefine trial period

• Distribute predictions

• Remove poor

performers faster

• Cut back on training

• Change incentive

approach

HR reacts

• That’s legally

forbidden

• That’s confidential

• That’s unfair

• That’s against the

collective agreement

The case study | The HR Conondrum

Think journey, not topic

Don’t work in a silo, it’s a multi-disciplinary and cross-functional approach

Use the lifecycle in a loop (iterate, iterate, iterate)

The case study | Lessons learned

04The HR Conundrum

You can start tomorrow !

Thank you!Questions?

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Building a strong People Analytics function · What we did was marketing • Data enrichment (datafication) • Personalized employee advice ... (HR & Bizz) Segmenting & 2 Prioritization

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