Profiling for Performance at BMW Gillian Hyde
There were two reasons for this:
gillian@psychological-consultancy.com • Firstly, the original template was already
BMW New Car Sales BMW New Car Sales
BMW Sales The BMW Sales scale is a
a Sales Certification Scheme to train the Sales
scale identifies individuals who are likely to sell
composite scale identifying individuals who
Executives in specific sales and customer
more new cars. High scorers on this scale will
are likely to sell more new and used cars. High
service techniques. Asked what he thought
Our basic premise
4 years old, and BMW, its products, its
seem edgy and driven but at ease and self-
scorers on this scale will seem even-tempered
BMW were looking for in a sales person, Jeff
Almost a decade ago PCL researched and
aspirations and its market were changing –
confident when talking to others. They will be
and consistent in mood, they will have a
felt that they needed people who are more
published UK editions of the three Hogan
BMW has dramatically increased its range
able to negotiate without worrying too much
positive outlook on life, appearing upbeat and
self-actualising, the kinds of people who are
personality questionnaires. During this period
of cars and its sales revenues.
about other people's sensitivities and they are
happy, and they will be socially self-confident.
“learners in charge of their own destiny”.
probably well-informed about products and
They also enjoy being the centre of attention,
This view coincides with several of the themes
their technical specification.
are able to negotiate without worrying too
that emerged from PCL’s research and the
we have developed a style of organisational research, based on the premise that performance
• Secondly, much more detailed and objective performance data was now available.
in any role is likely to be facilitated or impeded
much about other people's sensitivities,
general finding that personality has a
by an individual’s temperament as reflected in
The objectives of this second wave of research
BMW Used Car Sales The BMW Used Car
and are not afraid to act on their own
significant role to play in distinguishing the
their personality profile.
were:
Sales scale identifies individuals who are likely
initiative even if it means risking others'
most effective BMW Sales Executives from
to sell more used cars. High scorers on this scale
disapproval.The selection system was
the rest. Clearly, in recruiting staff as with
will seem empathic, even-tempered and
subsequently implemented and managed by
anything else, you need to know what you are
consistent in mood, and they will be socially
BMW’s independent recruitment agent KHA
looking for to have any chance of finding it.
self-confident.
who have been extremely successful in selling
Perhaps the greatest benefits of the approach
the system to the dealerships.
illustrated above are (a) that it helps to
• To reflect the current and future sales BMW project overview As part of its recruitment process for sales executives, BMW partnered with PCL to create a customised selection profiling system based on the Hogan Personality Inventory. The original
Gillian Hyde
executive roles at BMW • To review the linkage between performance and personality • To identify necessary changes and to update the template
BMW scoring template was based on an initial
Gillian is a chartered occupational psychologist who has worked in the field
BMW Corporate Car Sales The BMW
of assessment since 1989. She has been
Corporate Car Sales scale identifies individuals
A word from BMW
identify the key characteristics (knowing what you are looking for) that can consistently be
validity study carried out in the year 2000
This phase of the research involved 94
involved in the UK development of a
who are likely to sell more corporate cars. High
Earlier this year I asked Jeff Jennings,
targeted across all aspects of the selection
involving BMW sales executives. This was
sales executives for whom we had both
number of tests – for example the Watson-
scorers on this scale will seem even-tempered
Manager, Centre for Development at BMW,
process and (b) that it establishes a feedback
refined through further validation work in 2003
performance and personality data. The
Glaser Critical Thinking Appraisal Form
and consistent in mood, they will have a
what he felt were the biggest challenges facing
loop that ensures continuous learning based
– again comparing the performance of sales
performance data had been collected through
C and the Hogan suite of personality
positive outlook on life, appearing upbeat and
the sales executives at BMW. Jeff felt it was
on the performance of those appointed
executives against their Hogan Personality
the BMW Centre for Development as part
questionnaires.
sociable and outgoing – people who are likely to
the soft skills part of the job that was the
against the back-drop of an ever changing
Inventory profiles. For the dealership network
of a wider performance management project
enjoy being in the company of others.
most challenging, and he has implemented
commercial environment.
to benefit from the logistical advantages of the
and was particularly detailed.
internet, questionnaire administration was
Gillian has served on the Steering Committee for Test Standards for The
online and scoring, report generation and
Findings 1 – HPI scales predictive of
British Psychological Society and has co-
Continued from page 5
Continued from page 19
dispatch were fully automated.
performance
reviewed a couple of personality
We know that the applicants find the online
• Minority groups achieve greater
Analysing the data at the personality scale level
questionnaires for the ‘Review of
assessment process very user-friendly and easy
representation: As a result of changes to
Original research
we were able to identify a number of aspects of
Personality Assessment Instruments (Level
to engage with too.”
the process, the proportion of candidates
In the original validity study in 2000 the ‘ideal’
personality that could contribute to prediction
B) for Use in Occupational Settings 2nd
BMW Sales Executive profile was that of a well
of performance. The Adjustment, Ambition
edition’, published by the BPS.
Store perceptions have also indicated that
stages of the assessment process has
adjusted person, someone who was fairly self-
and Managerial Potential scales of the HPI all
At PCL since 1994, Gillian’s responsibilities
online assessment is a huge improvement on
increased. Despite a considerable proportion
confident and untroubled by self-doubt, a
positively and significantly correlated with sales
encompass research and development,
the time-consuming psychometric tests which
of candidates being screened out at the e-
reliable and conscientious worker, someone
figures while HPI Prudence was positively
designing bespoke selection systems for
had been used in previous years. The reports
Tray stage of the process, there is no Adverse
who was well-informed and keen to take on
correlated with separate ratings of employee
clients and delivering training in the HDS,
are widely viewed as user friendly, with
Impact against females and the Adverse
responsibilities.
performance that were largely based on good
an assessment of derailers.
from minority groups reaching the later
minimal time and space resources required at
Impact against ethnic minority groups is
attendance and punctuality. So the general
store level. Steve Bryan, Store Director and
less than typically found with reasoning
There was remarkable enthusiasm and wide
profile of a more successful BMW Sales
JVP at Specsavers in Liverpool, said: “Having a
tests.
acceptance of the instrument and it was rapidly
executive is a well adjusted, calm, composed
screening procedure is a good starting point
established as a key recruiting tool. It is
individual who is achievement-oriented and
for the face-to-face interview. When we were
Efforts to improve the e-Tray exercise element
estimated that two thirds of the dealerships
socially self-confident. Such people tend to be
of smaller subthemes and when we analysed
opening a sister store in Liverpool we were
of the Fast Stream process have not stopped
have used it at some time and half the
hard working individuals who are keen to take
the data at this level we were able to build
recruiting for five staff at once, and the online
there.
dealerships always use it when selecting sales
on responsibility, are self-motivated and will
customised scales to predict performance for
assessment system helped get numbers down
executives. Over 2000 administrations were
take the initiative. Those Sales Executives who
different sales roles within BMW. Specifically,
to a manageable level.”
completed between 2000 and 2003 and the
prove to be more reliable employees from the
for New Cars, Used Cars and Corporate Cars –
process was extended, with modifications to the
attendance and punctuality perspective tend to
as well as a general customised BMW Sales scale
Adopting a bespoke, integrated online
security risks of over-exposure of content, each
template, for other operational posts such as
have personality profiles that suggest they are
to be used when applicants are being assessed
recruitment process at the application stage
year changes have been made to minimise
Managers and Dealer Principals as well as for
more conscientious, conventional and
when their exact role designation is not known
helps maximise efficiency without losing
Adverse Impact and improve the validity of
MINI sales executives.
conforming.
prior to assessment, or for smaller dealerships
out on rich and valuable information about
the exercise. An example e-Tray exercise has
where they may have to sell across these
applicants’ suitability. Both ASDA and
also been created, and is available on the Fast
Not only has a new version of the exercise been developed each year to minimise any
Reasons for the re-analysis:
Findings 2 – HPI customized scales
categories. These customised scales and the
Specsavers were able to maximise the
Stream website, to help ensure that all
In 2003 we carried out additional research to
predictive of performance
inferences that we would draw from them are
efficiency of their selection processes
candidates have similar levels of familiarity
further refine the system.
Each of the HPI scales is made up of a number
detailed below.
without compromising on the quality
with this novel type of exercise.
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