Unleashing AI in Unilever: A HR Case Study

Table of Contents

1. Introduction
2. Background of Unilever
3. Adoption of Artificial Intelligence in HR
4. The Technology Process
   • Pemetrics Game-Based Platform
   • Higher View's Video Intelligence
5. Advantages for Candidates
   • Engaging Exams in the Form of Games
   • Convenient Interview Time Coordination
   • Instant Performance Feedback
   • Minimized Bias and Authentic Behavior
6. Advantages for Clients
   • Revealing Natural Behavior and Responses
   • Progressive Assessments
   • Qualitative Data for Selections
   • Time and Cost Savings
7. Results and Benefits for Unilever
   • Reduction in Applicants and Time
   • Cost Savings and Increased Diversity

Introduction

In this case study, we will explore how Unilever, a global leader in consumer goods, adopted artificial intelligence (AI) in its HR processes to improve recruitment efficiency and effectiveness. Specifically, we will focus on the use of AI technologies such as Pemetrics' game-based platform and Higher View's video intelligence to enhance the candidate screening and interviewing processes. By leveraging AI, Unilever aimed to attract talent from around the world and engage with the millennial workforce. This case study will Delve into the benefits AI brings to both candidates and clients, as well as highlight the results and benefits that Unilever achieved through this innovative approach.

Background of Unilever

Unilever is a renowned multinational company with products present in over 190 countries. Their wide range of brands caters to various consumer needs spanning personal care, home care, food, and more. Recognizing the need to meet rapidly changing consumer demands and appeal to the millennial workforce, Unilever aspires to have 60% of its workforce comprised of millennials by 2020. To achieve this, Unilever sought to leverage innovative technologies that could engage, captivate, and expedite the recruitment process. By replacing outdated processes rooted in paper, phone screens, and manual assessments, Unilever aimed to streamline its recruitment procedures and tap into a broader pool of global talent.

Adoption of Artificial Intelligence in HR

Unilever partnered with two firms, Pemetrics and Higher View, to incorporate AI technology into its HR processes. Pemetrics' game-based platform provided a unique and engaging assessment solution that went beyond traditional psychometric tests. Candidates were able to showcase their aptitude, logical thinking, reasoning skills, and appetite for risk through a series of games played on their phones or computers. This interactive approach allowed Unilever to gain deeper insights into candidates' unique traits and problem-solving approaches. On the other HAND, Higher View's video intelligence enabled the analysis of recorded video interviews using proprietary machine learning algorithms. This technology offered a comprehensive view of candidates' non-verbal cues, including facial expressions, eye movements, body language, clothing details, and nuances of voice. By leveraging AI in the form of video analysis, Unilever could make more accurate hiring decisions and predict candidates' future job performance.

The Technology Process

Pemetrics Game-based Platform

Pemetrics' game-based platform represents a Novel approach to candidate assessment. Instead of relying solely on resumes and traditional testing methods, Unilever utilized this platform to measure candidates' social, cognitive, and behavioral traits. The games played by job seekers provided valuable insights into how they approached and solved problems, shedding light on their natural behavior and responses. The absence of right or wrong answers in this game-based assessment minimized bias and reduced stress levels typically associated with traditional testing. Additionally, candidates received instant performance feedback, enabling them to assess their own strengths and areas for improvement.

Higher View's Video Intelligence

Higher View's video intelligence platform revolutionized the recruitment process by introducing video-based interviews. This technology empowered hiring managers to evaluate candidates' non-verbal cues, which traditional resumes and interviews often fail to capture. Facial expressions, eye movements, body language, and even the nuance of candidates' voices provided invaluable insights into their potential fit within the organization. The use of AI and machine learning algorithms facilitated the analysis of these video interviews, predicting candidates' performance and enabling companies like Unilever to make better-informed hiring decisions.

Advantages for Candidates

Utilizing AI in the HR process brought several benefits to candidates:

1. Taking exams in the form of games proved significantly more engaging than traditional psychometric tests, making the assessment process more enjoyable and immersive.
2. Coordinating interviews across different time zones became more feasible, as candidates could Record interviews at their convenience, eliminating the need for real-time interviews.
3. Instant performance feedback provided candidates with valuable insights into their performance, allowing them to gauge their strengths and areas for improvement.
4. Game-based assessments minimized bias, as they focused on how candidates approached problems rather than seeking specific solutions. The immersive nature of game tasks also reduced stress and eliminated stereotype threat.
5. Assessment data collected through AI algorithms was objective, eliminating biases that could arise from subjective interpretations of resumes, letters of recommendation, biographical information, or traditional interviews.

Advantages for Clients

Clients leveraging AI in their HR processes also benefit in several ways:

1. Game-based assessments reveal candidates' natural behavior and responses, providing a more accurate depiction of their abilities compared to traditional testing methods.
2. Progressive assessments adapt to candidates' engagement, continually testing their problem-solving skills, logical thinking, and level of motivation to succeed.
3. Video interviewing offers hiring managers the ability to make selections based on qualitative data that is not apparent on resumes alone.
4. Online video interviews enable companies to review candidates' performance as soon as their application is complete, as well as refer back to the interviews multiple times for a more thorough evaluation.
5. Custom assessments based on candidates' abilities eliminate the need for a one-size-fits-all approach, resulting in more accurate and personalized evaluations.
6. AI-enabled HR processes save time and costs associated with traditional recruitment methods, allowing companies to streamline their hiring procedures and allocate resources more effectively.

Results and Benefits for Unilever

Unilever's adoption of AI technology through Pemetrics and Higher View resulted in significant improvements in their recruitment processes. By leveraging AI algorithms, Unilever reduced the initial pool of 250,000 applicants to a final selection of 3,500 individuals, all of whom were invited to assessment centers. These assessment centers provided candidates with the opportunity to Interact with real-life recruiters before the final selection of 800 hires was made. Additionally, Unilever saved over 50,000 hours in candidate interview time over an 18-month period, resulting in annual cost savings of 1 million pounds. Moreover, Unilever achieved a commendable 96% candidate completion rate compared to the 50% completion rate with traditional methods. The adoption of AI also contributed to a 90% reduction in time-to-hire and a 16% increase in diversity among new hires.

In conclusion, Unilever's successful integration of AI technologies in its HR processes demonstrates the numerous advantages these innovations bring to both candidates and clients. Through game-based assessments and video intelligence, Unilever streamlined its recruitment procedures, enhanced the selection process, and attracted a diverse pool of global talent. The cost and time savings afforded by AI technologies further solidified Unilever's commitment to fostering a more efficient and effective recruitment framework. As AI continues to advance, its integration into HR practices presents invaluable opportunities for companies seeking to navigate the complex landscape of modern recruitment.

资源:

• Unilever
• Pemetrics
• Higher View