Home / FINANCE / Retail / Consumer-goods hulk Unilever has been employing employees regulating mind games and synthetic comprehension — and it’s a outrageous success

Consumer-goods hulk Unilever has been employing employees regulating mind games and synthetic comprehension — and it’s a outrageous success

hirevue face
Unilever wants to be a
tellurian personality when it comes to regulating synthetic comprehension for


• Unilever has used synthetic comprehension to shade all
entry-level employees for a past year.

• Candidates play neuroscience-based games to measure
fundamental traits, afterwards have available interviews analyzed by

• The association considers a examination a large success and
will continue it indefinitely.

For a past year, a Dutch-British consumer-goods giant
Unilever has been regulating synthetic comprehension to hire
entry-level employees, and a association says it has dramatically
increasing farrago and cost-efficiency.

“We were going to campus a same approach we was recruited over 20
years ago,” Mike Clementi, VP of tellurian resources for North
America, told Business Insider. “Inherently, something didn’t
feel right.”

Unilever is one of a world’s heading consumer-goods
conglomerates, with billion-dollar brands like Axe, Dove, and
Lipton, and it has 170,000 employees worldwide. Clementi pronounced the
association indispensable to find a approach to reinvigorate itself, and
transforming new talent recruitment was one approach to do so.

Instead of promulgation member to chosen universities,
collecting résumés, and arranging follow-up phone interviews for
a students who stranded out, Unilever has partnered with the
digital HR use providers Pymetrics and HireVue to record a first
stairs of a process. If possibilities pass a AI screening, they
go by an in-person screening that determines possibly they
get a job.

Candidates learn about a jobs online by outlets like
Facebook or LinkedIn and contention their LinkedIn profiles — no
résumé required. They afterwards spend about 20 mins personification 12
neuroscience-based games on a Pymetrics platform. If their
formula compare a compulsory form of a certain position, they
pierce on to an talk around HireVue, where they record responses
to preset talk questions. The record analyzes things
like keywords, intonation, and physique language, and creates records on
them for a employing manager. All of this can be finished on a
smartphone or tablet.

If a claimant creates it by these dual steps, they are
invited to a Unilever bureau to go by a day-in-the-life
scenario. By a finish of a day, a manager will confirm whether
they are a right fit for a job.

The employing renovate began with Unilever North America and took
outcome in 68 countries, was conducted in 15 languages, and
concerned a sum of 250,000 applicants. Unilever common a North
American results, from Jul 2016 to Jun 2017:

• Applications to jobs doubled within a initial 90 days of their
posting year-over-year, to 30,000 margin from 15,000.

• Unilever hired a “most opposite category to date.” There was a
“significant” boost in hires of nonwhite margin and an
boost in universities represented, to 2,600 from 840. Unilever
pronounced a socioeconomic illustration of a new hires was less
top-heavy, though it did not contend by how much. And there was gender
relation among hires, that was probably unvaried year-over-year.

• The normal time for a claimant to be hired went from four
months to 4 weeks, saving a accumulative 50,000 hours of
candidates’ time. Recruiters’ time spent reviewing applications
decreased by 75%.

• The rate of offers to possibilities who finished it to a final round
increasing to 80% from 63%, and a acceptance rate of these
offers increasing to 82% from 64%.

• The execution rate of a 12 Pymetrics games was 98%. The
normal magnitude of a altogether routine was 4.1 out of 5, formed on
a 25,000 margin who took a survey.

What a routine looks like

Step 1: Submit LinkedIn

Candidates can find pursuit listings on Unilever’s website, but
college seniors are also targeted with pursuit postings on Facebook,
LinkedIn, The Muse, and WayUp in lieu of college visits. They
afterwards contention a couple to their LinkedIn profile.

Step 2: Play neuroscience games

Pymetrics CEO Frida Polli, who founded a association with Julie Yoo
in 2013, pronounced a 12 games were “essentially a bullion customary of
cognitive neuroscience” in that they’re formed on tests that those
in a margin have prolonged employed.

Games exam traits like ability to focus, memory, attribute to
risk, and ability to review romantic contra contextual cues. For
example, a diversion that tests risk gives users 3 mins to
collect as many “money” as probable regulating this system: clicking
“pump” inflates a balloon by 5 cents; during any point, a user can
click “collect money”; and if a balloon pops, a user receives
no money. The user is presented with balloons until a timer
runs out.

pymetrics game
The “balloon game”
measures a candidate’s attribute to risk.


A discreet user who takes a tiny volume of income from each
balloon to equivocate losing anything is conjunction improved nor worse than
an brave user who tries to take any balloon to a limit.

“There is no right or wrong in a spectrum, and we’re not just
creation that adult to make we feel good,” Polli said. “Traits at
possibly finish of a spectrum could be unequivocally befitting to
opposite careers.”

Unilever had well-developed employees in opposite roles play the
games and used their formula as a benchmark to magnitude new
possibilities against.

Users are told immediately after any diversion how their performance
was analyzed, and recruiters can see those formula compared with
benchmarks. Polli pronounced a candidate’s opening on any of the
games could change depending on context — a same approach their
opening on a SAT would change if they were sleepy versus
alert, for example. But distinct with a SAT, she said, practice
would not significantly change one’s opening on a Pymetrics

Unilever possibilities who did not make it to a subsequent turn could
contention their formula to other companies that partner with

Step 3: Interview with HireVue

Candidates who have a traits compulsory of a position they’re
requesting to afterwards take a HireVue interview, that can be finished with
a mechanism camera or with a smartphone. They spend a few minutes
on any of a questions compulsory for their role, vocalization to the
camera. The interviews are not live.

Candidates can do their
HireVue talk on their smartphone.


HireVue’s AI analyzes any of a answers, observant aspects like
keywords, physique language, and tone. Hiring managers afterwards see a
minute list of possibilities a module deemed achieved best.

Step 4: Spend a day in a life

After a algorithms assistance managers collect a many promising
candidates, it’s time to let tellurian visualisation take over.

Candidates who have finished it this distant are invited to a Unilever
bureau to knowledge what a pursuit would entail, and if the
recruiter operative with them deems them a fit, they will receive
an offer shortly after their visit.

Going from 0 to 100

Polli pronounced that of all her company’s clients, Unilever was “by
distant a one that went from 0 to 100.” Unilever schooled about
Pymetrics in mid-2015 and motionless to use it a following

Rather than undergoing a tiny beta phase, Unilever used the
routine described above with all novice applications as explanation of
concept, afterwards rolled it out to all entry-level positions.

Clementi pronounced his group was still anticipating ways to labour the
routine and safeguard possibilities have an beguiling knowledge that
is singular to Unilever and not overly mechanized. But he pronounced he
was vivacious with a initial year’s formula and already testing
ways a routine could be used as a addition for mid-career
hires or parallel inner changes.

“Unilever, like many large companies, we’re perplexing to reinvent
ourselves,” Clementi said. “And we are unequivocally perplexing to digitize

In 2015, he believed that embracing Pymetrics and HireVue, rather
than gradually perplexing tiny experiments, would give Unilever “an
event to be a personality in this sector.”

“Amazingly, the care group was also all in, and we decided
to do it,” he said.

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