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Increase Sales Effectiveness Case Study: Personal Bankers

by Joseph Murphy

The Client
One of the nation’s leading financial institutions serving over 50 million consumers and U.S. small business clients through operations in more than 40 countries.

The Challenge
This leading financial institution commissioned the development and validation of a Virtual Job Tryout® for the role of Personal Banker that would provide a more interactive and engaging applicant experience. Specifically, the client wanted candidates to be differentiated based on their sales effectiveness as measured by the ability to convert customer referrals into sales. Additionally, the client asked that we create an assessment that would provide a positive candidate experience and reinforce the organization’s brand.

Shaker Steps to Success
• Utilize multi-step process to ensure comprehensive understanding of success factors and key metrics for the Personal Banker role
• Construct multi-method, whole person assessment experience
• Draft realistic job preview and company brand messaging
• Validate pre-hire assessment using a large, representative sample of current Personal Bankers

Predicting Performance
When compared to those individuals who performed below average, Personal Bankers who performed above average on the assessment were:

• 2.5 times more likely to be rated as a top performer
• Over 2 times as likely to be considered to have promotion potential
• 2 times as likely to be someone management would hire again
• Over 11 percentage points higher on total sales metrics

Virtual Job Tryout Identifies Applicants Able to Achieve Higher Levels of Sales

The client was able to increase sales effectiveness of new hires.  These impactful business results are due in large part to the Virtual Job Tryout's ability to measure the complex, underlying attributes that are statistically linked to Personal Bankers’ ability to convert referrals to sales and prospects to clients.

Candidate Volume
In the 8 months since its implementation, over 24,000 Personal Banker candidates have completed this Virtual Job Tryout.

Candidate Reactions
“This has by far been the best Virtual Job Tryout that I have ever taken in my history of applying for banking jobs.”

“The Virtual Job Tryout was very informative, it gave me more insight on things a Personal Banker does.”

“This was fantastic software to prepare a potential Personal Banker for the daily responsibilities he/she might encounter if hired.”

“This has been an amazing experience on viewing what a Personal Banker’s job is. For someone like me that has no experience in banking, this helped me get a better understanding on what a Personal Banker does. Thank you.”

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