MUST READ: Are Assessments as Evil as the Persona Movie Suggests?

Posted by Dave Kurlan on Wed, Apr 07, 2021 @ 12:04 PM

Personality Tests Examined in HBO Max Doc Persona - VitalThrills.com

Suppose you made a movie about cars and decided to feature the 1970's era Ford Pinto, arguably the most dangerous car ever made.  In your movie, you say that since the Ford Pinto is a car, it is therefore representative of all cars, and since the Pinto had a gas tank that could burst into flames from even a fender-bender, that all cars are equally dangerous.  Of course your movie doesn't mention safe cars like Volvo, full-size sedans, pick-up trucks, SUVs or specialty vehicles like sports cars, convertibles, or limousines.  Nope.  The Pinto is the poster child for cars.

That's the problem with the documentary Persona - The Dark Truth Behind Personality Tests. The movie shines the spotlight on the well-known Myers-Briggs Personality Type Indicator and swings between those that love knowing, being and relating to one of the sixteen personality types; versus those who are trying to change laws to prevent assessments like this from being used as a pre-employment test.

The film mocks those who embrace the Myers-Briggs while advocating for the elimination of pre-employment assessments.  The film focuses on people who believe they were harmed and branded as unemployable as a result of being rejected for work - supposedly because of their test results. Kyle Behm was one of those people and he committed suicide while the movie was being filmed.  The advocates against personality testing for employment issue the dire warning that everyone is or will be negatively impacted by personality assessments.

The film takes five huge leaps of faith and expects viewers to leap along with them:

  1. By using Myers Briggs as the poster child of personality assessments, they lead viewers to believe that all personality tests are essentially the same, measure the same traits and types, and function the same way. This is untrue.  While they all measure traits, they do not measure the same traits, do not function the same way, and they are not all suitable for use as pre-employment assessments. 
  2. By referencing only personality tests, they lead the audience to believe that all pre-employment assessments are personality assessments and vice-versaThey don't mention that there are alternate assessments that are not personality tests.  For example, Objective Management Group (OMG) produces a sales-specific assessment that measures 21 Sales Core Competencies.  The questions ask how salespeople sell, not how people see themselves socially, so OMG's sales-specific assessment truly measures fit for a particular selling role (talent), and not whether someone has the personality type that an employer desires (subjective).
  3. The film-makers attempted to make the case that because these assessments are written by middle-aged white guys, all personality tests are biased towards someone who has had the same experiences as middle-aged white guys.  Oh, and they are racist. This highlights the complete and utter hypocrisy of the film.  Merve Emre, the writer and narrator, claims that the creator of the Myers-Briggs, Isabelle Briggs-Meyers, was a racist and therefore her assessment is biased.  Three things were obvious.  a) Isabelle was not a middle-aged white guy; b) Unless you believe the human mind is created differently in people of color, Isabelle could not have had skin color or upbringing in mind when she created the 16 types; c) Merve Emre began this documentary project with a tremendous bias against personality assessments and especially Myers-Briggs.
  4. Algorithms in personality tests prevent certain people from ever landing any job of any kind.  It's possible that an algorithm could make it difficult for a certain applicant to get a certain type of job for which they may not be a good fit.  For example, an applicant is not very trust-worthy and the position calls for them to handle money. Or the applicant is an introvert and the position calls for them to spend most of their time talking with groups of people.  Assessments do not filter out certain types or groups of people for any and all jobs.  Does. Not. Happen.
  5. The film-makers imply that in order to apply for a job you must first take a personality assessment.  That's not true either.  Many companies do not use assessments and those that use them do not use them for every role in the company.

In my expert opinion, this documentary is fake news.  While they covered both sides of the story, neither side was objective. They didn't tell the entire story while they used a broad brush to position assessments as an ugly, biased, evil tool that exists only to help corporations increase revenue while discriminating against large segments of the population.

While personality assessments do uncover an individual's personality traits and tendencies, that information is simply nice to know.  While some personality assessments claim to predict fit for a specific role, personality assessments are not predictive because predictive validity requires a correlation between assessment findings and on-the-job performance. 

On the other hand, OMG's sales-specific assessment is validated using predictive validity. The 21 Sales Core Competencies actually correlate to on-the-job performance.

Don't allow a movie, this movie, to bully you into not using assessments.  Make a decision to use the correct assessment - the one that is most predictive of success in the particular sales role for which you are hiring.  Choose OMG, named the Top Sales Assessment Tool in the world for ten consecutive years by Top Sales World and named one of the Top 20 Assessment Companies in the World by Training Industry.

Topics: Dave Kurlan, assessments, Personality Tests, hiring assessments, pre-employment test, predictive sales test

Found! The Caliper vs OMG Comparison: Which Sales Candidate Assessment is More Predictive?

Posted by Dave Kurlan on Tue, Dec 01, 2020 @ 09:12 AM

lost-and-found

When are you most likely to find the item you lost or misplaced?  Immediately after you purchase its replacement, of course! 

I just found an article that I wrote in 2012 but forgot to click the publish button!  Almost nine years in the making, this article compares OMG with Caliper and I did update it so that the information on both assessments is current.

I compared two assessments for the same candidate: one from Objective Management Group (OMG) and one from Caliper.  Not being one to pass up opportunities like this, I conducted another comparison where OMG recommended this person for the role and Caliper did not. 

OMG's assessment is sales specific - built for sales.  Caliper is a personality assessment adapted for sales.  Caliper asks the same questions as in their traditional personality assessment, but modifies the findings based on the personality traits they believe are associated with sales.  Some of Herbert Greenberg's (Caliper founder) earliest research on salespeople appears in my classic white paper, The Science of Salesperson Selection.

It is not unusual for OMG's findings to contradict the findings of even the most reputable of all personality assessments because OMG measures different things than everyone else.  Most of the sales-specific competencies and attributes that OMG measures are not measured by personality assessments, including Caliper.  OMG measures 21 Sales specific Core Competencies that no personality assessment - even Caliper, can touch.

Additionally, personality tests are not able to provide insight into other important areas like:

  • Longevity - likelihood that the candidate will stick to produce 5x ROI,
  • Skill Gaps - the sales-specific skills that have not yet been developed,
  • How the Candidate Thinks about Selling - their specific beliefs that support or sabotage the sales process,
  • Ramp up - whether they will achieve success more quickly than other candidates,
  • Selling Skills - the specific skills they have learned and actually execute to fill their pipeline, close business, manage accounts, and sell to major accounts.
  • Will to Sell - the combination of sales-specific competencies that determine whether the salesperson has the grit to succeed.  This is the difference between can sell versus will sell.
  • Sales DNA - the combination of strengths that support sales process, sales strategy, sales methodology and sales tactics.
A large insurance company recently stopped using Caliper for pre-employment assessments because it failed to differentiate between successful and unsuccessful salespeople.  For comparison, 75% of the candidates that OMG does NOT recommend, but who are hired anyway, fail within 6 months; 92% of the candidates that OMG recommends, who are eventually hired, rise to the top half of their sales forces within 12 months.
 
These are some of the personality traits that Caliper measures and reports on.  How many of them sound sales-specific? How many of them have anything to do with sales success?
 
One could argue that assertiveness, empathy, gregariousness, level-headedness, skepticism, sociability, thoroughness and urgency are useful traits for a salesperson to have - and they are.  The problem is that they don't differentiate strong salespeople from weak salespeople.
 
By contrast, OMG reports on 21 Sales Core Competencies as well as an additional 8 sales competencies not considered to be core.  Each of the competencies have an average of 10 attributes that make it easy to see what is being measured, and what a competency is all about.  Notice the ten tactical selling competencies that are blocked in red below.  I'll share the attributes for two competencies so you can see that the attributes are selling attributes, not personality traits. 
 
 
In a previous article I compared OMG to Extended DiSC and showed the attributes in the Hunting and Qualifying competencies.  This time around, let's look at the attributes from the competencies, Selling Value and Reaching Decision Makers to show how different this is from what a personality assessment like Caliper measures.
.

As you can see, these attributes define and complete each competency.  You may have also noticed that we show the percentage of attributes as well as the weighted score as some attributes are more important to the competency than others. That made a huge difference for this candidate when it came to the Reaching Decision Makers competency where despite having 57% of the attributes, he was missing the most important attribute. When you compare sales-specific competencies that drive sales performance and success, to personality traits that are not specific to sales and which fail to differentiate strong from weak salespeople, it's clear that OMG is both miles and decades ahead of any and all other assessments.

So which assessment - OMG or Caliper - is more predictive?  That answer is so obvious that it doesn't even require me to answer it!

Sales Candidate Assessments are extremely important because they prevent hiring mistakes and remove bias from your hiring process.  However, if you don't choose the right assessment, configure it correctly for each role, use it at the right time in the process, or heed its advice, don't count on any assessment to make a meaningful difference!

Topics: sales assessment, Dave Kurlan, Sales Candidate, omg, caliper, sales assessment test, personality test, pre-employment test

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Best-Selling Author, Keynote Speaker and Sales Thought Leader,  Dave Kurlan's Understanding the Sales Force Blog has earned medals for the Top Sales & Marketing Blog award for nine consecutive years. This article earned a Bronze Medal for Top Sales Blog post in 2016, this one earned a Silver medal for 2017, and this article earned Silver for 2018. Read more about Dave

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