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Nike Case Study

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Nike : Hiring Gets off on the Right Foot
Technology is changing how companies recruit and select in ways that couldn’t have been anticipated a few years ago. While automated hiring technologies are still in their infacy, recruiters envision a world in which they can reduce the hiring cycle time be 90%, anticipated what skills will be in demand before they can be articulated and call up infoemation about a potential hire on their computer screens. Interactive voice respons technology (IVR), which has been in use for a long time, is being used along with other database technologies to computer information about potential employees giving the company more flexibility and speeding hiring decision..
Nike is one example of a company using computer-assisted interviewing. The company has used an Aspen Tree product to hire employees for Niketowns, retail stores that showcase Nike products. At a recently opened store in Las Vegas, six thousand people responded to ads for workers needed to fill 250 positions. Nike used IVR technology to make the first cut. Applicants responded to eight questions over the telephone; 3,500 applicants were screened out because they weren,t available needed or didn’t retail experience. The rest had a computer assisted interview at the store, followed by a personal interview.
“We think it’s important to give a personal interview to anyone who comes to the store,” says Brian Rogers, Nike’s manager of human resources for the retail division. “Applicants are customers as well as potential hires.”
The computer interview identified candidates who had been in customer service environments, had a passion for sports, and would make good Nike customer service representatives. Interviews were done in batches. The computer interview (which includes a video showing three scenarios for helping a customer and asks the applicant to choose the best one) was given every forty-five minutes to a group of applicants. As applicants completed the interview, a printer in the next room printed their responses. Areas that needed to be probed further were flagged, as were areas that indicated particular strengths.
While the applicants completed an applications form online, the interviewer used the printout to prepare for the applicant’s human interview. Some applicants would be given only a short interview; other, more likely candidates would be interviewed at greater length. The computer not only helped interviewers screen for people who lost their temper in work situations or who demonstrated other undesirable behaviors, but it also helped the interviewers determine what to ask to reconcile inconsistencies in the computer interview or to probe applicant strengths in desired areas. Because Nike uses behavioral based interviewing, applicants must document their areas of strength with examples from their work. Some applicants were offered jobs on the spot. Others were called back for second interviews.
Rogers says using computer assistant interviewing has helped Nike staff up fast as well as reduce turnover in the retail division. The company saved $2.4 Million during a three year period by reducing turnover from 87 to 51 percent, although other processes for coaching and leading within the stores have also played a part. Others areas of the company see the technology as promising, and Nike is exploring developing electronic profiles for manufacturing positions. 1. What do you think are the prime advantages and disadvantages of Nike’s computer-based interviewing system? 2. Are there any EEO aoncerns regarding this system? 3. If interviews serve a public relation role, what should Nike be concerned about? 4. How should you suggest that Nike might modify and improve its system?

Nike: Mempekerjakan Mendapat off di Kaki Kanan
Teknologi ini mengubah cara perusahaan merekrut dan memilih cara-cara yang tidak bisa diantisipasi beberapa tahun yang lalu. Sementara teknologi mempekerjakan otomatis masih dalam infacy mereka, perekrut membayangkan sebuah dunia di mana mereka dapat mengurangi waktu siklus perekrutan menjadi 90%, diantisipasi keterampilan apa akan permintaan sebelum mereka dapat diartikulasikan dan memanggil infoemation tentang menyewa potensial pada komputer mereka layar. Suara interaktif respon teknologi (IVR), yang telah digunakan untuk waktu yang lama, sedang digunakan bersama dengan teknologi database lain untuk informasi komputer tentang karyawan potensial memberikan perusahaan lebih banyak fleksibilitas dan keputusan perekrutan ngebut ..
Nike adalah salah satu contoh perusahaan yang menggunakan komputer-dibantu wawancara. Perusahaan telah menggunakan produk Pohon Aspen untuk mempekerjakan karyawan untuk NikeTowns, toko ritel yang menampilkan produk Nike. Di toko baru dibuka di Las Vegas, enam ribu orang menanggapi iklan bagi pekerja yang dibutuhkan untuk mengisi 250 posisi. Nike menggunakan teknologi IVR untuk membuat potongan pertama. Pelamar menanggapi delapan pertanyaan melalui telepon, 3.500 pelamar yang disaring keluar karena mereka weren, t tersedia dibutuhkan atau tidak pengalaman tidak ritel. Sisanya memiliki sebuah wawancara dengan bantuan komputer di toko, diikuti dengan wawancara pribadi.
"Kami pikir itu penting untuk memberikan wawancara pribadi kepada siapa saja yang datang ke toko," kata Brian Rogers, manajer Nike sumber daya manusia untuk divisi ritel. "Pelamar adalah pelanggan serta karyawan yang potensial."
Para calon Wawancara komputer diidentifikasi yang telah di lingkungan layanan pelanggan, memiliki gairah untuk olahraga, dan akan membuat perwakilan layanan pelanggan yang baik Nike. Wawancara dilakukan dalam batch. Wawancara komputer (yang mencakup video yang menunjukkan tiga skenario untuk membantu pelanggan dan meminta pemohon untuk memilih yang terbaik) yang diberikan setiap empat puluh lima menit untuk sekelompok pelamar. Sebagai pemohon menyelesaikan wawancara, printer di kamar sebelah dicetak tanggapan mereka. Daerah yang perlu diselidiki lebih lanjut adalah ditandai, seperti daerah yang menunjukkan kekuatan tertentu.
Sementara pelamar menyelesaikan aplikasi membentuk online, pewawancara menggunakan printout untuk mempersiapkan untuk wawancara manusia pemohon. Beberapa pelamar akan diberikan hanya wawancara singkat, lainnya, kandidat lebih mungkin akan diwawancarai panjang lebar. Komputer tidak hanya membantu pewawancara layar untuk orang-orang yang kehilangan kesabaran mereka dalam situasi kerja atau yang menunjukkan perilaku yang tidak diinginkan lainnya, tetapi juga membantu pewawancara menentukan apa yang harus meminta untuk mendamaikan inkonsistensi dalam wawancara komputer atau untuk menyelidiki kekuatan pemohon di daerah yang diinginkan. Karena Nike menggunakan berbasis perilaku wawancara, pelamar harus mendokumentasikan daerah mereka kekuatan dengan contoh-contoh dari pekerjaan mereka. Beberapa pelamar yang ditawarkan pekerjaan di tempat. Lainnya dipanggil kembali untuk wawancara kedua.
Rogers mengatakan menggunakan komputer asisten wawancara telah membantu staf Nike cepat serta mengurangi turnover di divisi ritel. Perusahaan menghemat $ 2,4 Juta selama periode tiga tahun dengan mengurangi omset 87-51 persen, meskipun proses lainnya untuk pembinaan dan memimpin dalam toko juga berperan. Lainnya area perusahaan melihat teknologi sebagai menjanjikan, dan Nike sedang menjajaki mengembangkan profil elektronik untuk posisi manufaktur.
1. Apa yang Anda pikirkan adalah keuntungan utama dan kerugian dari sistem berbasis komputer Nike wawancara?
2. Apakah ada kepentingan EEO mengenai sistem ini?
3. Jika wawancara melayani peran humas, apa yang harus Nike akan peduli?
4. Bagaimana seharusnya Anda menunjukkan bahwa Nike dapat memodifikasi dan memperbaiki sistem?

1. Keuntungan yang diperoleh Nike dari sistem wawancara berbasis computer adalah mampu melayani pelanggan secara efektif dan efisien. Ini bagus mengingat Nike memiliki pelanggan yang sangat banyak, sedang waktu dan pelayanan yang dibutuhkan tidak terlalu banyak.
Kerugian yang dialami Nike dari sistem wawancara berbasis computer adalah Biaya yang dikeluarkan untuk membiayai sistem ini tidak sedikit, mengingat teknologi yang dibutuhkan Nike masih jarang ada pada perusahaan-perusahaan lain. 2. Ada, Nike bekerjasama dengan perusahaan manufaktur untuk membuat suatu produk yang didesain dan dipasarkan oleh Nike yang dimana pembuatan atau produksinya dikerjakan oleh perusahaan manufaktur yang berada dibawah pengawasan Nike. 3. Yang harus di pedulikan Nike adalah harus peduli terhadap wawancara yang melayani peran humas, karena dengan humas Nike dapat memperluas dan memperkuat jaringan sehingga dapat mengalami pertumbuhan yang pesat dalam hal memasarkan dan mengenalkan produknya. 4. Perusahaan nike merubah karyawan dari tenaga manusia ke teknologi untuk membuat produknya. Dengan demikian produksi dapat dimaksimalkan dan karyawan dapat diletakan di posisi pekerjaan yang lebih untuk memperkenalkan produk secara lebih detile atau mungkin produk tersebut di coba oleh karyawan tersebut untuk mengetahui seberapa kualitasnya yang dihasilkan oleh nike, juga karyawan dapat diposisikan sebagai desainer produk.…...

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