Competitive analysis of assessments market in Indian IT sector

1. Recruitment of talent pool and assessment industry in IT sector
“Recruitment of Talent Pool and Assessment Industry
in IT sector”
A Short Project Report EXCLUSIVELY for Participating Sample Companies
Post-Graduate Diploma in Management
By
RahuL KouL
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2. Recruitment of talent pool and assessment industry in IT sector
CHAPTER 1: RESEARCH PROBLEM & DESIGN
PROBLEM STATEMENT
Identifying ICSF ‘Industry Critical Success Factors’ for assessment industry in Bangalore and
determining Need-Gap analysis, if any.
STUDY OBJECTIVES
The aim of the project is to:
1. Understand the approach of IT companies towards their recruitments and assessments
imparted to the candidates.
2. Determine the IT market needs and their expectations from assessment companies.
3. Understand the assessment industry, its working and product offerings for IT companies.
4. Find out the need- gap analysis, if any, between IT sector needs and offerings of
assessment companies.
5. Quantify the rankings of different assessment players based on the ‘Industry Critical
Selection Factors’ identified by the IT companies recruitment heads.
SAMPLE FRAME
IT Companies Visited: 11 [ HP, Infosys, Sun Microsystems, Oracle, Mphasis, Mindtree,
Perot, ITC Infotech, Rambus Technologies, Celstream and V Moksha Technologies.]
Big Service companies
Big Product IT Companies
(can’t go everywhere, especially tier
(Busy in R & D, just want to evaluate
II & III colleges, they can do with
candidate in a right manner & not
their resource)
waste time & their own resource)
Infosys, Perot, Mphasis,
HP, Oracle, Sun Microsystems.
Mindtree, ITC InfoTech
Small Service companies Small Product companies
(Less range, less brand name). (Less range, Less brand name)
Celstream, V Moksha Rambus Technologies
Table- IT Firms Sample Categorization
Assessment Companies Visited: 8 [ Careernet Consulting (Campus Connect), Eduquity,
E-Litmus, MeritTrac, Meta-I, PAC, Thomas Assessments and SkillProfiler. ]
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3. Recruitment of talent pool and assessment industry in IT sector
CHAPTER 2: DATA ANALYSIS
IT INDUTRY KEY SUCCESS FACTORS IDENTIFIED
Total of six Industry Key Success Factors “IKSF” were determined - Content quality, Delivery,
Data confidentiality, Detailed reports, Cost factor and Expertise.
Total Rating after Multiplication Factor
Rating Rating Rating Rating Rating Rating Net Weightage
Parameter
1 2 3 4 5 6 Rating (= Rating/231)
1. Content 6 5 0 0 0 0 61 0.26
2. Expertise 0 0 2 2 1 6 22 0.10
3. Delivery 0 1 5 3 2 0 38 0.16
4. Confidentiality 4 2 1 2 1 1 47 0.20
5. Cost Factor 1 1 1 0 4 4 27 0.12
6. Detailed Reports 0 2 2 4 3 0 36 0.16
TOTAL 231 1
Table- Total Rating achieved by Parameters
Now, if a parameter is rated 1 by a sample company, then it will be multiplied by its factor and a
total score of a parameter is calculated. E.g. total score for delivery parameter will be calculated
as 0*(6) + 1*(5) + 5*(4) + 3*(3) + 2*(2) + 0*(1) = 38.
'IT-IKSF' Industry Key Success Factors
0.3 0.26
0.25
0.20
0.2
Significance Level ----->
0.16 0.16
0.15 0.12
0.10
0.1
0.05
0
IKSF ----->
Figure- Industry Key Success Factors and their Weightages/ Significance
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4. Recruitment of talent pool and assessment industry in IT sector
CHAPTER 3: ASSESSMENT PLAYERS & SEGMENTS CATERED
FRESHERS LATERALS
1. Campus-Connect
1. Careernet
2. Eduquity
2. Eduquity
3. E Litmus
3. MeritTrac
4. MeritTrac
4. Meta-I
IT
5. Meta-I
5. PAC
6. PAC
6. Skill Profiler
7. Skill Profiler
---------------------------------
--------------------------------
7. Thomas
8. Thomas
1. Campus Connect- KPO
1. Eduquity
2. Eduquity
2. MeritTrac
3. MeritTrac
BPO
3. Meta-I
4. Meta-I
4. PAC
5. PAC
5. Skill Profiler
6. Skill Profiler
------------------------------
-------------------------------
6. Thomas
7. Thomas
Figure- IT/BPO Segments Catered by Assessment Companies
Campus Connect Also into semi-conductor industry, to a little extent KPO
Eduquity Focus on educational and more on behavioural assessments.
E Litmus (PH test) For 0-2 years experience, also into semi-conductor industry.
Meta-I Though their presence in all the segments, but their focus lies in
educational domain.
PAC New entrant. Also started catering to BPO segment from start of 2008.
Skill Profiler Focus mainly on IT laterals and BPO.
Thomas Very specialized in Behavioural assessments.
Liqwid Krystal Mainly online learning solution provider. Just provides Prometric IC.
MeritTrac Strong Presence that cuts across all the segments.
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5. Recruitment of talent pool and assessment industry in IT sector
CHAPTER 4: RESULTS & CONCLUSION
GRADED SERVICE OFFERINGS COMPARISON
Organization Focus Area*
IT Recruitment Employee Non IT
Organization BPO IC IT Training Education Niche
F <2 L >2 <4 (Behavioural) Sector
1. Careernet * New! (KPO) --- --- --- --- --- ---
2. Eduquity * --- * ---
3. E-Litmus * --- --- --- --- --- --- --- ---
4. Liqwid Krystal --- --- --- --- --- --- --- ---
5. MeritTrac * 1/2
* ---
6. Meta-I --- --- --- * ---
7. PAC * New! --- --- --- --- ---
8. Skill Profiler * * --- ---
9. Thomas --- * --- --- --- --- ---
Table- Graded Comparison Analysis of Service Offerings to Different Markets and Focus Area
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6. Recruitment of talent pool and assessment industry in IT sector
Divisions Description
F <2 Assessments for fresher candidates. Mainly aptitude.
L >2 <4 For laterals more than 2 years where focus is mainly on technology tests.
BPO For BPO (Voice + Non-Voice) where focus is communication and domain knowledge.
Employee Focus being post-recruitment tests like competency mapping, Leadership tests etc.
IC Individual certification which once carried in the market. (Brand name important)
IT Training Improvement in Skill and Knowledge after training the employee.
Educational Assessments in educational sector like competitive examinations etc.
Non-IT Sector How many non-IT/BPO sectors organization caters to? (Non-Aptitude tests is focus)
Niche Very much niche tests like non violent tests, drug free nature
* Focus area of the organization
Table- Parameter Description
Legend Description
Exceptional. A classic or a classic in the making. Serves the needs best.
Class leader. A standout in the crowd.
Normal Joe. Average, run-of-the-mill effort.
Below average. Worth considering when you're hampered by cost or company policy.
Road kill. Just not worth it.
New! New significant change.
NR Not rated.
Table- Legend Meaning
COMPARISON ANALYSIS ON IT/BPO INDUSTRY ‘IKSF’
In previous chapters, six IT Industry Key Success Factors (IKSF) were identified. Out of these,
two parameters, detailed report and cost factor, are not considered for developing the
Comparison Analysis Array as necessary information for comparison is unavailable.
The original weights of the remaining 4 parameters are incremented proportionately to make
the total sum equal to 1. Every parameter is broken down into sections for easy, efficient and
non-biased scoring. E.g. Delivery breaks into delivery mode, assessment centers or in-place
partnerships, bandwidth (in terms of cities, numbers).
Disclaimer: The ratings have been awarded by the researcher and the legends are rated based on
his understanding obtained during the conducting project.
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7. Recruitment of talent pool and assessment industry in IT sector
RATING (Scale= 1 - 5; 1= Very Poor, 2= Poor, 3= Average, 4= Very Good, 5= Excellent; 0= Not Applicable)
Original Incremented Campus Connect Eduquity
Sectional
IT/BPO KEY INDUSTRY SUCCESS FACTORS Obtained Weights
Weights Weighted
Weights (* 1.39) Rating Weighted Rating
IP (in-house / licensed + Span of areas)- Aptitude
Content
+ Technical + Domain + Behavioural + Niche
0.09 2 0.18 4 0.36
A/S for IT + BPO recruitment + Employee A/S + IC + IT
Training + Educational assessments
0.26 0.36 0.09 1 0.09 4 0.36
Portfolio of tests / Depth of Service offerings 0.09 2 0.18 3 0.27
Candidate Evaluation Methodology 0.09 3 0.27 3 0.27
Data Confidentiality /
Conflict of interest
0.20 0.28 0.28 0 0 5 1.4
Delivery Online Mode Bandwidth (Numbers + Cities + Tie Ups) 0.11 0 0 4 0.44
0.16 0.22
Offline Mode Bandwidth (Numbers + Cities) 0.11 4 0.44 4 0.44
Expertise Experience in IT sector / Assessments till date 0.028 4 0.112 4 0.112
Experience in BPO sector 0.028 2 0.056 4 0.112
Client List 0.10 0.14 0.028 4 0.112 4 0.112
Brand Recall 0.028 3 0.084 4 0.112
Non IT/BPO Sectors catered 0.028 0 0 3 0.084
TOTAL 1 1 25 1.524 46 4.072
E Litmus MeritTrac Meta-I PAC SkillProfiler Thomas
Rating Weighted Rating Weighted Rating Weighted Rating Weighted Rating Weighted Rating Weighted
2 0.18 4 0.36 3 0.27 4 0.36 5 0.45 3 0.27
1 0.09 4 0.36 3 0.27 2 0.18 4 0.36 1 0.09
2 0.18 4 0.36 2 0.18 3 0.27 5 0.45 3 0.27
4 0.36 4 0.36 3 0.27 4 0.36 5 0.45 3 0.27
0 0 5 1.4 3 0.84 3 0.84 5 1.4 5 1.4
0 0 4 0.44 2 0.22 3 0.33 3 0.33 1 0.11
4 0.44 4 0.44 5 0.55 0 0 2 0.22 1 0.11
3 0.084 4 0.112 4 0.112 3 0.084 5 0.14 5 0.14
0 0 4 0.112 3 0.084 1 0.028 5 0.14 0 0
3 0.084 5 0.14 3 0.084 3 0.084 4 0.112 5 0.14
4 0.112 5 0.14 2 0.056 2 0.056 4 0.112 4 0.112
0 0 3 0.084 1 0.028 2 0.056 4 0.112 0 0
23 1.530 50 4.308 34 2.964 30 2.648 51 4.276 31 2.912
Table- Comparison mapping based on IKSF
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8. Recruitment of talent pool and assessment industry in IT sector
Rating Score 25 46 23 50 34 30 51 31
Series Number 1 2 3 4 5 6 7 8
Organization Campus Connect Eduquity Elitmus MeritTrac Meta-I PAC SkillProfiler Thomas
Weighted Score 1.524 4.072 1.530 4.308 2.964 2.648 4.276 2.912
Ratings Chart Weighted Score Chart
60 5
50 51 4.308 4.276
46 4.072
50
4
40 34 2.964 2.912
30 31 3 2.648
30 25 23
20 2 1.524 1.530
10 1
0
0
Rating Score
Weighted Score/ Perceived value
Campus Connect Eduquity Elitmus Campus Connect Eduquity
Elitmus MeritTrac
MeritTrac Meta-I PAC
Meta-I PAC
SkillProfiler Thomas SkillProfiler Thomas
Figure- Weighted Score Graphs
CONTENT PARAMETER CONFIDENTIALITY PARAMETER
Thomas Thomas
SkillProfiler SkillProfiler
PAC PAC
Meta-I Meta-I
MeritTrac MeritTrac
Elitmus Elitmus
Eduquity Eduquity
Campus Connect Campus Connect
0 5 10 15 20 0 1 2 3 4 5 6
Max. Scor- 20 Max. Score- 5
DELIVERY PARAMETER EXPERTISE PARAMETER
Thomas Thomas
SkillProfiler SkillProfiler
PAC PAC
Meta-I Meta-I
MeritTrac MeritTrac
Elitmus Elitmus
Eduquity Eduquity
Campus Connect Campus Connect
Max. Score- 10 0 2 4 6 8 10 Max. Score- 25 0 5 10 15 20 25
Figure-
Figure Performance on Individual Parameters
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9. Recruitment of talent pool and assessment industry in IT sector
CONCLUSION & INFERENCES
Companies that meet the Industry needs and expectations (rank-wise):
RANK NAME OF ORGANIZATION OBTAINED SCORE (SCALE=5)
1 MeritTrac Services Pvt. Ltd 4.308
2 SkillProfiler Analytics 4.276
3 Eduquity 4.072
4 Meta-I 2.964
5 Thomas Assessments 2.912
6 Professional Aptitude Council (PAC) 2.648
7 E Litmus 1.530
8 Campus Connect 1.524
Table- Weighted Score of Assessment Players
Overall MeritTrac, Skillprofiler, and Eduquity are the top 3 players that meet the IT/BPO need in
a best manner with a narrow gap in the scores received by the companies.
Disclaimer: It is very important to understand that all the analysis and results are done, keeping
in mind to determine the player who meets the needs and expectations of the IT/BPO industry the
best.
Disclaimer: The comparison of the assessment players is done using Weighted Comparison
Mapping, by rating them on different Industry Key Success Factors on the basis of the researcher
understanding. Though, utmost care had been taken to obtain a neutral mapping.
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10. Recruitment of talent pool and assessment industry in IT sector
CHAPTER-6: RECOMMENDATIONS
RESEARCH RECOMMENDATIONS
1. Enhancing the Experience of Candidates taking any Assessment.
Provide ‘Short-Cut Keys’. Option of pressing number key 1, 2, 3, 4, for the
right answer, along with the normal mouse selecting option. This can be very
effective to enhance time spent on paper, rather than on navigation.
Introduction of ‘Rectangular Lozenges’ answer sheet in place of currently
used ‘Bubble Marks’ answer sheet. These are convenient for candidates to
mark and could be introduced first time in Indian assessment. (Annexure)
Use Visual Aids and Make Questions Appealing. The whole point of this
recommendation is that whenever any candidate leaves after assessment, the
thought of “yet another test” should not exist. (Sample questions are attached in
annexure)
2. Start using ‘Partner’ or ‘Partner Company’ or ‘Client Partner’ instead of
Currently Used ‘Client’. The rationale behind this recommendation is to help prove that
assessment companies care for its clients and is just not any assessment organization.
3. Introduction of Regular Feedback Mechanism from the Partner Companies. The
feedback may include parameters on client’s experience about the event, perceived
quality of the assessments delivered etc. It must be emphasized that the feedback on the
performance of the candidates recruited by a partner company, after a certain period of
time shall help in designing better assessments with higher degree of reliability. Regular
feedback will also help turn client into an assessment partner.
4. Increasing the Number of Choices from 4 to 5 in all question. This will straightaway
reduce the probability of guesswork from 0.25 to 0.20.
5. Implementation of OMR for Assessment Correction, if financially feasible. This will
reduce the manual error in addition to reducing turn-around time significantly.
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11. Recruitment of talent pool and assessment industry in IT sector
CHAPTER-7 ANNEXURE
ANNEXURE- RECTANGULAR LOZENGES ANSWER SHEET
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12. Recruitment of talent pool and assessment industry in IT sector
ANNEXURE- VISUAL AIDS- SAMPLE QUESTIONS
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