Data’s Power of Persuasion: How People Analytics Is Changing HR

BY Emily McCrary-Ruiz-Esparza | December 19, 2022

Workforce analytics is no longer just a headcount of employees, a list of compensation packages, or a report on exit-survey responses. Strategic leaders are connecting their traditional HR reports with business metrics, which is transporting their insights from the HR department and into executive meetings where it informs the strategy of the C-suite.

To advocates of using data for more rigorous decision-making, this development was long overdue. “It wasn’t clear why we don’t focus on HR analytics as much as we focus on customer-data analytics to make decisions on how to grow a company, how to develop talent,” said Maria Dolgusheva, HR systems and analytics manager at PandaDoc, a company that builds document-workflow software. Since employing a workforce is often the largest cost of doing business, said Dolgusheva, “Why wouldn’t you look at the dashboard from the same approach with which you look at the financial dashboard?”

As the influence of the HR department continues to grow across the business, HR professionals like Dolgusheva are positioning the department as a source of invaluable business information.

That’s what Jackie Bassett does at University of Chicago Medicine as director of people strategy. “Our role as it pertains to people analytics is to take the analysis, translate that into a business context, and bring that into conversations with the leaders that we support and advise them and work with them on making decisions based on the data.”

Because it’s a burgeoning discipline in HR, part of the job is leadership evangelism. Bassett said it hasn’t been a hard sell. After all, the C-suite is a strategic group, and they’re looking at the value of people analytics accordingly.

Old-School People Analytics

The HR department has always had reams of data: headcount, compensation numbers, tenure, performance scores, and more. Yet until recently, this data has found limited applications outside of the HR function, and so business leaders have largely disregarded it. It’s HR stuff.

Part of the problem was a lack of connection, said Vahed Qazvinian, co-founder of talent-retention software platform Praisidio. “People data alone is not sufficient. People analytics that relies only on people data sits normally within HR and interfaces with other HR folks and rarely with the business leaders.” That’s how it has been in the past: too far removed from the business of the business, responsive only to executives’ requests, and only backward-looking. On top of that, when business leaders do request data, the providers in HR seldom know how it’s used.

Some executives may still think of workforce analytics as simple reporting on one metric, like headcount, for example, and therefore haven’t considered it a source of new or insightful information, said Tiffani Murray, the director of HR tech partners at LinkedIn, who has worked in organizations where this has been the status quo. Maybe those reports include a second number, like compensation or tenure, but they’re not otherwise revealing, and they’re not used for making decisions about the future of operations.

Tiffani Murray, the director of HR tech partners at LinkedIn (Photo courtesy of Tiffani Murray)

“You can have an organization where you just have a strong set of reports, but there’s a difference in maturity when you get to actual workforce analytics and strategic people analytics, and you can’t just get to that with a bunch of disparate reports,” Murray said.

HR doesn’t live a lonely corporate life anymore, and as the department’s influence reaches beyond its own department in the form of initiatives like technology and diversity, equity, and inclusion (DEI), forward-thinking HR professionals are lobbying for new applications by combining HR data with business data.

Qazvinian believes that effective people-analytics practices will strengthen the. relationship between the C-suite and HR. “When you augment people data with business data, then suddenly people analytics can start making sense because the business leaders understand business data and behavior data and it has direct connection with the KPIs of the business, and this increases the frequency of meetings between these folks,” said Qazvinian. 

For example, one of Praisidio’s clients needed to lower its time-to-resolution for customer complaints. The company combined time to resolution (business data) with tenure of customer service staff (HR data). “The time resolution was low because they have high attrition among high-tenure support staff,” he said. “High-tenure support staff are the ones that know how to close these tickets faster.”

Putting People Analytics to Use

People analytics in this new sense of a collaboration between the HR and business functions is still fresh and green, and when business and HR do work closely, the combinations are compelling. 

One of the most popular uses of people analytics at the moment is employee retentionAt University of Chicago Medicine, Bassett and her colleagues are lining up turnover data with tenure data with exit interview surveys to find out how reasons for departure differ between workers in their first year and long-tenured employees. Already, they’ve spotted a problem in the organization’s onboarding process and have corrected course.

This coming year, Bassett will introduce another layer of data to look for diversity gaps. “For example, what does turnover look like for nonwhite employees versus our white employees? What does turnover look like based on tenure, based on age?” said Bassett. She’s also thinking of ways to slice and dice the information to ensure they’ve reached pay equity.

At From Day One’s December virtual conference on the future of jobs, Ernest Marshall, the chief HR officer at power management company Eaton Corp., described the way his company is using workforce analytics to improve the representation of women and global ethnic minorities into general manager roles. 

“Anecdotally, you’d say, ‘Well, do we have the right people? Do we have enough of our folks on succession plans?’” But, “what if we looked at it differently?” Marshall said.

So he identified areas in the company that tend to funnel into general-manager roles. “Then we said, ‘OK, let’s narrow it down. What are the numbers of people that we have in the ethnic minority category and women that are in those groups today?’ Shockingly, we found that we had a larger percentage of those people in the groups than we thought. So what does that tell us? The reality is we’re not pulling them through.”

Being Careful About the Pitfalls

People analytics is not without its flaws, of course, and in some cases it comes with a bright red warning flag. Perhaps most problematic is the idea of predictive analytics. 

Kirsten Martin, a professor in the Mendoza College of Business at the University of Notre Dame, where she teaches the ethics of business analytics, told From Day One that any time a company introduces a use case for people analytics, it should be treated as a new workplace policy.

“These programs of who should be hired, who’s hirable, who should be promoted, or who’s promotable are, in effect, like the organization putting forth a new policy of what they think is correct. It just happens to be coded.”

Martin said that when a company introduces new technology like predictive analytics into its operations, “there is a mistaken notion that the normal rules don’t apply. They don’t think about the fact that they still have all the same obligations that they have as a company to both explain why someone got promoted or didn’t get promoted, or someone got hired or didn’t get hired, and they have the same obligations around justifying that it was all legal,” she said. “The question would be, Would you use it if it wasn’t automated? And if the answer is no, then it shouldn’t be used in a hiring decision.”

Many HR professionals consulted for this story said they’re excited to see what tech can do. For example: Predictive analytics about which workers are most likely to leave. But at some point, almost all of the HR leaders pumped the brakes and acknowledged that there is tricky ethical territory. Ideally, predictive analytics around attrition can help employers identify workers at risk of leaving and then give them reason to stay. But in the wrong hands, that same information can be used to penalize workers or even clean house.

“As soon as we predict, we tend to treat people differently,” Martin said. For example, “If I identify 20 future leaders, I put them through a leadership program, and what do you know? They look like they’re future leaders. We just told them that for two years. We gave them promotions above and beyond anyone else, so they start to act that way.” By the same logic, those employees who weren’t selected for the program, they don’t look like leaders now, and they might be missing opportunities they deserve.

Mona Sloane, PhD, senior research scientist at the Center for Responsible AI (Photo courtesy of NYU Tandon)  

“AI is a scaling technology, which means when there is a problem, you have a problem at scale,” said Mona Sloane, PhD, senior research scientist at the Center for Responsible AI at New York University’s Tandon School of Engineering, who is currently running a research project on the use of AI in sourcing and recruiting. “The risk is just so much bigger than when you have, for example, one biased recruiter or one biased hiring manager and you can get to the bottom of it and you can fire that person. It is extremely risky.”

In some cases, these tools are based on problematic assumptions, like what makes a leader or doesn’t. They may not be culturally sensitive, or they may “interpret culturally different behaviors in certain ways that could negatively affect certain communities,” Sloane said.

Regulation for such technology is in the works. The European Union is on the verge of passing the Artificial Intelligence Act, which affects AI across all industries. “It adopts a risk-based approach, which means that any and all AI technology has to go through a risk assessment, pre-deployment and post-deployment, and, according to its risk tier, then has to have additional checks,” Sloane said.

Beginning in April 2023, employers in New York City that use AI in employment-related decisions will be required to submit to an independent bias audit. This “marks the first time employers in the U.S. will face heightened legal requirements if they wish to use any automated decision-making tools,” wrote reporter J. Edward Moreno for Bloomberg Law.

The Promise of Wise Use

Despite the risks, overall the outlook for people analytics is promising. “If we have good technology, we can uncover human bias, or if we are already aware of it, we can flag it and take action,” said Sloane.

Current practitioners, and prospective ones too, are approaching the discipline with optimistic caution. Bassett is well aware that people analytics can’t be done without proper education. “I think to really do people analytics well, it requires substantial investment,” she said.

She and the people-strategy team at University of Chicago Health are taking analytics courses “to get more comfortable in looking at the data, informing HR analytics team what kinds of analysis we want to see, and then being able to translate that to the business and have those conversations where we can advise and influence where they’re putting their focus,” Bassett said.

Murray is encouraged by workforce analytics’ rising reputation. At Linkedin, her HR tech team works closely with the people-analytics team. Their current project is building self-serve dashboards for business leaders and training them on their applications.

“We’re helping [people analytics] understand the needs of the business and they are helping us understand the mechanisms by which they can structure and provide these layers of data to be self-serve,” said Murray. “It’s actually one of our strongest partnerships.”

Emily McCrary-Ruiz-Esparza is a reporter writer based in Richmond, Va. She writes about the workplace, DEI, hiring, and issues faced by women. Her work has appeared in the Washington Post, Fast Company, Digiday’s Worklife.news, and Food Technology, among others.


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Workers Want Weight-Loss Drugs, But How Can Employers Pay the Bills?

When consumers see splashy TV commercials for weight-loss drugs, they often find the the pitch irresistible. But for HR and benefits executives, they may trigger an uneasy feeling. That's because the revolutionary weight-loss drugs like Wegovy bring with them both magic and mystery–the magic is how well they can work; the mystery is how to pay for them.GLP-1, or glucagon-like peptide-1, drugs have historically been used to treat diabetes. But the development of stronger drugs like Novo Nordisk’s Ozempic in recent years, and now the approval of Wegovy and Eli Lilly’s Zepbound specifically for weight management, has led to a sharp increase in demand. That’s particularly true as more research emerges showing the drugs may also reduce the risk of cardiovascular disease, stroke, and potentially bring other long-term health benefits. Yet the medications can cost as much as $1,000 to $1,500 per month–a price that few Americans can afford unless they have generous health-insurance coverage.And unlike expensive drugs for rare conditions, the potential number of patients for GLP-1s is vast. More than 40% of Americans have obesity, according to the Centers for Disease Control and Prevention, and that is expected to reach 50% by 2030.Many doctors are thrilled about the potential for GLP-1s to change how obesity is treated, but that puts employers–where nearly half of Americans get their health insurance–in a tricky position. Here’s what employers need to know as they consider coverage for these drugs in the quickly changing landscape:High Costs, Low CoverageWhile employer health plans widely cover GLP-1s for the purpose of treating diabetes, coverage for weight-loss purposes is much more spotty right now. A survey last fall by the International Foundation of Employee Benefit Plans found that 27% of 205 employers covered GLP-1s for weight loss and another 13% did not yet cover them but were considering adding coverage. Meanwhile, Willis Towers Watson (WTW), a global insurance benefits-consulting company that serves many large employers, found about 38% of employers it surveyed cover the weight-loss drugs. Those that do cover them are seeing significant cost increases. The retail price for Wegovy comes out to $15,000 to $16,000 per year, and after rebates and discounts from manufacturers, health plans still pay about $9,000 per year, says Cody Midlam, a director at WTW’s pharmacy practice. The cost per member per month for GLP-1s has doubled each of the last three years, according to WTW’s analysis, amounting to an extra $11 per member per month last year, or about 9% of all pharmacy costs.Companies are aware of the research showing the drugs’ effectiveness at tackling obesity. Yet while doctors say that helping people lose weight could lead to less cardiovascular disease, fewer mental health issues, and savings from avoiding knee replacements or other surgeries related to obesity, long-term data on clinical outcomes remains limited. With high employee turnover in many industries, it’s tough for these employers to factor in potential future savings in healthcare costs over the life of the employee.“Those outcomes take a very long time to manifest,” says Midlam. “It’s not something that’s easily measurable on a short timescale when plan decisions are being made.” Andrew Witty, CEO of UnitedHealth Group, the largest U.S. insurer, said his corporate clients see the benefits, but first have to deal with the short-term costs. “We’re very positive about the potential for another tool in the toolbox to help folks manage their weight. 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They were among the first picked off as the target of a class-action lawsuit alleging forced labor. “The retailer making a good faith effort to be responsible and accountable was first in line for denunciation and punishment,” Taylor writes.Contending with a Public Wary of Good IntentionsAs companies see that their attempt at transparency can get them in trouble, many flatten their reporting into glossy packets and palatable stories. Some disclosures are required by law, yet by and large, these reports are voluntary. To steel themselves against criticism, especially involved tricky issues, many organizations appoint leaders charged with improving company culture and creating a more equitable workplace: chief culture officers, heads of compliance and integrity, and leaders of diversity, equity, and inclusion (DEI). To be sure, many who sit in these offices are formidable forces. Figures like Yelp’s chief diversity officer, Miriam Warren, and Bumble’s founder Whitney Wolfe Herd set high bars for the influence executives can have on equity and integrity inside and outside an organization.But some of the leaders installed in these roles are faced with the uncomfortable truth that their position is corporate PR. Taylor sees this often: People take jobs and think of themselves as organizational change agents, only to find that senior leaders think of them as defense mechanisms to protect corporate reputation and, in the case of compliance teams, to deflect regulators.For instance, the chief diversity officer is typically charged with making the business more demographically diverse and equitable for people across every department at every level of the business, yet many of them work with very limited resources. 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Where a glossy report no longer suffices, those once-impotent appointees can play a valuable role, holding the company accountable from the inside before an angry public holds them accountable in the open air.Now that the public is suspicious of public declarations of corporate goodness, “no one believes it. There’s a total ‘gotcha’ mindset. Everyone rolls their eyes, and now there’s all this greenwashing and woke-washing litigation,” Taylor said. “It’s a pointless investment. You need to stop treating these as messaging challenges and treat them as organizational strategy challenges.”‘A Less Varnished Assessment of Activities’Taylor’s Higher Ground is loaded with case studies, action outlines, and advice. Not only for avoiding corporate blunders, but also correcting the bad habits and outright crookedness that cause them. Be a “first mover,” setting the example for peers, she writes. Companies often wait until a public scandal to start talking, but this tends to create chaos. She cites the example of Google releasing its transparency report on how it works with law enforcement in 2010. “This was not the result of a specific scandal but an effort to correct widespread misunderstanding.” Its success was due in part to the company being clear about what it can and cannot influence.Sure, there will be companies that invite scrutiny with their reporting, but that’s why Taylor warns against bending too deeply to public opinion and impatience that lures firms into dangerous waters. Don’t succumb to the pressures of social media, which turn companies into reaction engines, she advises. Wait long enough, and sensationalized social-media storms pass. 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Emily McCrary-Ruiz-Esparza | March 24, 2024

Apprenticeships: a Classic Solution to the Modern Problem of Worker Shortages

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Some are pulling out the stops to retain older workers who might otherwise retire, and some are coaxing the semi-retired back to the office with flexible new arrangements. Others are dropping four-year degree requirements to broaden their talent pools, or bulking up benefits packages to include childcare, paid leave, and fertility benefits to attract and retain workers. Apprenticeships have joined that medley of solutions, with employers, advocacy organizations, and policymakers exploring and investing in the “earn-and-learn” model to fill talent pipelines from hospitality to healthcare to finance. Apprenticeships Beyond Blue CollarsApprenticeships represent a mutually beneficial way of hiring and training workers. Apprentices get on-the-job training, related instruction (often in a classroom or virtual classroom), and a paycheck all at the same time. 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Apprenticeships are a way to draw on local talent, and employers are more likely to retain locals than workers who have relocated, she told From Day One. “Rising rents have made it hard for employers to find and retain people only with the normal ways they’ve recruited people, so they’re looking into a lot of other ways and channels for finding talent,” Goger said. Apprentices Enter Finance and AccountingIn accounting and finance, more workers are retiring than are entering the field. According to a 2024 analysis by the U.S. Chamber of Commerce, “even if every unemployed person with experience in the financial activities or professional and business service sectors were employed,” the report reads, “only 42% and 44% of the existing job vacancies in these industries would be filled, respectively.”In 2022, the Association of International Certified Professional Accountants (AICPA) and Chartered Institute of Management Accountants (CIMA) launched the first federally registered apprenticeship for finance and accounting professionals, and in its first year signed up 17 employers from 15 industries, including healthcare, industrial gas, banking, and manufacturing. One hundred apprentices have registered with the program in its first year.When AICPA and CIMA set out to create apprenticeships, the aim was to address the worker shortage in the accounting and finance field with early career talent. “When we started talking to employers who would want to hire people from these programs, we found that they were more interested in reskilling workers,” said Joanne Fiore, AICPA’s VP of pipeline and apprenticeships. Rather than recruit new talent, employers wanted to use apprenticeships  to retain their current workforce and train them as strategically minded contributors. The purpose of the Registered Apprenticeship for Finance Business Partners is to develop management accountants for the finance function of the future–not just number-crunchers, but “key players in strategic decision-making and broader business transformation,” said Fiore.Even if this program is able to shrink the skills gap, the labor shortage is likely to persist. There just aren’t enough young people entering the field to balance out their retiring elders. One problem: the profession has a reputation for being, well, dull.To fill the talent pipeline, and help rebrand the profession, AICPA and CIMA have piloted a youth apprenticeship program in Maryland high schools, aiming to drum up excitement and interest in the field among young people.Customizing the Programs Organizations, employers, and educators have found ways to tailor apprenticeship programs to their needs. They’re not just for recruiting, they can be deployed for talent development as well. “With the digital transformation of our economy, tens of millions of jobs now require workers to use tools to build things–only the tools are digital and workers no longer need to wear hardhats,” said Craig, author of Apprentice Nation.Often, those skills are software related. Where hospitals and healthcare providers use Epic, marketers use HubSpot, and HR uses Workday. “Companies are increasingly demanding that applicants for these jobs already have these platform skills–skills which are much harder to learn in a classroom than on-the-job via an apprenticeship,” Craig said.“Apprenticeship brings an organic culture of learning into any workplace and helps business perform better,” writes Jean Eddy in Crisis-Proofing Today’s Learners: Reimagining Career Education to Prepare Kids for Tomorrow’s World. “An apprenticeship program breathes new life into workplaces and lets employers quickly tap into a culture of learning that so many now are desperate to build.”Scaling Earn-and-Learn to Quell the Labor ShortageApprenticeships are difficult to start, and they’re difficult to scale. Few employers have the infrastructure to both employ and train unskilled workers at the same time, and most require the help of intermediaries like the AICPA and CIMA, which provide the instruction and the infrastructure.While it may be a while before apprenticeships alone make a dent in the labor shortage, analysis of the success of existing programs is promising. Not only are retention rates high–Aon, for instance, retains 80% of its apprentices–the Department of Labor estimates that employers get a 44.3% return on investment for apprenticeship programs.“While traditional apprenticeships emphasized hands-on skill acquisition under a mentor, modern apprenticeships often integrate technology-based learning, including virtual simulations and online coursework, to complement on-site training,” said Katie Breault, SVP of growth and impact at YUPRO Placement, a recruiting firm focused on skills-based hiring. Finance and tech roles are particularly suited to apprenticeships, she told From Day One. “Industries undergoing digital transformation, for example, greatly benefit from such programs. They offer real-time learning opportunities, crucial for staying relevant in dynamic fields.”The problem with apprenticeships as a solution to the labor shortage is that we just don’t have enough of them yet, said Craig. Plus, in his estimation, they’re under-funded and under-marketed on both the demand and supply side. “Many young people and their parents think of apprenticeships as a ‘second tier’ option–if they think of them at all,” he laments in Apprentice Nation. White collar employers may be thinking much the same. Yet as investment continues and apprentices pop up in surprising places, like the finance department, enthusiasm may spread. “It certainly fits the accounting profession,” Fiore said. “And if it fits the accounting profession, my sense is that it will fit many professions.”Emily McCrary-Ruiz-Esparza is a freelance journalist and From Day One contributing editor who writes about work, the job market, and women’s experiences in the workplace. Her work has appeared in the BBC, The Washington Post, Quartz, Fast Company, and Digiday’s Worklife.(Featured photo by Amorn Suriyan/iStock by Getty Images)

Emily McCrary-Ruiz-Esparza | February 14, 2024