Aviva uses a strength-based hiring approach to focus on candidates' natural strengths rather than adapted competencies. This helps reduce stress for candidates and allows Aviva to identify strengths that may otherwise be overlooked. The process involves mapping strengths to roles based on role outcomes, then asking questions in interviews to evaluate candidates' strengths in key areas. This approach helps Aviva select candidates who are a better fit based on their inherent strengths and abilities.

1. COVER STORY
of strengths, critical strengths for tool makes it easier for us to eliminate
role and strengths clusters. Strengths the subjectivity and the interview
mapping is critical since this mask for undesired profiles. For
determines the nature of the people example, in order to know whether
who will do these roles. We validate a person can be an effective
the strengths that have been mapped customer care executive, we will ask
to each role by conducting one-on- questions like on personal
one and group sessions. responsibility: How well do you keep
The broad steps involve: several your promises? If you can't keep a
questions per strength, promise you have made, what do
establishment of scoring criteria/ you do? Or on how well planned:
cut-offs, establish-ment of Are you exceptionally well organised?
decision rules, interviews Tell me more; on persistence:
with live candidates and Imagine that you are interacting with
employees, collection and a 'high net worth' customer who is
collation of feedback and proving extremely difficult to connect
amendments as with, what would be your strategy
appropriate based on going forward? The structured
feedback." The approach questionnaire helps in opening up
behind strength based the candidates to questions that
hiring (SBH) of Aviva is identify his strengths, which
based on the philosophy otherwise are not explicitly expressed
of inside-out approach by candidates and such people could
have been overlooked for selection."
“
which essentially means
SHB helps Aviva not in just knowing
What we observe is fitting the role to the
the skill sets, but, gaps the candidate
person rather than fitting
(Aviva’s strength based) a person to role. It is needs to work upon. It further helps
guided by the individual's in identifying areas where a reporting
method of hiring should natural capacities and not manager can focus to develop the
candidate in such a manner, that he
reduce stress for the according to the set
can compliment to the organization
competencies mapping,
candidate, as our focus is thus chances of better needs.
performance are higher,
on 'natural strength rather and initial analysis is Training of personality traits
than adapted competencies'. encouraging. Also since, A woman goes into the music store
it is the natural strength from where she had initially
of the candidate there is purchased her guitar to get her
SANDIP MALLIK a faster time to guitar's strings transformed in such
Director - HR ■ Aviva India competence, and again a way that it creates strange echo
the initial study supports sounds during her Sunday morning
this belief. Another special jamming session held for
and consultation to see what success benefit, views Mallik, "What we auditions to a contest. She gets a
will look like in these roles. For observe is that this method of hiring cold, transactional interaction with
instance, we ask questions like 'What should reduce stress for the the customer service guy, who
is success in role?', 'What do people candidate, as our focus is on 'natural efficiently explains the additional
do in this job to be successful?' and strength rather than adapted service features and costs, but,
'What is the range of stakeholders to competencies'. We have often come doesn't display any interest in her
be included in the process?' The next across candidates who are high on requirements. However, the woman
step of developing accurate role results orientation and such goes to another shop where the
outcomes is critical, since it is on candidates would have otherwise got customer service guy tells the
these outcomes that the whole selected with Aviva if it were looking woman all about the pros and cons
model rests. We map strengths to at some basic competencies. and information available on echo-
the role by identifying the key However, with SBH when we assess machines with an engaging dialogue
strengths that are required for the such candidates on parameters like with her, pausing to ask questions
role. This is based on Aviva's leadership skills, work style, customer about what kind of music the woman
dictionary or CAPP strengths service style and other parameters plays and so on to assess the correct
database. We make the choices based they score lower than the first requirement and provide best
on frequency of occurrence, profile impression and the perception that services. How greatly does the
they create in interviews; hence, the contrasting behaviour of the two
26 ■ July 2011 www.humancapitalonline.com ■