Assignment Brief

People Fore People

People Fore People (PFP), founded in 2019 and headquartered in Singapore, is a recruitment firm dedicated to connecting top talent with opportunities across various industries. The recruitment services market in Singapore is highly competitive, driven by the country’s status as a global business hub. With a diverse economy spanning, demand for skilled professionals is consistently strong.

Specializing in general, executive, and management-level recruitment, PFP ensures tailored solutions to meet the specific needs of its clients. With a deep understanding of the job market, the company strives to align candidates’ skills and experience with employers’ requirements, fostering successful long-term placements. Their mission is to prioritize people, helping both companies and job seekers achieve their full potential in today’s competitive environment.

PFP opened its Vietnam office a year later. With the same vision and similar setup, PFP grew its business there and captured 30% of the Vietnam’s recruitment market.

Sales Performance 2023

The CEO of PFP believes that the right sales personality is the key to success for their consultants. The company places significant emphasis on traditional, persuasive sales techniques and consultants are expected to focus on closing deals, building rapport, and convincing both clients and candidates. The culture prioritizes networking, relationship-building, and high-energy engagement to secure placements. Metrics such as meeting sales targets and achieving high customer satisfaction would be highly valued.

In April 2024, PFP Founder met with the Regional Sales Director to discuss his concerns for the overall poor sales performance in 2023.

Discussion Extract:

Speaker	Dialogue
Founder:	Many sales consultants did not meet their annual sales target in 2023. I am very concerned.
Regional Sales Director:	The competition is tough in both Singapore and Vietnam markets. Our competitors are more data-driven in their operations. We need to adopt technology to help improve on our speed and method of matching talents for our clients.
Founder:	I disagree. The current sales techniques and customer-centric culture are still working fine. That’s the basic rule of sales that help grow this company over the years. However, I find the level of product knowledge between Singapore and Vietnam consultants vary greatly. This is from my interaction with both teams. I think Singapore had better results because the consultants here have better product knowledge as compared to Vietnam.
Regional Sales Director:	With all due respect, I think the consultants in both Singapore and Vietnam branches have equally good product knowledge. Both teams had the same sales training.
Founder:	Perhaps HR can work on some analysis to prove that my observation is correct. If my observation is correct, we must do something for the Vietnam team. My other observation is that our pool of sales consultants is lacking the strong sales personality. I thought we do personality testing before selection.
Regional Sales Director:	Yes, HR will administer the MBTI personality test for every candidate interviewed for the sales consultant position. We use the article on ‘MBTI Types and Sales’ as a hiring guide. The article highlighted 5 out of 16 MBTI personalities are considered suitable for sales role. Let me pull out the article from the company intranet.
Founder:	(after a quick read of the research article) I do not agree with this article. I think only candidates with ESTP, ESFJ and ENTJ personalities make great sales consultants. From now on, HR should only hire candidates who are assessed as having any of these three MBTI sales personalities.
Regional Sales Director:	Let’s not be hasty. We have hired sales consultants who are not ESTP, ESFJ and ENTJ personalities and they are doing okay.
Founder:	Looks like you have another opportunity to prove me wrong. Get HR to verify that the 3 MBTI sales personality will lead to great sales performance.
Regional Sales Director:	Will do. Regardless of the outcome of HR analysis, I would like to proceed with our plan to promote more Sales Consultants to Sales Manager positions in both countries. They will help achieve the targeted sales performance and develop the sales consultants’ skills. Having more Sales Managers will enable the company to focus on business development and rebranding initiatives.
Founder:	I recalled HR used some form of statistical test to project a list of consultants for promotion last January. We need to generate a new list of consultants who exceeded annual sales performance for past 3 years, from both countries. I would like to review the overall top 5 consultants from this list.

As the HR Director:

1. Analyse the data provided and evaluate the issues raised. In your analysis, clearly identify the correct statistical testing method, and show all steps and workings to support your analysis. (50 marks)
2. Provide appropriate advice and/or recommendations to the Founder based on your analysis in Question 1 above. (10 marks)
3. Present your findings with appropriate visualization techniques using Tableau. (10 marks)

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Guiding Questions:

• Are the hypotheses testable?
• What are the correct independent and dependent variables?
• What is the appropriate statistical computation on Excel that you can use for your problem area? Do you provide justification for the statistical computation applied?
• How can Descriptive, Diagnostic, and Predictive Analytics be applied to verify the comments?
• How can you apply hypothesis testing in your statistical computation? Do you provide justification for your hypothesis testing?
• How can your detailed computation help with hypothesis testing?
• Do your recommendations address the problem areas?
• What are some of the charts or graphs you can use to display the findings?
• How can you apply 4Ds to Storytelling?

Objectives:

1. Find the correlation of product knowledge and the region that the sales consultant is from and how it affects their sales.
2. Only candidates with ESTP, ESFJ, and ENTJ personalities make great sales consultants. True or false?
3. Promote more Sales Consultants to Sales Manager positions in both countries. Use a statistical test to form a list of consultants for promotion.