ASHUTOSH CHOUDHARY

1910120007

GROW: Using Artificial Intelligence to Screen Human

Intelligence

GROW is an artificial intelligence platform and mobile app to judge job candidates. it's
developed by Tokyo-based people analytics startup “Institution for a Global Society’s GROW”.
it had been founded by Masahiro Fukuhara.
This AI platform provided various opportunities to its clients to efficiently recruit high potential
applicants for his or her respective firm. The platform had 74,000 users including students from
both prestigious and lesser known universities, as of June 2017, including Mitsubishi
Corporation, All-Nippon Airways, Septeni, Dena and lots of others. IGS developed an iOS and
Android app, GROW, which collected data of two proprietary components i.e. competency
assessment and personality assessment. The platform collected this data by employing a pre-
feedback tool to reveal 25 specific competencies or undergo the Implicit Association Task (IAT)
to assess personality. GROW used AI learning algorithm to research every spot of assessment
data that has been collected from candidates and evaluators to seem for patterns to enhance
its ability to accurately screen candidates over time. Companies used this platform in unique,
interesting and even unexpected ways as per their needs.
GROW’s algorithm helps eliminate unfair discrimination in a job. The user is rated by multiple
evaluators based on list of competencies and personality traits; the AI algorithms analyzes the
information collected from candidates and evaluators to develop a customize HR-related
services for clients and users. First, a user receives ratings from multiple evaluators, however
each evaluation isn't weighted equally. GROW employs a patent-pending probabilistic
(Bayesian) machine learning algorithm that uses data of how that competency had been
evaluated historically together with many data points about an evaluator to see such an
evaluation was genuine and calibrated to reality. The weighted score also takes under
consideration the speed within which an evaluator answers the assessment questions. If an
evaluator gave more diverse ratings over time – some 1’s, 2’s, 3’s and 4’s – he or she may well
be deemed more discerning and thus far more reliable.
GROW also uses Implicit Association Task to reveal attributes and biases people have. It’s
patented mobile IAT utilizes unsupervised machine learning to reveal anomalies in patterns of
swiping behavior and better predict personality. GROW’s platform provides an unbiased user
data to its clients using AI algorithm and machine learning to assist reach candidates who would
otherwise flop the cracks. All the businesses mentioned within the case has shown a positive
impact of the platform in recruiting top candidates.
In organizations, GROW was used as a Software-As-A-Service (SAAS) tool, where applications
were tremendously increasing with the arrival of online resume submission, digital outreach,
and apps designed to assist students apply effortlessly to several potential employers using
B2B2C strategy. But this approach was still not successful as they still heavily relied on laborious
resume screening and several other time-consuming rounds of face-to-face interviews, because
of which, the quality of new hiring was getting suffered. After GROW presenting an awfully
attractive solution, as firms adopted it, they were using this tool in numerous and unexpected
ways.
Septeni Holdings used GROW’s candidate’s evaluation data collected from peers throughout a
student’s time at university, which fit well with Septeni’s internal evaluation criteria which
focused on personality traits and on capabilities an individual demonstrated as he or she
worked with others over time. Septeni also provided IGS with prior year candidate’s data and
interview outcomes to assist IGS train the algorithm to accurately predict which candidates i.e.
past and future would pass Septeni’s group interviews. The platform’s prediction not only
closely match the outcomes of Septeni’s internal evaluation, but it doubled the talent Septeni
sourced from outside Tokyo. They also saw a 90% reduction of the general process effort while
their year-over-year acceptance rate of its job jumped four-fold.
All Nippon Airways (ANA), Japan’s largest airline, was consistently rated amongst hottest rated
companies for college students seeking jobs after graduation. Since, they'd a limited HR staff,
ANA feared that they're going to miss the potential future leaders but were screened out too
early within the recruiting process.
ANA worked with IGS to prioritize ten competencies that ANA would highly value in its new
recruits. Students fascinated by ANA then used the GROW app to own their competencies and
personality traits assessed and make a private “total score.” ANA used this data combined with
GROW confidence score of a candidate to ask top candidates for an interview. The ANA HR
realized that by using GROW data during a supervised machine learning manner, GROW could
help surface promising candidates ANA would have missed otherwise.
For Mitsubishi Corporation (MC), GROW’s greatest value was as a tool to help discover talent
who had not discovered them. MC used the information collected by GROW to ask top
candidates who had not registered with MC hiring database to attend their information session
about MC. Of the fifty candidates who attended their information session, number of them
applied for open positions and eventually decided to affix MC after passing the interviews.
With growing data base from recommended hires and increasing number of users, GROW’s AI
is capable of delivering more robust hiring recommendations to clients.
Developing the platform further by implementing “reinforcement machine learning” AI such
that AI would be ready to overrule a number of the client-defined characteristics of an “ideal”
candidate that had not worked well within the past would further improve the performance of
candidate recommendations.
As part of future scope, artificial intelligence would help in recruiting and avoiding mismatches
between job and therefore the applicant. It'll help in identifying those applicants who were
earlier ineffectual to use because of location or any other issues. It'll help the applicants find
their true capabilities, then applying for the roles after matching their competencies.
I would recommend that a hybrid approach to rent employees should be used because the
targeting peers of ideal clients is misleading as sometimes peers might not have similar
competencies or might not desire a similar job. GROW and its uses should be taught to clients
to avoid improper use of the software that may hinder the method of hiring appropriate
candidate for the job.