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Running head: HUMAN RESOURCES METRICS AND ORGANIZATIONAL SUCCESS 1
Human Resources Metrics and Organizational Success
Kayla Conklin
Kristin Massicot
Michael Wiles
McDaniel College
HUMAN RESOURCES METRICS AND ORGANIZATIONAL SUCCESS
Abstract
The following is an analysis of human resource management metrics and their importance to the
strategic planning of organizations. Arguments are made regarding human resources departments as
foundational members in the workplace, capable of providing catalysts for change within
organizations through the use of metrics. Employee turnover, and the related financial cost to
organizations, is reviewed through the use of basic HR metrics and personal work experience.
Additionally, a case study of HR metrics at McDaniel College examines the percentage of retirees in
the workplace, and the resulting need for a formal succession plan. The paper aims to showcase the
human resources field as one broadening its capabilities and earning its proper seat at the corporate
table.
Keywords: human resource metrics, implications for change, employee turnover, succession
planning
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Introduction and Overview
Human resources management practitioners want to make known to the global business
community something that has long been known within their individual field: theirs is more than an
administrative field, and indeed has the great potential to drive business forward. Although often
regarded as a business cost center unrelated to revenue generation, proper management of human
resource capital—including in no small part a thorough understanding of an organization’s personnel
(and related) capacities—can mean the difference between industrial success and failure. The
challenge—for all members of the corporate environment, regardless of field—is understanding how
human resources management supports strategic organizational direction and how that support can be
best utilized.
The use of human resources metrics—tools comprised of, according to L. Byars and L. Rue,
“any set of quantitate measures used to access workforce performance”—can accomplish this
objective (Byars & Rue, 2011, p. 12). By developing metrics that illustrate the relationship between
an organization’s personnel and their guiding objectives, human resources management practitioners
can demonstrative the value of their field and why the practitioners themselves must have “a seat at
the table” when guiding organizational change is being developed and executed. However, research
shows that these analytical metrics must be carefully established with organization-specific utility
(and implications) in mind in order to be truly valuable and provide data upon which actionable
measures can be built.
G. Davidson and E. Newman outline the core of this goal succinctly: “HR must strive to
become ever more relevant to an organization's operations” (2006, p. 28). In practice, however, how
human resources management can fulfill this objective is somewhat more complicated. As B.
Tootell, M. Blackler, P. Toulson, and P. Dewe (2009) observe: “While realizing that HRM should
take on a more strategic role, it is still considered to be somewhat ‘fuzzy’ because it deals with the
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soft side of business, not accountable like other functional business areas” (p. 376). “The high bar
for HR,” concurs Steve Earle, publisher of staffing.com and Recruiting Metrics & Performance
Benchmark Report, “is to establish the relationship, to make the connection, to show what you do
better for the company” (Overman, 2008, para. 26). Earle’s viewpoint on the subject suggests that
the change needed to enforce human resources management’s perception as a strategic entity is
analogous to a change undertaken by another critical business sector, and it is here one begins to see
the road ahead. Earle draws a parallel to the accounting sector: “It went from keeping ledgers; it
made a big leap and became finance. Accountants entered a different arena. It didn’t happen
overnight, but today you won’t find [a company’s top financial person] who’s not in the C-suite”
(Overman, 2008, para. 27). B. Roberts sees a similar connection, and observes—perhaps—where
human resources management is currently falling short of its goal to be a strategic business partner.
In quoting John Boudreau of the University of Southern California’s (USC) Marshall School of
Business and Center for Effective Organizations, Roberts posits:
Business leaders tell me it is rare that they have an HR leader who helps them think better
about people the way the CFO helps them think about finance. . . . Business leaders generally
think HR does a great job with the portal, the systems, hiring and training. But that is all
reactive around services. We’re still in the service paradigm. (2009, para. 7)
What, then, is needed to move the field of human resources management forward, to ensure
that the goal of being valued as a strategic business partner is achieved? E. Krell (2011), in quoting
Mark Huselid and Brian Becker’s 64 Thought Leaders Explore the Critical HR Issues of Today and
Tomorrow, encourages human resources professionals to cultivate useful metrics, and thereby
develop a “competency to recognize the appropriate measures, and the appropriate analysis, for the
strategic questions confronting them” (para. 12). “Useful” is the operative term here, agrees Roberts,
who again references Boudreau—himself a metrics thought leader—who states: “HR has made
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progress using dashboards and scorecards, but has hit a wall that keeps it from using workforce
analytics to determine strategic impact” (2009, para. 5).
Although “usefulness” is largely a subjective proposition, the subjectivity needn’t be a barrier
to acquiring and developing sustainable metrics. At it’s most basic, writes D. Moss (2011):
Building credibility as a business leader requires that HR create credible and consistent
measurements that are relevant to the specific needs of the organization and that are
supported by reliable data that can be replicated so that the impact of human capital
management can be charted over time. (para. 6)
Moreover, and to the point of embracing the subjective nature of developing useful metrics, the
successful development of metrics requires human resources managers to analyze what is important
to their organization, where deficiencies exist, and where improvements can be made. Writes
Roberts:
After years spent acquiring and organizing gigabytes of data about the workforce, HR’s
challenge is to provide business leaders with actionable information that helps them make
decisions about people with the same kind of rigor, logic, and facts they use to make
decisions about investments, marketing strategies, and new products. (2009, para. 1)
“Most HR professionals,” observes S. Bates, “are stuck in second gear in their use of human capital
metrics. They need to rev up their use of numbers to analyze not just what the organization has done
but also what it should do to improve” (2011, para. 1). Moreover, it is of critical importance that the
results and nature of human resources management metrics translate to all members of the intended
audience within an organization, least their value be lost in translation. As Earle observes, “There
are increasingly sophisticated metrics and more of them, but when you walk metrics out of HR to
other offices, they become electronic telephone books. The useful information never goes into
business planning” (Overman, 2008, para. 4).
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To combat these issues, Davidson and Newman (2006) suggest beginning the development of
useful human resources management metrics by considering the following questions:
• How do we measure our success in HR?
• What information do we believe would help in making decisions?
• What information would help us to reach our goals or do our jobs better?
• How can we demonstrate our success to others?
• What are HR's greatest challenges?” (p. 28).
“It is these types of questions,” write Davidson and Newman, “that get to the heart of what makes a
performance measure meaningful: accurate, timely data that enable informed decision making and
that demonstrate effort” (2006, p. 28).
In illustrating how human resources professionals can “rev up” their strategic influence in the
workplace and better serve a given organization, the following study investigates how two different
human resources professionals—one in the sales industry, the other in higher education—utilized
human resources management metrics to uncover and present constructive, strategic change to their
organizations.
HRM Metrics at Sales Focus Inc.
Organizations that use human resources management metrics typically are concerned with
common issues such as retention, training and development, recruiting, and employee turnover. For
the purposes of this paper, employee turnover was examined in relation to human resources
management metrics. When organizations want to analyze their employee turnover, some typical
indicators include “cost per hire,” “turnover cost,” “turnover rate,” and “time to fill.”
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“Cost per hire” ranges from the cost of advertising, paying employees for referrals, agency
fees, and the salary and benefits of recruiters who work for the organization (Raskauskas, 2011).
“Turnover cost” metrics include the amount an organization spends for termination, new hire, and
vacancy duration (Raskauskas, 2011). “Turnover rate” is simply how fast employees leave an
organization after their start date, and “time to fill” is the length of time between a job opening and
when a new hire starts. All of these metrics, when related to turnover, can provide organizations
with the data needed to help create strategic planning aimed at reducing company cost, decreasing
the amount of turnover, and hopefully increasing tenure within the company.
A personal experience in the workplace was examined in the context of employee turnover.
Working in the human resources department at Sales Focus, Inc. in Marriottsville, MD, it became
apparent that turnover was a typical occurrence. Curiosity in terms of the rapidity of turnover within
this company sparked the use of basic human resources management metrics to determine a turnover
rate, and the average number of days a person was employed. Turnover was calculated by taking the
number of terminations during a period, and dividing by the average number of employees on payroll
for the same period (Raskauskas, 2011). Then, this number was multiplied by 100 in order to
determine a percentage. Sales Focus, Inc. had 33 terminations, which was divided by 148 employees
on the payroll. Once this was multiplied by 100, it revealed a 22% rate of turnover for the company.
It should be noted that this data was based solely on the weeks comprising the months of February
and March in the year 2012. According to the Bureau of National Affairs, the average annual
turnover rate is about 14.4% (Mushrush, 2002). Low turnover is generally under 10%, while high
turnover is defined as greater than 20% (Spirer, 2012). From this data, it is apparent that Sales
Focus, Inc. has a turnover rate well above the national average, and therefore, said rate would be
considered high. However, there are various constraints that could be affecting the percentage of
turnover within the company, particularly the limited amount of data examined. Regardless, it does
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seem that the company is turning over employees quickly, and examining this finding is still useful in
terms of organizational structure.
Table 1 and Table 2 below show the terminations for the months of February and March
2012, which were used to determine the average number of days an employee worked for Sales
Focus, Inc. During this time period, there were 33 terminations within the organization. Those 33
terminated employees collectively worked 1,637 days during their employment with the
organization. The number of days worked was based on a five-day, Monday through Friday work
schedule. This data revealed a 50-day average. A 50-day employment average means that a typical
employee stays with the company for less than two months. That is a significantly short time period
when other factors, such as the cost of new hire and turnover, are directly influenced by every
termination. Again, it should be noted that this data is based on only two months; an examination
over the course of an entire year would likely yield data of even greater significance.
Table 1.
February 2012 Terminations at Sales Focus Inc. (No. of Days Worked based on 5 day schedule, Mon.-Fri.)
Start Date Term Date No. of Days worked1 8/22/2011 2/1/2012 1182 1/2/2012 2/6/2012 263 1/2/2012 2/8/2012 284 3/14/2011 2/8/2012 2385 8/5/2011 2/13/2012 1376 1/23/2012 2/14/2012 177 2/13/2012 2/22/2012 88 9/26/2011 2/22/2012 1089 1/16/2012 2/22/2012 28
10 8/22/2011 2/24/2012 13511 2/23/2012 2/24/2012 112 1/30/2012 2/28/2012 2213 1/30/2012 2/28/2012 2214 7/28/2011 2/28/2012 14915 10/26/2011 2/29/2012 9016 1/23/2012 2/29/2012 28
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Table 2.
March 2012 Terminations at Sales Focus Inc. (No. of Days Worked based on 5 day schedule, Mon.-Fri.)
Start Date Term Date No. of Days worked1 1/30/2012 3/2/2012 42 2/6/2012 3/2/2012 203 9/6/2011 3/2/2012 1294 2/27/2012 3/1/2012 45 3/6/2012 3/7/2012 16 2/13/2012 3/9/2012 207 10/20/2011 3/2/2012 878 3/7/2012 3/8/2012 19 10/31/2011 3/12/2012 96
10 2/22/2012 3/6/2012 1011 2/27/2012 3/15/2012 1412 1/16/2012 3/14/2012 4313 2/21/2012 3/14/2012 1514 2/21/2012 3/19/2012 2015 3/19/2012 3/20/2012 116 3/5/2012 3/20/2012 1217 3/12/2012 3/16/2012 5
Turnover costs can vary greatly from organization to organization. For example, “cost” is
dependent upon both how much an organization spends on recruiting a new employee and how much
is spent to train said employee once they are hired. A typical estimate of turnover cost is one-third of
the employee’s salary (Mushrush, 2002). Willis Mushrush stated, “At minimum wage, the cost to
replace an employee is estimated at $3,700” (Mushrush, 2002). It is clear that companies like Sales
Focus, Inc. are likely spending a significant amount of money to replace their terminations,
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especially since the majority of their employees are salaried well above minimum wage. This
realization sparked an analysis of the causes of turnover, and their implications for the organization.
When examining turnover, it is important to keep in mind that turnover is a normal part of
every organization. It would be impossible—and undesirable—to completely eliminate turnover
within an organization. However, when turnover rates are significantly high, trying to determine
potential causes and creating related retention strategies are important.
A common cause of turnover that directly related to Sales Focus, Inc. was that the company
often did not select a proper candidate for a given position. The selection process at Sales Focus,
Inc., like many direct sales organizations, is based mostly on headcount rather than qualifications.
The pressure to quickly get a position filled results in the wrong people being selected for a position.
This seems to defeat the purpose of hiring a candidate and adds to termination costs. If they are not
fit for the position, their likelihood of success is low. Poor selection could be the result of many of
the terminations at Sales Focus, Inc., as Table 2 shows several employees working 12 days or less.
At Sales Focus, Inc., potential new hires are given a personality test to determine if they will
be successful as a sales representative. Personality tests are becoming increasingly popular in the
selection process among organizations. A study done by Michigan State University shows that using
a personality test increases the likelihood of success for a candidate by 75% (Rainmaker Group,
2012). For the best results, personality tests are supposed to be compared to a benchmark—or
baseline—relative to the position for which the candidate is being considered.
Countless times at Sales Focus, Inc., prospective candidates score “fair,” “poor,” and even
“very poor,” yet were still selected for hire. When asked the purpose of the test in light of these
hiring decisions, the recruiting department stated that managers could train sales reps in the areas in
which they faltered on the test. It is hard to grasp this concept, considering that the results are based
on concrete (and ostensibly unchangeable) characteristics of one’s personality. For example, if
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someone naturally is not assertive and therefore scores “low” on this personality trait, it would be
hard to “train” them to be a better sales representative. It is also important to keep in mind that
personality tests are subjective, and that employees can easily manipulate them to produce the results
they want. This is where the benchmark, discussed by Michigan State University, aids in eliminating
some of the bias. Yet, Sales Focus, Inc. does not utilize a benchmark. The organization should
determine how effective the sales test is in predicting the success of a candidate. It seems that even
when the scores are low, candidates are hired; so what is the goal of the test? Is this test really being
used correctly? If Sales Focus, Inc. cannot determine the effectiveness of the test, they may want to
consider eliminating it from the selection process, as it costs the company a large amount in
outsourcing.
Another potential cause for turnover, particularly true in direct sales organizations, is the
amount of expectation put on the new hire (Robertson). At Sales Focus, Inc., a new sales
representative has to meet a determined quota within two weeks of employment; otherwise, they are
terminated. Two weeks is not a significant amount of time to become accustomed to a new position,
nor does it allow for much training time. Both of these factors could cause high stress for a new
candidate who quickly resigns, or insufficient time may cause an employee not to reach quota within
two weeks. Sales Focus, Inc. would benefit from reading through past exit interviews to gather
information on why employees left the company. They may find that the company is lacking in
proper training and good communication from managers. They may also find that their sales
goals/quotas are unrealistic. Whatever the reason, what is uncovered through an examination of
previous exit interviews would give the company a basis for any changes needed to keep employees
satisfied and therefore employed longer.
To lower turnover, companies should also review how employee-oriented they strive to be. It
has been shown that organizations, which encourage open communication and input from employees,
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tend to report lower turnover rates (Musrush, 2002). Employees feel appreciated, and tend to be
more respectful and loyal to their employer when organizations make efforts to create “open-door”
policies (Mushrush, 2002). Sales Focus, Inc. could certainly improve in this area. The organization
does have a communications department, who could develop a survey for sales representatives, and it
could be administered quarterly. This would allow sales representatives to anonymously voice any
concerns or ideas they had for Sales Focus, Inc. Surveys would give employees a chance to give
input, creating a feeling of worth and appreciation. The communications department can use the
surveys to make organizational changes to reflect the needs of the employees. Creating an “open-
door” policy between sales represenatives and managers could also give the organization input to any
structural changes as they arise, as well as give the reps a deeper connection to their employer.
High turnover rates within an organization should be a sign that employees are unhappy in
some aspect of their work. An organization cannot simply ignore high turnover rates, especially if
some of the causes have changeable aspects. While the task of determining the causes of high
turnover for a given organization may be difficult, it is essential to the overall success of the
business. Finding causes can lead to catalysts for change, which in turn may reduce an
organization’s rate of turnover.
HRM Metrics at McDaniel College
McDaniel College (“the College”) was established in 1867 as Western Maryland College.
The College has 412 full-time employees consisting of faculty and staff. There are 15 part-time
employees and approximately 300 adjunct professors. The Office of Human Resources consists of a
departmental secretary, benefits and employment manager, and the director. Due to the small staff,
human resources management metrics have not been utilized in decision making at the College.
Although there have been many significant changes to this liberal arts institution throughout
the years, the biggest changes occurred within the last two years. At the inauguration of the 11th
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president of the College, it became clear that President Dr. Roger Casey had plans for McDaniel
College. His inauguration speech discussed “McDaniel Swagger,” the new “McDaniel Plan,”
branding, staffing, image projection, and statistics. It was clear from his speeches and conversations
that he values data. He expects information to be easily accessible, accurate, and available at a
moment’s notice. Dr. Casey makes decisions based on figures. Prior to his first campus visit, he
requested many reports from human resources. He requested employee ages, length of service,
counts for each department, and salary reports. The change of McDaniel’s president also marked a
change for the College’s human resources department. The use of human resources management
metrics became a critical focus of the department. “If HR professionals don’t measure their
function’s effectiveness, someone else will” (Robb, 2011, p. 110).
The Office of Human Resources assessed the types of metrics being used and determined the
types of metrics possibly needed in the future. “Senior executives make decisions based on facts, not
feelings or opinions. When selecting metrics to track and analyze, HR leaders use two categories of
data: standard HR statistics, such as head count and time-to-fill, and workforce analytics that show
how workforce characteristics affect production, income and profitability” (Robb, 2011, p. 110).
The College’s human resources department utilized Informer software daily to run
employment reports. Informer pulls data out of Colleague, the human resources database. Informer
allowed the small human resources staff to produce the information requested by the president in
fairly short order; however, Dr. Casey’s expectations were well above the current level of production.
The benefits and employment manager, under the supervision of the director of human resources,
needed to utilize human resources management metrics in order to provide the College’s leadership
the information they need to make informed decisions.
The human resources department began using these metrics to complete information for The
Chronicle’s Great Colleges List. This task became an excellent way for the College’s human
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resources department to identify trends. The report requested average salaries, employee turnover,
employee counts, and gender. As the human resources department looked for ways to improve
service to the leadership, they recognized the need to maintain such information gathering on an
ongoing basis, and used it for other purposes as well.
The Chronicle’s report identified that the turnover rate has increased. McDaniel College
does not have a formal succession plan in place. In order to demonstrate the need for such a plan,
metrics was used to determine the amount of employees who are currently eligible to retire. At
McDaniel College, an employee must have worked fulltime for 10 years and be at least 60 years of
age, or have worked 20 years and be at least 55 years of age. After analyzing the information, it was
determined that 79 out of 416 full-time employees are eligible to retire immediately. Knowing that
19% of the workforce may potentially need to be replaced at any time is an extremely effective way
to quantify the need for formal succession planning. The turnover costs involved made a strong case
for having plans in place for the positions that will ultimately need to be filled in the future.
Top positions at McDaniel College are typically filled by outside candidates. The employees
who worked under a given leader, we noted, were often lacking the training and experience required
to fill the position. Using human resources management metrics, the cost per hire can be identified,
and thereby the cost of providing training and mentoring programs within the College community
can be justified. It will take a lot more conversation backed by solid metrics to persuade the
leadership that this is a potential disaster that can be avoided with proper planning and an investment
in training.
Utilizing human resources management metrics, according to Barbara Butterfield: provides
business intelligence that tells stories that drive investment and action. It supports executive
decision-making and measures human resources value contribution against institutional
effectiveness outcomes. Those institutions focusing attention on transformative investment
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and action are measuring current aspects of climate, engagement and commitment, and are
setting their goals for future attraction, retention and success accordingly. . . .What gets
measured, gets done. (2007, p.11)
The decision on what to measure is of great importance. Ronald Adler, president and CEO of
Laurden Associates, states that there are two main questions that must be considered: “Are HR
activities and employment practices aligned with your organization’s strategic and business goals and
objectives? How do human resources impact these objectives?” (Business and Legal Resources,
2011).
According to Butterfield:
Human resources can provide business intelligence and decision-support data resulting from
investment in workforce planning; contribution to quality hiring and retention in targeted
disciplines, competency, skills and leadership capacity; tracking important faculty, staff and
student ratios and costs demonstrating investment in instructional and administrative support
over time; assisting grant administrators and fundraisers in refining or redesigning their
processes; and more, thus resulting in more rewarding work and greater faculty and investor
satisfaction. (2007, p.9)
Although a change in leadership can be challenging at times, in this case it provided the
human resources department an opportunity to stretch and grow. The following figures (Figure 1 and
Figure 2) illustrate the areas that the College needs to improve. With ultimate goal of participating in
The Chronicle’s Great Colleges to Work For being public recognition, the metric used in the
information gathering is even more valuable.
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Figure 1.
Figure 2.
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Based on the presented findings in these figures, the leadership of McDaniel College needs to
work on many issues. Coupling the results of the survey and the human resources management
metrics analysis, Human Resources can add value to strategic planning and gain access to a “seat at
the table.”
Conclusion
Having reviewed the discoveries presented herein, human resources management metrics can
be viewed as the effective method of demonstrating—and addressing—organizational needs
practitioners have always known them to be. Data from these metrics can be used as a supplement to
verbal statements about the needs of the organization to emphasize—or describe—their importance.
When organizations are able to visualize the impact their human resources capital has on their
company—and thereby see how proper management of said capital is critical to long-term success—
only then are companies truly able to make constructive and sustainable strategic plans and changes.
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