Selection of Telemarketing Employees by Standardized Assessment Procedures: ABSTRACT

Previous marketing research has focused on the optimal use of an existing salesforce, reflecting relatively little interest in the effects of salesforce selection on subsequent sales performance. A predictive validity study is described herein in which 85 telemarketing employees in a large telecommunications company were, prior to being hired, administered a battery of cognitive-ability and self-report trait measures. Three months later they were assessed on their job performance. Two cognitive-ability tests--one measuring perceptual speed and accuracy, the other, divergent thinking ability--and a number of scales from both a widely used personality questionnaire (the California Psychological Inventory [CPI]) and a special-purpose telemarketing selection instrument (the Telemarketing Applicant Inventory) yielded significant validities (of between 0.18 and 0.41) for at least one of several aggregated job-performance measures. A predictively-effective composite was derived, consisting of the two cognitive-ability tests noted and three CPI scales (Self-Acceptance, Socialization, and Achievement via Conformance). The composite yielded statistically-significant and useful predictive validities (of between 0.32 and 0.49) for several aggregated job-performance criteria. Utility analysis--a technique often used to examine the organizational consequences of selection strategies--was performed, with the present results reflecting substantial gains to the hiring organization. The reported research highlights the importance of effective hiring practices in achieving optimal subsequent salesforce performance.