Chapter 6 Case Study #1 Nike Hiring Gets Off on the Right Foot pages 284 – 285.

1) What do you think are the prime advantages and disadvantages of Nike’s computer-based interviewing system?
Advantages of computer assisted Interviewing system:
a) Weeds out undesirable applications: In computer based interview system the applicants whom management thinks are eligible for the job according to qualification, work experience and achievement of an applicant in his/her career is called upon for the interview. This helps the company screen out un- important applicants and in turn save their time in interviewing only required applicants.
b) Saves company’s administrative costs: Company during their interview season sees an increase in their administrative expenses which includes mainly the travel reimbursement that all candidates gets during their journey to interview location. Nike being one of the largest manufacturing & retail oriented company; it needs recruitment process almost the whole year. If they spend. Therefore company’s expenses would be very high and at the same time, may not be productive as out of huge number of candidates who have applied, only few would be matching the job profile.
c) Time efficient: it saves time for both management involved in recruitment process & candidates who may have to undergo long interview process. Management can utilize that time for its productivity & handling its other important issues.
d) No routing errors. If the system is correctly programmed, routing errors, that is, errors in the sequence of questions, skipping and branching, will not occur. Therefore, missing data because of routing and skipping errors will never happen. Also, questions that do not apply to a specific respondent are automatically skipped. Hence, automatic routing reduces the number of data errors.
e) Automatic validity checks: Data can be checked immediately because the program will perform some internal validity checks. The checks that can be performed, for example, are range check and consistency check.

Looking at the primary advantage of having a computer based interview system is that the system of interviewing an applicant will become easier and more convenient. Such as reducing the labor hours of interviewing, and facilitate the screening of the applicants easier. The travel cost by the applicant will also be reducing. The development of this computer based interviewing system gives the company the ability to build a clear job description as well as selecting an applicant that is fits to the job description. The Primary disadvantage is the essence of communication. Like it would need a in-person interview, assessment center, which basically the computer doesn’t allow the behavior of one person to be observed and also the computer do not allow one interpersonal skills to be verified directly . Another is if the design of the system, is not fitting to the system of the company it might as well give an additional problem in interviewing the applicants.

2) Are there any EEO concerns regarding this system?

Yes, the interviewers determine what to ask to reconcile inconsistencies in the computer interview or to prove applicant strengths in desired areas. The major concern of EEO is whether the computer-based system is accessible to disabled persons. Examples are hearing impairment and voice impediment. Nike also concerns with the potential infringement of law like Nike must consider the phrasing of interview questions. This can cause bias to the native speakers of English, and can cause discrimination to their demographics status. This will not run like free flowing conversation.

3) If interviews serve a public relations role, what should Nike be concerned about?

Nike must be concern about the development and welfare of the employees’ .This Nike’s hiring strategy will lead the company to superior productivity and morale. It also speeds up process of interview and lowers their costs that also concern its future recruitments personality and good standing image as an employer. Another concern is the interpersonal contact with its interviewees, which may lead to poor conversation and interaction.

4) How would you suggest that Nike might modify and improve its system?

Nike should improve their computer-based system by extensive researching gathering of survey and information on how to improve the system .They must improve the programs and add more features and modification in an electronic profile, human decision in making the selection process.

In your second response, please comment on one of your classmate’s responses.

Do you think that your classmate should have included another factor? Why or why not?

Maybe you agree with your classmate, but for another reason that he or she stated. If so, explain.

1) What do you think are the advantages and disadvantages of Nike’s computer-based interviewing system?
Nike uses a situational interview which helps them to see how applicants handle situations that may arrive on the job and non-directive interviews to get to meet the person behind the application and get a feel of the applicant. In the hiring process, Nike first has applicants to answer eight questions over the telephone. They weed out applicants who are not available or lack retail experience. After the telephone interview, the company provides potential candidates with a computer assisted interview which is done in batches. The importance of this interview is to identify candidates who have the experience needed for the job and show their love for sports. The computer assisted interview includes a video that shows three scenarios for helping a customer; the applicant must choose the best one. The interview is given every forty-five minutes to a group of applicants. The results from this interview are printed out so that interviewers can prepare for the face-to-face interview. Nike provides applicants with behavioral based interviews to see how they will react to certain situations. This shows the interviewer what type of person will be working for them. They don’t want a person that is a hot-head or causes problems which take away from production. The results can also hinder an applicant from getting a position for this company. After the computer assisted interview, applicants must fill out an application form online. Some applicants are given a short interview, while others are given a longer interview. In which, some applicants are hired the same day, where as others have to come back for a second interview. This is because the results of the computer assisted interview shows areas that need further evaluation and areas that indicate strengths. Are there any EEO concerns regarding this system? The EEO ensures that work environments are free from unlawful discrimination and harassment. It provides employees with equal opportunities for jobs, training, and development. Nike, I feel, has been violating this law. They discriminate on applicants by showing favoritism and some form of discrimination. All of their applicants aren’t treated the same. The major concern of EEO is whether the computer-based system is accessible to disabled persons. Example are hearing impairment and voice impediment. Nike also concerns with the potential infringement of law like Nike must consider the phrasing of interview questions. This can cause bias to the native speakers of English, and can cause discrimination to their demographics status. This will not run like free flowing conversation. 3) If interviews serve a public relations role, what should Nike be concerned about?
Nike should be concerned about their reputation with this new program. Public relations help set a company’s image, and Nike needs to ensure their employees, customers, stake holders, and potential applicants that they select their employees using a fair based system. Another concern is the interpersonal contact with its interviewees , which may lead to poor conversation and interaction Nike should improve their computer-based system by extensive research and gathering of survey and information on how to improve the system They must improve the programs and add more features and modification in an electronic pro , human decision in making the selection process Even if we have this computer based program for getting employee it ‘s as important that we have a personal communication with the applicant so that we select the best employee out of the applicants hiring strategy will lead the company to superior productivity and morale. It also speeds up process of interview and lowers its cost which also concern its future recruitments personality and also good standing image as an employer. Another concern is the interpersonal contact with its interviewees, which may lead to poor conversation and interaction.
4) How would you suggest that Nike might modify and improve its system? Nike should improve their computer-based system by extensive research and gathering of survey and information on how to improve the system They must improve the programs and add more features and modification in an electronic pro, human decision in making the selection process Even if we have this computer based program for getting employee it's as important that we have a personal communication with the applicant so that we select the best employee out of the applicants. 1) What do you think are the prime advantages and disadvantages of Nuke’s computer-based interviewing system?
I have been in retail as a manager for the past 12 years and I would love to have one of this computer's for interviewing process. Why? because as a manager we have a lot of responsibilities and not enough time to accomplish all the duties that are to accomplish in a short period of time. I think this is great because it actually helps the manager interview the people that qualify for the position. As a manager and for any company they safe time, payroll and definitely improve the selection of personnel.
2) Are there any EYE concerns regarding this system? maybe when it comes to disable person, this might be a huge issue because they will have to figure out the process thru the computer and might not qualify due to lack of knowledge of the system. Maybe if the computer have a system which classify the disable and offer a human interview, this will help reduce the conflict.
3) If interviews serve a public relations role, what should Nike be concerned about?
This system is great as I said before it safes time and the second interview would help to actually see the person and have a 100% interview. I don't think they should have any problems.
4) How would you suggest that Nike might modify and improve its system? they should modify the disabled feature and have more surveys and questions to identify the person's retail experience.
1) What do you think are the prime advantages and disadvantages of Nike’s computer-based interviewing system?
The prime advantages of Nike's computer-based interviewing system are numerous. It gives Nike the advantage of interviewing a broader more diverse pool of potential candidates in a stream lined fashion. This helps to reduce overall costs for Nike. Many candidates are eliminated at the computer based interview level. Nike incorporates personal interviews as well, after potential employee candidates pass computer-based interviews. Nike further segregates potential applicants by how they do on these computer-based interviews. Nike can quickly identify which potential candidates are best for what positions are available at Nike. The disadvantages of Nike's computer-based interviews are potential great candidates can possibly be eliminated for failing to do well on a very small sample of questions on a computer. Many candidates might be better at personal interactions and not very good at computer-based interviewing. Another disadvantage of computer-based interviewing is the fact that fraud might play a factor. Someone else can actually be answering the questions at someone private personal computer or over the phone. It is harder to verify a persons identity.

2) Are there any EEO concerns regarding this system? Some EEO concerns regarding this system are that computer-based interview might limit certain potential candidates. Interviewers who are disabled might not be able to participate in a computer-based interview. Certain questions that might be asked on computer-based interviews such as age, marital status or sexual orientation could potentially lead to certain employee candidates being discriminated against in and eliminated. Computer-based interviews could also potentially adhere to a too specific criteria for employment. The characteristics of potential employees could be made so specific thereby eliminating an equal employment opportunity.
3) If interviews serve a public relations role, what should Nike be concerned about? Nike should be concerned about the fact that the computer-based interviews removes the public relations part of the interview. Sometimes the best judge of characteristics of a potential employee come from a personal interview. Without out reaching out to their public at a personal level, Nike risk's a loss of connection to its customer base who include those who are interviewed. This loss of connection could lead to loss of revenues for Nike. Again, computer-based interviews might not select the best candidate at the personal level. Nike should be concerned with reflecting the most professional atmosphere surrounding interviews with their potential employees. Information about how interviews are handled at Nike could reflect positively or negatively for Nike. The interviewee is always a potential customer.

4) How would you suggest that Nike might modify and improve its system?
Nike could modify or improve its interview system by using personal recruitment and computer based integrated system. With the advances of technology, face time interview can be performed. A personal interview can be done from a interviewer accessing a computer located in one location and the interviewee accessing a computer in another. This would integrate the flexibility of using computer and internet technology and reducing travel cost while still getting to know the interviewee on a personal level. Also, I believe that Nike should use more than just eight questions at the first interview. A great feel for the interviewee cannot be effectively attained by such a narrow amount of questions. The best aspects of the potential employee might not be reflected in these eight questions.
What do you think are the prime advantages and disadvantages of Nike’s computer-based interviewing system?
The advantage of using computer based interviewing is that it help reduced the cost of turnover in the business and saved them 2.4 million in three year. Also help staff up fast as well as reduce the turnover in the retail division. It allows Nike to have experience employees to service the customers.
The disadvantage is the Nike can lost customer based if applicants are miss treated during an interviewer and filling out the online applicant takes a long period of time.
Are there any EEO concerns regarding this system?
From reading the case study technology (computers program) is the one selecting the applicants that Nike will have as potential employees. The computer program is equal to everyone. It requires that male/female answer the same question.
If interviews serve a public relations role, what should Nike be concerned about?
Nike should concern itself with it customer who are there potential employees. It should look into making the interview process more personal and less technology basis in which there are many people who do not know how to use computer in today’s world.
How would you suggest that Nike might modify and improve its system?
My suggest to Nike is that even with the technology we uses today to hire applicant it is important that we review applications the where remove from being potential candidates. We have to remember that computer program are programmed by people and sometime those software can be invalid. So it is important that we still do interview the old fashion way. 1) What do you think are the prime advantages and disadvantages of Nike/>’s computer-based interviewing system? One of the prime advantages of Nike/>’u s computer-based interviewing system is that this system has helped Nike/> staff up fast as well as reduce turnover in the retail division. In addition, this system has given a major role in the field of interviewing process of getting an employee. In addition, the computer-based interview system is easier to interview an applicant by having details before the personal interview is performed, reduce the time of interviewing, and select the better applicants that fit the job by screening them in advance. The primary disadvantage of this system is reference to the essence of communication. When the interviewer is a computer, basically it does not allow to observe the behavior of one person and do not allow one’s interpersonal skills to be verified directly. Another is if the design of the system is not fit to the system of the company it might as well give an additional problem in interviewing the applicants.
2) Are there any EEO concerns regarding this system?
One of the major concerns of EEO (Equal Employment Opportunity) is whether the computer-based system is accessible to disabled persons.
3) If interviews serve a public relations role, what should Nike/> be concerned about?
Nike/> should be concerned about the interpersonal contact with its interviewees, which may lead to poor conversation and interaction and with the development and welfare of the employees. Additionally, Nike/> should be concerned about their reputation with this program and the ppublic relations that help to set a company’s image.
4) How would you suggest that Nike/> might modify and improve its system?
Even this is an excellent system to make a selection of potential employees and to respond quickly to the applicants, Nike/> should continue improving their computer-based system by making a research and gathering more information on how to improve this system. Additionally, they must improve and update this program to add more features and modification in an electronic pro-human decision in making the selection. It important to understand that excellent potential employee should be eliminated during the first part of this application process, due to the lack of interpersonal communication and interaction.
1) What do you think are the prime advantages and disadvantages of Nike’s computer-based interviewing system?

I think the prime advantage for Nike is that they save a lot of time by screening out many applicants and therefore reduce time spent in the human interview. They also have the advantage of screening a larger group of applicants because it is automated. However, I do think the disadvantage is that they possibly loose out on a great candidate that was excluded incorrectly by the computer screening.

2) Are there any EEO concerns regarding this system?

I think there are EEO concerns with this system because it may limit people with certain disabilities such as vision or even persons with language barriers. I think this also excludes people who do not test well in a computer setting but do extremely well in a human interview.

3) If interviews serve a public relations role, what should Nike be concerned about?

Nike should be concerned about alienating a potential customer base with the computer screening. Although I honestly don't think it will make a huge impact since the largest group of applicants for Nike may be young applicants who are used to the computer and will embrace the process.

4) How would you suggest that Nike might modify and improve its system?

I think they can improve their system by minimizing the exclusions of the computer screening to those things that are essential to the job duties, such as availability of the applicant for days and times required, if the person can lift pounds required, etc. This will then not limit those who just don't test well but are great candidates that could have been excluded from the screening process. A human phone interview can then exclude other things that can narrow down to those who do not fit the "personality" type they are looking for. 1) What do you think are the prime advantages and disadvantages of Nuke’s computer-based interviewing system?
I think that with the advance of the technologies more and more organizations are using the computer and the internet to help with the interview process. The advantages of this method are the following; the computer interview is used as a screening device to help filter out unqualified applicants. The computer based interviewing system might demonstrate the ability for customer service department, has passion for sport, in other words, the system help to the organization to get information about the applicants. The disadvantage are less than advantages due to the computer-based interviewing system allowed to the companies which utilize this interview method such as Nike, Cigna Insurance, Pinkerton Security, etc. to get accurate and specialized information about applicant and filter the number of applicant to whom meet eligibility criteria to comply with their job duties.
2) Are there any EEO concerns regarding this system?
I do not think so, because The computer based interviewing system might demonstrate the ability for customer service department, their passion for sport, in other words, the system help to the organization to get information about the applicants, their potentials, abilities or skills for comply with the job duties required but not discriminate them due to the information provided by the system is about skills, abilities, etc. none about sex, religion, political affiliation, sexual orientation, etc. 3) If interviews serve a public relations role, what should Nike be concerned about? I think the system is a great tool to minimize the interviewing process, even though, Nike which is a company where many people would like to work for, and in other way the process will be prolonged and expensive. 4) How would you suggest that Nike might modify and improve its system? I think that Nike should improve its system and should be more personal due to not allpeople have developed skills with computer technology on to those older and those economic issues that have not been able to access them, so, Nike should complement the system with other methods.