dotin: Color me a talent!

dotin: Color me a talent!

Debolina Dutta

dotin.in is a technology start-up founded by Ganesh Iyer in California, a spin-off from a product venture incubated by Cisco Systems created to solve the attraction and retention of talent. Leveraging their understanding of artificial intelligence (AI), natural language processing (NLP), and machine learning (ML) techniques, dotin incorporated the motivation science developed from the Color Munsell Theory. The insights of individual motivations are assessed through a quick 60-second color preference assessment based on Holland’s vocational personality type, Gardner’s multiple intelligence theory, and the Color Munsell System. It also incorporated an assessment of learning style to develop individual fit reports for specific job roles. dotin then based their report of fit based on a standard job competency dictionary of ONET taxonomy. The patented product was proposed as an end-to-end solution for talent management. 

dotin appealed to the recruiter community by providing a large database of potential candidates comprising passive job seekers. This database was developed by accessing and stitching together applicant information from multiple data sources, compliant with data privacy norms and laws. Recruiters could then connect with these passive applicants and invite them for specific job opportunities. If the applicant evinced interest, they responded to a one-minute color motivation patented assessment. 

The emerging analysis delivered a comprehensive functional (skill) fit, motivation and behavior, and preferred learning style. The resulting report offered insights to recruiters who hire internal and external talent. By assessing the fit and suitability for future roles, organizations could make informed data-based decisions on the potential capability of their talent and succession pipelines. The dotin assessment suggests appropriate development interventions to develop future leaders based on individual learning styles and motivation.

The case touches upon multiple issues such as using cognitive and unconscious responses to psychometric assessments, the competency-motivation, the relevance of learning style for individual performance, and the role of managers in organizations using these reports. It provides an appropriate context to debate whether this new science and technology-based approach to talent management could increase the effectiveness of the HR function. 

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