Autodesk offers a suite of software services that enable people to design for the 3D environment.
The Challenge
How might Autodesk offer certifications aligned with hiring managers’ needs for evaluating competencies in entry-level candidates?
How might Autodesk offer certifications aligned with hiring managers’ needs for evaluating competencies in entry-level candidates?
My Role
|
My Team
|
Key Questions
What is the journey map of a hiring manager in the hiring process?
What are the main qualifications (i.e. skills, degrees, years of experience) that CAD hiring managers seek in entry-level employees?
Which skills do hiring managers wish to validate through credentials?
What are the main qualifications (i.e. skills, degrees, years of experience) that CAD hiring managers seek in entry-level employees?
Which skills do hiring managers wish to validate through credentials?
Initial Research Plan
At the beginning of the research project, I conducted market research to identify the industries with the greatest hiring needs for entry-level CAD roles. I used this list of industries to help recruit hiring managers for 60min interviews, and Qualtrics survey. This project used a mixed methods approach of triangulating survey data with interview stories to understand both the "what" and the "why".
Process of Research and Synthesis
The triangulation of survey data and interview responses reinforced the learning from each source. Survey data (n=344) has the scale to surface patterns and trends. Interview responses (n=10) deepen our understanding of the "why" beneath those patterns.
Key Learning 1: Hiring processes vary in length and complexity, where those with trial periods yield better results
Caption: Journey map of hiring managers based on interview and survey responses
The most standard hiring process goes from resume review to on-site interview. In some cases, the hiring managers assign a technical task to assess candidate's skills or hire the candidate on a trial period. The success rate is much higher with the additional assessment.
“The process is good because the person we hired is a good machinist, he knows the machine already from previous job; I haven’t made mistakes in this type of technical talent. Typically, we do face to face interview with 8-9 candidates, hire 3 for 1-2 months, 1 full-time.” - Engineer Manager at Physics Research Firm
“You really can’t tell how good a person is until you test them on the computer. Personally I would always give them a test. You want them to have the basic skills.” Engineer Designer Manager for Biotech Company
Key Learning 2: Collaboration, problem-solving, and adaptability are most valued mindsets for entry-level CAD roles
Caption: Survey responses to what mindsets are most valued in entry-level candidates
Hiring managers highly value teamwork-related attributes, especially for smaller firms where employees wear multiple hats.
“Hiring process is difficult. It’s because of the soft skills. Every technical skill I can teach. I can’t train anyone to have good relationships with their colleagues and communication skills.” - Engineering Manager at Pipe Manufacturing Firm
“I have to know this is a good fit for you, you have to do a lot yourself. We are a small company. Don’t talk yourself into a job you can’t handle. The smaller the company, the more things you have to do yourself.” - R&D Director at Automobile Design Firm
Key Learning 3: Converting basic design, 2D & 3D CAD, and interpreting specifications are most valued technical skills
Caption: Survey responses to what technical skills are most valued in entry-level candidates
Both interviewees and survey responders agreed to the same set of technical skills they look for in entry-level candidates.
Key Learning 4: Hiring managers have low confidence in the hiring process with an estimated success rate of 50%.
Caption: Survey responses to how confident are you with your hiring decisions
From the survey, I found that hiring managers in general are not confident about their hiring decisions. In fact, no one dared to say "yes I'm confident." This is surprising given how much effort and thought they put into it. From the interviews, I learned that hiring managers are frustrated by the gap between a candidate's interview performance and their real ability to do the job well.
This highlights a key inefficiency in the interview-driven process.
This highlights a key inefficiency in the interview-driven process.
“Sometime we get it right, sometimes people talk a good talk, when they are in the trenches, it's a different story.” - Cofounder of Museum Design Firm
“A lot of the uncertainty has been with technical skills - a person would say that I can do finite element analysis. I’m very familiar with codes...etc. Once they sit down, you know very well.” – R&D Director at Automobile Design Firm
Key Learning 5: Hiring managers either only use certifications as a complementary check or do not trust it.
Figure 5: Survey responses to why they do not use certifications in their hiring decisions
Software certifications like those offered by Autodesk do not have the market recognition needed for hiring managers to value them. Most managers do not see the connection between certification and real job skills. In some cases, they even have negative perception of the certifications because they know someone who is certified but not skilled.
“I don’t care if they are certified or not. It takes at least 100 hours on the job to get trained in any skill. I’m pursuing a program management certifications for myself because my clients like to see someone with the PMC certificate.” - CEO of Design Consulting Firm
“We have had people in my professional career, who are certified but are not good designers. The most valuable thing for me when they walk in is their portfolio, I want to hear about their workflow, did they make it, what kind of technical challenge they run into.” - Cofounder of Museum Design Firm
Key Learning 6: Hiring managers who are certified tend to value certifications as a proxy for validating competencies.
Caption: Survey responses to how they use certifications segmented by whether the hiring managers have certifications
The key differentiator for hiring managers who value certifications is that they have experienced the certification process themselves and know what it takes, and how it relates to skills needed on the job.
“I wish we gave more credit to the certification process. People don’t take it as serious as an engineering process. I would personally look at someone above others if they have it. Not everyone does. It’s pretty rare to come across with someone with AutoCAD certificate. Civil 3D professional is a good certification. Covers most of what we use the software for, I think if someone is able to make it through that, they can do the job” – Manager at Civil Engineering Firm
Recommendations & Impact
Opportunity to communicate value prop of certifications
Pain Point: Hiring managers who are not certified lack the understanding of what knowledge and skills are needed to acquire a certification, and therefore do not trust it as a valid measure.
Opportunity: There is a huge potential in raising awareness for hiring managers who are not certified about the value of Autodesk certifications during hiring process of entry-level roles. Hiring managers need to see a tight connection between the test and the skills needed for the job. One way is providing an accessible guide to allow hiring managers gain this insight without going through the certification process themselves.
Opportunity: There is a huge potential in raising awareness for hiring managers who are not certified about the value of Autodesk certifications during hiring process of entry-level roles. Hiring managers need to see a tight connection between the test and the skills needed for the job. One way is providing an accessible guide to allow hiring managers gain this insight without going through the certification process themselves.
Opportunity to integrate certification into the hiring process
Pain Point: Hiring managers have a strong desire to validate technical skills in entry-level candidates but often do not have the time to administer the appropriate tests.
Opportunity: Autodesk could offer a certification pathway within the hiring process, by creating a problem-solving test bank for hiring managers to make their own tests and assessments. This test could be a stand-in for internal company tests, and enhanced to include features such as tracking time spent and tools used in the problem-solving process.
Opportunity: Autodesk could offer a certification pathway within the hiring process, by creating a problem-solving test bank for hiring managers to make their own tests and assessments. This test could be a stand-in for internal company tests, and enhanced to include features such as tracking time spent and tools used in the problem-solving process.