麦肯锡在线案例学习指导英文版.docx

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麦肯锡在线案例学习指导英文版.docx

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麦肯锡在线案例学习指导英文版.docx

麦肯锡在线案例学习指导英文版

McKineyOnlinecasestudy

Tostepthroughthiscaseexample,wewillgiveyousomeinformation,askaquestion,andthen,whenyouareready,giveyouasampleanswer.Wehopethattheexercisewillgiveyouasenseoftheflowofacaseinterview.（Pleasenote,youcanstopthisexerciseandpickupwhereyouleftofflater.Yourcookiesmustbeontousethisfeature）.

Inthisexercise,youwillansweraseriesofquestionsasthecaseunfolds.Weprovideourrecommendedanswersaftereachquestion,withwhichyoucancompareyourownanswers.Wewanttoemphasizethatmostquestionsinacasestudydonothaveasinglerightanswer.Inalivecaseinterview,wearemoreinterestedinyourexplanationofhowyouarrivedatyouranswer,notjusttheansweritself.Aninterviewercanalwaysassessdifferentbutequallyvalidwaysofapproachinganissue,andthenbringyoubacktotheparticularlineofinquirythatheorshewantstopursue.

Youshouldalsokeepinmindthatinalivecase,therewillbefarmoreinteractionwiththeinterviewerthanthisexerciseallows.Forexample,youwillhavetheopportunitytoaskclarifyingquestions.

Finally,alivecaseinterviewwouldtypicallybecompletedin30-45minutes,dependingonhowthecaseevolves.Inthison-lineexercise,thereisnotimelimit.

Thereareeightquestionsinthison-linecasestudy.Thiscasestudyisdesignedtoroughlysimulateoneduringyourinterview,soyouwillnotbeabletoskipaheadtothenextquestionuntilyouhaveansweredtheoneyouareon.YoucanrefreshyourmemoryofpreviousanswersbyclickingthehighlightedQ&Alinkstotheleft.Toprinttheanswer,clickontheprinticonthatappearsintheTOPRIGHTcorner.Attheend,youcanprinttheentireon-linecasestudyatonce.

Thecase

Question1

ClientGoal:

Doublethenumberofrecruitswhilemaintainingtheirqualitywithminimalincreaseinresourcesexpended

Ourclientrecruitsgraduatingcollegeseniorsforentry-levelpositionsinlocationsaroundtheworld.Itcurrentlyhiresandplaces500graduatesperyearbutwouldliketotripleinsizeoverthenexttenyearswhilemaintainingquality.Assumethattheincreasemustallcomefromhiringgraduatingseniors.（Inanactualcase,youmaynotbegiventhisandotherassumptionsunlessyouask.）

Theclient'scurrentrecruitingbudgetis$2millionannually,andwhileitisinastrongfinancialposition,itwouldliketospendasfewadditionalresourcesaspossibleonrecruiting.McKinseyisadvisingtheclientonwhatstepsitwillneedtotakeinordertomeetitsgrowthtargets,whilestayingwithinitsbudgetconstraints.

Q1:

Whatleversdoestheorganizationhaveatitsdisposaltoachieveitsgrowthgoal?

Somepossibleleversaregivenbelow.It'sterrificifyouidentifiedseveraloftheseandperhapssomeothers.

∙Attractmoreapplicantsatthesamecost

∙Reviewthelistofcampusestargeted（e.g.,optimizeresourceallocationacrossschools）.Thereviewmayresultinaddingcertainhigherpotentialcampusesandeliminatingotheronesthatappeartohavemorelimitedpotential.

∙Reviewrecruitingapproachateachcampus（e.g.,optimizecost-effectivenessofmessagesandapproachesateachschool）.

∙Extendofferstoahigherpercentageofapplicantswhilemaintainingquality（e.g.,reducethenumberofpeoplewhoareturneddownwhowouldhaveperformedequallywellinthejob）

∙Improveacceptanceratesamongofferees（e.g.,bettercommunicatethebenefitsofthejobrelativetoalternativesorimprovetheattractivenessofthejobrelativetoalternatives）

Question2

Fortheremainderofthediscussionwe'dliketofocusonthetwospecificleversinvolvingattractingmoreapplicantsatthesamecost.

∙Reviewrecruitingapproachateachcampus（e.g.,optimizecost-effectivenessofmessagesandapproachesateachschool）.

Pleasenotethatifyouidentifieddifferentbutequallyvalidlevers,theinterviewerwouldbeabletoassessthem.Butforthepurposeofthiscasestudy,wearegoingtofocusonthesetwolevers.

Q2:

Howwouldyouinitiallyapproachdeterminingwhethertheclientcanincreasehiringbyadjustingthelistofcampusestargeted?

Whatsortofanalysiswouldyouwanttoconductandwhy?

Youmighttakethefollowingapproach,wherewe'veoutlinedtwoavenuesofanalysis:

∙Estimatethehiringpotentialacrossschools

∙Analyzethenumberofhiresbyschooloverthelastseveralyears

∙Developacomprehensivelistofschoolsthatmeetourrequirementsandaminimumsetofstandardsforrecruits

∙Surveyseniorsattheseschoolstodetermineinterestinanentry-levelpositionwiththeclient

∙Considerthesizeofthegraduatingclassateachschool,determinehowthatclassmightbesegmented（e.g.,eachclasscouldbesegmentedbydisciplineorsegmentedbasedoncareerinterestsinresponsetothesurvey）,thencalculatethesizeofeachsegment

∙Estimatetheoptimalcost-per-hireacrossschools

∙Comparethecurrentcost-perhireacrossschools

∙Identifyopportunitiestodecreasethecost-per-hireateachschool

HelpfulTip

Youmayhaveaslightlydifferentlist.Whateveryourapproach,welovetoseecandidatescomeataprobleminmorethanoneway,butstilladdresstheissueasdirectlyandpracticallyaspossible.Ingivingtheanswer,it'susefulifyouareclearabouthowtheresultsoftheanalysiswouldhelptoanswertheoriginalquestionposed.

Question3

Twenty-fivepercentoftheannualrecruitingbudgetisspentoncandidates（i.e.,attracting,assessing,andgettingthemtoaccept）.Twentypercentofhiresarecategorizedas"mostexpensive"andhaveanaveragecost-per-hireof$2,000.

Q3:

Whatistheaveragecost-per-hireofallothercandidates?

Rememberthattheclienthires500studentsperyearanditsannualrecruitingbudgetis$2million（informationthatwehopeyounotedearlier）.

Theansweris$750perhire（orlessthanhalfthecost-per-hireofthe"mostexpensive"candidates）.

Amountspentonthelessexpensivecandidates:

25%of$2millionbudget=$500,000spentoncandidates

20%of500student=100studentscategorizedas"mostexpensive"

100x$2,000cost-per-hire=$200,000spenton"mostexpensive"hires

$500,000recruitingbudget-$200,000=$300,000remainingforallotherhires

Thenumberoflessexpensivecandidates:

500hires-100=400"otherhires"

Cost-per-hireofthelessexpensivecandidates:

$300,000/400=$750perhire

HelpfulTip

Whileyoumayfindthatdoingastraightforwardmathprobleminthecontextofaninterviewisabittougher,youcanseethatitisjustamatterofbreakingtheproblemdown.Wearelookingforbothyourabilitytosettheanalysisupproperlyandthentodothemathinrealtime.

Question4

Inordertodecidewhethertoreducecostsattheleastefficientschools（i.e.,thosewithanaveragecostperhireof$2,000）,whatelsewouldyouwanttoknow?

Someofthepossibleanswersaregivenbelow.

Basicquestions:

∙Whatarethecomponentsofcostsattheseschools（whyisitsoexpensivetorecruitthere）?

∙Whatopportunitiesexisttoreducecosts?

∙Howmuchcostsavingswouldresultfromimplementingeachoftheopportunities?

∙Whatconsequenceswouldimplementingeachoftheseopportunitieshaveonrecruitingattheleastefficientschools?

Questionsdemonstratingfurtherinsight:

∙Whyisthecostloweratmoreefficientschools,andaretherebestpracticesinresourcemanagementthatcanbeappliedtotheleastefficientschools?

∙Ifwereducecostsattheleastefficientschools,whatwillwedowiththecostsavings（i.e.,whatwouldbethebenefitofspendingthemoneyelsewherevs.whereitiscurrentlybeingspent）?

HelpfulTip

Wewouldnotexpectanyonetocomeupwithalloftheseanswers,butwehopesomeofyouranswersheadinthesamedirectionasours.Yoursmaybringsomeadditionalinsights.Ineithercase,besurethatyoucanclearlyexplainhowyourquestionwillbringyouclosertotherightdecision.

Question5

TheMcKinseyteamconductssomeanalysisthatindicatesthatincreasingspendingonblanketadvertising（e.g.,advertisements/flyersoncampus）doesnotyieldanysignificantincreaseinhires.

Q5:

Giventhatincreasedblanketadvertisingspendingseemstoberelativelyineffective,andtheclientdoesn'twanttoincreaseoverallcosts,whatmightbesomeotherideasforincreasingthecandidatepoolonaspecificcampus?

Wearelookingforatleastacoupleofanswersliketheonesgivenbelow:

∙Improve/enhancerecruitingmessages（e.g.,understandtargetcandidategroup,refocusmessageonthisgroup,understandcompetitivedynamiconcampus）

∙Utilizereferrals（e.g.,faculty,alumni）

∙Comeupwithcreativewaystotargetspecificdepartments/clubsoftheschool

∙Rethinkadvertisingspending-whileincreasingblanketadspendingdoesn'tseemtowork,advertisingmightstillbethemostefficientandeffectivewaytoincreasethenumberofcandidatesifitisdeployedinamoresystematic,targetedway

HelpfulTip

Thisquestionisagoodonefordemonstratingcreativitybecausethere'salonglistofpossibleideas.Additionalinsightsintohowagivenideawouldbeapproachedandhowmuchitwouldcostarehelpful.

Question6

Forsimplicity'ssake,let'ssaywe'veconductedmarketresearchandfoundthattherearetwotypesofpeopleoneachcampus,AandB.Historically,ourclienthasalsousedtwotypesofrecruitingmessagesinitsadvertising.Thefirst,called"SeetheWorld,"g

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