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How can you avoid unconscious bias in sales candidate selection?

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Unconscious bias is the tendency to make judgments or decisions based on stereotypes, assumptions, or preferences that are not based on objective facts or evidence. It can affect many aspects of the hiring process, especially in sales, where candidates need to demonstrate skills such as communication, persuasion, and rapport-building. Unconscious bias can lead to missing out on qualified and diverse talent, as well as creating a culture of exclusion and discrimination. How can you avoid unconscious bias in sales candidate selection? Here are some tips to help you:

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1 Define your criteria

Before you start screening or interviewing candidates, you need to have a clear and consistent set of criteria that define what you are looking for in a salesperson. These criteria should be based on the specific requirements and goals of the role, not on personal preferences or opinions. You should also avoid using vague or subjective terms, such as "fit", "culture", or "potential", that can open the door for bias. Instead, use measurable and observable indicators, such as sales performance, customer feedback, or relevant certifications.

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Biswajyoti Panda

HR LEADER NOMINATED FOR TOP 100 EMERGING HR LEADERS 2024
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Never judge the candidate. You should do a candid ,unbiased evaluation of past performance. When it comes to sales what matters is numbers. Test his command over numbers. Set expectations clearly and evaluate his measurable performance. Ask for customer/ previous employer references. Asses skills by putting forth real life situations and evaluate response. Never assume or never pass judgements. Actual ability in sales can be exhibited only after the person starts working.

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Holli Hay

Leadership, Talent Acquisition, MSP, Sales, HR, Client and Employee Relations. Expertise in manufacturing and other great industries! Let's connect!
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One thing I've found is there are too many biases when it comes to age in all types of hiring. Salespeople like all people should always be based on performance and their previous successes. A salesperson has a true "hunter" mentality and tenacity regardless of their years of experience. The proof is always in the numbers.

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2 Standardize your process

Another way to reduce unconscious bias is to standardize your hiring process as much as possible. This means using the same tools, methods, and questions for all candidates, and applying the same scoring or rating system. For example, you can use a structured interview format, where you ask the same behavioral or situational questions to all candidates, and evaluate their responses using a rubric or a scale. You can also use pre-employment assessments, such as sales simulations or personality tests, that can provide objective and data-driven insights into the candidates' skills and fit.

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Raul De La Mota (DevRev)

LATAM & US Talent Sourcer | Recruiter (GTM) "Creating the earth’s most customer-centric companies"
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Avoiding unconscious bias in selection is vital for fair hiring. I believe implementing consistent evaluation criteria and focusing on essential skills is crucial for fair hiring. A diverse interview panel reduces bias, and structured interviews—posing identical questions to every applicant—ensure uniform evaluations. Leverage tech tools, including AI or bias-detecting software, to spotlight issues in job listings or during resume assessments. Regular bias training for hiring teams promotes ongoing improvement. Solicit candidate feedback for insights on the selection process and prioritize sourcing from diverse talent pools to ensure varied perspectives.

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3 Diversify your team

Unconscious bias can also be minimized by involving a diverse and inclusive team in the hiring process. This can help you gain different perspectives and opinions, as well as challenge your own assumptions and preferences. You should also ensure that your team is trained and aware of the common types and sources of unconscious bias, such as confirmation bias, halo effect, or affinity bias. You should also encourage your team to give honest and constructive feedback, and to discuss and justify their decisions based on the criteria and the evidence.

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4 Review your results

Finally, you should review your hiring results regularly and check for any signs of unconscious bias. You can do this by analyzing the data and metrics of your hiring process, such as the diversity of the applicant pool, the pass rates of different stages, the feedback and ratings of the candidates, and the retention and performance of the hires. You should also solicit feedback from the candidates and the hires, and ask them about their experience and satisfaction with the process. If you find any gaps or discrepancies, you should investigate the causes and take action to improve your process.

Unconscious bias can be a major obstacle in finding and hiring the best sales talent for your organization. By following these tips, you can avoid unconscious bias in sales candidate selection, and ensure that you are fair, consistent, and objective in your hiring decisions.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Dano Rogers USN Vet Desert Storm

Buyer Delight & Enablement-As-A-Service via Consensus. Force multiplier of Pre-Sales, Sales, Channel and Customer Success throughout the buyer journey. Ask me how by booking an appointment.
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Seek to understand the types of unconscious bias and the biases that people tend to have. By seeking to understand and to be aware you can purposefully avoid unconscious bias before it impacts the vetting process. Have diverse members of the hiring team to provide checks and balances of those making hiring decisions. If you see unconscious bias, say something in an assertive but meaningful way to ensure fairness and equality of all candidates.

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How can you avoid unconscious bias in sales candidate selection?

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5

1 Define your criteria

2 Standardize your process

3 Diversify your team

4 Review your results

5 Here’s what else to consider

Global Talent Acquisition

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How can you avoid unconscious bias in sales candidate selection?

1

2

3

4

5

1 Define your criteria

2 Standardize your process

3 Diversify your team

4 Review your results

5 Here’s what else to consider

Global Talent Acquisition

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