Marketing Logic «taught» smartphones to assess employee attention and detect «burnout»

6 September, 2023

The analytical company Marketing Logic has developed a specialized HR-tech service MedLab for testing employees and detecting «burnout», signs of fatigue, stress and decreased concentration at an early stage. The set of cognitive tests is designed specifically for mobile devices and takes into account a wide set of data from the device sensors during the tests. The service has been tested in a large Russian corporation among 3000+ employees.

The platform is a mobile application and a desktop version for configuring the system. The testing module in MedLab applications, in addition to the tasks themselves, focuses on processing the user's physical interaction with a mobile device or tablet. During the tests, the system evaluates the employee's condition by more than 100 indicators of interaction with the application. With the help of artificial intelligence, the system determines the physical and emotional state of a person by direct and indirect signs. The employee and/or his supervisor receives test results in a simple and easy-to-read form together with recommendations from the corporate well-being library or other company programs aimed at the psychological and emotional well-being of employees.

The tests are specially designed for the MedLab service according to the recommendations of doctors from the practice of telemedicine and consist of various types of tasks: mathematical, logical, color and sensory. Tasks are flexibly configured, and their completion depends on the business objectives and the profile of the employee. This approach to testing allowed to reduce the time of passing the test to 15 seconds, and the time of summing up the results to 10 seconds. Modules for evaluating the results and managing the application are configured based on the profile of the customer's organization, the business objectives of the department and the working specifics of employees. Depending on the importance of the indicators, the system offers to choose various test options and data for analysis. Aggregated employee data and BI analytics are also configured for the required profiles and analysis groups. These can be performance indicators and a critical condition alert system for completing tasks, burnout and fatigue of one person, or averaged data for a department or a group of employees.

"The main task of the new module is to investigate the psycho—emotional state of an employee as quickly as possible, to determine his readiness for a particular type of work. At the same time, the use of data obtained from smartphone sensors in predictive AI models allows you to identify key patterns of employee behavior and take them into account when planning work tasks, psychological and emotional adaptation, make work more efficient and productive. For example, the application allows to quickly segment employees by their status and, depending on this, prioritize some tasks and postpone others. Employees with high autonomy and self-organization can evaluate themselves in this way and reorient themselves from tasks that require more energy to less energy-consuming projects. We understand that everyone has different functionality and requirements, so from the point of view of tools, the evaluation module is a constructor that each company assembles for its own purposes, it is a very flexible tool," says Dmitry Galkin, CEO of Marketing Logic.

In the course of research conducted on 3,000+ participants, a direct dependence between the performance of employees of a large company and the level of stress and overwork was revealed. The pilot testing project showed that with the correct distribution of working time and rest time, the KPI of the employees is able to increase by 250% or more. Burnout in professions directly or indirectly related to sales depends specifically on the intensity of work and experience. Various studies indicate that 30% of employees face «burnout» and reduced effectiveness, and 60% or more face the same from the second year of employment. Surveys of HR specialists also say that in 20%-50% of cases literally «burnout» is the cause of the loss of personnel. The application helps companies in solving business and HR tasks: take care of the health of their employees, increase KPI, reduce «staff turnover» and prevent «burnout», increase staff loyalty, save time and increase profits.

The HR service application is adapted for all major types of operating systems of modern smartphones, integrated with the familiar geoCRM MLead interface and allows to work with an unlimited number of employees.