Competency Mapping

Narendra M. Agrawal

e-mail: agrawal@iimb.ernet.in
Indian Institute of Management Bangalore
Bannerghatta Road, Bangalore - 560 076

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 Competencies

• Cluster of related knowledge, attitudes, and skills.

• Correlates with performance on the job.
• Can be measured against well-accepted standards.
• Can be improved via training and development.

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 Competency Mapping

• Competency Mapping is a process to identify key

competencies for a job and incorporate those
competencies throughout the various processes (i.e.
job evaluation, training, recruitment) of the
organization.

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 Competency – a definition
• Underlying characteristic
– Deep and enduring trait that can be said to predict behaviour (e.g. self-
awareness, motives)
• Causally related to criterion-references
– Above-mentioned traits are those that affect the quality of performance
(aggression in a sales person, impartiality in a judge)
• (of) effective and/or superior performance
– The outcome of possessing the above-mentioned traits has to be
improvement in dealing with the situation at hand
Spencer and Spencer, 1993

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 Advantages of Competency Approach

• The best way to understand performance is to observe

what people actually do to be successful.
• Competencies can be learned and developed over
time.
• Competencies can be made visible and accessible to
people to understand and develop the required level of
performance.
• Competencies can be linked to meaningful life
outcomes that describe the way people must perform
in the real world.

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Types and Gradation of Competencies
Skill
Self- Most
easily
concept developed

Motives
Most
Traits difficult to
develop

Knowledge
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 Competency - categories
Threshold Cs Differentiating Cs

Essential characteristics Characteristics that lead to

required for effective superior performance as
performance against mere effectiveness

In selection, the traditional job-based approach assesses the extent to which applicants possess the
requisite competencies. A true competency-based approach must assess the extent to which individuals
posses the attributes required for superior performance.

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 Competency Mapping

• Identifying linkages between the competencies

required to perform a particular job
• Evaluating the degree to which they are required
for various levels of performance
• Assessing the actual situation with regard to the
required competencies

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 Advantages of Competency Approach

• Objective approach
– Study of demonstrated behaviour, skills
• Comprehensive approach
– Takes into consideration hidden factors such as
motivation and traits
• Organisation specific
– Take into account the organisation specific
characteristics

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 Methodology for Study
• Role, Organisation and Environment framework to
identify and define the competencies required by
marketing executives at _____.
• Interviews with the existing marketing executives and
their superiors to understand the role requirements and
unique competencies required for the role.
• In-depth interviews with senior executives to
understand their role expectations from marketing
executives.
• Identify and prepare case situations typically
experienced by marketing executives.
• Repertory Grid Approach
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 Steps in Classic Competency study
Design
1. Define performance effectiveness criteria
2. Identify a criterion sample.
3. Collect data.
4. Analyze data and develop a competency model.
5. Validate the competency model.
6. Prepare applications of the competency model.

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 Job Competency Assessment Process

Collect Data
Performance Criterion Sample
•BEI
Effectiveness •Superior Performance
Criteria •Panels
•Average performance
•Surveys
•Expert
Applications sys.Database
•Selections •Observation
•Training Validate competency
•Professional Model
Development •Job tasks
•BEI & Tests
•Job competency
•Performance Appraisal •Assessment center requirements
•Succession Planning ratings

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 Analysis of the Data
• Analysis of data related to organisation and
environment to define relevant competencies.
• Analysis of the data collected from role incumbent
and superiors to define common and specific role
related competencies.
• Based on the above, identification and definition of
competencies required for marketing executives at
Novo Nordisk: generic and functional

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 Design of Assessment Center
• Design and identification of standard as well as
specific cases, tools, exercises, psychometric tests for
assessment of competencies as defined for marketing
executives.
• Identification of critical incidences to be used as a part
of the assessment centers.
• Briefing internal resource persons for conduct of
assessment centers.

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 Recommended Format for Competency Model
Reports

• By dictionary cluster

• By job task or responsibility

• By logical sequence in time

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 A Generic Competency Model of Managers
Weight Competency
• XXXXXX • Impact and Influence
• XXXXXX • Achievement orientation
• XXXX • Teamwork and Cooperation
• XXXX
• Analytical Thinking
• XXXX
• Initiative
• XXX
• XX
• Developing Others
• XX • Self-Confidence
• XX • Directiveness
• XX • Information Seeking
• XX • Team Leadership
• Conceptual Thinking

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