Using Psychometrics and AI to Revolutionize
Talent Assessment

The way companies match candidates to jobs is long overdue for a revolution. For decades, hiring has relied primarily on resumes, interviews and gut feelings to make important people decisions. But as the world of work rapidly evolves, this approach is no longer sufficient.

Brandon Hall Group™ Chief Strategy Officer and Principal Analyst Michael Rochelle and I had a thorough analyst briefing with Caitlin McGregor, Plum’s Chief Executive Officer and co-founder, and Michelle Meehan, VP of Marketing at Plum, the innovative Canadian start-up paving the way in next-generation psychometric assessment. Founded by experienced entrepreneurs who are passionate about helping employers make informed decisions about job candidates, Plum is leveraging recent technological advancements to create an efficient, comprehensive solution that takes candidate selection into the future.

“I created Plum to democratize access to psychometric data so that no one would have to rely on luck for someone to realize their superpower,” McGregor states on the company’s website. “Everyone deserves the same opportunity to do great things, and that’s exactly what Plum gives them.”

Through modern machine learning algorithms, Plum helps employers provide detailed data-driven insights into each potential hire, with key indicators including cognitive abilities, personality attributes and technical skills — allowing companies to find their ideal match faster than ever before.

Plum then uses this data to power its matching algorithms. Through an automated 8-minute job analysis, the platform understands the behavioral indicators required for success in any given role. It can then evaluate millions of profiles to identify top matches between people and opportunities.

Plum measures personality, problem-solving skills and social intelligence in every applicant with one 25-minute online assessment, allowing organizations to quantify job fit by comparing individual profiles against the needs of the job.

Early adopters like Manulife, Citibank and Whirlpool are already seeing significant benefits. Plum consistently delivers a 90% quality-of-hire rating from managers and increases retention by up to 77%. HR shouldn’t be a cost center — and Plum can prove it.

Plum also improves diversity hiring by screening overlooked candidates. Plum Talents encapsulate the thoughts, feelings and behaviors that drive candidates. These Talents help uncover what drives — and drains — them and where they’ll find the most success in their careers. Plum realizes that talents live on a spectrum and being high or low in a talent is not a measure of good versus bad. Instead, Plum Talents surface what innate behaviors energize you and which ones deplete you. Understanding the difference means you can advocate for your needs at work and focus on growth over survival.

Perhaps most impressively, Plum has managed to achieve this at scale. Where traditional assessments can take over 100 hours per role, Plum streamlines the process while maintaining a predictive accuracy that is 4x better than resume screening alone. That’s why it’s used in 144 countries and across 20 languages.

As the future of work brings more change and uncertainty, having the right talent in place will be critical for business success. Plum is paving the way for a new paradigm — one where companies can truly understand and optimize their human capital. It’s a revolution that can’t come soon enough.

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Mike Cooke



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Mike Cooke

Chief Executive Officer of Brandon Hall Group Mike Cooke Prior to joining Brandon Hall Group, Mike Cooke was the Chief Executive Officer and co-founder of AC Growth. Mike held leadership and executive positions for the majority of his career, at which he was responsible for steering sales and marketing teams to drive results and profitability. His background includes more than 15 years of experience in sales, marketing, management, and operations in the research, consulting, software and technology industries. Mike has extensive experience in sales, marketing and management having worked for several early high-growth emerging businesses and has implemented technology systems to support various critical sales, finance, marketing and client service functions. He is especially skilled in organizing the sales and service strategy to fully support a company’s growth strategy. The concept of growth was an absolute to Mike and a motivator in starting AC Growth, in order to help organizations achieve research driven results. Most recently, Mike was the VP and General Manager of Field Operations at Bersin & Associates, a global analyst and consulting services firm focused on all areas of enterprise learning, talent management and talent acquisition. Tasked with leading the company’s global expansion, Mike led all sales operations worldwide. During Mike’s tenure, the company has grown into a multi-national firm, conducting business in over 45 countries with over 4,500 multi-national organizations. Mike started his career at MicroVideo Learning Systems in 1992, eventually holding a senior management position and leading all corporate sales before founding Dynamic Minds. Mike was CEO and Co-Founder of Dynamic Minds, a custom developer of software programs, working with clients like Goldman Sachs, Prentice Hall, McGraw Hill and Merrill Lynch. Also, Mike worked for Oddcast, a leading provider of customer experience and marketing solutions, where he held a senior management position leading the company into new markets across various industries. Mike also serves on the Advisory Board for Carbon Solutions America, an independent sustainability consulting and carbon management firm that specializes in the design and implementation of greenhouse reduction and sustainability plans as well as managing the generation of carbon and renewal energy and energy efficiency credits. Mike attended University of Phoenix, studying Business Administration and Finance. He has also completed executive training at the Chicago Graduate School of Business in Chicago, IL.