Mattamy Homes: Using people analytics to tackle workforce challenges in the home building industry

Moved from manually creating reports to proactively providing advice, analytics and dashboards to business leaders

Reduced report creation time from weeks to hours with higher caliber output. Quarterly Report now takes 20 minutes to produce and looks 1000x better

Creation of audience-specific dashboards a game-changer for communication and decision making

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Kerri Smiley, Senior Vice President at Mattamy Homes, North America's largest privately owned home builder, sits down to talk people analytics. Kerri shares how her HR team has moved from manually creating reports to proactively providing advice, analytics and dashboards to business leaders. Read on to hear how Kerri and the HR team are using people analytics to tackle workforce challenges in the home building industry.

Thinking about the home building industry, what would you say are the key focus areas with respect to the workforce?

As an industry, home building is heavily focused on talent. There’s a lot of priority placed on metrics of turnover, high-performer turnover, promotions and productivity. We’re constantly looking at how often we’re promoting, and where and why we might be losing high-performers.

In the home-building business it’s critical to stay on top of the scarce skills roles – for example,  those in construction management and purchasing. These roles are hard to fill, difficult to replace and require a heavy investment in training when they do get hired. It’s important to understand what’s happening in these areas at all times. 

Another important area for our organization, and the home-building industry generally, is  recruitment analytics. Our emphasis on hiring and keeping top talent means we’re very interested in cost per hire, the effectiveness of our recruitment team, and time to hire metrics are critical.

If you think of how you were doing analytics and engaging leadership say, a few years ago, how would you describe your approach? What prompted you to look for a people analytics service to help?

Before we started with PeopleInsight we were doing a pretty rudimentary job with analytics and reporting. To be honest, a great deal of our focus was on producing a Quarterly Reports, which was a heavy and manual process. This report would occupy the time and energy of 3-4 HR team members, each spending about 8 hours pulling the information together. Even with all this time spent, the reality was the Report didn’t look good and consisted largely of data on a page. We weren’t delivering the calibre of report I wanted, and it was simply taking too much of the team’s time. I also recognized that with so much time diverted to the Quarterly Report we weren’t able to provide dashboards to any other areas of the business. Ideally, I wanted HR to be able to provide dashboards and insights to the business so they could drive real awareness, understanding and change.

 
 
 

Since partnering with PeopleInsight how have you evolved your approach?

A key piece for us, now that we’ve partnered with PeopleInsight, is that our Quarterly Report takes 20 minutes to produce and looks 1000x better. We laugh now when we think how long this used to take. With the PeopleInsight dashboards we’re better able to communicate the Mattamy people story, and this drives a lot more quality conversation at the Quarterly meetings.

Importantly, the time we are saving on reporting has allowed us to focus on other value-added activities for the business. One initiative we’re especially proud of that was enabled by PeopleInsight is our “WiN at Mattamy” program, aimed at developing young women within the organization. We used the data in PeopleInsight to build the business case for this program. Within PeopleInsight, we were able to drill down into key metrics and look at promotion and attraction rates of males vs. females and identify a turnover issue among millennial, high-performing females. Armed with this insight we were able to demonstrate our need for the “WiN at Mattamy” program.

With PeopleInsight we now have a set of dashboards that we deliver to the Management Team on a monthly basis. We also use dashboards to drive our Talent Review and Succession Planning activities.

Overall, what is great is that with less time spent on the reporting and all our data available in PeopleInsight, we’ve been able to build out new approaches that provide the business with metrics and dashboards they need.

You mentioned using Dashboards as a means of communicating with the business. Do you have any favourites or ones you find most valuable at the moment?

The dashboards in PeopleInsight have been extremely important for us. Not only is it a huge time-saver being able to call up dashboards in seconds, but it allows us to create audience-specific views with targeted information. We are finally able to communicate the metrics that the different parts of the business need to drive decisions and outcomes.

Some of my go-to dashboards these days are:

  • Turnover Heat Map
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  • Turnover Dashboard
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  • Talent Acquisition Dashboard
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  • Headcount on a monthly basis
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  • Division President Dashboard

A huge thanks for sharing your story Kerri.

"Within PeopleInsight, we were able to drill down into key metrics and look at promotion and attraction rates of males vs. females and identify a turnover issue among millennial, high-performing females. Armed with this insight we were able to demonstrate our need for the “WiN at Mattamy” program." -Kerri Smiley, SVP Human Resources, Mattamy Homes

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