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Certified HR Analytical Professional

IntroductionProgramme OutlineTestimonials



Enhancing Analytics Skills of HR Professionals at an Advanced Level


Programme Code: CRS-N-0044317
Funding Validity Period: 8 Nov 2017 - 30 Sep 2020


Adopting analytics to improve HR decision making is the hottest topic for HR professionals today.  Early adopters of HR analytics create a people advantage for their companies. Forward-looking companies such as Google, Starbucks and AT&T have adopted such data-driven approaches to make better people decisions which set themselves apart from their competitors.
Despite the benefits HR analytics bring to companies, there are insufficient HR professionals who are able to perform this function effectively.  In a recent study undertaken by Dr. Alec Levenson from the University of Southern California, it was found that only three percent of HR practitioners can perform advanced multivariate analyses.  Another study of three thousand HR professionals representing the entire Fortune 1000 companies undertaken by the Organisational Intelligence and Drexel University found that respondents rated advanced organisational research as an area they find more difficult to perform.
This 5-day Certified HR Analytical Professional programme, built on the HR Analytics Certificate: Using Analytics to Improve People Decisions (Foundation Level) programme offered by SMU Academy, addresses this analytical talent gap by enhancing the analytics skills of HR professionals at an advanced level.




Why Advanced HR Analytics

To fully leverage on the power of analytics for HR decision making, HR practitioners need to be equipped with the competency in order to undertake the work. Competency levels may be classified as foundation level, which allows the practitioner to undertake most descriptive data analyses, and advanced level, which allows for analyses that yield predictive and prescriptive insights.  Insights of the latter forms are the most useful and can translate into the greatest competitive advantage for companies.


Programme Objectives

Objective 1:
To raise the competency level of HR practitioners to an advanced level so that they can leverage on an array of analytical tools suitable for decision making in the HR context.  More specifically, the application of advanced analytical tools taught in this programme will allow insights to be obtained that will benefit companies in the following ways:
  • To assess the ROI of HR initiatives.  Additionally, knowing the ROI of initiatives enable the practitioner to focus only on initiatives that yield the best outcomes for the organisation. 
  • To identify the key factors (traits) that discriminate between high performers and weak performers in every function e.g. sales function. This raises recruitment effectiveness and also allows resources to be channelled to those with the highest potential.
  • To identify key organisational influences that impact employees’ satisfaction and engagement.  Such insights allow for the development of positive work climates which will lead to higher individual performance and, consequently, organisation success.  Additionally, this will also lead to lower employment turnover and, consequently, reduce insurance premiums.  
  • To develop behavioural key performance indicators for employees in various functions by linking customer satisfaction to employee behaviour. 
  • To raise customer satisfaction by applying insights to improve employee-customer interaction quality.  For instance, better matching of relationship managers in a bank with clients of different profiles, and better matching of customer-facing retail staff with a company’s various customer groups in different retail departments.

Objective 2:
The highly competitive business climate today demands that the best employees are recruited.  To this end, companies often rely on psychometric profiling of employees to identify traits suitable for certain job functions.  On its own, the use of psychometric profiles may be inadequate for such purposes.  The use of data modelling methods addressed in this programme aims to develop better employee performance models by using psychometric profile data as one of the many input sources, in addition to demographic characteristics, employment history, preferences etc. to develop good predictive models to aid recruitment, and job matching functions.

Objective 3:
To provide participants with the knowledge and skillsets in helping them conceptualise analytics application for HR confidently. Participants will develop their thoughts in this area through an exposure to HR analytics practices of companies and the discussion of HR cases used in the programme.


Programme Highlights

This is a highly interactive programme where class sharing, discussion and exercises will be employed alongside with analytical softwares (SPSS and WrapPLS) hands-on practices to help participants gain a good grasp of HR analytics.


Who should Attend

This programme is designed for HR professionals who have a foundation in quantitative analysis.  For instance, taken statistics and quantitative research modules (e.g. Marketing Research) during undergraduate degree studies. 

Participants who had attended and successfully completed the HR Analytics Certificate: Using Analytics to Improve People Decisions (Foundation Level) programme offered by SMU Academy would be deemed to have met the entry requirements for this advanced level programme.  Please note that the programme facilitator will not be addressing basic statistical concepts in this programme.


Snapshots of Classes












Certified Professional Business Manager (CPBM)

The Certified HR Analytical Professional programme is part of the Professionals Management Toolkit (PMT) Series. Participants who successfully complete 6 programmes offered by SMUA-HCML within 5 years will receive the Certified Professional Business Manager (CPBM). For example:

Please click here for CPBM details and list of programmes.   



Programme Requirements

The programme is intensive and assessment-based.  Participants have to meet a minimum attendance rate of 75% and are required to undergo an individual assessment at the end of the programme. The individual assessment will include a written component that assesses analytical thinking and a practical component that assesses analytical competency.  Only upon meeting the minimum attendance rate and passing of the assessment, will participants be issued the Certified HR Analytical Professional Certificate.

Participants who failed the assessment will be given a chance for re-assessment at a re-assessment fee of SGD481.50 (incl. 7% GST). Each participant is allowed up to 2 re-assessments. The first re-assessment has to be taken within 1 month following the last attempt and will be held on a weekday specified by SMU Academy.

Participants who meet the minimum attendance rate but do not achieve a pass for the assessment will be issued a Certificate of Participation.


SkillsFuture Skills Framework

This programme is approved under the SkillsFuture Generic Skills and Competencies (GSC):

  • Computational Thinking (Advanced)
  • Sense Making (Advanced)


Statistical Package for the Social Science (SPSS), Warp Partial Least Square (WarpPLS) and PERMAP will be taught.


Programme Schedule

Intake 1: 9 to 13 April 2018 (9.00am – 5.00pm)  Fully Subscribed

Intake 2: 19 to 23 November 2018 (9.00am – 5.00pm)  Fully Subscribed

Intake 3: 8 to 12 April 2019 (9.00am – 5.00pm)  Confirmed to Commence




    Full Fee:
    SGD5,189.50 (incl. 7% GST) per person


    For Singapore Citizens / Permanent Residents
    Fee payable to SMU after 70% SSG Funding:
    SGD1,556.85 (incl. 7% GST) per person


    For Singapore Citizens aged 40 years & above
    Fee payable to SMU after 70% SSG Funding & 20% SkillsFuture Mid-Career Enhanced Subsidy:
    SGD586.85 (incl. 7% GST) per person


    For Singapore Citizens aged 35 years & above (13 years & above for Persons with Disabilities) and earning a monthly income of not more than SGD2,000  
    Fee payable to SMU after 70% SSG Funding & 25% Workfare Training Support Scheme:
    SGD344.35 (incl. 7% GST) per person


    For SMEs* sponsoring their employees who are Singapore Citizens / Permanent Residents
    Fee payable to SMU after 70% SSG Funding & 20% Enhanced Training Support for SMEs
    SGD586.85 (incl. 7% GST) per person

    Fees include tuition, course materials, instructor's fee, 2 tea break refreshments per day (excl. lunch) during the programme, software used during the programmes (installed in SMU's computer systems) and 1 assessment per person for the programme.
    Re-assessment fee at SGD481.50 (incl. 7% GST) per attempt, up to a maximum of 2 re-assessments per person.
    The first re-assessment has to be taken within 2 weeks after the notification of result. The first re-assessment will be held on a weekday specified by SMU Academy and conducted from 6.30pm to 8.30pm.



    SkillsFuture Credit:
    Singapore Citizens aged 25 and above, and self-funding may use their SkillsFuture Credit (up to SGD500) to defray part of the course fee.  With effect from 19 May 2017, SkillsFuture Credit claim will only be paid directly to the training provider from SkillsFuture Singapore.  Claim should be submitted via the Training Exchange (click here) and SMU Academy has to be informed on the Claim ID no. and claim amount in order for the correct payable course fee amount to be reflected on the invoice.  Please click here for the User Guide on how to claim for SkillsFuture Credit.  

    IMPORTANT For the Certified HR Analytical Professional programme, please search for course code CRS-N-0044317 for your SkillsFuture Credit claim submission.


    Absentee Payroll:
    Companies who sponsor their employees for the programme are eligible to apply for absentee payroll via the SkillsConnect system.  For more information, please visit SkillsConnect.


    *Enhanced Training Support for SMEs:
    SMEs must meet all of the following criteria:

    1. Organisation must be registered or incorporated in Singapore
    2. At least 30% local shareholding by Singapore Citizens or Singapore Permanent Residents
    3. Employment size of not more than 200 (at group level) or with annual sales turnover (at group level) of not more than SGD100 million
    4. Trainees must be hired in accordance with the Employment Act and fully sponsored by their employers for the course
    5. Trainees must be Singapore Citizens or Singapore Permanent Residents


    Union Training Assistance Programme (UTAP)

    All NTUC union members and self-funding are eligible for UTAP funding (up to SGD250 per annum).  Please click here for more information on UTAP and application.


      Singapore Management University



      Refreshments will be provided for the 2 tea breaks each day during the programme. Lunch is not provided. Refreshments provided are “no pork no lard”. If you have special dietary requirements, please inform us accordingly.


      Programme Policies

      Please click here for the programme policies on registration / substitution / deferment / withdrawal / refund.




      Chief Executive, Blue-dge Analytics and Consulting
      SMU Adjunct Faculty

      Raymond is a thought-leader in the field of customer and human capital analytics.  He is sought after as a speaker by international conference organisers in these specialised fields. He regularly contributes to the Singapore Business Review in the area of customer and HR analytics.

      He is the Chief Executive of Blue-dge Analytics and Consulting, a company formed by a team of high calibre research and advisory staff to offer consultancy and advanced research services to clients. In 2005, London Weekly Telegraph regarded it as the “best-in-class, dynamic, exciting and shaking up the world of insights”. Other publications such as the Singapore Business Review had regarded his company as the ‘gem of top companies’.  In 2009, Dr. Teo received the Spirit of Enterprise award in Singapore.  He had leveraged on his expertise in the field of data analytics and expanded his consultation to include both customer analytics and HR analytics, with the latter being an important focus for his company now.

      Raymond obtained his Ph.D. from the University of Western Australia, MBA degree from the University of Strathclyde and Bachelor degree from the National University of Singapore.  He is also an adjunct faculty of SMU, offering insights and analytics related programmes at both undergraduate and postgraduate levels.





      What our participants said about the programme: 





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      Programme Outline
      • The application of advanced level analytics in the HR contexts

          – Catergorisation of HR analytics
          – HR questions addressed with higher level analytics
          – Linking HR practices and business outcomes


      • Development of advanced level analytical competencies (hands-on with SPSS, WarpPLS and PERMAP).  Gaining competences in these areas will allow the benefits mentioned in the programme objectives to be achieved.  The coverage of the scope of analyses includes but are not limited to the following:

          – Factor Analysis
          – Multiple Regression Models (with and without latent constructs)
          – Conjoint Analysis and Best-Worst Scaling Models
          – Logistic Regression Analysis
          – Perceptual Mapping
          – Structural Equation Modelling

      • Translation of HR issues into analytical issues (development of analytical thinking).  This development will be in the form of presentations by the instructor, case studies discussed by participants and the reflection of how analytical methods can be used in their companies.

      What Participants Say


      “I enjoyed and learned much of multiple and logistic regressions as I can apply to reviewing my compensation and benefits schemes.”

      Edmund Puey
      HR Director
      AET Tankers


      “Dr. Raymond Teo is one of the best teachers in clarifying and explaining statistical techniques and concepts I've ever encountered.”

      Beatrice Tan
      Programme Chair
      Republic Polytechnic


      “The course provided me sufficient knowledge on analytics to be able to start doing analytics on HR data.  The examples also gave good bases for me to kickstart some simple projects.”

      Yee Lishan
      Manager HR Services
      Singapore Airlines

      “Raymond is an exceptional trainer, full of passion and has certainly infused that in me.

      Sivakumar Machap
      Learning Partner, South East Asia



      Last updated on 29 Nov 2018 .