David Pickard, Global CEO at Phonexa.
A few months ago, I stepped into the role of Global CEO of Phonexa, a marketing automation platform, after serving as the company’s CEO in the United Kingdom. In this new role came a challenge I’ve faced many times before: building and scaling the right team, not just quickly but correctly.
One recent example: I had to hire a data scientist for one of our sister companies. Not a generalist. Someone who could interpret complex performance marketing datasets, visualize the story behind the numbers and make recommendations with real revenue impact.
The CVs looked strong. The interviews were fine. But for a role like this—where the wrong hire can cost you quarters, not just days—you need more than a good first impression.
Why Gut Instinct Isn’t Enough Anymore
When hiring for roles that sit at the intersection of data, logic and ambiguity, your instincts can only take you so far. Especially in performance marketing, where affiliate programs, attribution logic and performance optimization all run on technical fluency and human judgment.
There’s solid research to support this. Over the years, studies have shown that traditional unstructured interviews do a bad job at predicting job performance. In contrast, other research found that structured approaches like general cognitive tests and skills assessments are stronger indicators of both performance and employee retention.
One way to gain more insights into a candidate’s ability to manage these aspects of the role is a psychometric assessment.
This type of assessment offers a structured way to evaluate how individuals think, tackle challenges and respond under pressure. It typically includes cognitive tests for problem-solving and behavioral assessments for motivation and stress response. Rather than replacing interviews, these tools add a layer of objectivity to decisions that are usually driven by instinct and impressions.
The Society for Human Resource Management (SHRM) reports that, as of 2022, 56% of employers use pre-employment assessments and that 78 % of HR professionals believe the quality of their organization’s hires has improved because of assessments.
What We Actually Learn From Psychometric Testing
Too often, psychometric testing is treated like a buzzword. In practice, it’s just a structured way to understand how someone thinks, solves problems and navigates pressure before you hire them. The psychometric assessment we used measured:
• Cognitive Agility: How quickly can someone process complex information and draw usable conclusions?
• Behavioral Tendencies: How do they respond under stress? Are they collaborative, methodical, action-oriented or risk-averse?
• Altitude And Adaptability: Can they flex between strategic thinking and execution, especially when variables shift?
In this case, the person we hired came through with standout capabilities in deductive reasoning, spatial visualization and perceptual speed. But the real insight came from the behavioral data. They scored high in self-motivation, attention to detail and data fluency—exactly what you want in someone making sense of performance patterns.
But they also showed a high need for structure, a cautious approach to risk and a strong desire for clarity. That flagged two things early:
1. They’d excel in high-autonomy roles with clear success metrics. Give them the framework, and they’ll build the rest.
2. They value precision and structure and thrive when given both. This information can help you adjust onboarding with proactive communication, clear milestones and transparent expectations. It’s not about accommodating a weakness; it’s about creating the right conditions to unlock their potential. That means removing unnecessary ambiguity, building in regular feedback loops and letting them take ownership without friction.
In my experience, people who seek clarity, consistency and thoughtful planning tend to bring rigor to the team. They spot risk early, uphold standards and help turn chaos into systems. In high-leverage environments like performance marketing, those attributes don’t just add value—they protect it.
None of that would’ve shown up on a résumé.
Why This Matters In Performance Marketers And Business Leaders
Too often, affiliate and performance marketing get reduced to just numbers and scale. But anyone who’s really worked in this space—or in any fast-paced, data-heavy field—knows it’s a deeply human system. There are motivations at play, messy inputs, shifting goals and a whole lot of trust involved. And that dynamic doesn’t stop here; it echoes across every kind of business model and industry.
Hiring the wrong person in this environment can easily lead to inefficiencies and derail progress. But with psychometric behavioral assessment, you can:
• Build teams that think in systems, not silos.
• Avoid “interview bias” in niche technical roles.
• Match people to environments where they’ll succeed, not just survive.
• Uncover blind spots in the candidate and your team structure.
Some Considerations Before Using Psychometric Testing
Psychometric testing isn’t a flawless solution; it comes with some real-world caveats:
• Cultural Bias: Without proper validation, some tests may unintentionally lean toward specific cultural groups. That’s why it’s key to use assessments designed for diverse, inclusive populations.
• Reading The Results: These aren’t simple plug-and-play tools. Misreading data or putting too much weight on a single metric can steer you wrong. Their value lies in how well they’re interpreted within the broader context.
• Fitting It In: These tests work best when combined with interviews, task-based samples and references. Together, they offer a fuller picture of each candidate’s strengths and blind spots.
Psychometric assessments are also most useful after the initial screening, in my experience. When you’ve got a strong shortlist and need to make a confident, informed choice, they help shift hiring from guesswork to strategy.
It’s not a silver bullet. But it gave us insight that changed how we hired and how we built conditions for long-term success.
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