*Certified HR Analytical Professional

Enhancing Analytics Skills of HR Professionals at an Advanced Level

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.


Programme Code


Programme Objectives

  • 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.


  • 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.


  • 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.

Who Should Attend

This programme is designed for HR professionals who have a foundation in quantitative analysis.  For instance, taken statistics or quantitative research modules 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.

Competency Levels

At the advanced level, participants will be able to undertake data analyses that yield predictive and prescriptive insights and gain insights for translating into the greatest competitive advantages for companies.


  • 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.


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.

Type of Course



HR Management and Strategy

Instructional Methods and Learning Activities

This is a highly interactive programme where class sharing, discussion and exercises will be employed alongside with analytical software hands-on practices to help participants grasp the gist of HR analytics.


Formal Assessment
At the end of the programme, participants are required to take an individual assessment which comprises of written and practical parts.

Fees and Funding

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 (details):
SGD586.85 (incl. 7% GST) per person


For Singapore Citizens aged 35 years & above (13 years & above for Persons with Disabilities),
earning a monthly income of not more than SGD2,000 and self-funded 

Fee payable to SMU after 70% SSG Funding & 25% Workfare Training Support Scheme (details):
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 (details): 
SGD586.85 (incl. 7% GST) per person



SkillsFuture Credit
Singapore Citizens aged 25 and above, and self-funding may use their SkillsFuture Credit (up to S$500) to defray part of the course fee. Please click here for the User Guide on how to claim for SkillsFuture Credit. Claim should be submitted via the Training Exchange.


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 S$100 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 are eligible for UTAP funding (up to S$250 per annum). Please click here for more information on UTAP and application.


Participants should: 

  • ideally be involved in HR functions; and

  • have successfully completed the HR Analytics Certificate (Foundation Level) offered by SMU Academy; or

  • have taken statistics and research modules (e.g. marketing research) in their degree studies.

Programme Policies

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

Course Dates

9 – 13 Apr 2018 [1 Seat Left]


Time: 9.00am - 5.00pm daily


Raymond Teo







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


Raymond is a thought-leader in the field of data analytics.  He has been the anchor of SMU’s CRM and data-driven insights programmes for both undergraduate and postgraduate levels for a decade.   He is highly sought after as a speaker by international conference organisers in these specialised fields.  Some of the topics he has spoken on recently include ‘Developing an effective customer intelligence framework to drive retention’, ‘Ensuring superior customer information and knowledge through better design and analysis of information’, ‘Winning the number game: Transforming valuable customer data & information into customer intelligence’, and `Unleash the full power of customer relationship management: The total customer intelligence and holistic implementation approach’.   He regularly contributes to the Singapore Business Review. 


Raymond 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, Raymond 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.


Raymond obtained his Ph.D. from the University of Western Australia, Master of Business Administration degree from the University of Strathclyde and Bachelor degree from the National University of Singapore.  He had authored the book ‘Maximising Profits: The Customer Centric Approach’ which was published by Prentice Hall in 2003.