Glendola Leisure, a company with an impressive portfolio of venues across the UK, needed our help to significantly reduce staff turnover. There was a feeling that the retention 'problem’ was in fact primarily the result of a recruitment methodology that needed new thinking and new investment. The route to remedy this was to create a compelling employer brand, supported by a careers website and all accompanying recruitment collateral. In the first instance, we also had to help them find an applicant tracking system to streamline their recruitment process.
Glendola Leisure operate pubs, bars, restaurants and hotels nationwide. When we met them they had no visible employer brand as a group. They wanted to develop this so they could recruit to venues across their portfolio. More than that they wanted to be sure to be recruiting staff who would succeed and stay. The recruitment process was managed offline and there was little information for candidates to tell them what Glendola could offer them. They had no direct route to market and no way of telling their story.
We conducted employer brand research across all venues, speaking to staff at all levels about what it really meant to work for Glendola.
From there we created an EVP and employer brand - The Ultimate Page Turner. This emphasised the kinds of career opportunities on offer and that joining them was an integral part of every employee’s career story - one that developed and evolved during their time in employment there.
We commissioned original photography and video to bring to life the employee stories and show the differences in the venues.
We also conducted applicant tracking system consultancy to help them find a system that took their offline recruitment process online and drove efficiencies in terms of time and cost per hire.
We developed a responsive careers website which has a section on each venue with stories from employees, but which also sells the employment prospects across the group as a whole. It contains video, people profiles, image galleries and jobs feeds from their applicant tracking system to show relevant vacancies on content pages.
Finally we created a range of recruitment collateral from posters and traffic driving cards to creative for their social media channels and an advertising copy toolkit for managers.
The result of our work was a compelling employer brand that was consistent across all touch-points of the candidate experience and recruitment process. This strategy ensured we were hiring the right people. Glendola people who would succeed and stay.
"Creating a cohesive Employer Brand for Glendola’s diverse range of businesses, personalities and venue cultures was always going to be a challenge. We needed to find a consultancy that would be able to get under the skin of Glendola and really engage our people to communicate their views. After going to market we were delighted to have found DNA who stood out head and shoulders against its competitors, all of whom were very successful in their own right. However at this stage I did not foresee how much I would enjoy working with the team at DNA. In terms of attributes their creativity, technical ability, communication skills and innovative approaches they are outstanding. On a personal level the team are a real joy to work with. They are engaging, revitalising, and straight talking and make me laugh whenever I speak to them. They are so personable they neutralise the stress of launching a big project to deadlines alongside day to day commitments. They are dedicated to their clients and deeply passionate about their business and your project.
The resultant Careers Site and Employer Brand really communicates to potential employees the culture of Glendola and is a great tool in our arsenal to reduce turnover."Sally Allen - HR Manager, Glendola Leisure