The team at DNA and Andrews Estate Agents set out on their Employer Branding journey with several clear objectives in mind. It was felt that cost per hire was too high (£954 to be precise) and could be reduced. Furthermore, attrition in the first three months was unacceptably high. And thirdly, in an industry undergoing rapid change we needed to be sure to be recruiting the right staff. Staff who would embrace further change and who could deliver the new brand promise for customers.
Firstly we needed to ensure that all our work was firmly knowledge based and conducted an in-depth discovery phase covering; one to ones with senior leaders; focus groups; staff survey; mystery shopping; competitor evaluation; review of agency spend; review of attrition data; and a lot more besides.
From there we were able to craft a clear and compelling EVP. This was a flag in the ground in many ways and the statement of intent as to what Andrews stands for as an employer and how they wanted to be known in the audiences that mattered most internally and externally – one version of the truth and a rallying point for further change. Emerging from this, the new Employer Brand ‘The Spirit of Andrews’ which encapsulates the passion, purpose and professionalism of this unique business. And the new messaging was taken directly to the external talent market through an attraction toolkit, a state of the art careers site and an enhanced personalised candidate experience. Internally – from induction and through every employee lifecycle touchpoint – everything has been or will be changed to reflect the Employer Brand.
Cost per hire has reduced from over £900 to less than £200 and work is underway to reduce this further. Attrition in the first three months has reduced by over 50% already and will reduce further. More importantly, Andrews are recruiting and retaining the talent to deliver on the differentiated promises they make internally and externally.
“We are delighted at the value that HR is adding to the business. We’re hiring the right people who will drive our top line performance but more than that, the significant reduction in cost per hire and early attrition is money straight to the bottom line.”
Dawn Andrews – Head of HR