Glendola Leisure, a company with an impressive portfolio of pubs, bars, restaurants and hotels across the UK, needed our help to significantly reduce staff turnover. The feeling was that they were running at around 50% higher than their nearest competitors. We worked with them to verify that fact and, crucially, to establish the effect this was having on the business, not just in terms of recruitment costs, but overall customer experience and, very significantly as it turned out, money through the tills.
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. However, we wanted to set the bar (pun intended!) higher. We wanted a Group wide approach, so we could recruit (and career path) to venues across their portfolio. More than that, we wanted to be sure that we would be recruiting staff who would succeed and stay. And, in the first instance, we also had to help them find an applicant tracking system to streamline their recruitment process.
We started with getting under the skin of the people and the business, conducting the essential research across all venues, listening to staff at all levels about what it really meant to work for a Glendola brand.
It had to emphasise 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. From there we created a distinct and compelling EVP and an Employer Brand. 'The Ultimate Page Turner'.
Original photography and video was commissioned to really bring to life the employees and their stories – and show the differences in the often niche customer focused venues.
We also conducted applicant tracking system consultancy to help them find a system that took their offline recruitment process online and drove genuine consistency and efficiencies in terms of time and cost per hire.
A responsive careers website was created 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, a recruitment mindset and a new way of working that was consistent across all touch-points of the candidate experience and recruitment process. This strategy ensured they were hiring the right people. Glendola people who would succeed, stay and delight the customers every shift, every day, every week. And keep coming back for more.
Explore the careers site.
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“DNA 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.”
Sally Allen – HR Manager