ASDA Case Study, Study notes of Psychology

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ASDA

CASE STUDY

Prepared by: Ryan Inglethorpe, Digital Marketing Manager

Bespoke assessment design

and for online assessment

and pre-selection.

WE PUT PSYCHOLOGY TO WORK

SNAPSHOT

65% reduction in the workload associated with

recruitment, saving of around £30,000 annually.

£60,000 reduction in the need for press

advertising

30% increase in the success of the recruitment

process.

70% reduction in the number of candidates put

through costly assessment centres.

Reduced the end-to-end recruitment process by

84% to an average of just 5 days.

BACKGROUND

ASDA therefore began to embrace the challenge of how it could meaningfully and consistently assess the values of every applicant for management/ graduate positions whilst keeping their costs down.

The process would also have to meet the needs of all the stakeholders involved including:

• Candidates
• The ASDA Resourcing team
• Recruiters in the training stores
• The Distribution team
• Colleagues at George home office and ASDA House Senior managers

Psycruit and the ASDA resourcing team therefore held a number of listening groups across all areas of the business to understand what their customers and candidates were looking for from a system, what was in use already in the UK, and where things were headed in the future.

OUR APPROACH

Further to this research ASDA worked with Criterion to implement a web-based recruitment system that was rolled out in 3 distinct phases, enabling continuous improvement and ensuring that ASDA remained ahead of the competition.

PHASE 1: THE MANAGEMENT APPLICATION PACK

The first system included an online pre-selection process capable of filtering out the less suitable candidates before the first sift of applications. This incorporated the following entirely bespoke features:

• Application form with scored elements and open-ended questions for discussion during interviews
• Personality questionnaire
• Cognitive test simulating the demands of the role

Scored work experience and education section Online sifting interface that used a traffic light system This combination was web-enabled by ASDA’s IT team in America

OUR APPROACH

PHASE 3: THE ‘SUPERSIFTER’

This most recent phase incorporates:

• A seamless candidate experience from browsing the job site to submitting an application SMS messaging
• User-generated Web 2.0 features
• Greater role-by-role flexibility

An online application process for George roles linked to a George careers site for the first time.

Job alerts to ensure that when an opportunity arises the candidate doesn’t miss it!

THE RESULTS

The new system succeeded in reducing the cost-per-hire by 88% delivering an annual saving of approximately £2.64 million (averaged over 5 years).

Other key improvements included:

65% reduction in workload associated with management and graduate recruitment, delivering an annual saving around £30,000.

£60,000 cost saving in the need for press advertising.

70% reduction in the number of candidates put through costly assessment centres.

New starters with improved cultural fit were more likely to be motivated, happy and productive.

The faster recruitment process reduced the likelihood of candidates accepting fewer competing offers.

From a starting point of 10 candidates reaching the interview stage per vacancy, the innovation reduced this figure by 70% to 3 to 4 candidates.