Portfolio
First Great Western
Embarking on a challenging journey
When First Great Western fell behind on key targets, it faced fierce criticism. Closer examination revealed that one of the reasons behind its performance was a lack of staff in critical areas. FGW was tasked with recruiting 90 roles within 3 months and, determined to turn this situation around, also set about building a talent pool and overhauling its image.
The solution
In the short term, an intensive, high profile campaign directed candidates to a managed hotline, a short questionnaire, telephone interviews and assessment centres, to fill immediate roles.
Medium term, we had to tackle the brand. So we conducted extensive research which revealed candidates were deterred by negative press, mixed messages and the application process. We developed a brand that better represented FGW, and built a highly intuitive/engaging website allowing candidates to better identify and engage with FGW roles.
The result
Our journey has been an overwhelming success. The initial burst of activity meant over 100 people were recruited within the 3 months - filling all roles and creating a small talent pool. Since then, we've helped to recruit hundreds more and tackle the negative coverage. The company’s performance figures have since risen dramatically, and a recent DoT report put it back among the top performing rail companies.
““The employer brand and careers site projects have massively improved not only our recruitment response, but this process has also been integral to the company’s performance turnaround.”
Mark Hopwood, Managing Director, First Great Western
““What I really loved about this project was how Penna Barkers and First Great Western worked as one team; the client put their trust in us, and the fairness and equality we achieved meant that good ideas came from both sides.”
Lucy Connolly, Strategic Client Partner, Penna Barkers