GLLaB DLR Feedback Report Dec 2008 by vem13714

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									                         Evaluation of customer feedback of the
                  Serco Docklands recruitment open days – Sept/Oct 2008

Background
GLLaB, Greenwich Councils local labour initiative, has been supporting major employers with large-scale recruitment for
over 11 years.

Serco Docklands, the franchise owners of Docklands Light Railway, contacted GLLaB to ask them to manage a series of
recruitment open days in the Woolwich area to attract Greenwich residents to the Customer Service Station Staff roles to
work in the new Woolwich Arsenal DLR Station opening in early 2009.

Serco Docklands were keen to recruit new staff from the local community given that local people would have local
knowledge and would also be able to meet the necessary work shift rotas for the station opening times.

The recruitment days

Serco Docklands requested that GLLaB arrange two recruitment days on 19th and 26th September 2008 for which they
would provide the advertising. In addition GLLaB advertised the recruitment days in Greenwich Time and working in
partnership with JobCentre Plus - they managed the telephone interview booking system.

The response was tremendous and the JobCentre Plus filled all 260-interview timeslots for both dates within a week.
Given the overwhelming response, GLLaB continued to take further calls from customers and held their details on a
reserve list. Serco Docklands agreed for GLLaB to hold a third recruitment day on 03 October.
The recruitment days were held at GLLaB’s Woolwich Work and Learn Centre, Powis Street. At the recruitment days
customers were provided with a personal presentation from Serco Docklands senior station staff about working for their
company and an overview of the job role. In addition customers watched a DVD presentation to gain additional
information on DLR. Customers were then interviewed by GLLaB Advisors and assessed as to their suitability for the
customer service positions against the interview questions provided by Serco Docklands.

Successful outcomes
Of the 244 candidates who were interviewed over the three days by GLLaB Advisors, 184 GLLaB customers completed
and submitted a Serco Docklands application form. Serco Docklands made their final selection of 76 GLLaB candidates
who were invited to an assessment and interview day on 31 October 2008 along with 43 Serco Docklands internal
candidates. Following assessment, 51 candidates in total were selected for interview of these; overall 36 were GLLaB
registered customers. Subsequently, 8 GLLaB customers have secured one of 15 jobs available and a further 7
successful GLLaB customers are on a waiting list for future job opportunities with Serco Docklands.


Peter White, Serco Docklands Customer Support Manager wrote:

“I must say that it has been an absolute pleasure working with GLLaB
 and we are very grateful for all the help, support and assistance that
 you have provided over the past couple of months”.
What customers thought about the recruitment open days

A feedback questionnaire form was issued to all customers who attended for interview at the recruitment open days. We
asked customers to grade their response to a range of service provision questions on a scale of ‘excellent’, ‘good’, ‘fair’
or ‘poor’. 244 customers were interviewed at the three recruitment days of these, 219 customers completed a feedback
form.


                                        Customers' scoring 'Excellent to Good'




                                                    100%




                                                                                   100%
                                                                                   100%




                                                                                                    100%
                                                                                                    100%
  102%
                 99%




                                                                   99%




                                                                                 99%




                                                                                                  99%
  100%




                                                                 98%
                                                97%
   98%
                            96%
                                  96%
             95%




   96%
                              93%



   94%                                                                                                       03-October
           92%




                                                                                                             26-September




                                                               91%
   92%
                                              90%                                                            19-September
   90%

   88%

   86%

   84%
         Advertising       Interview          Venue              DLR           GLLaB staff        Overall
           rating           timeslot       choice rating     information        customer         customer
                            booking                          presentation        service        experience
                              rating                            rating            rating           rating
Advertising of the recruitment open days

Serco Docklands advertised the recruitment days via a poster campaign at their DLR stations and GLLaB advertised the
recruitment days in Greenwich Time, the Councils newspaper distributed borough-wide. JobCentre Plus also advertised
the opportunity at their local centres and managed the call handling facilities for customers to book a timeslot interview.
GLLaB staff also promoted the opportunity at over 30 outreach venues.


                             How did customers find out about the recruitment days

  70%
           63%
  60%

  50%
                                    41% 41%
  40%                                                                                                      03-October
                                                                                                           26-September
  30%            28%
                                                                                                   26%     19-September

  20%                                                                                        18%
                       16%    16%
                                                 11%        11%
  10%                                                  8%
                                                                     6% 5% 6%
                                                                                        2%
   0%
           GLLaB office      Greenwich Time Friends and Family       DLR Station      JobCentre Plus
                             and other Press
Where did customers travel from to attend the recruitment days?

Serco Docklands were keen to attract candidates living in Greenwich borough, particularly the towns nearest to the new
DLR Woolwich Arsenal station. The main reasoning behind this was that the station will be open to the public from 5am in
the morning to 1am the following day and, by employing staff from the immediate areas, would ensure station staff could
get to and from the station with little need to rely on other public transport, which may not necessarily be running at these
times in the morning and early hours.


                    Postcode address for people who attended the recruitment days

                                                                Out of borough
                                                        SE9           5%
                                       SE7      SE8                              SE10
                                                        3%
                             SE3       7%       1%                                2%
                             2%                                                         SE12
                                                                                         2%
                   SE28
                   10%




                   SE2
                   13%
                                                                                               SE18
                                                                                               55%
Gender of customers attending the recruitment days




                       Gender of customers attending the recruitment days



                                                                            Female
                                                                             45%




             Male
             55%
What did customers say about the recruitment day?

45% of all customers who completed a feedback form provided additional comments and your words of commendation
are much appreciated. This is what some of our customers had to say about their experience of the recruitment day.



   Very friendly staff,
   made to feel                         I was contacted very
                                        quickly offered a
   welcome, timetable
                                        convenient appointment,
   went very well a                                                             Interview areas could be more quiet
                                        which was highly
   good experience                                                              however, interviewers were very
                                        appreciated
                                                                                fair and dedicated to achieving their
                                                                                aims via professional approaches.
                                                                                Keep it up!

       From reception
       to interview                        Open and transparent
       everything was                      recruitment day. Short and
       brilliant                           precise. Keep up the great job                  The whole day was
                                           GLLaB!                                          well organised. Staff
                                                                                           polite and helpful.
                                                                                           Glad I attended

                             Thanks for the
                             opportunity to
                             attend. Enjoyed the
                             DLR presentation

								
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