Due to ongoing challenges within their Customer Service teams, including high cost per hire and turnover of staff, Aviva needed to differentiate itself in how it recruited and developed talent. Strengths was identified as the best methodology to help attract, select and retain talent due to its unique approach of focusing on motivation and potential rather than experience. As Aviva was an early adopter of strengths in the UK, Cappfinity focused on providing a solution that was underpinned by research and data to influence key stakeholders and successfully implement the new approach.
Cappfinity initially carried out a Success Analysis, which included identifying what differentiated high and low performers in a role and identifying the key strengths required to be successful at Aviva. This allowed Cappfinity to then advise on attraction advertising, design a bespoke strengths-based recruitment process and finally train interviewers and line managers on how to implement the new approach.
Cappfinity initially delivered a series of pilot projects within the Customer Service division. These delivered such compelling business improvements that Aviva went on to implement strengths-based recruitment across the UK General Insurance business, covering a total of 130 roles.
cost per hire
reduction in attrition
over 12 months
decrease in overall call
In the UK there is a still strong link between socio-economic background, academic achievement and career prospects. EY recognised that they had a responsibility to address this. To help train the UK’s future business leaders and to develop the skills of the UK workforce, EY wanted to create a level playing field for talented young people trying to enter the profession, regardless of their background.
EY believed that one of the biggest barriers to the profession was the inequality that exists in the education system. In order to challenge this, EY required a robust recruitment process to allow them to remove upfront barriers and ensure all candidates, despite their background, progress through the process.
The new solution focused on an individual’s future potential rather than academic performance. They developed this using Cappfinity’s unique strengths-based methodology translated across a suite of online assessments that also included testing for technology mindset, and numerical and verbal ability. This approach ensured that all candidates, regardless of their educational or socio-economic background, had the same opportunity to apply to EY.
Total removal of the upfront academic screening criteria (300 UCAS points and 2.1 degree)
of graduates and school leavers would have previously been ineligible to apply due to minimum grade requirements
Significant improvement in Diversity of hire including 30 % black or ethnic minority, 45% female and 37% first generation to university
Barclays wanted to educate candidates about banking, their programmes, and culture; allow candidates to drive the process in terms of time and convenience; and create a process that allowed them to remove educational screening criteria. In addition, they wanted each of their candidates to learn from the process by providing exceptional feedback and needed a solution that would support their 18,000 applications globally.
The solution aimed to deliver a fully immersive, multi-stage process that was underpinned by the strengths methodology. In particular was a focus on the core strengths and cognitive abilities needed to be successful at Barclays, which were identified through the Cappfinity Success Analysis at the beginning of the project.
The finalised recruitment journey consists of 4 key stages, revealing a compelling business case study as candidates progress. The first two stages are delivered using documentary-style dramas and business line specific in-tray exercises that candidates respond to in real-time using the latest recruitment technologies. The next element is a Strengths-based Telephone Interview conducted by the business stakeholders so that candidates can gain a deeper understanding of the programme they are applying for. The narrative concludes at the final stage where Barclays managers observe candidates responding to an immersive challenge.
Each candidate is provided with an automated, customised feedback report and offer of a coaching call, regardless of what stage they get to.
From candidate feedback there were 6 key themes:
“This is new, this is different, it’s likely to stand out, and I think you’re really testing us in the ways in which we need for this role.”
“To be honest I’ve found the process really original. I’ve never been through that kind of process, and for this reason I really want to join Barclays because I like organisations that are original, that have new ideas and that use technology. It’s what you’re doing even with the process of recruiting, so this originality really appeals to me.”
With the truly global nature of their business, Standard Chartered Bank (SCB) required an overall solution that was flexible enough to offer geographical nuances whilst maintaining an overall consistent approach. They also needed a partner who could manage stakeholder relationships across multiple cultures, geographies and cultures.
Cappfinity initially conducted a Success Analysis to define core strengths across banking, business functions and retail roles in the business for graduate volume hiring. These were then translated into a customised online Situational Strengths Test and Strengths-based Interviews for use via video and face-to-face dependent upon region. To ensure that the assessors could use all of the relevant material, we delivered a number of train-the-trainer sessions to enable managers across the business to administer Strengths-based Interviews across Asia Pacific.
In terms of onboarding, each successful candidate was asked to complete a Strengths Profile. This data enabled SCB to design a tailored 5-day induction programme at the end of which graduates were allocated to the most suitable graduate programme. In addition to the products already mentioned, SCB also embedded our online numerical test due to its time-recorded approach, which supports to eliminate adverse impact.