Case study – international hotel and hospitality chain

The problem

This internationally renowned organisation approached us to provide a recruitment & training solution in a critical and demanding sales area of its business. This, like many sales environments, provided significant rewards for high performance, based on bonuses, but only a few of those recruited via its current recruitment process were able to achieve at a sustained level; this led to high staff turnover.

The solution

After gaining a full understanding of the environment and sales process across its multiple sites, we implemented a bespoke competency-modelling process. This involved getting a range of performers to complete our profile; from this, we were able to identify those traits and competencies specifically required to succeed in this environment. The resulting bespoke report was applied as part of its recruitment process.

The results

After implementation of the bespoke report in its recruitment process and reviewing against already-established success benchmarks, the following was reported:

1. In different locations, people identified and recruited as using the benchmarked reports account for a 25–47% increase in sales against the current standard. This has been replicated several times.
2. In addition to an overall increase in sales revenues, those hired also achieved a 25% increase in revenue per sale.
3. Attrition rates were reduced by two-thirds, on initiation of the process.
4. This reduced staff turnover resulted in a saving of over US$5 million – from reduced hiring and training costs.

In addition to the financial benefits gained, use of the benchmark assessments has allowed the company to identify the lack of required competencies as a cause of problems, as opposed to management, culture factors and market conditions. The assessment results are given more and more credibility as the programme progresses throughout the company and is used as an integral part of the organisation’s management. Owing to the significant levels of benefit gained, this organisation prefers to remain anonymous, to maintain the significant competitive advantage provided by the Axia Profile.