They are currently Britain’s most recommended bank, with over 1.25 million customers. Other banks have branches, they have an arena. Since beginning back in 1989, they have always been at the forefront of delivering amazing customer service alongside innovative ideas. Not only were First Direct the UK’s first telephone bank, but the first to offer an around the clock service to suit the needs of their customers, 365 days per year.
Known both as the black and white bank with the big personality and the unexpected bank, they offer all the usual banking services, but where they are different is in the way they offer them. They build their customer service around their customer’s convenience; not queues, red tape or processes. First Direct, the unexpected bank, has turned the idea of traditional banking on its head and will continue to keep it that way.
All good here
Instantly recognisable as a business, the First Direct external brand is well positioned so it came as no surprise that their internal brand is clear and concise. Their business is their people and they needed more of them to support their growth. First Direct were already advertising for staff themselves and started the move away from recruitment agencies. The trouble was that they just couldn’t generate the amount of applications they needed.
Bank on us to deliver
The brief was quiet simple. Generate more applications and help ensure that they were of the quality that they need.
We have achieved this by utilising a wider mix of job boards, using their passive attraction methods and run social media campaigns; all at different frequencies and with a variety of advertising styles. This has increased the levels of applications and shown their strong employer brand to the job seeker market.
With increased applications we had to ensure that only people that met their requirements went to the recruitment team so we personally spoke to all applicants to discuss the vacancy and their skills and ensure that they matched. Only then are they passed over for the application process to continue.
Savings and Interest
Whilst a good recruitment strategy was in place and the business was in control of its brand, looking to improve on this was a challenge but one that we have achieved. We have seen increased levels of applications and interest in joining the First Direct team, with job seekers seeing them as a supportive and professional company to work for.
Importantly, a recruitment target has never been missed with sufficient headcount starting on the relevant induction date saving time and money isn’t wasted. With all of this in mind the challenge remains to reduce the spend whilst ensuring that the quality and quantity remain.