Success graphic
    • Client case studies

    Case study

    Wm Morrisons plc is the fourth largest food retailer in the UK, with 439
    stores, 132,000 employees and an annual turnover of over £16,479 million
    (2011 figures). The arrival of Marc Bolland as CEO in 2006 marked a new
    era in the Bradford-based retailer. While many of the strengths that had
    made the chain successful were retained, it was clear that the company was
    suffering from a perception that it represented a low-cost, northern brand
    and as a result was failing to win over potential new customers.

    Group HR Director, Norman Pickavance was hired to drive change through
    the organisation, working with the board to build a new people agenda that
    supported the overall business plan. Independent began working with
    Wm Morrisons in September 2007 and continues to provide support in
    overcoming HR and resourcing challenges across the Group.

     

    HR requirements and achievements

    1. Strategic HR guidance – supported the development of a new HR
      model as part of the business change programme, which included
      the recruitment of a senior HR leadership team.
    2. Talent management  - implemented a talent management system
      and embedded an internal and external succession planning
      process, which included talent mapping the competition.
    3. Organisational design and development - implementation of job
      profiles, performance management processes, competency
      based assessment and leadership development plans.
    4. Vision and values - Independent helped define and deliver
      the organisation's vision and values to all Morrisons' employees.
    5. Training and coaching - an embedded Independent consultant is
      leading training in Morrisons' manufacturing and logistics divisions
      and introducing a new management trainee scheme. In addition,
      Independent is working with the supermarket chain to measure the
      impact of its coaching programme on personal performance.
      The results will be used as a platform to extend coaching throughout
      the company, with the goal of creating a coaching culture focused
      on improving performance and ultimately customer service.
    6. Social mobility – Independent has been working with Morrisons
      and Leeds Metropolitan university on a research project exploring
      how social mobility impacts on staff development, particularly for
      those who have progressed to management level. Independent
      liaised with Leeds Met to design the methodology, conduct the
      research and prepare the report with recommendations for further
      action. The outcomes of the research will directly affect the future
      development of the company's HR strategy.

     

    Resourcing challenges and achievements

    One of Independent's most immediate tasks following the instigation of the
    change programme was to support the business and deliver against its
    resource plans. As a result, an on-site recruitment team was embedded
    within Morrisons to support its under-resourced, over-in-house
    recruitment team. The ensuing resourcing programme had a number
    7 of key phases:

    1. Control and management  – Building a quick line-of-sight for all current
      activity and implementing a robust resource planning process up to board
      level Independent's resource plan was approved by the Board for the first
      time in Morrisons' history.
    2. Consistent process - Previously, hiring was carried out in various ways
      across different divisions and consequently was highly inefficient and
      costly. Independent implemented a resourcing organisational
      structure aligned account management to ensure consistent,
      cost-efficient processes across all major divisions. As a result, over
      £500k of recruitment savings were made in the first six months.
    3. Employer Brand - Wm Morrisons had been low profile in the recruitment
      marketplace and was often targeted by competitors for talent. Independent
      worked with the existing advertising partner to establish a new employer
      brand, both internally and externally and resulted in the launch of a new
      and acclaimed careers website www.iwantafreshstart.com
    4. Senior level resourcing and selection - recruitment of an entire senior
      team e.g. Head of Organisational Development and Talent, Head of
      Reward, Head of Leadership Development, HR Business Partners.
    5. Volume recruitment – Independent was initially tasked with supporting
      Head Office recruitment, delivering 500 new hires in less than 12 months.
      This requirement expanded to include supporting the delivery and
      management of recruitment in the logistics, manufacturing and retail
      divisions. In addition, over 800 staff were hired for the new Wm Morrisons
      distribution site in Sittingbourne, Kent.
    6. Attraction and assessment - Independent managed the attraction
      and assessment of staff from factory floor workers to site managers.
      7.  

      "Independent has played a key role in our HR change agenda.
      Supporting our talent, resourcing and development plans, they have
      provided good on-site skills and expertise and proven to be a flexible
      and effective partner."

      Norman Pickavance, Group HR Director, Wm Morrisons Supermarkets