Consumer Research Case Study: Employee Retention
The Challenge
When you are a world-leading confectionery manufacturer, good staff are as important as good chocolate. Our client was finding it difficult to recruit and retain the right talent, and high employee turnover was impacting factory output. Before embarking on an overhaul of their recruitment and retention strategy, they needed insight into the reasons behind the turnover, and how best to encourage new applicants.
The Solution
To address these challenges, a targeted approach was adopted, involving the segmentation of the audience into five key groups: trade school students, job seekers, existing employees, disabled individuals, and those seeking career guidance. This segmentation enabled a nuanced analysis of each group’s specific desires and pain points. Key insights included:
- Trade School Students: Understanding their motivations for attending trade school, their post-graduation employment aspirations, and their preferred job roles.
- Job Seekers: Identifying what they value in job roles, such as good pay, union representation, and flexible hours.
- Existing Employees: Exploring factors that contribute to their job satisfaction and longevity, and what might entice them to switch to a competitor.
Based on these insights, the company overhauled its recruitment and retention strategy. This included updating their Careers page to address concerns of disabled workers about SSI benefits and launching a marketing initiative that promoted factory work as a viable long-term career rather than a temporary job. These efforts were designed to position the company as an authority in the manufacturing sector, capable of addressing diverse employee needs.
The Outcome
The implementation of this tailored recruitment and retention strategy led to several positive outcomes:
- Improved Recruitment Process: By understanding and addressing specific concerns of different audience segments, the company was able to attract a more diverse and suitable workforce.
- Enhanced Retention Rates: Tailored strategies for existing employees increased job satisfaction and loyalty, reducing turnover rates.
- Market Positioning: The company successfully positioned itself as a thought leader in manufacturing employment, gaining a competitive edge in the industry.
- Broader Appeal: The targeted approach, especially the focus on disabled workers and career progression, broadened the appeal of the company as an inclusive and forward-thinking employer.
This case study demonstrates the effectiveness of a segmented and insight-driven approach in resolving recruitment and retention challenges in a complex manufacturing environment. The company’s proactive and tailored strategies not only improved their internal processes but also enhanced their reputation in the industry.
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