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Case Study ASDA PDF
Case Study ASDA PDF
George and Asda Living. Asda continues to expand its operations has been built over time. This defines how colleagues behave at
in the UK and recently acquired a number of stores from Netto to Asda. It ranges from how colleagues treat customers and other
increase the number of local Asda Supermarkets. external stakeholders to how they treat each other. Asda’s culture
of trust pervades all that happens within all elements of Asda’s
Asda wants to be a trusted employer. Its success as a leading operations. Asda is a company with a conscience, dedicated to
retailer is dependent on its trained and engaged colleagues doing the right thing for its customers, colleagues and
providing excellent customer service. communities. Andy Clarke, President and CEO states:
www.businesscasestudies.co.uk
ASDA CASE STUDY 25/9/13 13:46 Page 4
Recruitment
Job analysis - decide what job is needed
and what the colleague will have to do
Asda promotes career opportunities on its dedicated careers website.
When recruiting, it aims to attract and retain talented colleagues with
Job description - describes the tasks the
colleague will undertake the best fit for the job. Part of the attraction comes from offering
Job specification - describes the characteristics
and skills required for the role
competitive salaries and benefits such as its Sharesave scheme and
Attract applicants - advertise the job internally colleague discounts. In 2013 Asda’s Sharesave scheme had record
and externally, applicants apply through an
application form or CV payouts where 19,040 colleagues shared £61.7 million.
Selection - decide who to interview and select Asda’s online recruitment process has improved the speed and
the best person for the job
efficiency of recruitment, making applications easier for candidates
The and selection faster for management. Asda advertised 27,000 jobs
recruitment Induction - the process of preparing the
process successful candidate for the job last year and its dedicated careers site handled over 1.5 million
applications. Asda also uses social media channels such as
LinkedIn, as well as recruitment firms such as Remploy, to access
Asda is a growing company operating in highly competitive markets. the widest range of potential recruits when advertising job vacancies.
The main reason for recruitment at Asda is due to expansion of the
business and colleague turnover. Colleague turnover occurs for a As one of the UK’s largest employers Asda offers a wide scope of
variety of reasons, for example, retirement of existing colleagues and opportunities. From students seeking work experience to
internal promotion which create gaps. As part of Asda’s HRM it apprenticeship and graduate training in a variety of areas. Living
seeks to retain as many colleagues as possible and aims to fill 70% Asda’s colleague pledges means that everyone is treated fairly and
of its leadership team vacancies through internal promotion. Last given the opportunity to progress their career. Regardless of what
year it exceeded this target with over 80% of its vacancies being point of entry a candidate chooses, Asda has the same goal for
filled internally. A benefit of promoting from within is that existing recruitment, to recruit colleagues who share the same beliefs and
colleagues already share Asda’s beliefs. outlook as the company. What makes Asda stand out is its ability
to offer a wide variety of roles due to its many business formats.
Asda’s comprehensive HR strategies engage colleagues and These range from roles in Asda’s Superstores and Supermarkets,
support the organisational culture. This includes Asda’s ‘Best such as Shift Leaders and Department Managers to logistics roles
Welcome’ induction programme, ‘Star programme’ to recognise within Distribution. In addition, Asda offers roles within its Asda
excellent customer service, as well as Asda Academy’s framework Living, George and Home Office including key functions such as
for training and development and its ‘Colleague Steps’ for career supply chain, marketing and HR. The Walmart family provides
progression. Asda offers its colleagues a wide range of Asda colleagues with global careers possibilities.
opportunities for career development. This includes supporting
and investing in its colleagues to gain qualifications that will enable Ellen Rogan began her career as a Checkout Operator and from there
them to become the next generation of leaders at Asda. For has undertaken roles as Customer Service Manager, People Manager,
example Asda offers: Asda Living Store Manager, Supermarket Store Manager and most
• the industry’s first 3-year BA Honours degree in retail and recently into her current General Store Manager. Ellen states:
distribution
• George retail foundation degree
• an accredited apprenticeship scheme (3000 apprenticeships in
2012).
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ASDA CASE STUDY 25/9/13 13:46 Page 5
www.asda.com
‘For me, moving around very different roles – service, people ‘One of the first things I learned at Asda is that you’re in
and trading – has really helped in what I’m doing now control of your own development and should never be afraid
because I’ve seen the business from so many angles.’ to take on a role that you feel could be too big for you.’
Selection Helen Milford has seen great progression since joining Asda as a
part-time General Store Manager in Lincoln. Working her way up
Applications are registered through Asda’s online recruitment system, to Director of Customer Services at the Leeds Home Office, she
Asda’s HR team then shortlist appropriate candidates for interview or has subsequently been promoted to Regional Director for the
an assessment centre. Two documents are vital here: a job whole of the North of England. The experience of a range of roles
description and a personal specification. A job description indicates helped prepare Helen for this senior position. She states:
what the job entails, specifying what tasks will be undertaken by the
appointed colleague. The personal specification outlines the essential
and desirable personal qualities and skills required for the role. These ‘My role in customer service was probably the most significant
inform applicants and help managers select the candidates that best in my development. It really helped me focus on what
match the requirements for the position. The assessment centre customers want, on longer-term planning and on working with
known as either ‘Asda Reality’ or ‘Asda Magic’ provides an innovative ideas. I also had the opportunity to work with the
opportunity for candidates to demonstrate their strengths which align Walmart global business to share best practice.’
to Asda’s culture, beliefs and way of working. When recruiting
internally, an appraisal is used to help inform the selection process.
An appraisal is where a colleague discusses their performance, skills Conclusion
and development opportunities with their manager.
Asda’s success relies on its effective and engaged teams of
Once selected, the final part of the recruitment process involves colleagues. Through Asda leaders ‘living’ the colleague pledges,
providing appropriate training. At Asda, each new colleague is put the company can ensure that it recruits the right person for the job
into a specific training plan designed for their role. This is based across all formats and levels of seniority. Asda focuses on
around the company’s ‘Colleague Steps’ process which has three recruiting colleagues that share its beliefs and will help the
key stages – ‘Step In, Step On, Step Up’. This training varies from company to continue to grow and deliver excellent customer
attending training workshops to taking formal qualifications service. By providing structured training and development
relevant to their role. programmes, supported by it being such a large organisation,
Asda is able to maintain its position as a leading employer with an
‘Step In’ is a four week induction programme that all new excellent reputation in the wide range of markets it serves.
colleagues undertake. This culminates in the award of an
accreditation certificate and a performance review to allow Colleagues, because of this support and wide range of
colleagues to move into the ‘Step On’ stage after six months of opportunities, remain loyal to Asda, with many celebrating long
service. This stage includes coaching, a City and Guilds retail levels of service with the company.
apprenticeship and further responsibilities such as first aid training,
moving to a new department and becoming a training buddy. Next
in career development at Asda is ‘Step Up’. Again, following a 1. Explain the difference between a job description and a
positive performance review, colleagues can seek career personal specification. (2 marks)
Exam-style questions
progression. Experienced colleagues, through progression, are 2. Describe two benefits to Asda of using online
able to build upon their knowledge to deliver excellent customer technology when recruiting new colleagues. (4 marks)
service within a variety of roles. 3. Analyse the pros and cons to Asda of aiming to recruit
70% of its leaders internally. (6 marks)
Gareth Woods is currently the Supermarket Store Manager at 4. Evaluate the extent to which a commitment to training
Pwllhell in Wales. He progressed quickly, starting as a graduate and development is effective in helping Asda’s
trainee in 2004 before becoming a Department Manager in 2005 colleague retention. (8 marks)
and then a Night Store Manager in 2006. He states: