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We look at the achievements of the ODEON Cinemas Group in promoting talent and radically altering its selection, motivation and development strategies. The runners-up in a category of the Personnel Today Awards 2017 sponsored by a&dc also impressed judges with their spark and desire to improve.
ODEON Cinemas Group
In 2016 the group launched a five-year plan to “tear up the rule book”, with the aim of attracting and retaining the best people and improve staff motivation. Surveys had revealed staff’s wishes for more clarity on career paths and more opportunities for development.
A key response to this was the creation of “brand heroes”: the best and brightest brand advocates who are now being fast tracked as future leaders. Using a film theme of superheroes nominations were sought for those with superpowers. Staff could nominate themselves with their manager’s agreement, through short videos. Nearly 220 stars were thus identified across the group who would be able to quickly step into a supervisory or management role with coaching and support.
For eight months these employees were involved in a programme of challenges and insight workshops, working on business problems facing ODEON. It involved all areas of the business so that the heroes gained a 360-degree view of the cinema process. During this period they were regularly mentored.
A shared learning month has been created, Sharetember, with an online platform onto which staff can upload videos with insights into how best to carry out the various cinema roles.
The fast track concept has now been expanded to the first level of cinema management, guest experience supervisors, and the identification of “experience heroes”, for which more than 100 applications were received.
Results have been impressive: nearly half of the heroes were promoted after the eight month programme (amounting to 5,000 hours of learning). A further 30% will be ready to move up when roles become available.
Renault Retail Group
In many areas of the automotive sector, many staff are not graduates and can lack the knowledge to help them progress within a company. The Renault team met with automotive expert and Loughborough university profess