HR Corner Integrity a prized asset in job applicants by Jacky Wong B&Q encourages dialogue between management and frontline staff In a bid to provide outstanding customer service while simultaneously helping employees to fully explore their potential, B&Q Asia Limited has adopted an "open door" and "diversified workforce" policies. B&Q, the UK's largest home improvement retailer, will join the Hong Kong market when it opens its first outlet — a 120,000 square feet mega-store on 1 June. Johanna Cheung, human resources manager, B&Q Asia Limited, says the company's business concept is to provide customers with inspirational and convenient one-stop "do-it-for-me" total solutions and installation services for customers. Build relationships To create an environment that welcomes, respects and enables staff to stretch their potential, B&Q has in place a set of HR policies that put heavy emphasis on close communications between management and frontline staff. For example, before the store opens every morning, all staff are required to attend a briefing to update themselves on company developments and the latest product knowledge, and they are invited to share their customer service experiences. In addition, B&Q also organises staff activities and community service to promote team spirit, mutual understanding and corporate social responsibility. "A diversified workforce can create a mix of talents" "The B&Q culture is all about people, so we put a heavy emphasis on the feedback we receive from our staff about their work environment and we also endeavour to provide better staff benefits," Ms Cheung says. Besides facilitating and encouraging closer employees communications, B&Q is also renowned for its efforts in promoting workforce diversity and equal job opportunities. An example of this is the company's hiring policy in which any person who shows an interest and passion towards the company is considered, regardless of whether or not they have experience in the retail industry. In overseas stores, special training is also offered to staff on a needs basis, teaching service skills and product knowledge. This is especially effective in helping to recruit from minority groups such as the elderly. "We believe a diversified workforce can create a mix of talents and facilitate the sharing of different expertise, which in turn will strengthen the growth of the company and improve service quality," Ms Cheung says. Character counts As for local recruitment, candidates' education backgrounds and work experience are not the company's main concerns. Instead, their personality and work attitude count a great deal. Further, to meet customers' needs and perpetuate the company's brand, B&Q prizes new recruits who can demonstrate a high level of professional integrity and loyalty in providing customers with high quality service. So far, B&Q Hong Kong has already recruited around 140 full-time staff who are mainly responsible for store operations and office administration, and another eleven will be recruited for the decoration center team. The company is also looking for part-time customer advisers. "The people we are looking for should have a genuine interest in serving people," Ms Cheung says. To prepare for its launch, B&Q has implemented a range of systematic and progressive training programmes for staff at all levels. For example, supervisors and management staff recently visited B&Q stores on the mainland to share business views and management experiences, while frontline staff have undertaken local training in product knowledge and customer services. Coaching from supervisors is also utilised to develop staff potential. B&Q will regularly monitor employees' work performance to ensure training programmes are meeting their needs and to identify areas which require further attention. With B&Q's diversified company structure, staff can enjoy both horizontal and vertical career developments. Ms Cheung says though B&Q Hong Kong has not yet conducted a survey of its employees' feelings about the company's training, work environment and career prospects, employees in B&Q stores overseas consider the company a great place to work and highly values the team spirit among staff members. Salient points Facilitate close employee communications Enhance team spirit via staff activities and community service Promote equal job opportunities and workforce diversity Provide systematic and progressive training Taken from Career Times 1 June 2007, p. B18 Your comments are welcome at [email protected]