Iceland, one of Britain's most innovative and fastest-growing retailers, encountered significant recruitment challenges, particularly in regions with limited access to skilled labour. To sustain growth and overcome these challenges, they partnered with the Serco Restart Scheme.  

Serco introduced regular 'information sessions' to provide participants with a comprehensive understanding of the company and roles available. All participants are pre-screened to make sure they a good fit for Iceland. They also get help with their online applications and support during the onboarding process. 

Serco also organise Iceland-specific 'Interview Days' for participants, providing them with essential interview skills to ensure they were well-prepared. Based on recommendations from their dedicated Employer Engagement Manager, Hannah Monaghan, Iceland made adjustments to their recruitment process. These actions ensured a supportive environment that benefits both Iceland and participants.  

The partnership between Serco and Iceland began in Wales in September 2022. Since then, it has grown and succeeded a lot. Over the past two years, the initiative has not only sustained but also expanded its scope, evolving from filling retail assistant roles to including more specialised positions such as home delivery drivers and managerial roles. 

This expansion has resulted in the successful placement of 193 participants to date*, in diverse job roles across 88 stores located in Wales and West Central England. The success story of this partnership underscores the commitment of both Iceland and The Restart Scheme to fostering job opportunities and supporting local communities by implementing inclusive employment practices.  

Mark, Area Manager (West Central) at Iceland said: “After a successful partnership in Wales, I was introduced to Hannah to support with recruitment in my area in Birmingham. We arranged to meet so I could further understand what Serco do and how Hannah could support. Hannah gave me a great insight into the company and how she would be able to support my team with recruitment.  

One of my stores recently had an online operation introduced. I discussed that this would be a great opportunity to start our relationship and support with recruitment. Hannah arranged a recruitment day which was a success. The store recruited 80% of their requirements from the day.   

This gave my team the confidence that the service Serco and Hannah could provide was massively beneficial and I have since liaised with Hannah to support with their recruitment needs. I would highly recommend Hannah to my peers as her support has been excellent, all delivered with a great personality and professionalism.”  

*data to Dec 2024 

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