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Penna unveils automotive success story

In 2012, Penna was retained by BMW Group UK to embark on the development of a new end-to-end recruitment solution for its UK Retailer network, with the primary aim of attracting, selecting and retaining candidates from inside and outside of the motor industry.  90 new sales executives, service advisors, sales managers and technicians were recruited in 2014, and an estimated 160 are expected this year, with the addition of the technician role, across nearly 150 BMW and MINI Retail Centres across the UK, which collectively employ approximately 16,500 individuals.

Penna focused on BMW Group UK’s key values & lsquo;Joy’ for BMW and & lsquo;Excitement’ for MINI when developing the strategy, to ensure the candidate experience was a true reflection of the brand, encouraging engagement at the first instance. The continuing partnership between BMW and Penna is thanks, in part, to the significant success of the initial pilot scheme which prompted 80 BMW and MINI Retail Centres across the UK to utilise the centralised recruitment process.

Commenting on the success of the campaign, Julie Towers, managing director of Penna Recruitment Solutions, said, “We are delighted to announce the continuation of our work with BMW Group UK. By increasing the level of brand and candidate engagement, we have been able to create an effective process to secure the right applicants from the best and most desirable talent pool for the business. Each stage of the recruitment process was designed individually for BMW and MINI, with every staff member involved having brand training to give candidates a good idea of the BMW culture – which was absolutely essential for us to capture. We look forward to continuing our relationship with BMW, and to supporting them in the attraction and development of future talent.”


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