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Setting a hire standard

21st July 2005, Page 24
21st July 2005
Page 24
Page 25
Page 24, 21st July 2005 — Setting a hire standard
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Which of the following most accurately describes the problem?

Chris Chidley is Driver Hire's chief executive.

Chris Tindall finds out if the driver shortage is making his tenure an easy one.

Sitting right next door to the multicultural bustle of Bradford is the altogether more peaceable and, in comparison, tranquilised Bingley. And nestled within this soporific commuter bolt hole is the head office of the national driver recruitment franchise, Driver Hire. his here that Chris Chidley has resided as chief executive since the autumn of last year. Originally from the Wirral on Merseyside, though his accent has been worn down and smoothed through "years of working abroad", Chidley's laid-back attitude fits in well with the head office's suburban surroundings.

Chidley has worked in corporate life his entire career.Two years ago he made a decision to get involved in a smaller business, but one that enabled him to be a shareholder, and then transform it into a larger business through his own drive and determination. He set about "networking" and through his contact with Driver Hire's previous chief executive, John Bussey, earlier in his career, eventually found himself sitting in the hot seat.

"I was in GE Capital Fleet for 12 years. I have a good understanding of lending money and finance," he adds.

Chidley lists Ranstad, Pertemps and ADR Network as Driver Hire's competitors, though he explains that the vast majority are small local operations that have forged vital relationships with their local customers. However, he adds: "Driver Hire prides itself on its local touch. We are local businessmen but operating under the umbrella of a national organisation. As a nationwide franchise we have a fairly unique combination of benefits."

At any point in time Driver Hire has on average 3,0004,000 drivers and related workers on placement an d,according to Chidley.it has more than twice as many on its books. In spite of this, he describes the company's vetting process as "extensive". It takes the form of an application form, interview, asse&sment checks, and drivers' licence checks. Original copies of certificates and licences will only be accepted and every few months each driver's licence will be rechecked. Applications must include the previous five years' work history and references must be available from the previous two employer&

Quality control

"They are driving a very expensive and potentially very dangerous asset," Chidley explains. "It's important they have the right skills. We are very, very concerned with road safety and are partners with [road safety charity] Brake. We are very strict over our quality control procedures."

Chidley's own selling point is that no matter who you are in Driver Hire —franchisee, member of staff or director — he claims to be constantly contactable. He spends two or three days a week driving between customers or offices and this could take him as far apart as Aberdeen or Truro. Newport or Ashford. In fact, pretty much all the country is covered except, ironically. Chidley's former stamping ground— the Wirral.

One of the businesses' existing franchises, Driver Hire in Preston,received a fair amount of press in CM last year. Its boss,Steve Lloyd,made some tactless comments regarding the industry's reliance on agencies to allow comliance with the Working Time Directive (WTD). It inspired a slew of letters from operators and recruitment agencies, denouncing Lloyd's boast that he could "charge what he likes" once the WTD began. But Chidley is unwilling to either condemn or mitigate his comments.

"I. don't want to comment on what he said. It won't add anything to what we are talking about. I don't see there being a significant change in the current competitive dynamics of the industry. We feel we charge a fair price to customers with the resources we have available."

The idea of regulating agencies, again discussed within the Letters' pages of CM following Lloyd's comments, is not one Chidley seems to favour either.

"What's important is, as an industry,we do our jobs properly," he says "Regulations provide a burden on the industry. Informal, self regulation is the way to go, rather than regulation for the sake of regulation." And then. as if realising this might come across as defensive, he adds:" Rut, if we were regulated then we would be compliant. I'm indifferent: either way we would be successful.We have a strong brand and we are very good at what we do. If regulation comes in then, at worst, it will be neutral for us, but I am not going to rely on it for the success of our business."

Agency perceptions Chidley says the argument that there is a driver shortage is not necessarily correct and at best, over simplified. He explains: "I think it varies by geography, time of year and skill.We are regularly taking on people to work for us. In January 1 can get all the drivers we need; in August there's a shortage. We are quite a seasonal business."

We move on to a perception within the industry that agency drivers are inferior to those working full time and I ask Chidley if he agrees with this.This elicits a very long pause, before he answers, choosing his words very carefully: "It varies dramatically. Many of our customers would say our drivers are just as good. Some times when an 'event' occurs the agency driver is unfairly blamed." Then, he adds: "The best way to forge a relationship with a customer is to solve a problem. If an agency doesn't deal with it properly then that customer will react badly. We are very active in working in different ways to overcome that."

Last year, Driver Hire won an award for road safety at the Fleet Safety Forum awards, and its Northampton business won a 'Franchisee of the Year' award too. Chidley talks about its regular communication with drivers and customers regarding road safety and training courses it offers, which seem to have been well received. He adds: "You have to put something back as well. We are much more than an employment business And that comes from specialisation in that sector." •


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