Achieving balanced diversity and strong performance prediction


Cubiks Partner Dixons Carphone Logo


Dixons Carphone, one of the largest consumer electronics retailers in Europe, used Cubiks Hire to increase female hires by 146% over a 12 month period, and to increase ethnically diverse hires by 243% in the same period.


“We’ve seen a huge increase in the quality of hire”

-    Jonny Bevan, Emerging Talent Manager, Dixons Carphone

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Employs over 42,000 people

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14 major brands in 9 countries

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Over 1500 retail stores globally

We looked at a number of different options and felt that this was the most candidate friendly. It was something that was shorter than a lot of the other tests, so we found that we weren’t losing candidates as frequently. It was also something that we could implement fairly easily. It felt like part of our process for candidates as well, and it was branded for us.

Jonny Bevan, Emerging Talent Manager, Dixons Carphone

Dixons Carphone was struggling to find a more diverse group of graduate recruits


Research shows that diversity and inclusion make businesses more successful

A diverse employee base brings different ideas about how to serve customers more effectively, which in turn enhances overall performance. In order to thrive in an increasingly complex and competitive high-street retail landscape, Dixons Carphone realised that they needed to attract more female and ethnically diverse graduates into the business.

Adverse impact can undermine great talent screening & selection solutions


Cubiks needed to make sure that there weren’t any negative side effects of implementing the Hire solution

Even the best of solutions won’t give you the result you need if they cause adverse impact by misaligning cut off scores and pass criteria. To avoid this and ensure an inclusive solution, Cubiks and Dixons Carphone conducted a trial and analysed the data, showing exactly where cut offs should be placed to optimise the quality of hire, while minimising adverse impact.

Clever Solutions for a brilliant problem!


Quick & easy implementation with a great client & candidate experience

Cubiks developed a new competency framework with Dixons Carphone which was used throughout the graduate hire experience. The competency measurements were operationalised with personality tool Factors and ability test Logiks. All of this was wrapped in an appealing online experience, ensuring candidates got a good feel of what working as a graduate for Dixons Carphone would be like.

Outcomes over-and-above expectations


Diversity: Up
Female hires: Up
Costs: Controlled
Timescales: Down

In the first 12 months of the partnership, Dixons Carphone reported a 44% increase in female hires, and a 24% increase in black, asian and minority ethnic hires. In the second 12-month period though, results skyrocketed as female hires increased by 146% and ethnically diverse hires jumped up 213%

In addition to these results, Dixons Carphone reported that the overall quality of the graduates they hired remained high.

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