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Specialist recruiter ARM pulls in more business with Feefo


ARM (Advanced Resource Managers) is a rapidly-expanding STEM recruitment business that works in partnership with clients from the defence, aviation, automotive, infrastructure and IT sectors. Feefo has helped ARM stand out from the competition, improve web conversion rates and business development. As a result of its consistently high star ratings from candidates, ARM is now a Feefo Platinum Trusted Service award holder.

ARM (Advanced Resource Managers) prides itself on being a different kind of STEM recruitment agency that changes people’s lives by matching them with the right role. Honesty, accountability and trust are its core values.

Based in Portsmouth, the company serves science and technology-based industries across Europe, employs 160 staff and on average places 2,500 highly-skilled candidates annually. It has expanded in the USA and Germany and has plans to increase headcount by 30 per cent in the next 12 months.

Established in 1996, ARM has grown through its total focus on maximising customer experience, the development of expert market knowledge, and steady nurturing of long-term relationships built on mutual trust and respect. As a market-leader in STEM recruitment, ARM is ready to use technology, but always with the proviso that successful recruitment relies primarily on human interaction and real understanding of clients and candidates.

The Challenge

The challenge for ARM was that it had limited measurable means of demonstrating the high levels of satisfaction it achieves among candidates. The company wanted to use candidates’ testimonies, but had no transparent platform in which they could be shared and no means of obtaining candidate feedback other than email requests.

This was a challenge which the company needed to overcome. Candidates in the STEM professions are highly skilled, but frequently sceptical about recruitment companies. They often talk about the “recruitment black hole” where communication breaks down. This is especially acute among the 1,000-member community of ARM’s candidates who are contractors. As they regularly seek new roles, it is very much in ARM’s interest to provide the highest levels of service possible. Clients, on the other hand, need to have faith in the expertise and professionalism of the agencies they use.

The Solution

It was clear to ARM that a credible customer experience feedback platform was a necessity. Feefo’s invitation-only review platform was seen as the most trustworthy, effective and versatile solution. ARM was especially attracted to the transparent design of the platform in which no reviews are hidden. Once selected, implementation of Feefo was straightforward and trouble-free.

ARM uses the Feefo platform to request feedback from candidates straight after an interview, when they are asked how well prepared they were by their ARM consultant. This is a critical test. Further feedback is then requested once they have accepted a job.

In the three years since implementation, ARM has attracted 1,380 reviews, which it uses to full advantage. A dedicated customer service team contacts any candidate who posts a review rating of fewer than three stars so they can learn more about the source of dissatisfaction.

Feefo review carousels are visible on the sector web pages of the ARM website, while a widget deploys live Feefo ratings into the email signatures of everyone in the business. Ratings and reviews are used as the basis of social media campaigns, especially on LinkedIn, promoting the expertise and effectiveness of teams and individual consultants.

In addition, ARM uses Feefo’s Performance Profiling AI tool to analyse review content; rapidly revealing trends, both positive and negative.


Increase in win rate

The Results

The results have been spectacular. This year ARM achieved the new Feefo Platinum status in recognition of three continuous years of high-rating Gold awards, which require an average star rating from candidates of 4.5 or higher. In an industry where negative attitudes are common, this consistent success is outstanding.

This has given ARM a huge advantage in bidding for new business. Feefo review ratings are used in support of bids and proposals, helping to increase the win rate to more than 60 per cent – higher than the industry average.

The consistently high Feefo ratings convince potential candidates and clients that ARM is a company dedicated to excellence.  Pages on the ARM website that have Feefo ratings visible achieve conversion rates three times higher than those that do not. The appearance of Feefo stars in Google searches has resulted in a 100 per cent increase in click-through-rates.


Increase in click-through rates from Google searches with Feefo stars

Performance Profiling meanwhile, provides insights into subtle shifts in sentiment among candidates. As a result of customer feedback, ARM has moved to a flexible working model, giving candidates better service, while providing an extra benefit for staff.

“Feefo has shown us and everyone else that we are experts in our market. We see that validated in our own customer research and our Net Promoter Score,” said Leon Howgill, ARM managing director. “Reviews are definitely persuasive, which is why we direct candidates to them. Feefo has helped raise the bar in customer experience. It was scary to start with, but we are now seeing the full results.”

The Future

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ARM is bursting with ideas about how to use Feefo as it pursues its growth plan over the next year. The company has plans to ask candidates for feedback after they have been in their new roles for 30 days, and may extend the system to its businesses in the USA and Germany. It is also considering how to use Feefo to garner reviews from the client businesses it serves so it can gain an even more complete picture of performance and provide further testimony of the company’s excellence. 

“Feefo suits us perfectly because we strive to be open and honest,” said Howgill. “You need to be brave and understand what you want to achieve, but the Feefo platform really helps us deliver a better service.”


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