Rewarding training

How effective is training in your pub? This year's industry awards for excellence are being launched. James Wilmore reports.

What's the best way a licensee can improve his or her chances of retaining staff and boost customer service levels at the same time? The answer is, of course, training. At a time when the pub industry is struggling to keep hold of high-quality personnel, taking the time to invest in your workforce through training opportunities has never been more important.

As well as improving the overall standard of staff performance, there is a good chance that customers will take note of any improvements. Equally, promoting high standards within the industry can have a snowball effect and bring in fresh faces who may not have previously considered a job in the sector.

And obviously having a well-trained team who are keen to learn and are rewarded for it can only have a positive effect.

Recognising the best ​

All of this has been apparent for some time to the BII, the professional body for the licensed retail sector. For the past 14 years, the BII's NITA awards, which this year are being run in association with The Publican, have recognised and rewarded training excellence within the on-licensed retail sector. Now firmly established within the industry, they are seen as central to the idea of best practice and high levels of customer service.

The BII has developed a range of qualifications specially tailored to the needs of the industry. There is a portfolio of 22 qualifications that can be gained by licensees and their staff, all of which are recognised within the trade.

But why is training so important in an industry where some regard a good personality as the most important attribute?

As Cathie Smith, director of the BII Awarding Body (BIIAB), explains: "Training is absolutely crucial in the retention of staff and for increasing standards within the industry. The level of customer service is vital to whether a business is a success or not."

Cathie also regards training as important in promoting the idea that a career within the trade is a worthwhile option. "If working in a pub or bar is to be taken seriously as a career, then you have to have the correct training in place and the opportunity for career progression," she says.

"Some of the industry tends to see it as a cost, when clearly it should be looked on as an investment."

But thankfully this attitude is now beginning to change among the bigger pubcos, says Cathie. "The levels of entry to the BII NITAs really reflect that the bigger companies are taking training seriously," she adds.

The BII is again expecting a high level of entries to the 2005 BII NITAs and is hopeful the standards will be the best yet. As Cathie says: "This year we expect the usual excellence in entries and it is sure to be as hard fought as ever."

Pictured: Licensee Trainer of the Year, Graham Rowson, right, at last year's awards receiving his prize from BII chairman Richard Pearson.​

The NITA categories​

The NITA awards were established in 1991 and aim to recognise and reward training excellence within the on-licensed retail sector. Each award goes to the entry which is the best example of training excellence and effective use of resources to achieve results. Categories:​

• Best Licensee Induction Programme in Managed Estates
  Sponsored by Punch Taverns​
• Best Licensee Induction Programme in Non-Managed Estates
  Sponsored by Milestone Licensed Trade Accountants​
• Best Development Programme in Managed Estates
  Sponsored by Greene King Pub Company​
• Best Development Programme in Non-Managed Estates
  Sponsored by the BII​
• Licensee Trainer of the Year
  Sponsored by The Union Pub Company​
• Innovation in Training Award
  Sponsored by S&N Pub Enterprises​
• Best Area Manager/BDM Development Award
  Sponsored by Charles Wells​
• Social Responsibilities Award (consumption on the premises)
  Sponsored by JD Wetherspoon​
• Social Responsibilities Award (consumption off the premises)
  Sponsored by the BII​
• Professional Trainer of the Year
  Sponsored by Enterprise Inns​
• Supplier Training Award
  Sponsored by the BII​
• Door Supervisor Training Award
  Sponsored by BIIAB and City & Guilds​

Who should enter?​

The BII NITAs are open to those who have achieved success through training and development, whether BII members or not, who operate in the licensed retail sector including:

• Licensed retail companies
• Individual licensees
• Training organisations

How to enter​

To request entry forms, which can be sent via email or by post, send your name, job title, company name, post code, email address, phone and fax number to NITA@bii.org or callRachael Julnes on 01276 417802. Completed entry forms must be received by June 30.

Graham Rowson, the Plungington Tavern, Preston, Lancashire - 2004 BII NITA Licensee Trainer of the Year:​

Winning a NITA award is definitely the highlight of my licensing career and I've been in the trade 15 years. The trophy is fantastic as well. I'm very proud that my high standards were recognised and I've included the title and the BII NITA logo on my business cards and letterheads.

We have now moved it on from last year as well. All my staff are encouraged to take their barperson's certificate and customer care certificate and their professional barperson's certificate.

We're going to have another go at entering again this year. I wasn't sure at first, but then thought I might get a double - you never know!

Punch Taverns, winner of the 2004 BII NITA Awards Best Development Programme in Non-managed Estates and Best Area Manager/BDM Development Award. Francis Patton, Punch Taverns' customer services director, pictured on the right with Punch's training director and development director, Sammy Lloyd, with last year's awards. Mr Patton said:​

Winning two BII NITA awards was a fantastic result for us and a great endorsement of our training programmes, both internally and externally. Our objective is to create a learning and development culture within Punch. We hope to reach a point where pub licensees and our own members of staff come to demand skills training to improve their performance. The BII deserves great credit for organising the awards scheme, which celebrates all that is good about training in the licensed trade industry.

Mike Connell, Thwaites - 2004 BII NITA Professional Trainer of the Year: ​

Winning the award gave me great personal satisfaction and pride. I've got to know a lot of people within the industry and for me to be voted above them gave me a great feeling.

The other thing is, it helped to raise the profile of training within our company. It made people realise that training is very important and necessary.