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Aegon UK
Immersive Assessment
How we reimagined and injected innovation into the assessment process to secure new hires that would thrive.
Offer acceptance
98%
Candidate satisfaction
98%
New joiner satisfaction
92%
The challenge
Aegon UK’s traditional, single-stage competency-based interview process prioritised financial services experience above all else.
Successful candidates could answer technical industry-related questions but often brought behaviours and attitudes that were not aligned to Aegon UK. A consequence of this was high attrition and troubling absence levels.
A bold shift was sought. Aegon UK were keen to focus on behavioural fit and potential over experience. The right candidates would not only provide a better experience for Aegon UK customers but would also add to the company culture and thrive. Our solution was an industry-first immersive assessment that changed Aegon recruitment for good.
The solution
A close collaboration between our Creative and Occupational Psychology teams, our solution was equal parts theatre and scientific rigour. The assessment had to align with the broader picture of what we’d set out to do for Aegon UK – a new employer brand and an ambition for a newer, more inclusive hiring strategy.
The science came first. Our occupational psychologists dug into job analysis research – defining capability, experience, skills and behaviours needed. We partnered with colleagues across Aegon UK to gain the perspective of hiring managers and colleagues from across all areas of the organisation.
Inclusive recruitment – our assessment framework and multi-method approach was designed to give multiple opportunities to demonstrate skills and behaviours. For the neurotypical and the neurominority. And regardless of experience.
Gamified online assessment – To keep decisions focused on behaviours, we did away with CVs. We turned to Arctic Shores, an innovative UK‑based psychometrics company rethinking assessment. With their support, the first stage became a gamified, task‑based assessment designed to stimulate and test the core success behaviours in our framework. High marks and you’re through.
Immersive assessment centre – Candidates were transported into the fictional world of CRAFT – the Creative Resistance Against Fraud and Theft. Led by a dynamic CEO, this tech and security company existed to protect priceless pieces of art. The candidates’ ultimate goal was to stop EASEL, a sophisticated gang of thieves trying to steal this art from galleries and owners.
Together, the candidates solved puzzles, cracked cryptic codes and responded to the intel of a double agent. In a cinematic setting, candidates almost forgot they were being assessed – allowing their true selves to shine through.
The Results
Right through from the start of the candidate journey to new joiners settling in,
the positive impact has rung through.
0% no shows
The no show rate to the assessment centre was originally 25%. It also received a 98% candidate satisfaction rate from the survey taken at the end of the assessment.
86% pass rate
This pass rate had increased from 41% with candidates saying, “I forgot I was being assessed”.
98% offer acceptance
This rate was up from 73% previously. One candidate stated, “I’ve been bragging about how much fun it was.”
92% new joiner satisfaction
And these joiners have a diversity of backgrounds, from nail technicians to former retirees, new hires brought a broader range of experience.
37 days saved
Removing CVs from the process has saved recruiters’ time.
31% reduction in attrition
External attrition has reduced by 31% to 15% . And there has been a 100% reduction in monthly resignations dropping to 0% in December 2025. Not only that but there is strong internal movement, with colleagues progressing into roles across Support, Distribution, Marketing and AI.
17% reduction in sickness
The overall rate of sickness absence has reduced by 17% with sickness absence now averaging 17.7 days for Customer Contact.
As well as improving recruitment outcomes, the new process has meant that Aegon UK can focus more on development,
coaching and increasing awareness on wider business opportunities.
We are especially proud of the positive things that candidates had to say about the recruitment process.
“It’s nice to be tested on ‘you’ rather than experiences you may have been fortunate or unfortunate to have gone through.”
– Assessment Centre Candidate
Ready to outthink
the competition for talent?
