Bayfields appoints new people director

Bayfields Opticians and Audiologists has appointed a new people director, who will work to ensure the employer’s culture and values are retained as the company grows.

The new people director will also create training and development programmes to identify internal promotion opportunities and improve the onboarding process for new employees.

Claire Hickling will step into the role, bringing 27 years of HR experience to the company.

Hickling spent five years as HR manager with manufacturing business, McBride Plc, before moving to the construction business, Mabey Hire, where she spent seven years as HR director.

She spent two and a half years as head of HR with Advanced Supply chain, before taking a 12-month position as people and culture director at Modern Milkman.

Commenting on her role, Hickling explained: “My last role was with a start-up business that quickly moved into a scale-up, and the pace and culture of that movement is very similar to what Bayfields is experiencing today.”

“There are already 43 practices within the Bayfields family, and we have ambitions to keep growing. My job will centre on ensuring that while the acquisition trail continues, we retain our established culture and values, so that the people working for and joining the business have positive experiences every step of the way,” she added.

Hickley will be tasked with developing the company’s training and personal development programme, with the aim of increasing retention rates by identifying internal promotion opportunities for existing employees.

Explaining that she intends to speak to practice teams about their needs, Hickley continued: “Ultimately, my aim is to help create the foundations for high growth by developing an effective, engaging, people-centric environment that makes us first choice for new talent, and the only choice for the people already working here.”

Founder and CEO of Bayfields Optician and Audiologists, Royston Bayfield, said: “Over almost three decades working in people-focused roles, Claire has gained invaluable experience which she is already putting to great use within the business.”

Describing Hickling’s “clear vision,” Bayfield added: “with her taking charge on this front, our teams have the brightest of futures ahead.”