Recruiters benefit from end of Severn Bridge toll

Recruiters are reaping the benefits of the abolition of toll charges on the Severn Bridge as growing numbers of candidates cross over from Bristol into South Wales and vice versa.

This week, a statement from multi-sector recruiter Berry Recruitment revealed its Cardiff operation had successfully campaigned for the abolition of tolls on the bridge, with tolls axed on 17 December last year.

Berry Recruitment manager Stacey Bullock reported a 30% increase in applications in all the areas they recruit in – ranging from office and professional to industrial, hospitality and catering, and care work. 

“Now around 30% of applicants for jobs in South Wales come from the Bristol area. Previously almost no one came across. The charges were costing people around £30 a week, which was around £120 to £150 a month, so it is clear why it was putting people off.

“There is also more movement the other way and we have jobs in and around Bristol that are attracting some from South Wales.”

But Berry isn’t the only recruitment business to have noticed a spike in candidate numbers. Danny Jellicoe, director at Drivers Direct, told Recruiter his agency had certainly picked up on this trend.

“We have had more applications from across the bridge coming into Bristol. This is indicative of the fact that salaries in Bristol and the surrounding areas are significantly higher than in Wales.

“The location of our Caerphilly branch would also impact the number of applications from Bristol, given that it is a 45-minute drive, traffic dependant.

“We now have more networking of drivers registered at Caerphilly working in Bristol who previously would not have made the journey as a direct result of the toll.

“As we progress through the year hitting busier periods, I would envisage that the number of drivers coming into Bristol from across the bridge will increase, as a direct consequence of availability of work and higher wages.”

Meanwhile Kate Davis, regional manager of Juice Recruitment’s Bristol office, told Recruiter they had seen a distinct shift in the number of applications received from South Wales for roles in the Bristol area due to the abolition of toll charges. And she expects this will only increase and become a greater influence in the South-West labour market over the next few months. 

“We’re predicting that this will massively affect labour markets, supplying a widening pool of expertise from emerging areas such as Newport and Caldicot. Commuters no longer face the [more than] £1k a year toll charges, and feel far more inclined to travel across the border for work and, while this has not massively affected senior roles, as companies usually compensate for such charges, lower-level roles in customer service and call centre applications have sky rocketed due to the drastic drop in commuting costs. 

“Cheaper housing over the border has made easier still to commute for these roles and as a result, we are receiving applications from a wider candidate base with a variation of skillset from South Wales like never before.”

Tom Miller, associate director at Cardiff-based Vargo Recruitment, told Recruiter they had noticed the increase in candidates from the day the abolition of tolls was announced.

“Applicant volume from South West-based candidates is up, but equally, the number of candidates based this side of the bridge now considering roles in areas like Bristol is also up. The lure for people in Wales of a possible 20% salary uplift for like-for-like roles is now a lot more attractive, given they are no longer negated by toll costs.

“We’ve also noticed an increase in new businesses moving into Wales. This means more competition for Welsh businesses in terms of attracting talent, especially in the finance and technology markets. Businesses without a strong employer brand, competitive remuneration or a rewarding company culture risk losing candidates across the water. 

“These key areas are where our managed services division has been able to help our clients the most, and we’ve enjoyed the positive impact that’s had on our business. Longer term, more new businesses and higher wages can only have a positive effect on the local economy, and we’re hopeful that this helps to mitigate some of the uncertainty of Brexit.”

Also commenting, Olivia Spruce, CEO at healthcare agency Positive Healthcare, told Recruiter she felt sensible decisions such as the abolition of toll charges always has a positive impact upon workforce solutions.

“Commutes to work generally have become frankly a nightmare and cost everyday people, who already pay tax, way too much. I would like to see more common sense, practical approaches like this and I think that the benefits would be universal. Feel free to quote me on that!”

Although a spokesperson for Cordant People, Newport, told Recruiter they had not seen an increase in applications from Bristol or the South West since the bridge toll has been removed.

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