2 - 8 August 2001

Three-year strategy to improve standards, image

by Ivan Brincat

Group 4 is working on a three-year strategy which will include a complete restructuring of the company. The aim is to bring about further growth and turning Group 4 into one of the best service companies on the island by the end of 2003.
Group 4’s managing director, Yves de Barro told The Malta Business Weekly that this year the company was restructuring the framework in which it operates.
“We have started working on the internal processes, upgrading our equipment, improving on our infrastructure, and the way we conduct our business. There were also some bad habits which we had to get rid of. There is still some pruning to do to make the company stronger,” Mr De Barro said.
He was appointed managing director of Group 4 in January. “Next year we will be focusing on growth. We already have problems coping with demand. There are some areas of our business in which we are stretched to the limit due to increased demand and it is almost becoming hard to cope,” he said.
Demand is high both for long-term and short-term projects. Recently, banks have also started to ask for Group 4’s services when they requisition properties. “We were also present at the Malta Jazz Festival and will also be present at the Airport.”
At present, the company has 150 employees but if the projections for next year are reached, Group 4’s complement will exceed 200 employees.
“We are also trying to replace our fleet of armoured vehicles. We have bought two Mercedes, which are fast, very good and very safe, but expensive. In all we have 11 armoured vehicles and by next year we will be completely replacing the fleet.”
The company has entered into a new line of business this year. This is Group 4 logistics.
Mr De Barro said the company has four vehicles on the road moving items which are non-valuable but important. “We move an item from A to B. This could be a letter, a contract or even a heart for export, for example.”
The service is still in its infancy however the company is already covering Malta twice a day. “We are currently working for financial institutions moving items of non-value. The service started in January but it is still being streamlined and has not yet been officially launched. When we do launch the service, it will be available to everybody. There is a fixed charge for a one-off service and this price is neither dependent on the size of the object nor on its importance. Other clients pay for a retainer on a monthly basis so that Group 4 can transport whatever the client wants.”
This year, Group 4 was also entrusted with escorting back to Morocco a group of stowaways found on board a vessel. “This was a first for four of our security guards. The ship was at a standstill because of the stowaways and we were called in to ensure the safety of the ship, as well as to take care of the stowaways. It was a tough job for our security guards since they are not sailors but they did a great job,” Mr De Barro said.
Since joining Group 4, Mr De Barro said the recruitment and selection process has been changed dramatically. “We now have a whole range of requirements prior to recruitment. For example, we not only request a police conduct certificate but also ask for the three previous posts of employment and a recommendation letter from three public/private individuals of a certain standing in society.”
The company demands that employees are of a smart appearance, have a good medical profile, and are determined and dedicated to their work. Group 4 wants to know the A to Z of all prospective employees – whether they have any court records (including traffic offences) and their smoking habits.
Mr De Barro said the company is not discriminatory and would employ someone who was a smoker, however one must take into consideration that certain situations require the ability not to smoke for a long period of time.
“We are a people company, we hire trusted, reliable people to offer an emotional product,” he said. “We recently employed a qualified psychologist who is working as a personal assistant and is also responsible for human resources.”
Next year, the company will introduce medical tests. “We want our employees to be healthy, they have to stand for long stretches of time and might even be required to run in some instances.”
The company has just been certified by the Police Commissioner to train security officers, together with the ETC and another local company. “We want to ensure that training is of the highest standard possible. The company will be investing a lot in training over the next five years,” he said.
Mr de Barro said Group 4 Falck, which is the international company, has core competence centres with great knowledge and experience. “They even train police forces and run prisons in the UK, for example. Moreover they have also signed a contract to build a communication and spy centre for the British
government.”
Group 4 Falck is the second largest safety and security company in the world performing work in the fields of environment, health, safety, bomb handling and self-defence among others.
“In the coming months we will be providing our guards with training through real simulation programmes. An armoured van would be able to ram into a car so the driver can see the strength and potential of the van. We will try to get as close as possible to real-life situations. Our job is based on emotions, on fear and shock and guards have to act fast.”
As to the company’s image, Mr De Barro said the company does 47,000 pick-ups and deliveries every year carrying most of the money going through Malta’s economy.
“The hold-up last October was a case in point. It was negative publicity for us but we none the less had a number of successes. Still, it was the largest robbery in Malta and worse of all, it is alleged that it was an inside job. Unfortunately, it is rather common in this line of business. The same thing happened when our headquarters were attacked seven years ago. That is why we are heavily insured and that is why the insurance premium continues to go up,” he said.
“However, while everyone is joking about that hold-up, customers are still coming to us even though our competitors have taken some mileage.”
Mr De Barro said one of the key objectives behind the restructuring programme is that of improving the image of the company as well as visual standards.
That is why the fleet will be modernised, uniforms changed and mannerisms improved.
The company’s success a few weeks ago has also helped to lift employee morale. “These have been given a reward as a sign of gratitude and they have also received a letter of commendation on behalf of the company’s head office in Copenhagen,” Mr De Barro said.