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William Hill Plc

We are the UK’s largest bookmaker with a network of circa 2400 licensed betting shops employing over 12,500 colleagues, the majority being female and covering all ages from 18 up to 65+. Throughout all our shops, we encourage responsible gambling, with a range of tools to help customers gamble safely, from setting time and spend limits on gaming machines to information on support service to self-exclusion systems. We feel we are a focal point where people of all ages and backgrounds can get together to be part of an enjoyable social experience within a welcoming and safe environment. We have built our strong reputation over the last 80 years, and our business and colleagues are well respected across the industry and play an important role in many communities in towns and cities all across the UK.

29 February 2016
Recreation, Retail, Finance
Local Alliances:
Leeds Dementia Action Alliance

1. Action Plan

1. The National Dementia Declaration lists seven outcomes that the DAA are seeking to achieve for people with dementia and their carers. How would you describe your organisation’s role in delivering better outcomes for people with dementia and their carers?

We have extremely well trained colleagues in shops all across Leeds, and feel we are in a fantastic position to offer care and support to people living with dementia.

We come into contact with people from all backgrounds, demographics, ages, and locations in our shops, and staff build up great relationships with them over time. Our training already teaches all colleagues to be aware of changes in the behaviours and personalities of our regular customers from the angle of responsible gambling, but we feel this approach can also help highlight other issues our customers may be experiencing with the effects of Dementia on themselves or close family being one of them.

If we provide training and raise awareness of dementia across our workforce, we feel we could play an important role in identifying issues and providing support, guidance and information about what services are available within the local community and create an environment where people living with dementia can feel safe.

2. What are the challenges to delivering these outcomes from the perspective of your organisation?

The challenges we face are ensuring that our colleagues are trained to the correct level to ensure they offer support and advice where it is needed, without negatively impacting regular customers who are not in need of help.

With the large geographical spread of our shops across Yorkshire, and with us having a large number of part time workers, we will need to co-ordinate effectively to deliver quality training to all colleagues face-2-face within short timescales.

We will need to constantly refresh and remind colleagues in our workforce to ensure that the knowledge is not diluted over time due to moves and attrition with most shop teams having at least one new starter joining their team each calendar year, so ensuring we embed the training and awareness consistently over the longer term is another aspect which needs to be carefully considered when deciding on our approach.

Member website


2. Actions

  • Raising Awareness and understanding

    Training staff members in selected Leeds shops to be Dementia Friends with the aim of rolling it out if the pilot is successful. The training will have a Leeds element focusing on information on services and dealing with safeguarding issues.  

    We have a qualified and accredited Area Trainer who currently managed all BAU training for the 600+ colleagues in Leeds. She has agreed to attend the Champions training session in Leeds in March and we will then meet with Emma Carter to agree an approach on delivery of the training.

    We would start with a smaller group of shops, and then gain feedback and review the approach before rolling it out across the whole Area (111 shops).

    If successful, the ultimate aim would be to replicate the approach in all 20 Area’s across the UK making all 2400 shops across the UK Dementia Friends.

    The training could be incorporated into our BAU New Starter training to ensure that all WH colleagues are in a position to make a positive impact within their community.

    We would start the rollout with a launch event involving all line management across the Area to gain support prior to the start of the trial delivery. 

    Initial Scoping, Planning, Delivery

    2016 - First Quarter Update

    New member

  • Providing information and advice on Dementia to customers within our shops.

    Making information on services / groups for older people living with dementia and their carers available in shops. Information available online via staff in some shops and leaflets/posters 

    We will identify suitable locations on the wall displays in the majority of our shops where we could display information and leaflets for customers to review and take away with them. We will also make shop colleagues aware of any local services available, and online support which they can access on behalf of customers to make them aware of what is available to them within the local community. Leaflets will also be kept behind the counter to be handed out to customers as required.

    Selected shops also have handheld tablets available which can be used to show customers websites and help teach them how to access the information which would be beneficial to them, especially useful for people who don’t have easy access to online resources. 

    Implementation, Planning

    2016 - First Quarter Update

    New member

  • Staff volunteering, either with local schemes or fundraising.

    Utilising shop teams to work together, or supporting individuals in making a difference within their community. 

    William Hill shop teams already have a great record of fundraising for good causes within their community, and the company has a matching scheme where any money raised for a registered charity will be doubled if certain criteria is met. The company will meet any reasonable costs around supporting staff in attending fund raising events, or producing and distributing marketing to highlight events or schemes which support people with Dementia.

    We would strongly encourage shop teams or Districts to work together around this aspect and over time ensure that we build good relationships with other local services to ensure we can deliver the maximum possible benefit to our customers and their friends, families and loved ones.

    Implementation, Planning

    2016 - First Quarter Update

    New member