WHEN it comes to recruiting new people, Brighter Futures has a markedly different approach to most employers.

Instead of looking for candidates with bags of experience, or a briefcase full of qualifications, its priority is to find motivated local individuals who show commitment and willingness to learn.

Then it trains them and, though it may take longer than simply buying off-the-shelf, it eventually gets what it needs in the shape of hard-working, appropriately skilled staff who stay with the organisation.

That approach has helped make Brighter Futures a nominee for the Fortis Insurance-sponsored Training Excellence category in The Sentinel Business Awards, which are presented in association with the North Staffordshire Chamber of Commerce.

The housing association supports some of the most disadvantaged residents in North Staffordshire.

HR manager Lisa Stephenson said: "We are a very professional organisation and maintain a strong emphasis on providing quality customer service.

"To achieve that it is important to be able to develop people into our ways of working.

"People development is key to our operation, and we currently have 40 staff being trained on courses ranging from health, social care and catering to housing, management and mental health qualifications."

One example of the outstanding success of the approach is Jim Keeling, who started in support work six years ago and, with no previous management experience, has developed to become an assistant senior manager.

One of Brighter Futures' roles is to equip customers, including those with learning difficulties and mental health problems, to find employment.

One success story has just walked off with an outstanding achievement award from Leek College on an NVQ course in catering.

The organisation's work in that field has been recognised by Investors in People, which confirmed its latest accreditation two years ago.

IiP inspectors noted that: "the chief executive has introduced a professional approach to learning and development. "Employees were able to explain how learning, development and training had made an impact on their performance and improved performance of the organisation as a whole."

Based at the Dudson Centre in Hanley, Brighter Futures provides a range of services which include temporary hostel accommodation for the homeless, supported housing schemes, outreach work, and a 'club house' service.

Brighter Futures operates the rough-sleepers' team for Stoke-on-Trent and Newcastle, which helps get people into hostel accommodation, including its own Hope Street hostel, where they are allocated a support worker who helps them try to overcome their problems.

Lisa said: "The aim is to move them on as soon as possible into housing where they can eventually become self-sufficient."

The club house network provides a safe environment where people can make new friends, acquire new skills and prepare for work opportunities to give them viable full-time employment opportunities.