How HOYTS achieved a 15% decrease in frontline staff turnover with Sonder

For over a century, HOYTS has been a leader in the cinema industry. With more than 3,100 team members across Australia and New Zealand, many in their first job, the company recognised the importance of delivering a positive and safe experience to support the next generation of workers. 

As part of a broader strategy to foster belonging, purpose and growth, HOYTS not only addressed the immediate challenge of a post-pandemic world by partnering with Sonder, but also embarked on a significant transformation of its employee value proposition (EVP). 

This dual focus on wellbeing and values has led to a 15% decrease in frontline staff turnover over three years, along with broader improvements: a 16% reduction in overall turnover and an impressive 28% drop in turnover within the first year of employment.

The challenge: Supporting a young workforce and evolving expectations

For many team members—typically young people—HOYTS is a first employer. The company saw a core responsibility to make sure this first job is a positive, supported experience. But coming out of pandemic disruptions and facing a rise in anti-social behaviour, particularly in darkened cinema environments, HOYTS was also dealing with unique safety and support needs.

• A young workforce: Employees were learning workplace norms and navigating challenging customer interactions, often for the first time.
• After the pandemic: The business faced a shortage not just of staff, but of experience, and needed to strengthen its talent pipeline.
• Need for purposeful engagement: Traditional perks were not enough, staff wanted to feel a genuine sense of belonging, growth, and connection at work.

“Often we are employing people where this is their first job, and we want to make sure that their first job is a good experience.”

HOYTS set out to reposition both its support systems and EVP to embed wellbeing and emotional experience at the heart of its workplace culture.

The solution: Accessible, 24/7 wellbeing support and an EVP built on values

In 2022, HOYTS partnered with Sonder to offer every team member access to a team of safety, medical, and mental health professionals around the clock via the Sonder app. This responded directly to the need for timely and tailored support, available in formats that are accessible and comfortable for younger workers.

• On-demand access: Support is available 24/7 for emergencies or general wellbeing, giving peace of mind to both staff and their families.
• Multiple communication channels: Employees can choose the mode of contact that best suits them: chat, phone or in person..
• Whole-person care: Sonder acts as a single point on entry for incident response, medical triage and mental health advice, streamlining support.

“You have that instant advice in a format that you’re used to using that is a little less deterring. There’s different ways to get that advice and support that you’re most comfortable with.”
— Amy Sylvester, Location Manager, HOYTS

This practical support was paired with a comprehensive refresh of HOYTS’ EVP, evolving it from a list of perks to a meaningful promise grounded in belonging, purpose and growth. Focus groups with staff highlighted that what matters most is how people feel at work—and that feeling connected and valued drives both engagement and retention.

• Values at the core: HOYTS refined behaviours tied to its FIERCE values (Focused, Innovative, Excellence, Resourceful, Caring, Empowered), making them locally meaningful to every team.
• Emotional contract: The EVP now acts as a strategic promise, supporting wellbeing and emotional connection, not just policies or benefits.
• Practical integration: EVP language and behaviours are woven into onboarding, recognition, feedback and leadership development.

“At HOYTS, our EVP has become more than a promise. It’s how we deliver our culture, build brand alignment and drive commercial outcomes. That’s when EVP shifts from HR strategy to business strategy.”

This alignment between wellbeing initiatives and EVP means employees not only have access to immediate help when they need it, but also experience a workplace where their contribution, safety and personal growth are prioritised.

Results: Reduced turnover, improved connection and lasting cultural change

The combination of accessible wellbeing support and a values-driven EVP has delivered tangible results for HOYTS:

• 15% decrease in frontline staff turnover: Since introducing Sonder, turnover among cinema staff has dropped substantially over three years.
• 16% overall reduction in turnover: Across the business, turnover has fallen 16% in the past 18 months.
• 28% drop in first-year turnover: Retaining new starters is critical, and improved belonging and support have helped cut first-year turnover nearly a third in 12 months.
• Stronger employee advocacy and engagement: Referral rates are up, engagement and wellbeing scores have improved, and frontline sentiment reflects greater pride and confidence in the company.

“We’ve seen about a 15% change in turnover over the last three years, which is huge in terms of our frontline employees.”

Conclusion

HOYTS’ integrated approach to employee value, combining practical, 24/7 wellbeing support with a values-based, emotionally resonant EVP, demonstrates that when businesses prioritise care and connection, that investment is returned. Turnover is down, engagement is up, and a new generation of workers feels equipped and supported, not just as team members but as people. 

Jodi and her team at HOYTS have shown that investing in both safety and belonging isn’t just the right thing to do, it’s a proven lever for commercial and cultural success.

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