Women in Innovation Success Stories: Alison Callwood, Sammi-Select

Alison Callwood’s shift into the tech world was not a straightforward one. Having worked as a nurse and midwife in the NHS for over 20 years, it was her time as an academic researcher that led to a bold leap out of her comfort zone, and into the challenge of making recruitment processes fair for all.

Posted on: 03/12/2024

Alison founded Sammi-Select in 2020, as a spinout from the University of Surrey. The business creates inclusive automated interviews and assessments, tackling unintended bias for a range of candidates.

Alison’s solution emphasises the importance of technology and the human touch, a sentiment that followed her experience throughout the Innovate UK Women in Innovation Awards.

“Confidence was something I really lacked in most areas including sales and pitching…the Innovate UK Women in Innovation Awards literally changed my life, from the business support and investment to the networking and peer support from the cohort. I could not be more grateful,” Alison said.

Making progress

At the start of the programme, Alison had four key goals in mind: recruit 100 neurodivergent volunteers to try the online interview and assessment platform; analyse and action the feedback data; build an accessibility toolbar; and re-evaluate the new toolbar features with an additional 100 neurodivergent volunteers. She has now completed this research with 92% of neurodivergent volunteers stating that the new accessibility optimisations ‘made a difference’ and 70% revealing that it ‘reduced stress’. In a unique randomised control trial, data has shown no statistically significant differences in interview score between neurotypical and neurodivergent volunteers evidencing that the playing field can be levelled, thereby opening up the applicant funnel to underrepresented groups.

Alison’s achievements with the programme will enable future successes that stretch far beyond initial expectations.

“We have started to gain traction in our expansion market and raised £230k external investment to enable us to further build on the project and create an employee digital support tool, so that once employed, neurodivergent people are further supported in the workplace.

“We have also doubled our staff, sales have increased by 50% and our technology is being used across 3 continents. These are a direct result of the Innovate UK Women in Innovation Award,” Alison explained.

Over the next 12 months, the company is banking these big wins, embarking on a new path to gain further traction, increase market value and obtain further investment of £500k-£1m.

Resilience and embracing change

Alison’s tenacious spirit and collaboration with like-minded entrepreneurs has shown her a new side to the world of innovation.

“I have loads to learn every day but I am stronger, more ‘streetwise’, strategic and motivated.

“With support and determination, anything is possible, you just need buckets of humility, courage and willingness to be open to uncertainty and embrace change. I’ve fallen into holes I didn’t know existed but my new rule is ‘that’s fine, just don’t do it again’,” she says.

Read more success stories from the Innovate UK Women in Innovation Awards.

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