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Randstad launches multi-million national marketing campaign

Randstad launches multi-million national marketing campaign
Randstad, one of the worlds largest recruitment and HR services companies, has launched a multi-million integrated national marketing campaign in the UK.  The campaign, which breaks this week, runs throughout the summer and autumn and is an initial investment in a long term commitment to building the companys UK brand.
Randstads campaign will build awareness of the companys position as a leading recruitment and HR services company, with the UKs most comprehensive portfolio of specialist recruitment consultancies in the professional sectors, a major general staffing division with branches across the UK and inhouse teams on client sites, and a managed services business, providing outsourced HR services.  
As part of its takeover of Vedior in 2008, Randstad acquired a range of separately branded and well established, specialist recruitment consultancies, many of which were and remain the number one player in their industry. The company has consolidated and brought them together under the Randstad brand, whilst retaining their specialist heritage, market knowledge and relationships.  Randstad now has 24 recruitment consultancies dedicated to 11 sectors and disciplines, with 80 per cent of its business by sales being fully Randstad branded or co-branded.
Colin Downing, appointed marketing director of Randstad in March, said: There is a huge opportunity for Randstad to build a market leading recruitment and HR services brand in the UK.  We have the industrys broadest range of sector expertise, we have a culture of delivering high-quality, personal service to clients and candidates based on the deep industry knowledge of our consultants, and we are part of the global Randstad business, which operates in 44 countries.
The online and offline advertising campaign includes prime time advertisements on national television, full page colour advertisements in daily newspapers, business magazines and specialist professional sector titles, and prominent positions at major airports across the country.  The campaign is supported by public relations.
As part of Randstads sponsorship of the F1 team, AT&T Williams, the campaign also includes an exclusive event at Canary Wharf on 6 July for clients and staff to meet AT&T Williams driver Nico Hulkenberg, experience an F1 car, and race the Silverstone track on simulators.  This will be further supported by an online F1 game hosted at with competition winners enjoying full hospitality at the Williams Centre in Oxford on 12 September, the day of the Italian Grand Prix.
Downing added: Globally, marketing has always played a central role in Randstads business development.  Now that we have consolidated and rebranded our UK operations, it is the perfect time to invest in building our brand equity with our key stakeholders through a strategic and high-profile marketing campaign.  We are an extremely ambitious company and the fact that we are investing in the current economic environment reflects the enormous potential we see for Randstad to build market share in the UK while many of our competitors are restraining their marketing investment.Randstad developed its marketing strategy following in-depth market research with its clients and candidates, working in partnership with Interbrand.  The marketing campaign is being delivered by Mindshare and Publicis, Randstads global media and creative agencies.  Cubitt Consulting is advising on public relations.
Using the core strapline true talent shapes business true knowledge finds it, Randstads campaign incorporates the following media:
TV:  ITV, Channel 4, Channel 5, Sky, Bloomberg and CNBC.
National press: Financial Times, The Times, The Daily Telegraph and The Guardian.
Business press: Management Today and People Management.
Professional sector press: accounting, banking, finance, legal, marketing, IT, social care, healthcare, education, construction, property and engineering.
Online: banners advertisements in additional media including, and LinkedIn, supplemented with a pay per click campaign.
Airports:  BAA sites, including Heathrow, Stansted, Gatwick, and Manchester and London City airports.


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