Randstad Holding N.V. is a global leader in the HR services industry and the world’s second largest HR service provider. Headquartered in the Netherlands, the company has over 38,000 employees in over 4,500 offices in 39 countries. In 2017, Randstad launched its new brand positioning worldwide: Human Forward. This is based on the idea of being ‘A trusted human partner in a technology driven world of talent.’
Randstad asks PROOF to help it implement the new external brand positioning internally.
A step-by-step introduction
Randstad’s international marketing team and digital marketing agency Huge introduce the concept, including several brand and branding tools and assets, to the company’s marketing, communications and digital representatives at an international bootcamp in March 2017. The next step is to embed Human Forward internally and align all the company’s employees behind it. Working closely with Randstad’s international communications team, PROOF develops an impactful internal communication approach.
Living up to the external promise
To inspire employees to live up to Human Forward, we suggest taking a best practice approach. We develop an internal communication strategy and a concept framework that is based on the external brand promise. The goal here is to make the brand promise as recognisable as possible. The concept is simple, scalable and invites employees to share their best practices with their colleagues. During the introduction phase of Human Forward, we explain the why, how and what behind the new brand promise, and employees help bring the why, how and what to life.
Clear communication with a local touch
Human Forward is a communication framework that every country can adapt to its local needs and wishes. to help them, we recommend and develop several communication tools that they can use to introduce Human Forward. One of these is a magazine-style brand introduction booklet. Just like all the other communication tools, each country can customise the content in line with their needs – in this case up to about 25% of the content. This gives them the opportunity to answer questions such as: ‘How does Randstad’s story match locally?’ and ‘What does Human Forward mean for you as a colleague?’