Building Authority on Future of Work
Randstad needed to boost consideration with both business and talent audiences in the noisy HR market.
↑100%
business coverage
80
top-tier articles
31
executive placements
Client
Randstad
Industry
Workplace
Insights
To grow consideration, the company needed to increase its brand relevancy.
Idea
A thought leadership campaign positioning Randstad as a workplace futurist.
A WORKPLACE FUTURIST CAMPAIGN
We turned the company into a leading voice on the current state and future of work, launching an aggressive earned media program built on a strategic set of cultural- and trend-based message pillars. We brought the themes to life through original consumer survey research and executive commentary, newsjacking and contributed content.
IMPACT
The thought leadership strategy put Randstad into the lead for share of voice vs. its competitors and doubled coverage in target Tier 1 outlets. It kept the company in front of its business and consumer target outlets consistently, with coverage in CNBC, Forbes, Fortune and Fast Company, major syndications in AP and Yahoo!, and a break into consumer outlets including Bustle, Self and Moneyish.
