Randstad

Randstad is the world’s largest HR services provider. The company is based in the Netherlands, operates more than 4,500 branches in 39 countries, and for 14 years has operated under the positioning: ‘Good to Know You’. However, because technology has become more prevalent in the way we live, work and play, Randstad decided to launch a new brand positioning and strategy which embraces the way technology and humans are constantly connected. Randstad’s new brand promise ‘Human Forward’ has a strong foundation in its ‘tech and touch’ strategy which is focused on how digital transformation has changed the way they connect clients with candidates, while maintaining their strong human touch.

To reflect their new positioning, Randstad launched a new visual identity. They asked VIM Group to prepare the rebranding and implement smart solutions for the rolling out of the new visual identity across their digital and offline brand touch points in all 39 countries where they operate.

VIM Group previously supported Randstad in the development and roll out of the ‘Good To Know You’ concept. This support focused particularly on the branch interior and the selection and implementation of a web-based document and brand asset management system. This system was implemented to ensure that all locations would produce materials ‘on brand’ and resulted in structural savings of 30% of Randstad’s overall marketing budget.

The introduction of ‘Human Forward’ meant that the entire look and feel of the brand was going to change, the only exception being the Randstad logo. OTH architects developed the branch interior concept and VIM Group were asked again to support Randstad in the visual identity change. Our role began with preparing Randstad for the upcoming change by helping to define key timelines, budget requirements and project organisation. VIM Group is still supporting with the roll out of the new brand, focussing in particular on replacing the Good To Know You materials in over 4,000 offices and branches since this potentially requires a high investment.

As part of our continued work with Randstad, VIM Group supported their global marketing team on defining a new, more collaborative, brand governance model which will ensure that Human Forward will be implemented and remain true to its original vision and purpose in an agile way.

With the support of VIM Group, the Human Forward visual identity was launched using a digital-first approach, with a video campaign shared via social media and other refreshed digital channels. Post-launch, VIM Group continues to support Randstad in the efficient and cost-effective roll out of the new visual identity. Our brand implementation specialists are working on the goal of bringing the Human Forward identity to all branches in 2018 and 2019, and are doing so through a combination of natural replacement cycles and cosmetic brand change to ensure maximise speed whilst managing cost. This includes the introduction of a webshop which allows branches globally to generate and order bespoke designed and printed wall paper at very low cost, as well as the value engineering of the new branch concept, including the development of affordable furniture which can be ordered via the same webshop.

The new brand governance model which VIM Group set up helps Randstad to maintain a strong and consistent brand identity across all channels and touch points, during both the roll out of the new brand identity and in the future.