Randstad – Human Forward

Embracing the way technology and humans are constantly connected.

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  • The client's challenge

    As technology becomes more prevalent in the way we live, work and play, Randstad have launched a new brand positioning and strategy that aims to embrace 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, focused on how the digital transformation has changed the way they connect clients and candidates, while maintaining their strong human touch.

    To reflect their new positioning, Randstad has launched a new visual identity, and have begun to roll it out across their digital touch points in all 39 countries where Randstad operate.

  • Our solution

    For 14 years, Randstad have operated under the positioning: ‘Good to Know You’. The introduction of ‘Human Forward’ meant that the entire look and feel of the brand was due to change, with the only exception being the Randstad logo. VIM Group were asked to help conduct research and prepare the organisation for the upcoming change.

    Our role began by helping to define key timelines, budget requirements and project organisation in preparation for the launch of the new look and feel.

    At the back of the soft launch of the US website in May, VIM also supported the global marketing team on defining a new brand governance model to ensure that Human Forward will be implemented and maintained true to its original vision and purpose. Moving towards a more collaborative governance model with clear rules will enable Randstad to manage the brand in an agile manner and support the organisation to move to a digitally-driven business.

  • The results

    Human Forward has now been launched using a digital-first approach, through the newly refreshed digital touch points and a video campaign shared through social media, and other digital channels.

    As part of our continued work with Randstad, we have developed a new brand governance model for Randstad, which will help them to maintain a strong and consistent brand identity across all channels and touch points, both during the roll out of the new brand, and beyond.

    Now that the new positioning has been launched, VIM will continue to support Randstad in their goal of bringing Human Forward to all branches in 2018, using a combination of natural replacement cycles and cosmetic brand change to maximise speed, whilst managing cost.