Randstad recognizes the importance of employer branding and therefore gives awards to companies that excel in their performance in this field. What is employer branding?
In a nutshell: an employer brand represents the image a company projects as a potential employer. If you have a strong employer brand, then your company is considered a distinctive place to work, with attractive brand values and career prospects.
The Randstad Award is presented each year to the most attractive employer in various countries throughout the globe. The winner is based on the outcome of the world’s largest survey of employer branding. It is ‘the people’s choice’, based on the views of a representative sample of employees and job-seekers in each of the participating countries. There are 7,000 respondents per country.
The winner in the Netherlands was KLM (Koninklijke Luchtvaart Maatschappij NV)
In France: Eurocopter, and in Germany: Airbus.
The Randstad Strategy – Replicating Success
Randstad is operating in 40 countries across Europe, Asia, and North America providing temporary work, Human Resources services, recruitment and placement, and payroll services. It is the second largest HR service provider in the world, just after Swiss Adecco. Randstad also operates under the brand name Tempo-Team.
Key to the Randstad success is scaling up well-working practices. Randstad calls it international alignment and standardization. It emphasizes core processes and workflows in their primary business that can be replicated, that can be re-used, and that can be optimized—all a very logical way of doing things in the Randstad world.
If you want to be successful in a service industry, you have to be able to multiply what you know works, says CEO Ben Noteboom. Take also a look at this TenCate CSR post.
Such as standardizing temp services across borders, for example, after building up a business supplying airport workers in France and Spain, Randstad copied the concept in other European markets.
The same approach is used for implementing the corporate branding. Randstad considers branding a very important part of their business because they are growing through acquisitions, buying other companies. Rapid post-merger integration makes their systems-based integrated marketing and communications very important. They use our proven concepts, workflows, and tools, making these new firms grow even faster and earn higher profits than when they operated independently.
So their brand portal (digital asset management system) is another example of replicating success, and Randstad uses a highly sophisticated monolithic branding strategy. Randstad has looked very closely at how other Dutch brands like TenCate, the composite material producer handle their Corporate Social Responsibility efforts to come up with the best solutions for all stakeholders.