Randstad: Insight-led sales andmarketing transformationVictoria Short, Director – Randstad Student and Worker SupportDavid...
About Randstad  globally  •   Revenue of Euros 16.2 billion  •   Employ 28,000 people worldwide  •   Top two recruitment a...
About Randstad Student SupportOperated in the UK for 10 yearsMain activity is supporting University studentswith disabilit...
Market dynamics                                                 Budget cuts                                               ...
The research programme: 6 key questions        1   What is the overall potential in this market?        2   How can Randst...
Some key findings                   Duty of care all                     important                                      Cl...
What did they say about Randstad?     Market leader                       Impersonal     Large                          ...
What happened next?                 Transformation!
The transformation  New proposition                          ‘Admin’ and pastoral                      HR Services        ...
Core proposition     A more pastoral, student central approach that demonstrates that Randstad        understands and full...
Some earlier examples of our material                                        11
some more recent examples                            15
Some feedback from clients  “Professional, organised and flexible in their approach to student support”  The University of...
Key learnings      1   Relatively small scale research programme led to significant          transformation      2   Insig...
A final word  “I was thinking of you all today at the ceremony, one of  the best days of my life. I couldn’t possibly have...
'Sales & marketing transformation' for Randstad - Circle
'Sales & marketing transformation' for Randstad - Circle
'Sales & marketing transformation' for Randstad - Circle
'Sales & marketing transformation' for Randstad - Circle
'Sales & marketing transformation' for Randstad - Circle
'Sales & marketing transformation' for Randstad - Circle
'Sales & marketing transformation' for Randstad - Circle
'Sales & marketing transformation' for Randstad - Circle
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'Sales & marketing transformation' for Randstad - Circle

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Qualitative research undertaken by Circle enabled Randstad to develop a radical different approach to this business, leading to a substantial increase in turnover, profitability and market share over a 12 month period.


In the past Randstad had focussed on the provision of traditional HR services (such as payroll and timesheet management) to the university sector. At a time of budget cuts in the university sector, insights developed by Circle identified the potential for a much broader outsourced proposition that focussed on student welfare and pastoral care.

The result? Randstad fully embraced the findings and repositioned the business, developed an entirely new offer and a radically different engagement style.


David Willan and Victoria Short will demonstrate how detailed insights and a deep understanding of client needs has led to a complete transformation of this business.

Published in: Business, Career
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'Sales & marketing transformation' for Randstad - Circle

  1. 1. Randstad: Insight-led sales andmarketing transformationVictoria Short, Director – Randstad Student and Worker SupportDavid Willan, Chairman, Circle Research14th June 2012
  2. 2. About Randstad globally • Revenue of Euros 16.2 billion • Employ 28,000 people worldwide • Top two recruitment agency • Three core services (Staffing, In-house, Professional) UK • Operated in the UK since 1967 • Merged with Vedior in 2008 • 235 offices in the UK, including in-house locations
  3. 3. About Randstad Student SupportOperated in the UK for 10 yearsMain activity is supporting University studentswith disabilitiesTypically about 10% of University studentshave a disability – most commonly dyslexiaClients are UniversitiesClear distinction between:• Outsourced HR admin services: Randstad’s traditional business• Pastoral care services: historically provided by the University
  4. 4. Market dynamics Budget cuts Gro i nf r w Fun ructu num ing as t ber din re g G pul po ro at wi ion ng ex I nc Hig tation pe c o r eas mp in c he s lex g Stu tie r s ity rsi de ive Reluctance n to ts outsource Un Market dynamics m Duty of v Des alue for one r care ire y fo ve rv at i n se Co Randstad f Ma rk tho r lea et row pe G % m de r 25 nnu a
  5. 5. The research programme: 6 key questions 1 What is the overall potential in this market? 2 How can Randstad exploit this potential? 3 What are the barriers to development of this market? 4 What should the Randstad offer be? 5 How is Randstad viewed? 6 How should Randstad be positioned?
  6. 6. Some key findings Duty of care all important Clear distinction The University between admin network is all and pastoral important services • Excessive admin • Growing numbers Universities • Budget cuts struggling • Worries about employment law under pressure • Deterioration in service quality
  7. 7. What did they say about Randstad?  Market leader Impersonal  Large Too pushy  Efficient Too corporate  Professional Not sympathetic …and seen firmly in the ‘admin’ services space
  8. 8. What happened next? Transformation!
  9. 9. The transformation New proposition ‘Admin’ and pastoral HR Services services New brand Randstad Randstad Student and Worker Support HR Solutions New form of ‘Corporate’ Putting the student at the engagement heart of messaging approach New sales and Testimonials and case marketing HR focus studies collateral New Inside the communications Outside the channels University network University network
  10. 10. Core proposition A more pastoral, student central approach that demonstrates that Randstad understands and fully embraces the world of disability at University We put student welfare at the heart of everything we do We have one over-riding objective – to ensure that students have a great University experience and are not disadvantages in any way because of their disability
  11. 11. Some earlier examples of our material 11
  12. 12. some more recent examples 15
  13. 13. Some feedback from clients “Professional, organised and flexible in their approach to student support” The University of Liverpool “Based on the very positive comments we consistently receive every year we know that our students get the best possible support” Staffordshire University “We couldn’t have managed without them” Aberystwyth University “They provide a great service- reliable, professional and well–sourced” Kings College London “What they do is to ensure that students achieve their goals, but very often they go way beyond this by helping them to build and develop new skills sets” The Open University
  14. 14. Key learnings 1 Relatively small scale research programme led to significant transformation 2 Insights, not information, are all important 3 Research effectiveness dependent on three factors: •Did the research programme provide Eureka! moments? •What actions did the client take? •What is the business impact of the research?
  15. 15. A final word “I was thinking of you all today at the ceremony, one of the best days of my life. I couldn’t possibly have achieved this without you – all those long hours of reading and your kindness and support over three years will never, ever be forgotten. There have been moments of tears and moments of laughter and joy, but in the end we got there – thanks to you.”

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