branding randstad/media/files/r/randstad-ir/documents/... · branding randstad. frans cornelis....

branding Randstad

Frans Cornelis

December 4, 2009analyst & investor days 2009, Paris France

advantages Randstad brand strategy

• 1 main brand helps building awareness• easier cross selling• major benefits for online strategy• common learning for all operating companies• 1 common photo database for all concepts• international campaign materials usable for all countries• shared sponsoring platforms

resulting in:• major cost savings

• high efficiency

December 4, 2009 Analyst & investor days 2009 - Branding2


after the merger…

on day 1: more than 200 brands in use, over 800 registered• and thousands if we really count every single registration

staffing development (more info on next slides)• fast alignment, within cost budgets, also with mass media: TV, Radio,

Internet

• conversions mostly done (main exceptions: Portugal, Argentina)

• Randstad brand growing again globally after stall in 2008

• Tempo-Team brand new in Belgium, grown in NL, very good start (already higher net promoter score than Vedior brand, Belgium awareness at 75%, gaining market share in NL, Belgium)

professionals development (more on next slides)• new endorseable house style for profs segment agreed

• trailblazer projects agreed Q1 2009 (Expectra, Appel Médical, Yacht, AI, Sapphire, ClinicalOne, HMG, BBT, Select Education, etc).

• ANZ and UK combining major professionals companies under Randstad main brand (ANZ: all brands have become Randstad; UK: Randstad Education, Randstad Care and Randstad Construction, Property and Engineering)

progress significantly ahead of schedule (more on next slide)• overall: 106 projects, over 60 done

• several projects went to full Randstad instead of endorsement+style


after the merger…


expected situation by end 2009

Staffing % by revenue

Professionals % by revenue

Overall % by revenue

endorsed brand, (with or without house style), Randstad branded or Tempo-Team branded

96% 90% 96%

endorsed brand, (with house style), Randstad branded or Tempo-Team branded

95% 88% 93%*

Randstad or Tempo-Team full branding

95% 33% 81%

Portugal revenue = 2,5% of total revenue, rebranding options not until summer 2010

*= by end 2009 the amount of revenue rebranded excl.Portugal (EEC agreement) will be 96%


Randstad brand awareness moving up

indicative synergies: group total marketing costs 2005 > 1,1% revenue; 2007/8 ± 1,0%; 2010 ± 0,9%

why do we keep building our brand? - future brand potential- influence of brand on order decision- create value, synergies


executive search: € 1,1 billion Ebita(top-level head hunting)

specialist & professionals: > € 5 billion Ebita (predominantly “white collar”) (includes perm placement market estimated at > € 2 billion Ebita)

staffing: € 7,2 billion

Ebita

futureBrand

potential!

2005 analyst presentation: Spain, USA tests show brand awareness influence on lead-to-order cycleas greater than 40%. Interbrand analysis sheet preliminary and example only – yet confirms own research


generic positionings in Europe(simplified explanation of perceptional maps)

Leader segment(to 25-30% share)

challenger 1 segment(to 15-20% share)

challenger2 segment(to 10-15% share)

up-marketniches (low shares only)

must-have image elements

Note: in most European “staffing” markets differentiation is much lower than in many other industries,Many competitors basically have the same image. This leads to sub-optimal margins due to lack of relative USP’sIn most other industries, segments overlap much less. In general, territories with clearer segments show higher gross margins.


examples of 2009 actions

• staffing• commercials, sites, branches, materials Randstad France

• various examples other countries

• commercials, sites, branches, materials also for Tempo-Team

• professionals• new house style

• materials, sites France

• materials, sites UK, ANZ

• materials, sites USA

• materials, sites other countries


this material exists with solutionsfor many specialtysegments

revenue: ±60% ±20% ±2% ±4% ±10%

existing Randstad styles by activity

no mass marketeffects with thistype of materialso relatively large amount of freedom, materialsmostly ppt ,etc.

this materialexists in 10 city versions

http://id.yacht.nl/�

http://id.yacht.nl/�


professionals,staffing and internal examples

internal lauch campaigns (example ANZ)


famous TV commercials

first TV commercial (1972)

first TV commercial aimed at professional/specialized candidates (1978)

early TV commercial aimed directly at clients (1996)

first international TV commercial (2005)

current True Value campaign, France1, France2, Intnl+F1 (2009)


the web: change gets faster each year

Read

Buy

Publish

Trade

1994 2003

Talk

2006

77M 1000M500MUsers

Information Distribution and Commerce

Communication and Networking

1998 2000

400M

Source: Google Inc. 2007

factoid: traffic to Randstad jobs on the web in Germany has risen

from virtually 0 to 27% at theexpense of the job boards

in less than 3 years


enhancing our web profile

• Google will obliterate the job boards but we must make sure we will still befound -> implications for marketingteams, platforms, skills development

• own web marketing developmentteam

• only company with globally linkedjob database (see randstad.com)

• “Blue2” platform initiatives:• 20 countries, France most advanced

• major Free Job Posting initiatives Q4

• “light” versions for small units

• special versions for professionals

• keep developing towards original full concept vision

• social media example: Facebook widgetintroduction Nov. 2009

• mobile: some very useful trials (Layar + TT) and Randstad Germany pilot (dec 2009) mobil.randstad.de


“Blue2” implementation progress

major sites Blue2 plus free job posting enabled (staffing)

major sites Blue2 platform (staffing)

Blue2 platform (professionals)

live end 2009 FranceGermanyPoland

SpainAustralia

Swiss UK NLCanada*

F-Expectra, UK-CPE, UK-Care, F-Appel Médical, C-Sapphire, DE-YachtT, USA-AI, I-MaFoi,

UK-Abraxas, UK-JR plus 5 others

planning 2010 SpainAustralia

Swiss UK NL

USA BelgiumItaly**

NL-Yacht, USA-Sapphire,UK-Education, UK-MWA,

USA-PlacementPro, C-Reliance, USA-B2B, UK-Albemarle, USA-Think

plus 7 others

not yet started others(less than 2% by

revenue)

others(less than 6% by revenue)

* = also in this category: Mexico, India, Greece, Cyprus, China, Hungary, Turkey, Middle East, New Zealand, Singapore, Malaysia, Luxembourg

** = also in this category: Norway, Japan, Chile, Argentina, Uruguay, Czech Rep & Slovakia, Denmark, Sweden


the next steps

• tracking tool: value at grossmargin level of 1% market shareto compare with marketing investment

• keep KPI of awareness > share• keep KPI of image = top 3• add KPI of Net Promoter Score = top 3

• develop marketing budgets, people• build market shares

• apply benchmark lessons, insights globally• reinforce professionals positioning • further develop issue management, PA issues

• keep pushing web use, development, innovation• stay active in CSR

• reconnect core values internally: R50!


R50 - previous experience with R45: market outperformance boost runs parallel with program intensity

-10%

0%

10%

20%

30%

40%

50%

60%

Q1,Q2 Q3,Q4 Q1,Q2 Q3,Q4

NLGermanyBeluxSpainFranceItalySwitzerlandDenmarkPortugalUSACanada

R45 Program Intensity

0%

50%

100%

Q1,Q2 Q3,Q4 Q1,Q2 Q3,Q42005 2006

the opportunity

only Randstad and (maybe) two major competitors have a good shot at developing a global megabrand in hr services

unlike other industries (FMCG, Cars, Banks, Insurance…) the knowledge of how to do it is NOT commonly available

we can be the leading global brand in people’s minds

shaping the world of work

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