sales & marketing transformation' for randstad - circle
TRANSCRIPT
Randstad: Insight-led sales and marketing transformationVictoria Short, Director – Randstad Student and Worker SupportDavid Willan, Chairman, Circle Research
14th June 2012
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
About Randstad Student Support
Operated in the UK for 10 years
Main activity is supporting University students with disabilities
Typically about 10% of University students have a disability – most commonly dyslexia
Clients are Universities
Clear distinction between:• Outsourced HR admin services: Randstad’s
traditional business
• Pastoral care services: historically provided by the University
Market dynamics
Growth of
25% per
annum
Conservative
Growing number
Market leader
Duty of
care
Reluctance to outsource
Increasing complexity
Growing
population
Funding
infrastructure
Budget cuts
Randstad
Uni
vers
ities S
tudents
Higher
expectations
Desire for
value for m
oney
Market
dynamics
The research programme: 6 key questions
What is the overall potential in this market? 1
What are the barriers to development of this market? 3
How can Randstad exploit this potential? 2
What should the Randstad offer be? 4
How is Randstad viewed? 5
How should Randstad be positioned? 6
Some key findings
Duty of care all important
Clear distinction between
admin and pastoral services
Universities struggling
under pressure
The University
network is all important
• Excessive admin
• Growing numbers
• Budget cuts
• Worries about employment law
• Deterioration in service quality
What did they say about Randstad?
Impersonal Market leader
Too pushy Large
Too corporate Efficient
Not sympathetic Professional
…and seen firmly in the ‘admin’ services space
The transformation
New proposition
New brand
New form of engagement
New sales and marketing collateral
New communications
channels
‘Admin’ and pastoral services
Putting the student at the heart of messaging
Testimonials and case studies
Inside the
University network
Randstad Student and Worker Support
HR Services
‘Corporate’
approach
HR focus
Outside the
University network
Randstad
HR Solutions
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
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
Key learnings
Relatively small scale research programme led to significant transformation
1
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?
3
Insights, not information, are all important 2
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.”