sales & marketing transformation' for randstad - circle

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Randstad: Insight-led sales and marketing transformation Victoria Short, Director – Randstad Student and Worker Support David Willan, Chairman, Circle Research 14th June 2012

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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

What happened next?

Transformation!

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

11

Some earlier examples of our material

15

some more recent examples

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.”