Randstad Professionals
Brand identity for those who select the best
Industry
HR Search & Selection
Size
Specialized division — Italy
Duration
4-5 months
Stakeholders
HR, Marketing, Business Unit Leader
The challenge
Randstad Professionals is Randstad's division dedicated to middle and top management profiles. Despite the high quality of service, the division struggled to tell its story in a way that was distinct from the parent company, both toward candidates and client companies. The team wanted to build a strong, recognizable and credible identity, capable of attracting the right professionals and positioning Randstad Professionals as the partner of choice in the qualified search market.
Main problems:
- How to differentiate Randstad Professionals from Randstad Italia in the eyes of the market
- How to build an authentic and recognizable EVP (Employee Value Proposition)
- How to give voice to team professionals through credible content
- How to align internal values and external communication
How we worked
Envisioning Workshop
Working sessions with the team to surface internal perceptions: who we are, how we see the market, how we want to present ourselves to the world. Through work with images and visual stimuli, we brought to light the real values and ambitions of the division.
Envisioning workshop with the Randstad Professionals team
EVP and Value Pillars Development
Starting from the workshop outputs, we built the Employee Value Proposition for Randstad Professionals, organized around three pillars: Human (empathy, relationships, ethics), Professionals (expertise, consulting, growth), Forward (innovation, anticipation, ambition).
Talent Personas
Definition of target personas: the professionals that Randstad Professionals wants to attract and retain. Detailed profiles covering fears, desires, behaviors and lifestyles, to build truly relevant messages.
Talent Personas developed for Randstad Professionals
Employer Branding Video Production
Writing, directing and producing video interviews with team professionals. Each video tells the story of a real person: who they are, why they chose Randstad Professionals, what makes them stay. Authenticity as a strategic choice, not as an effect.
On set for employer branding video interviews
Results
Structured EVP shared internally
Talent Personas defined for recruitment and communication
Value pillars aligned across HR, marketing and business
Employer branding videos produced with real faces and voices
Distinctive identity from the Randstad Italia brand
Material usable on LinkedIn, careers page and selection
