www.randstad.com

Building superior brands

Frans Cornelis

managing director corporate communications & branding

Cologne

April 2005

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Values, Building Blocks

Randstad core values are clear:•Promoting all interests simultaneously,•To know, serve and trust•Striving for perfection

The building blocks are: •strong concepts • the best people •excellent execution •superior brands

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How society sees a corporate identity(actual service industry example)

(Potential)Clients -58%

(Talent/Flexworkers)

(Potential) Work environment - 10%

(Potential)Investment - 14%

Social/PoliticalImage - 12%

NB: others - 6%On the vertical axis

Clear Message Reinforce Satisfaction plus the right with the resultSufficient spending image (experience)20 to 25% 20 to 25% 50 to 60%

Overall viewin a (mass) market

by the generalpublic

Correlationfactors

4

What are the tools used? Clear mass media and DM advertising messages

Consistent and defined Brand image projection long term

Strong concepts that are executed in an excellent way (=resulting in high customer satisfaction)

Labor market communications in media and PR etc

Consistent and defined Brand image projection long term

Best people methods in selecting, motivating, promoting etc plus meaningful work (=high employee satisfaction)

Specific IR press meetings, annual report, one-on-one’s etc

Consistent and defined Brand image projection long term

Strong management of operational results and shareholder value

Active press, PA coverage of defined issues vs stakeholders

Consistent and defined Brand image projection long term

Achieving effects in society on desired issues

Marcom

Int.comm

+HR

Ext.Comm

+IR

Ext.Comm,

PA

www.randstad.com

Awareness

6Awareness with decision makers, relationship of awareness and sales visits mid 2003

Correlation coefficient = -0.91

Spontaneous awareness vs Visits

0,00

20,00

40,00

60,00

80,00

Region

Sp

on

tan

eo

us

Aw

are

ness

0

10

20

30

40

50

Nú

mb

er

of

Vis

its

ConocimientoEspontáneoRandstad

MediaConocimiento 7Grandes

Visitasnecesarias P aA (media 2003)

SpontaneousAwareness Randstad

AverageAwareness 7 largest

Visits needed from Prospect toActive client

Conclusion: higher awareness = easier sales processNB: disguised data

Big

cit

y 1

Cit

y 2

Cit

y 3

Big

cit

y 4

Cit

y 5

Cit

y 6

Cit

y 7

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Effect of Micro-Marketing test actions

filldatabase

makecalls

getappoint-

ment

getnew

order

makematch

Bill !

Number of calls needed to get appointment:

With media Before (03) Now City 1 2,6 1,2City 2 1,9 1,4City 3 6,6 3,3Control groupCity A 1,8 1,9City B 2,7 3,7City C 4,4 4,6

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Awareness benefitsHigh awareness:

•Facilitates inclusion in first call or RFI•May prompt companies to call a RFI in the first place•Helps planting cross selling ideas•Helps cross-feeding info about successful deals•… and failures!•Needs to be combined with positive image• Influences not only the decision maker, but also the

other members of the DMU, influencers etc•Has a very high beneficial effect on sales efficiency

www.randstad.com

Image

10 Total Market

Our Core Values:

Knowledge Service Trust,

High Quality, CSR & PA

Category hygiene factors

Image factor coherence

RandstadSpecific pref.elements

Tempo-team Specific pref. elements

Yacht Specific pref.elem.

Applies toeveryone

in the group, wording may

differ

Different values for

differentiation, maximize

marketcoverage

CategoryMust-haves

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Example value analysis

48

47

46

45

44

43

42

41

40

39

38

3736

35

3433

32

3130

29

28

272625 24

23

222120 19

1817

16

1514

1312

11

10

9

8

76

5

4

32

1

1,0

1,2

1,4

1,6

1,8

2,0

2,2

2,4

2,6

2,8

3,0

3,2

3,4

1 11 21 31 41 51 61 71 81 91 101

Relative impact on perfect need fit Randstad

Perfect Fit

Low impact High impact

Ass

ocia

tion

att

ribu

tes

wit

h R

ands

tad

Not fit at all

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Image benefits•A highly valued image:

•Helps considering our alternative proposals (like Inhouse, Professionals)

•Helps building and maintaining networks even if not initially selected

•General focus:

•Must excel at Randstad core image elements •Strong even in markets where we have a low share•Specific value sets to improve overall perception

www.randstad.com

External and internal communications

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Common themes and coordination•External

•Corporate Social Responsibility: VSO initiative•Relationship management: Clipper ‘Stad Amsterdam’• ‘Great place to work’ and best employer awards•Labor market surveys, study themes•Active role in international and local organisations•Cooperation and exchanges with leading universities

•Internal• ‘Best people’ focus•Value and event driven culture and heritage reinforcement•Functional international networking and best practice

sharing

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Three flows reinforce each other

Sales efficiency

Marketing efficiency

Comm/PR efficiency

Clever regional strategy

Increased productivity and growth

www.randstad.com

Marketing Resource Management

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Web-based international MRM system‘One brand, one voice’

Central design, central sourcing

Webshops for photo database, designs, marketing materials, housing and branding elements

Design wizards

Uniformity/consistency

Headcount savings -/- 20 %

Savings design/printing/other -/- 25 %

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Consistently branded branches

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TV Commercialback

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