Randstad
The reverse interview
Randstad empowers job seekers and bridges them with the right employers with ‘The Reverse Interview.’ Once a renowned yet distant network platform, the brand redefines its role in supporting and facilitating recruitment.
Challenge
NOT EVERYONE THINKS OF RANDSTAD WHEN THEY THINK OF ‘WORK’
Randstad is a legend in the world of work. Despite everyone knowing what Randstad is, not everyone is reminded of the brand when it comes to ‘work.’ This especially matters for the new generation of workers who must navigate a competitive landscape where jobs are scarce and support is lacking.
Approach
GIVING THE STAGE TO JOB SEEKERS
Talent once had to queue for a job – with Randstad, the jobs now queue for them. Reversing the nerve-racking job application process, Randstad encourages talent not to settle for just any job but to look for their most suitable match. But the brand doesn’t want to be just a preacher – it wants to spotlight talents while connecting and supporting them on their journey.
Solution
FLIPPING THE SCRIPT ON JOB SEARCHING
The campaign kicked off with TV/OLV, cinema, and radio, successfully generating buzz and publicity for Randstad. Display and social ads drove traffic to the YouTube livestream, where viewers can immediately secure jobs with the 5 largest employers in the Netherlands (KLM, KPN, Thuisbezorgd, NS, and Belastingdienst). We went further, setting up reverse job application events with partner companies throughout the Netherlands. The tables have turned, and Randstad is here for it.
