Randstad
The reverse interview
Randstad is enhancing its image as a job search partner for talent through its 'The reverse interview' campaign, which includes a YouTube event with top employers, local reverse job application events, and a multi-channel ad campaign.
Challenge
Not everyone thinks of Randstad when they think of 'work.'
Randstad is an icon in the world of work. Despite the fact that everyone knows Randstad, not everyone thinks of Randstad when they think of 'work'. Certainly not the new generation of workers. We are changing that with an impactful campaign that heralds the new positioning of Randstad NL. The goal: to increase the spontaneous awareness of consideration.
Approach
The insight: Where talent once had to queue for a job, the jobs now queue for them.
That is why Randstad is reversing the application process in the 'The reverse interview' campaign. In this way we encourage talent not to opt for just any job, but for one that really suits them. In addition, we underline the campaign with the ultimate proof: we are organizing a live YouTube event attended by the 5 largest employers in the Netherlands (KLM, KPN, Thuisbezorgd, NS, Belastingdienst). And we organize local reverse job application events with 14 offices throughout the Netherlands. In this way we emphasize Randstad's partner role for employees
Solution
Viewers can immediately get a job during the event.
The campaign started with TV/OLV, cinema and radio. This successfully created a lot of attention and talkability. Display and social ads then drove traffic to the YouTube event where viewers can immediately get a job during the event. In addition, we are driving the 14 local application events with digital resources.
Karwei
Maak het mooier met #KARWEI
From brand message to engaged #KARWEI community.
