Randstad’s Journey to Uniformity in its Local Online Presence
36% increase in local impressions
84% of customers read reviews when they look for financial advice
Regular posts resulted in 17% incremental impressions
COMPANY BACKGROUND
Our Client, Randstad, is a leading global human resources company specialising in recruitment, outsourcing, and workforce solutions. Originating in the Netherlands, Randstad has expanded its physical footprint to 39 countries worldwide. The company faced a significant challenge in maintaining consistent messaging across its website and Google Business Profile (GBP) listings on a global scale.
CHALLENGE: INCONSISTENCY IN WEBSITE VS. GBP
Randstad faced a challenge as many of its Google Business Profile listings needed to match the information provided on the website. The recent shift in the business’s emphasis on specialised jobs and expert placements highlighted this inconsistency, necessitating a strategic resolution.
STRATEGIC APPROACH
Auditing Online Presence:
- Rigorous audits were conducted on Randstad’s websites and Google Business Profiles to identify any inconsistencies or discrepancies.
Google Business Profile Optimisation:
- A comprehensive optimisation format was crafted, emphasising consistent messaging and integrating language-specific keywords that were pertinent to the respective countries where those branches are located.
- The template was submitted to each country’s dedicated “local heroes” for approval.
- Randstad’s Google Business Profiles transformed, ensuring accurate business information, including locations, operating hours, UTM tagging, and contact details.
“Together with Up Analytics Randstad achieved to get control over all the GMB Randstad locations in 39 markets. The GMBapi.com offers a no nonsense pricing model in combination with the features we most use as Randstad. We combine the tool with the service offered by Up Analytics to support all markets on improving Local SEO.”
Edo Zwaan, Global SEO Manager Randstad International
NEXT STEPS IN RANDSTAD’S GROWTH JOURNEY
Products & Services:
Development of a template for adding products to Randstad’s GBPs. As Randstad shifts its emphasis toward specialised jobs and branches dedicated to specific industries, the option to include one or two of these specialisations as additional products alongside the templated ones will be available for individual “local heroes” to assess.
For services, we will create a similar template, integrating keywords for country-specific optimisation.
THE RESULTS
- Consistency across the brand’s local branches on a global scale
- Optimised GBP for a smoother customer experience
- UTM formula enabling a comprehensive overview of performance
CONCLUSION
Randstad’s unwavering commitment to enhancing brand consistency through a holistic strategy, merging online optimisation and an extensive website audit, has produced remarkable results. Leveraging the expertise of Up Analytics’ marketing specialists, who collaborated closely with Randstad’s in-house team, they implemented subtle yet strategic modifications to unify Randstad’s local brand identity across 39 countries.
