Found.

Randstad Women in Work Campaign - Found.

Randstad Women in Work Campaign

21/04/2017
Project Clients: Randstad

CHALLENGE.

Randstad is the second largest HR services provider in the world. Founded in 1960 in the Netherlands, it now operates in 39 countries world-wide, and is a key player in the UK recruitment sector. Found provide multi-channel digital marketing services for Randstad UK including SEO, PPC, Content marketing, CRO, Custom Reporting and Data Analytics via our proprietary ProFound platform.

To be authoritative comes from having ‘an extensive and recognised knowledge about a subject’ – something Randstad have in abundance within their organisation, yet were previously not utilising when it came to their digital outreach. In the past, Randstad’s

substantial PR efforts had focused solely on coverage attainment and had not translated digitally into domain authority or most importantly, into performance in the SERPs. Either ignored when planning the content, or simply not understood enough to prioritise effectively during the activity, domain authority is a massive part of any successful SEO campaign. Without a good domain authority, a brand simply won’t rank. With digital now representing a core channel for any PR activity, it’s imperative that brands combine both their PR and SEO efforts to achieve optimum results.

Up step Found..

FOUND HELPING RANDSTAD CHANGE ATTITUDES TO WOMEN IN THE WORKPLACE

 “Found delivered a fantastic campaign that resonated with our audience and worked to bring search and PR together for Randstad. We were really pleased with the content Found produced and the coverage that it got us”

GEORGE PANAYIOTOU - SNR DIGITAL MARKETING MANAGER, RANDSTAD

CAMPAIGN.

When it comes to a subject that Randstad can speak about with genuine authority, ‘attitudes to women in the workplace’ is a perfect fit. Randstad are recognized globally for their standards and policies towards gender equality. They are among a handful of large companies in the UK that truly lead by example, with 52% of their own senior leadership positions being held by women in 2015. Utilising proprietary research and a relevant global event as a hook, we created a report on men and women’s attitudes to asking employers for a pay rise, with the goal of creating a content story that would drive brand awareness and authority, candidate engagement and SEO benefits to the Randstad.co.uk site via https://www.randstad.co.uk/women-in-work/.

We planned the campaign to coincide with International Women’s Day, ensuring that the key headlines were available to be picked up by national press. Found felt that there was a genuine opportunity here for Randstad to further the conversation around women in the workplace and create some material that could provide unique and useful insights. It was important that this wasn’t just a vanity project for Randstad and that they were contributing something of substance that would resonate with a wider audience. This would have the two-fold benefit of the below:

ONSITE CONTENT PUBLISHING

  • Two stage PR campaign to lead with: Headline statistics targeting mainstream media, followed by release strategy packaging findings into different story angles to target regional, industry and special interest media with stories focused on gender, age, location and sector.
  • Creation of three sector-specific reports to provide more content and analysis for media distribution.

OFFSITE CONTENT PUBLISHING

  • Survey of 2,000 UK workers on attitudes towards pay rises created a unique story on gender and pay to coincide with International Women’s day on 8th March.
  • Campaign landing page published targeting both media and candidates, with a mix of downloadable content, infographics to visualise the report results and supporting utility content to add value and drive engagement from the candidate audience.
  • Proprietary nature of the data was leveraged and repackaged for 3 further sector-specific reports as well as a number of supporting blog articles, extending the reach of the campaign for PR activity and candidate engagement over 4 months.

Then outreach and link building strategy targeted sector-specific, high-authority sites and blogs in key verticals and industry sectors, with content repackaged relevant to the target site. The objective was to secure a link as well as opportunities to publish further opinion pieces authored by Randstad influencers.

RESULTS.

NATIONAL PRESS MEDIA COVERAGE

Media coverage secured in bazillions of national media outlets, from The Sun, Daily

Express and Mail Online to the Mirror, City AM and Evening Standard.

A HIT WITH LOCAL AND TRADE PRESS

Big hits across key regional and trade media, from Liverpool Echo and Wales Online to the Times Education Supplement, Independent Nurse and New Civil Engineer.

59 LINKS AND COUNTING

59 links, with an average DA of 42, across a wide range of national, regional and vertical sector news sites, including key outlet TES Online.

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