How Randstad could strengthen its candidate marketing: a Leadstars analysis

This is an independent Leadstars analysis based on publicly available information. Leadstars has no cooperation, client relationship or affiliation with Randstad, unless explicitly stated otherwise. Nothing in this article was reviewed or approved by Randstad.

What we are looking at

According to its own company information and annual report, Randstad is the largest staffing company in the world, founded in the Netherlands in 1960 and listed on Euronext Amsterdam, as published on randstad.com. We make no claims about their internal marketing performance, because we do not have those numbers.

What we would recommend: campaigns per job family

An organization with dozens of job families does not have one candidate audience, it has dozens. An approach that could work is a separate campaign per job family and region, with its own message, its own creative and its own job page. In our own campaigns that is consistently the difference between a campaign that produces applications and one that mainly produces reach.

What we would recommend: the job page as the conversion point

We would put most of the attention on what happens after the click. Shorter application forms, a mobile flow under two minutes, immediate clarity on pay range, location and shifts, and a confirmation that tells the applicant when they will be contacted. This is speculative advice from our own practice, not an assessment of their current pages.

What we would recommend: steer on the right numbers

• Cost per candidate lead by job family and region, not cost per click.
• Response time on an incoming lead, measured in hours, not days.
• Candidate leads per campaign per week as a fixed steering metric.
• Weekly optimization at ad and page level instead of quarterly reviews.

That is how we run our own work: the Job Acquisition Machine runs on candidate lead volume and cost per lead, with a results guarantee on the agreed lead volume and a 7 day delivery guarantee. Our published cases show what those numbers look like in practice, such as Giant Leap Recruitment and the rest of our case studies.

Disclaimer

This is an independent Leadstars analysis based on publicly available information. Leadstars has no cooperation, client relationship or affiliation with Randstad, unless explicitly stated otherwise. Every approach described is our own speculative expert opinion and not a description of work performed for them. Brand names are referenced in text only.