RANDSTAD 50 CLUB GOLD by MSL Amterdam for Randstad

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RANDSTAD 50 CLUB GOLD

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Industry Shows, Events & Festivals
Media Promo & PR, Case study
Market Netherlands
Agency MSL Amterdam
Creative Director Henjo Guitjens
Released August 2011

Credits & Description

Category: Internal Communications
Advertiser: RANDSTAD HOLDING
Product/Service: INTERNAL EVENT PROGRAM
Creative Director: Henjo Guitjens (MSL Amsterdam)
Senior Consultant: Bart van Wanrooij (MSL Amsterdam)
Project Manager: Roland Sonneveldt (MoreTo)
Account Director: Jan Willem Bloemendaal (MoreTo)
Media placement: R50 Club Gold Online - www.randstadatwork.com - 8 March 2010
Media placement: Golden Jubilee Party - 26 Locations Worldwide - 2 October 2010

Summary of the Campaign

Randstad celebrated its Golden Jubilee in 2010. This celebration was embedded in a yearlong internal communication program. It gave Randstad the opportunity to motivate employees and to re-establish company-values.

Challenge:
Engage all 28,000 employees worldwide in the Randstad values and culture in a fun-interactive way.

Objectives:
• Create an online community on the global intranet randstadatwork.com to share best practices.
• Bring employees together to create a sense that they belong to an international entity.

Strategy & Execution:
By giving Randstad’s employees an unforgettable party we could show the effects of real quality and impressive service. A global event was conceived that linked 26 party locations around the world. R50 Club Gold consisted of an intensive interactive online warming up that led up to the real life event on October 2nd 2010. The platform was designed as a virtual club party within the global intranet randstadatwork.com. The real life party showed online elements with content created by employees, making it one strong experience for all employees worldwide.

Results:
• Increase in intranet users from 8,000 to 21,000 in nine months.
• High online participation, culminating in 1.6 million page views after the party.
• 26,000 employees visited the event.

The Situation

Randstad, one of the world’s leading recruitment companies, celebrated its Golden Jubilee in 2010. In the last 5 years Randstad acquired many companies. The company is based in over 40 countries, which makes internal communications a real challenge. Randstad has a strong brand proposition which they want to communicate to all employees. This Golden Jubilee celebration was embedded in a yearlong internal communication program. It gave Randstad the opportunity to motivate employees and to re-establish company-values.

The Goal
Randstad, the world’s leading recruitment company, celebrated its 50th anniversary in 2010, leading to the creation of their internal online campaign and global employee event. This event was the perfect opportunity to show the true meaning of Randstad’s values, in particular; "striving for perfection.” It gave Randstad the opportunity to motivate employees and to re-establish company-values.

The project objectives were to:
• Engage 28,000 employees in values/culture in a fun-interactive way.
• Create an online community on the global intranet to share best practices.
• Bring employees together to create a sense that they belong to an international entity.

The Strategy
Due to the size of the targetgroup and the extensive and complex content, we developed a yearlong perennial campaign. The Randstad 50 Club Gold concept made sure every piece of the campaign contributed to one effective experience for all employees worldwide.

The event on October 2nd gave the online activities a horizon and gave every employee a valid motive to visit Club Gold online. The attractive online environment with activities that suited the target group transformed employees into a highly enthusiastic and engaged group.

We developed a custom videochannel that enabled semi-live broadcasts at all the parties. Videos, imagery headlines and twitter messages were streamed to all the parties all over the world, making it possible for all employees to experience all the parties in the other countries. The videochannel also showed online elements with content created by employees, focusing again on Randstads culture, values and their own once-in-a-liftetime experience.

Execution
Development and implementation of the global internal event and campaign has been an ongoing process since the start of this project. A R50 Steering Committee was set up and we cooperated with management teams in over 40 countries. From March 2010 on, there were nine monthly themed online communication moments, each focusing and embodying a different core value and strategic principle. For example, The Brand Quiz tested employees’ knowledge of the company, and the True Value Challenge, offered employees to share best practices. Each month also revealed surprises and fun activities which gave employees the chance to interact with colleagues worldwide. The 24 hour global event took place on October 2nd 2010, starting in Shanghai and ending in Los Angeles. All parties began with the 3D holographic opening show of CEO Ben Noteboom and DJ Markus Schulz. At that moment, every employee worldwide felt deeply moved to belong to this company.

Documented Results
The success of Randstad 50 celebration is evident from the increase in active intranet users from 8,000 to 21,000 in under nine months. Also, online participation was phenomenal:
• The Brand Quiz: 8700 participants,
• DJ Booth: 1,748 songs and videos uploaded and 3,330 votes,
• Dancemoves instruction video 18,648 views and 74,000 views of videos created by employees.
• Afterparty: 1.6 million page views in the first days.
• 26,000 employees attended the party.
• During the party over 90 videos were created and over 5,000 photos were taken and shared by all employees during and after the party.
• There were over a 1,000 tweets by employees about the event (#R50).

The internal evaluation with 800 employees and 40 communication managers showed that 84% thinks online activities added to the awareness of the company background and history, 100% feels that the celebration added to the understanding of the core values.