Exploration creates

Internal Branding that works

Identity / Art Direction / Strategy / PR

Adecco

Adecco is the global market leader in HR-solutions and Adecco Group Nederland (AGN) is responsible for the Dutch division of their services. It operates with a number of multidisciplinary labels such as Adecco Staffing, Ajilon, Badenoch & Clark, Pontoon and Lee Hecht Harrison.

AGN strives to be the most desired and innovative workforce partner of The Netherlands by using the power of work. As part of the global market leader in HR-solutions, and with multidisciplinary labels under one roof, it embodies all the facets to make it happen. However, the lack of a clear and uniform story halts proper growth for the company. How can we position AGN with a clear purpose? How do we connect all the labels in a strong and recognisable story? And how do we take advantage of an ever more digitalised environment?

Adecco

The Insight

AGN offers the chance to really contribute to progress. Not from the side-lines, but actively and from your own strength. Our entrepreneurial and open culture gives employees the chance and responsibility to develop and flourish their individual talents and capacities. With our positive and collective drive, we set in motion the change we like to see in The Netherlands as a whole. Because work is more than a job. More than the hours you put in in every week. It's the fuel that keeps the world spinning. Work creates, directs and connects. And so work is the mean, progress the goal. Work The Change!

The Execution

Work The Change is a change of mind-set. A rallying call for anyone who believes work can drive progress. Because AGN aims to connect all of its labels and the employees will be the ambassadors telling the brand’s story, we activated it internally first. The rebranding, webcasts, vlogs, workshops and Meet The Labels events were initiated simultaneously, together with the Work The Change Challenge: a call to action for employees to step outside their comfort zone, try something new and share their experience with the company. Externally, Work The Change was all about rebranding Adecco’s existing initiatives and finding new ways to connect with people outside their work life. Imagine you could have your job interview while doing your favourite sport?

The Results

Work the Change sparked positive energy amongst all Adecco employees, actively engaging people from within the organization, creating dedicated brand ambassadors that together were willing to pull the brand further into growth and positive change. After the initial launch of Work the Change, the campaign paved the way for extensive internal branding initiatives and the development of campaigns that help build the brand from the inside out!

Adecco
Adecco
Adecco

“Work is the main driver for progress. For ourselves, for our families or for society as a whole. By helping people find the right jobs, and letting jobs find the right people, Adecco Group Nederland can make a real difference.”

Hans Pruis, CEO Adecco Group Nederland
Adecco
Adecco
Adecco
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