Randstad – Drumbeat content

Randstad is a global talent leader. It’s a company rich in data-driven insights on the issues of the world of work and maximising the potential of human capital.

The company’s flagship global report, Workmonitor, which celebrated its 21st anniversary in 2024, is a well-established piece of thought leadership in the field.

Formative was tasked with increasing the impact of and followers to the company’s global LinkedIn channel, ultimately increasing its share of voice in the talent industry.

The solution: deliver, humanise, disrupt

Using our data and insight tools – and storytelling expertise – Formative built and executed a targeted programme of thought leadership content on LinkedIn.

We introduced a regular cadence of drumbeat content to help Randstad better connect with its client and talent audiences. A stream of byline articles, videos and visual assets were produced for regular posting on LinkedIn.

We introduced new social asset formats to the channel including gifs, carousels, short animations and photo clusters, offering increased ways for the audience to interact with the content.

We shifted the tone of voice to humanise posts and make content more accessible to their broad audience.

A LinkedIn newsletter was also developed as a way to curate content and deliver it directly to their audience in one go.

The outcome: soaring engagement

Randstad’s global LinkedIn channel has gone from strength to strength. In eight months, the following improvements in key metrics were seen:

• +12.76% followers

• +64.5% monthly page views

• +64.1% unique visitors

• +64.5% average daily engagements

• 531,023 Randstad Roundup subscribers

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Formative has made a huge impact on how our audience receives and engages with our thought leadership research. We truly value the team’s high quality written and visual content as well as their adaptability to ensure that we can deliver a regular cadence of content on our digital channels.

— Roberta Cucchiaro, Sr. Global Content Thought Leadership Manager, Randstad

+12.76

followers

+64.5%

monthly page views

+64.1%

unique visitors

+64.5%

average daily engagement

531,023

Randstad Roundup subscribers

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