Randstad’s social strategy works in B2B and B2C
Staying top of mind with two different target audiences and drawing them to your website? For HR services provider Randstad, we developed a national marketing campaign that reached both candidates and companies, each through the right digital channels and content. The proof? For both groups, the CTR was well above the benchmark.
One brand, two target audiences
Randstad wants to position itself as the go-to partner for work. Towards candidates: (future) jobseekers and people who are open to a new challenge. And towards companies looking for talent, with HR managers and C-level profiles who decide to fill vacancies through Randstad.
To reach both audiences as effectively as possible, we mapped out a targeted social strategy, with an adapted tone of voice and dedicated touchpoints.
A segmented approach
For the B2C audience, the focus was on social platforms where jobseekers and younger profiles are strongly represented. Instagram and TikTok formed the basis, complemented by Snapchat to reach Gen Z even better.
For the B2B audience, we opted for LinkedIn and Facebook, channels where HR professionals and business decision-makers spend their time. Thanks to this segmentation, Randstad could address each audience in the context where it feels most at home.
Adapting a global campaign
The campaign ran nationally in Belgium, in Dutch and French. Yet it was an adaptation of an international campaign developed by Randstad Global. D’M&S translated it into social posts and copy, each time tailored to the platform and the target audience.
The core message remained recognisable everywhere, but the tone was adapted to the channel. On TikTok and Snapchat, the campaign took on a direct, energetic style that appeals to younger users. On LinkedIn and Facebook, the emphasis was more on efficiency, expertise and the ease of working with Randstad.
Valuable insights
Thanks to the segmented approach, the campaign achieved the desired reach and delivered valuable insights. A post-campaign analysis showed how differently B2B and B2C audiences respond to social content and targeting.
The choice of Snapchat proved more than successful, resulting in a remarkably high click-through rate. This points to a strong match between targeting and audience, and confirms the channel’s potential to reach Gen Z.
Conclusion
By closely aligning channels, content and targeting, Randstad was able to reach both companies and candidates with one integrated social campaign. The insights from this campaign provide a valuable basis for steering future activations in an even more targeted and efficient way.
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