Randstad’s Journey to Uniformity in its Local Online Presence

Our Client, Randstad, is a leading global human resources company specialising in recruitment, outsourcing, and workforce solutions. Originating in the Netherlands, Randstad has expanded its physical footprint to 39 countries worldwide. The company faced a significant challenge in maintaining consistent messaging across its website and Google Business Profile (GBP) listings on a global scale.

Randstad faced a challenge as many of its Google Business Profile listings needed to match the information provided on the website. The recent shift in the business’s emphasis on specialised jobs and expert placements highlighted this inconsistency, necessitating a strategic resolution.

Auditing Online Presence:

• Rigorous audits were conducted on Randstad’s websites and Google Business Profiles to identify any inconsistencies or discrepancies.

Google Business Profile Optimisation:

• A comprehensive optimisation format was crafted, emphasising consistent messaging and integrating language-specific keywords that were pertinent to the respective countries where those branches are located.
• The template was submitted to each country’s dedicated “local heroes” for approval.
• Randstad’s Google Business Profiles transformed, ensuring accurate business information, including locations, operating hours, UTM tagging, and contact details.

Products & Services:

Development of a template for adding products to Randstad’s GBPs. As Randstad shifts its emphasis toward specialised jobs and branches dedicated to specific industries, the option to include one or two of these specialisations as additional products alongside the templated ones will be available for individual “local heroes” to assess.

For services, we will create a similar template, integrating keywords for country-specific optimisation.

• Consistency across the brand’s local branches on a global scale
• Optimised GBP for a smoother customer experience
• UTM formula enabling a comprehensive overview of performance

Multi variate testing of GMBapi.com, Uberall, Yext, Partoo and Synup

• 80% more growth in impressions for GMBapi managed markets
• 14% increase in conversion rate for GMBapi managed markets

GMBapi.com selected as preferred partner

• GMBapi.com software rolled out across 39 markets
• Synup and Partoo contracts cancelled – still evaluating Uberall and Yext added value.

• A comprehensive optimisation format was crafted, emphasising consistent messaging and integrating language-specific keywords that were pertinent to the respective countries where those branches are located.

• The template was submitted to each country’s dedicated “local heroes” for approval.

• Randstad’s Google Business Profiles transformed, ensuring accurate business information, including locations, operating hours, UTM tagging, and contact details.