Company Background
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.
Challenge: Inconsistency in Website vs. GBP
Strategic Approach
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.
Next Steps in Randstad's Growth Journey
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.
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The Results
- 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.
Conclusion
Randstad’s unwavering commitment to enhancing brand consistency through a holistic strategy, merging online optimisation and an extensive website audit, has produced remarkable results. Leveraging the expertise of GMBapi’s marketing specialists, who collaborated closely with Randstad’s in-house team, they implemented subtle yet strategic modifications to unify Randstad’s local brand identity across 39 countries. Embracing intelligent local SEO solutions like GMBapi, they streamlined the management and oversight of their numerous Google Business Profiles.
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