Every month, the 4 members of the panel will give their personal vision on one of 12 issues that top the CMO's agenda. This month number 3:

Integrated marketing communications

by Joost Schriever
Manager International Marketing at Randstad

"Our service isn’t the people we place but the underlying process, from matching employer and employee to sending out the invoice at the end. As a result, we believe that everything from Randstad communicates – branches, the way people answer the phone, brochures, time sheets – which makes MOM a wonderful development. MOM enables us to organize, integrate and safeguard every aspect of our brand communication concept, which enables us to present a single, consistent face to the market in every country in which we operate.

Reinforcing the message
This matters because with people traveling more than ever, it’s good for our image if we communicate in the same way, however you happen to ‘meet’ us. If you’re Spanish and see Randstad while visiting the Netherlands, that will add to your perception of Randstad ‘back home.’ As long as it’s clearly the same.
Likewise, with many of our customers being global companies with local operations, people feel they can expect the same kind of service if the Randstad in one country is recognizably the same as the Randstad in another.

Bang for the buck
For us, MOM, with its templates, image bank, wizards, online shop and so on, makes integrated communications possible in a way that wasn’t before. It enables us to safeguard our brand and integrate our communications to deliver an even greater marketing bang for the buck."