Randstad Technologies, a division of staffing giant Randstad USA, realized its subject-matter experts could provide far more support to its sales team. They brought us in to make that happen.

After identifying a select group of internal SMEs, we interviewed them at length to assess their communication skills, learn what they knew and did best, what their customers were asking about, and what they saw as key industry trends.

We then looked for opportunities to tie their expertise and best ideas to hot news topics and trends. At the time, the media was hungry for stories about Microsoft Windows 10.0 and point-of-sale technology, so we launched Randstad experts into those news cycles–with great success.

In the first 12 months alone we placed more than 30 high-quality stories that mentioned or quoted Randstad experts; several were published with their bylines. We also worked with them to produce more than a dozen highly sharable infographics. Our work scored features quoting them in USA Today and various business, trade and technology publications; secured speaking engagements at C-level CIO events; and facilitated media attendance at Randstad webinars they hosted, winning them even more recognition.

The results—enhanced technical credibility for the company, broad media coverage that helped grow the brand and a variety of useful collateral—were a boon to Randstad’s sales team.