Randstad Technologies (Randstad), a division of staffing giant Randstad USA, noticed an alarming trend among top IT companies across the globe.
Cannibalization of top IT talent from some of the most successful cutting-edge companies was creating a major shortage of jobs, increased costs, and slow technical progress. Wanting to bring awareness to this growing concern that was leaving the public vulnerable to emerging cyber threats, Randstad engaged us to help.
Identifying a national public relations opportunity, we developed a strategy to highlight Randstad’s expertise in recruiting and IT talent placement by publicly demonstrating its knowledge of national market demands and trends.
A series of in-person and phone discovery meetings revealed several factors impacting the hiring of IT talent and the issues affecting the global landscape. A media analysis was completed to identify existing research, trends, and reporters covering the intersection of workforce trends and the demand for IT talent.
We were able to insert Randstad into the IT talent conversation as a subject matter expert and help elevate awareness among hiring managers and CIOs in priority tech hubs across the country. This 12-month campaign resulted in 36 pieces of nationwide coverage that reached a collective audience of 26.9 million. Outlets included daily newspapers, local business journals, talk radio and TV news stations in markets nationwide, as well as security, mobile, technology and human resources publications. Social media, articles contributed to more than 2,200 shares directly from news sites to Facebook, LinkedIn, Pinterest, and Google+.
By creating PR tools and leveraging resources in business, technology, human resources, security and local media outlets, we were able to help Randstad reach its desired key audience and alert the media about the IT talent challenges that businesses face.