Gail Chiasson, North American Editor
Scala digital signage is helping international recruitment agency Randstad attract the attention of people looking for a new job opportunity while strengthening the company’s strategy to become the most well-known brand in the Netherlands.
With a turnover of €16.6 billion in 2013, Randstad is the world’s second-largest Human Resources service provider, with 28,000 staff operating across 39 countries to help employers to fill millions of vacancies each year.
Over the last decade, the Internet has changed the way people look for a job. Randstad realises that finding the perfect match between a job and a candidate also requires a personal, modern touch. However Randstad’s offices weren’t reflecting this modern approach to technology which prompted it to contact QYN, a Scala Certified Partner, to create a series of modern digital displays loaded with dynamic visual content strategically placed to attract the attention of any passers-by.
With the new Scala based solution, Randstad branches are recognizable from a distance due to the digitization of the modern display windows featuring dynamic visual content, as opposed to the printed A4 pages which are likely to be ignored. The content has been developed with several objectives, including the display of up-to-date job opportunities while giving companies with ‘Top Employers’ status, for which Randstad is always looking for candidates, a more prominent spot in the office.
QYN used the Scala platform to build a solution that automatically displays any information relevant to the current audience or business conditions – for example, featured jobs from key employers as well as what they deemed to be the most interesting jobs within a 10 km radius. In addition, passers-by can follow up on jobs by using their smartphone to scan a QR code on the screen.
The system is also designed for ease of use.
“By creating an API-based plugin for Randstad, we can combine the best-in-class Scala Enterprise Content Manager functionalities with a simplified and specifically designed dashboard for the Randstad employees who want to use the screens but are not trained as a content or channel manager,” says Matthijs Buijs, CTO at QYN.
The impact of the screens can’t be underestimated. Now, with the Randstad branches recognizable at a distance, catching the attention of potential candidates passing by any of the offices is helping Randstad to become synonymous with new job opportunities.
“From a branding perspective, the displays are now a key element in the company’s strategy to be the most well-known brand in the Netherlands,” says Wim Vos, International Design Manager at Randstad. “It enhances the Randstad brand with a modern, stylish and professional look and helps it communicate brand messaging in a way it was previously unable to do.”
The new Scala powered solution is currently deployed at 140 outlets. The result is an increased footfall of candidates within these sites while offering clients a new communications and marketing platform to promote vacancies and find the right candidate.
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