Streamlining Marketing Ops for Randstad

In a competitive industry, efficiency matters

You’ve heard about the global talent shortage. This means competition is fiercer than ever in recruitment.

Randstad is the industry leader with a presence in 38 countries. Macroeconomic dynamics like skill/labour shortages and technological advances also affect the marketing function.

This dynamic environment demands a clear direction for marketing operations to help Randstad optimise its workflow. The goal is to improve productivity through a transparent and unified way of working across local, extended teams and suppliers.

As Ben Rakach, Head of Marketing Data, Technology & Operations ANZ explains:

“We’re looking to have visibility on the work we’re doing across our team & increase productivity with a more strategic workflow.”

“We can’t operate blind, driving a strong return on investment requires data-driven visibility and strong synergies across teams.”

The Challenge: Simplifying tech stack & aligning dispersed teams

Randstad’s ANZ marketing team faced several challenges:

• Improving visibility and decision-making on work that drives real business value (and disqualifying work that doesn’t)
• Working with marketing resource management tools that weren’t fit for purpose
• Time-consuming workflows with no automation
• Increased need for driving synergies in collaboration with teams across the APAC region

Randstad had a bold vision for the APAC region:

“All of us operating in the same marketing resource management platform, using the same structure for the same purpose, understanding who’s doing what, minimising duplication of effort, driving synergies and delivering value for the business.”

The Solution: Enter monday.com & Work Perfect

After testing a range of tools, Ben and the team at Randstad identified monday.com as their platform of choice.

However, they quickly realised they’d need expert guidance to unlock its full potential.

“It was a matter of finding a partner like Work Perfect to help us translate what we wanted to do as a team into our monday.com environment.”

We supported Randstad on three key objectives

• Align Work to Business Goals: Create visibility on how every work task aligns to Randstad’s marketing pillars of Customer Experience, Lead Generation & Purpose (Branding and reputation).
• Change Management: Enable the team to change the way they work, standardising project templates, timelines & OKRs.
• Scalability: Build a structure that can be replicated across the APAC region with minimal customisation to give a single regional view.

The scope of our project included seven user groups in the Marketing division:

• Marketing
• Digital
• Comms
• Business Partners
• Design
• External Agencies
• Operations

Our approach: The Double Diamond

We apply a human-centred design model called the Double Diamond to each project.

We break each project into four phases. This helps us:

• Gain a deep understanding of the complex problems our clients face
• Identify correct intervention points
• Develop innovative solutions
• Deliver solutions that work

This means continually asking ‘Why?’ and challenging the status quo. Our work with Randstad was no different, as Ben explains:

“Work Perfect really question the way that we work. You challenge us on certain ways of working and that’s exactly what we needed.”