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Adecco: Collaborating Across Competing Brands

Adecco is the largest provider of recruiting and staffing services, made up of sub-brands across a variety of industries including Adecco Staffing, Accounting Principals, Ajilon Professional Staffing, Modis and eQ. Faced with the challenge of increasing brand recognition and growing their client and candidate pools, Allison+Partners was tasked with establishing an integrated communications program, while working across sub-brands that often compete for media attention.

The team conducted ongoing media relations and developed owned creative content for each individual brand, such as bylines and surveys, allowing each brand to have a unique voice and a piece of the spotlight. Through this collaborative approach, we were able to significantly increase the media presence of all sub-brands, resulting in nearly 700 placements and more than 1.3 billion total impressions in one year alone.

The team continues to increase brand recognition, driving traffic to the websites and encouraging candidate applications. Spokespeople across brands are also now regarded as thought leaders in the staffing and recruitment space, and sought after for comment on timely news of the day.