Building superior brands Frans Cornelis managing director corporate communications & branding Cologne April 2005

2 Values, Building Blocks Randstad core values are clear: Promoting all interests simultaneously, To know, serve and trust Striving for perfection The building blocks are: strong concepts the best people excellent execution superior brands

3 How society sees a corporate identity (actual service industry example) (Potential) Clients -58% (Talent/Flexworkers) (Potential) Work environment - 10% (Potential) Investment - 14% Social/Political Image - 12% NB: others - 6% On the vertical axis Clear Message Reinforce Satisfaction plus the right with the result Sufficient spending image (experience) 20 to 25% 20 to 25% 50 to 60% Overall view in a (mass) market by the general public Correlation factors

4 What are the tools used? Marcom Int. comm + HR Ext. Comm + IR Ext. Comm, PA

Awareness

6 Awareness with decision makers, relationship of awareness and sales visits mid 2003 Correlation coefficient = Spontaneous Awareness Randstad Average Awareness 7 largest Visits needed from Prospect to Active client Conclusion: higher awareness = easier sales process NB: disguised data Big city 1 City 2 City 3 Big city 4 City 5 City 6 City 7

7 Effect of Micro-Marketing test actions fill database make calls get appoint- ment get new order make match Bill ! Number of calls needed to get appointment: With mediaBefore (03)Now City 1 2,61,2 City 2 1,91,4 City 3 6,63,3 Control group City A 1,81,9 City B 2,73,7 City C 4,44,6

8 Awareness benefits High awareness: Facilitates inclusion in first call or RFI May prompt companies to call a RFI in the first place Helps planting cross selling ideas Helps cross-feeding info about successful deals … and failures! Needs to be combined with positive image Influences not only the decision maker, but also the other members of the DMU, influencers etc Has a very high beneficial effect on sales efficiency

Image

10 Total Market Our Core Values: Knowledge Service Trust, High Quality, CSR & PA Category hygiene factors Image factor coherence Randstad Specific pref. elements Tempo-team Specific pref. elements Yacht Specific pref. elem. Applies to everyone in the group, wording may differ Different values for differentiation, maximize market coverage Category Must-haves

11 Example value analysis

12 Image benefits A highly valued image: Helps considering our alternative proposals (like Inhouse, Professionals) Helps building and maintaining networks even if not initially selected General focus: Must excel at Randstad core image elements Strong even in markets where we have a low share Specific value sets to improve overall perception

External and internal communications

14 Common themes and coordination External Corporate Social Responsibility: VSO initiative Relationship management: Clipper ‘Stad Amsterdam’ ‘Great place to work’ and best employer awards Labor market surveys, study themes Active role in international and local organisations Cooperation and exchanges with leading universities Internal ‘Best people’ focus Value and event driven culture and heritage reinforcement Functional international networking and best practice sharing

15 Three flows reinforce each other Sales efficiency Marketing efficiency Comm/PR efficiency Clever regional strategy Increased productivity and growth

Marketing Resource Management

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19 Web-based international MRM system ‘One brand, one voice’ Central design, central sourcing Webshops for photo database, designs, marketing materials, housing and branding elements Design wizards Uniformity/consistency Headcount savings -/- 20 % Savings design/printing/other -/- 25 %

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21 Consistently branded branches

22 TV Commercial backa

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