The customer
Part of the Randstad Group, Randstad Construction, Property and Engineering (CPE) is one the world’s largest HR providers, providing recruitment services for the built environment throughout the UK and internationally.
The challenge
Staying ahead in the recruitment industry is tough. A strong online profile and industry reputation is the key to attracting the best roles and candidates.
In November 2009, the marketing team at Randstad CPE identified a requirement to improve the presence and authority of www.ranstadcpe.com, specifically through increased brand awareness and boosted search traffic.
Our strategy
To deliver enhanced levels of traffic to the website and increase customer engagement we introduced News Content Marketing to the Randstad CPE website; a tailored regular feed of unique news articles, covering the latest news, developments and trends in the construction, recruitment and property industries.
The news articles cover a wide range of topics – from new construction projects and renewables contracts, to manufacturing campaigns and engineering developments. Carefully researched, written and verified by our in-house team of professional brand journalists, the news provides excellent PR benefits for Randstad CPE, attracts regular indexing by the search engines, supports search engine optimisation initiatives and builds a strong industry reputation.
The results
18 months in, the campaign has delivered a steady month-on-month and year-on-year rise in web visitors, with an increase of 990% traffic over the period. This confirms Randstad CPE as a firmly established authority in its core industries of construction, property and engineering.
- November 2009, the News Content Marketing campaign begins, with 30 news articles per month
- By April 2010, traffic to the website had increased by 20%, and news traffic had doubled
- In April 2011, we recorded a 113% year on year increase in news traffic
- An overall increase of 990% in news traffic, from just 250 monthly views in November 2009, to over 2,500 in May 2011
In February 2011, these successes prompted Randstad CPE to increase their number of monthly news articles to the website, further broadening the reach and impact of the campaign.
- In April 2011, views of Randstad CPE’s news content had increased by 76%, year-on-year
The content team at Vertical Leap act as an extension of the Randstad CPE marketing department, regulating news articles through a strict editorial process before submission. Articles are then rapidly uploaded to the website, ensuring the freshest up to the minute industry updates are provided.
By implementing News Content Marketing, www.randstadcpe.com/news/ has become an independent media publisher, and a credible news destination for the construction industry.
“Over the 18 months we have been working with Vertical Leap, Randstad CPE has been highly impressed with the quality of news content published on www.randstadcpe.com/. The consistently fresh and well-written content has seen traffic to our site rise significantly. Vertical Leap’s journalists have worked hard to understand our needs and tailored their service to meet them, providing us with relevant and concise industry news. We look forward to continuing our partnership with them long into the future.”
Nancy Hargreaves, Marketing Manager, Randstad CPE