Randstad is an important Human Resource service provider in Belgium and in the Netherlands. In September 2011, Randstad Student was born, with a focus on recruitment for the younger generation. With this new position on the market, Randstad was ready to deliver better solutions and services to Generation Y. Therefore, it was important for Randstad Student to (re)connect with students and increase relevance towards them. At the end of the project Randstad Student wanted to optimize their proposition towards students and generate a clear vision about how Randstad Student could become (more) relevant for them.
What did we do?
Not only was it important to immerse in the daily life of Generation Y, we also wanted to stimulate and empower them by giving them a real voice in concepts and ideas contributed by Randstad Student. A 4-week Consumer Consulting Board (also known as online research community) was the ideal research solution. We invited 50 students between the age of 18 and 24, from different cities, with different personalities and different studies, to share their personal stories and their advice with us.
In total, we defined 10 general trends and explored 6 different personalities that helped Randstad Student immerse in the daily life of students. Furthermore, the study offered several insights that Randstad Student included in their mission statement, campaign and new services which provide added value to students.