Vedior. Lust for life

LUST FOR LIFE VEDIOR

TOTAL IDENTITY

LUST FOR LIFE

TEMP BOULEVARD

THE WORLD’S LARGEST TEMP ORGANIZATION

IMAGE DESIRED

DESIGN AND COMMUNICATION

LUST FOR LIFE

TEMP BOULEVARD

The branch for temp agencies is highly competitive with too many agencies that lack distinction and offer nonspecific services. Research of the temp branch shows uniform images and similar services. Clients cannot tell which from which. Furthermore, the temp market is overcrowded and the demand for new employees increases. To stay ahead in the business agencies must distinguish themselves, this time with a clear image, defined by the organization’s identity and drive.

One place that sums up the old market approach is the temp boulevard, an endless chain of temp shops and agencies where no one stands out, and where potential clients cannot decide for one agency. Why pick one over the other if they are all alike? On the other hand a monotonous branch has the potential to make your mark, to stand out as a brand.

Meanwhile the labor market has undergone drastic changes since the economy has picked up, creating a new demand for especially starters and young professionals, and making agencies look for the same candidates. The labor market has also shifted from jobs to people, putting the person ahead rather than the job at hand. The agencies need a different perspective, in services and in communication. It is time for action.

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THE WORLD LARGEST TEMP ORGANIZATION

Vedior is one the largest temp organizations in the world, with over a hundred subsidiaries in the Netherlands where the agency has built up a solid reputation as a reliable and innovative partner for temp work. As full service HR organization Vedior offers – besides temp work – solutions for training, education, testing, HR advice and research. Also the organization presents itself as a devoted advisor and counselor with tailor-made flex work solutions.

The ambition of Vedior does not stop there. Vedior wants to become a proactive service organization, a HR specialist that helps temp workers and companies to work differently, to work more effective. To achieve these goals Vedior is set to rediscover itself, to create a new and fitting image, for itself and its stakeholders.

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IMAGE DESIRED

For redefining its image Vedior together with Total Identity starts with the identity. For identity is not only about who you are, but also about who you want to be.

Identity equals the desired image of the organization, a collective ambition to be more precise.

Desire

The strategic business plans of Vedior serves as input for defining the ambition in several intensive sessions. This input is translated to the current and future themes and values that define Vedior and its market, and forms the strategic and creative base for the new Vedior profile.

Challenge

Pull

‘Making me think’

‘Making me work differently’

Target

Introduce ‘Giving perspective’

Transform

Advise

‘Creating new insights’

‘Surprising with solution’

Cause

Imaginative ‘Giving me direction’

Deliver

Distinct

Connect

‘Giving me a job’

‘Having a better job’

‘Offering a tailor-made job’

Precondition

Main value

Added value

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DESIGN AND COMMUNICATION

CONTEXT: THE CHANGING LABOR MARKET AND THE RISE OF A NEW GENERATION With a growing number of elderly people leaving the labor market and a decrease of young people entering flex work is one of the main issues in the temp market; an employers’ issue to be precise, since they need a work force that can be adapted to ever-changing circumstances and the capacity of companies.

Vedior acknowledges this and wants to change its services accordingly. At the same time Vedior wants to add an HR dimension, for flexibility not only characterizes the employer but is also the trademark of a large group young employees between ages 18 tot 28: the so-called Generation Y.

Vedior puts this into practice by making it clear who they are, what they can and want, while helping them to find balance. That leads to jobs tailor-made to them, to the way they live. So, it’s not about work, but about the chances, drive and ambition of young people: about their Lust for life.

DIFFERENT GROUPS, SIMILAR AMBITIONS Young people under 18 are also an important target group for Vedior, since they are the flex workers of the future.

And since the labor market is ageing rapidly, the age group of 28 years and older becomes interesting as well. Too much focus on the Generation Y might alienate this group from Vedior. The communication perspective aims therefore on the young flex workers (if cannot wait to…) and the older employee (do you remember…).

It is this generation that determines the future labor market, the age group that was mediated the most by temp agencies over the past decades. Understanding and attracting the Generation Y therefore determine success in the temp market.

COMMUNICATION PERSPECTIVE: THE STORY OF GENERATION Y Generation Y is a self-conscious group of people also referred to as ‘the multitaskers’. They feel alive, are energetic and live life to the max. Choosing between options is not their thing: they want to see, experience and do everything. This energy also says something about how they want to work: holding a steady job is something of the past. What they really want is experiment, to discover their strengths, potential and ambition, while reinventing themselves in the process: a growing awareness of their personality.

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LUST FOR LIFE IN PRACTICE A different corporate design In line with the positive energy of Generation Y a corporate design was developed characterized by positive shapes, the cocky typeface Cocon and ‘the life line’. This element emphasizes the close connection between life and work, that it is not about or working or living, but about working and living – all at once and in context with each other. It could be a motto right from the heart of Generation Y.

Roline de Vos Communicatieadviseur Telefoon 035 000 00 00 Mobiel 06 12 34 56 78 roline.de.vos@vedior.nl Thebe 22 1213 NV Hilversum Postbus 2176 1200 CD Hilversum Telefoon 035 646 71 00 Fax 035 646 74 00 www.vedior.nl

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Wall panels

Waar ligt je kracht?

Kom binnen en test jezelf

Toe aan een nieuwe uitdaging?

Kom binnen en bekijk de vacatures

Window signs

www.vediorlustforlife.nl

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Koffie?

Kom binnen voor een bakkie

Administrateur M/V Heb je een MBO- of PDB-diploma en enige jaren werkervaring? En kun je zelfstandig jaarrekeningen opstellen?

Loop dan binnen!

Offices Lust for life has to be experienced. The temp agencies therefore are refurbished as stores where you can get a lot more than just jobs. In these stores you can find inspiration, test and develop yourself and you can check out different companies and branches. With the same ease you can buy a cup of coffee or buy a book. The pilot store is in Rotterdam, with a online store to boost the digital side of lust for life: see www.vediorlustforlife.nl.

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30” kitesurfer and artist

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30” young professional and DJ

30” dancer and student

45” all

Image communication So Lust for life is getting everything out of life with all your energy. But what about work? Of course this is an integral part of life itself: nothing more, nothing less. TV commercials, adverts, websites, instore communication and brochures bring the Lust for life mentality to life. We see young people living their life they see fit – the energy is almost tangible. All images are shot on locations that matter to the main characters in the commercials. The result is authentic communication with a documentary feel.

Poster series The commercials are thematic and aim to close the gap between the current and desired image. The proposition of the new Vedior is clarified in the rest of the communication program: e.g. on TV we see a DJ and a text that says: 140 BPM, 24 hours a day. In other communications items it becomes clear that this text not only applies on him (the DJ), but also presents the way he wants to work and how Vedior contributes to achieve this ideal. The music for the commercials is Iggy Pop’s and David Bowie’s Lust for life. Besides these productions Total Identity also develops the business-to-business communication, the internal communication, labor market communication, and the PR of Vedior.

Poster series

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TOTAL IDENTITY Challenging ambition Amsterdam P.O. Box 12480 1100 AL Amsterdam Pedro de Medinalaan 9 1086 XK Amsterdam Phone +31 (0)20 750 95 00 Fax +31 (0)20 750 95 01 The Hague P.O. Box 221 2501 CE The Hague Mauritskade 1 2514 HC The Hague Phone +31 (0) 70 311 05 30 Fax +31 (0) 70 311 05 31 info@totalidentity.nl www.totalidentity.nl

TOTAL IDENTITY