The Challenge

In a period of severe talent shortages in the male-dominated construction sector, Randstad required a strategy to engage and attract an under-represented pool of potential candidates – females.

We developed a rich, multi-channel content package - including a hero report, graphics, asset bank, inspiring female case studies and Randstad expert - and tapped into the wider national discussion around gender parity to position Randstad as a leading authority and driver of diverse workplaces. 

Taking an earned-first approach, we spotlighted a major talent issue and drove national debate, while a broader cross-channel strategy ensured we reached potential clients and candidates via multiple touchpoints.