Randstad Case Study

Building a Content Operation with Kapost’s Professional Services

Randstad USA is a subsidiary of Randstad Holding, a €23.2 billion global provider of HR services that secures and manages a workforce of more than 100,000 people weekly.

Randstad USA faced visibility and strategic mapping challenges but knew technology alone wouldn’t be a silver bullet. In Kapost, they found a strategic partner to build a content operation from the ground up.

The Challenge

Skyler Moss, senior director of content marketing, was brought in to unify Randstad USA’s content operation. He realized that siloed teams, while moving quickly, couldn’t get ahead of the demand for new content. They had no visibility into workflows, weren’t able to measure their impact, and failed to map content to personas or buyer stages.

Planning, status reports, and campaigns were tracked in multiple spreadsheets, and published content got lost in the content chaos. How could Moss keep content production afloat while aligning teams to a unified content strategy and gathering valuable insights?

The Solution

Kapost’s professional services powered Randstad USA’s transformation. The Foundations Workshop allowed Randstad USA’s team to identify consistent taxonomy, content types, and workflows. Armed with this strategy, they could build a unified content operation that allowed the team to work smarter and, ultimately, deliver a cohesive customer experience.

Randstad’s Challenges

  • Limited Visibility of Workflow and Analytics
  • No Strategic Mapping
  • Content Chaos

Continue to learn how to organize content and enable your sales team like Randstad, or Download the PDF.

Identify the Pain Points

In the Foundations Workshop, Kapost’s professional services team gathered stakeholders in one room to discuss pain points and reach a consensus on how to streamline their content operation. Needs were then categorized and prioritized to drive a strategic software implementation. The team had talked about these issues in the past, but having someone there to guide the process and provide best practices transformed the conversation.

Define and Configure

With the team together, Randstad USA’s stakeholders thought about and categorized their content. With everyone’s input, the team agreed on seven custom taxonomy fields and several strategic categories that will inform their reports, content inventory, editorial calendar, publishing destination, and findability.

Crawl-Walk-Run Approach

Armed with a strategic plan and new taxonomy, Randstad USA created a Kapost pilot team made up of different departments that customized their unique workflows—all in one platform. Randstad USA is moving towards alignment, collaboration, and accessibility while breaking down silos and gathering reliable insights into content gaps and strengths. Building momentum, they plan to quickly expand their success to their many global teams.

Learn More about Randstad USA’s Story.