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Staffing brand recognition among temps good; workers able to ID firms

June 13, 2019

How well do temporary workers know staffing firms’ brands? A report by Staffing Industry Analysts asked temporary workers to identify companies from a list of real and fake firms; it found a majority of the time, temporary workers were able to identify staffing firms, but some brands were much more recognized than others.

“Brand recognition clearly benefited from size and age of firm, but that didn’t entirely explain the ranked order,” said Jon Osborne, VP strategic research, and the author of the report. “It’s clear that some staffing firms have simply earned greater brand awareness, likely as a result of intelligent marketing and operational excellence.”

IT staffing firm brands were correctly recognized a median 66% of the time; healthcare staffing firm brands were correctly identified a median 76% of the time; and office/clerical brands were correctly identified a median 66% of the time.

Among the most-recognized brands:

  • Among IT workers, the most recognized brands included Kforce, Robert Half International, Insight Global, TEKsystems and Randstad Technologies.
  • Among healthcare workers, the most recognized brands included Flexcare Medical Staffing, Trustaff, Aureus Medical Group, Cross Country Healthcare and Maxim Healthcare Services.
  • Among office/clerical workers, the most recognized brands included Kelly Services, Office Team, Adecco, Manpower and Randstad.

The report is based on a survey of 5,777 North American temporary workers from 45 staffing firms. The full report is available online corporate members of SIA.

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John08/23/2019 11:32 am

Kforce is terrible. It is run by inexperienced underpaid millennials who are making it up as they go along without any real experience. The onboarding process is atrocious, and the recruiters are clueless.


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