Temporary employment agency or group: 5 tips to boost your brand image

By Samantha Mur

Published: November 5, 2024

Interim agencies and groups, have you thought about your interim brand image to strengthen your appeal?

In a highly competitive temporary employment sector, and in the context of a tense job market, building a positive brand image can make a major contribution to your agencies' development strategy.

At a time when brand image is becoming a central preoccupation for companies, temping agencies too need to exploit all the marketing and communication levers at their disposal to stand out from the competition.

But what are the specific challenges facing the temporary employment sector? And what concrete benefits can you derive from a well-manicured brand image?

With the rise of digital temping, new challenges and opportunities are opening up for you to work on your branding and build a strong, differentiating and memorable brand image.

So read on for our tips on how to stay attractive and excel in your recruitment!

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Interim branding: what does it mean?

Definition of brand image

Brand image can be defined as the representation your customers have of your brand. It is a perception based on :

the quality of your services,
the customer experience,
your brand identity,
your communication (visuals, tone, speech, messages, etc.),
the values conveyed by your company, etc.

In short, everything about your brand.

For the brand image of a temporary employment agency or a temporary employment group, thinking about your brand image means defining how your brand is perceived by temps, user companies (EU) and your employees.

Why is it important? What's at stake in the temporary employment sector?

In a temporary employment market marked by increased competition, the scarcity of certain profiles in some sectors and the volatility of candidates in others, focusing on your brand image is a solid competitive advantage.

Brand image is an essential building block in your temp agency strategy, and lies at the crossroads of several issues. Enhancing your brand image enables you to communicate with three distinct targets:

candidates and temps :
- attract the best talent;
- effective, targeted recruitment;
- retain temps;

user companies:
- promote your expertise in temporary employment services;
- reassure your customers and prospects of the quality of your business expertise;
- win new customers thanks to your reputation;
- create a feeling of proximity to build a relationship of trust and a lasting partnership;

your employees:
- engage your employees and create a sense of belonging,
- encourage employee retention and limit staff turnover,
- ensure productivity and performance,
- turn them into ambassadors for your brand.

The watchword: deploy your attractiveness! Let's take a look at how.

How can you strengthen your temp agency's brand image?

Refine your marketing strategy

Start by setting out the broad guidelines and objectives you wish to achieve by developing your brand image.

By following the basic principles of marketing, you can define strategies along the following lines:

make yourself known ⇒ develop your visibility ;
gain preference ⇒ assert your differentiating advantages ;
build loyalty ⇒ work on engagement levers.

Once this is clear to you, consider how your brand image can serve your marketing strategy. Here are some things to think about:

What are your needs?
What messages do you want to deliver?
What targets do you want to reach?
What sector or geographical area are you focusing on?

You can also start from what already exists, and try to capture the elements that are already shaping your brand image. Gather feedback from your customers, staff and temps, and identify what you need to do to improve your communications strategy.

For greater effectiveness, accompany this process by the implementation of an action plan, with indicators to monitor the achievement of your objectives.

Highlight your corporate culture

Your corporate culture is another lever to activate. Internally, it already serves to rally your staff around strong, well-defined values.

By communicating what underpins your corporate culture, you can distinguish your brand's personality and clearly demonstrate your added value.

To do this, take up (or start!) the work on your brand platform and identify what is unique to your brand identity.

This will help you stand out from the crowd, so that your targets - temps, customers and employees - will want to work with you.

Look after your e-reputation

If you've relied on inbound marketing levers to work on your visibility (content marketing, SEO strategy, social media, etc.), your image on the web is influenced by all parties who come into contact with your temporary employment agencies: staff, temps, companies.

To avoid a bad reputation, be sure to monitor your company's image as it unfolds online.

To control your digital image and maintain your e-reputation, you can :

respond to questions and comments (even negative ones) with complete transparency,
publish positive customer reviews and testimonials that show convincing results and are proof of customer satisfaction,
establish your legitimacy in a key business sector by producing expert content, etc.

Work on the candidate experience

By offering the best possible candidate experience, you can enhance the image of your agencies in the eyes of temporary workers, and strengthen your appeal to the best candidates.

This is where your HR marketing and employer brand come into play: candidates' experience of your agency begins with your reputation, even before they discover a job vacancy.

To improve it, here are a few tips:

create a professional, dynamic and regularly updated website;
make it easy for candidates to find information about the position to be filled or the company, and be responsive to their questions;
monitor the practices of your competitors, as well as the preferences and habits of your ideal candidates, particularly their sensitivity to new technologies;
build a smooth, transparent and structured recruitment process;
establish a warm, friendly approach in your discussions and during the interview, etc.

Take care of the tripartite relationship

The tripartite relationship is very characteristic of the temporary employment sector, and requires particular care.

To fulfill your role as an intermediary, your efforts must be aimed not only at the temps, with whom you establish a professional relationship, but also at the customers, who use your services.

➨ Some tips for temps:

propose interesting job offers, in line with their career aspirations ;
give them the opportunity to attend training courses;
offer them advantageous conditions: salary, social protection, premium services, support, attention to quality of working life, etc... ;
create a high-quality user experience throughout the recruitment process, and for all contacts with their agency;
collect feedback and feedback to constantly improve your services, etc.

➨ Some tips for companies:

recruit the most qualified profiles possible,
offer complementary services,
be available and responsive,
establish close contact, to get to know them better and meet their needs,
set up regular follow-up to ensure that recruited temps meet their expectations, etc.

💡To offer excellent service to your customers and temps, you can equip yourself with specialized tools, such as:

🛠 Recruitment software, or ATS. This platform enables you to automate and optimize all your recruitment processes, so you can focus on what's most important: your candidates and your communication.

This is the case with Beetween, a platform developed by recruitment experts to digitize and centralize all recruitment activities, from multicasting your job offers to statistical reports and video job interviews. Benefits include

create a personalized career site to showcase your employer brand;
optimize your recruitment processes with comprehensive statistics and analysis reports;
streamline the candidate process and facilitate your interactions with candidates (SMS and e-mail);
automatically generate employment contracts to save precious time.

🛠 A management platform for temporary employment agencies. This 100% online solution helps temporary employment agencies save time and increase productivity, so they can respond to orders from their client companies and meet their assignment needs.

This is the case with the Troops digital platform, designed to meet the specific needs of temporary employment agencies. It manages CVs, candidate profiles, official candidate documents, availability, time sheets and orders for client companies. Benefits include

you can easily dematerialize your information flows;
streamline your recruitment processes thanks to automated procedures;
secure employment contracts;
you accelerate your digital transition and offer an innovative, omnichannel online experience to your users, both customers and candidates,
optimize and facilitate the tripartite relationship between candidate, agency and user company.