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

By Samantha Mur

Published: 5 November 2024

Temporary employment agencies and groups, have you thought about your temporary employment brand image to boost your appeal?

In a highly competitive temporary employment sector and in a tight labour 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 concern for companies, temporary employment 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-managed brand image?

With the rise of digital temporary work, 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 all our advice on how to stay attractive and excel in your recruitment!

See all software Temporary Staffing

Temporary employment 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.

When it comes to the brand image of a temporary employment agency or a temporary work group, thinking about your brand image means defining how your brand is perceived by temporary workers, user companies (EU) and your employees.

Why is it important? The challenges as applied to temporary work

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 component of your temporary employment agency strategy, and lies at the crossroads of a number of issues. Enhancing your brand image enables you to communicate with three distinct target audiences:

candidates and temporary workers :
- attracting the best talent
- effective, targeted recruitment;
- retain temporary workers;

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,
- make them ambassadors for your brand.

The watchword is: make it attractive! Let's take a look at how.

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

Refine your marketing strategy

Start by setting out the broad guidelines and objectives you want 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 ;
obtaining preference ⇒ asserting your differentiating advantages ;
building loyalty ⇒ working 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, trying 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 unite 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 specific to your brand identity.

This will help you stand out from the crowd so that your targets - temps, customers and employees - will be interested in working with you.

Look after your e-reputation

If you have 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 the parties who come into contact with your temporary employment agencies: staff, temporary workers, companies.

To avoid a bad reputation, make sure you monitor your company's image online.

To control your digital brand image and look after 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 make yourself more attractive to the best candidates.

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

Here are a few tips for improving your reputation

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, but also the preferences and habits of your ideal candidates, particularly their awareness of new technologies;
Build a smooth, transparent and structured recruitment process;
establish a warm and friendly approach in your discussions and at interviews, etc.

Look after the tripartite relationship

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

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

➨ Here are some tips for temporary workers:

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

➨ Some ideas for companies:

recruit the most qualified profiles possible,
offer complementary services,
be available and responsive,
Establish local contacts to get to know them better and meet their needs,
set up regular monitoring to ensure that the temporary workers recruited meet their expectations, etc.

💡To offer an excellent service to your customers and temporary workers, you can equip yourself with specialised tools, such as:

🛠 Recruitment software, or ATS. This platform allows you to automate and optimise all your recruitment processes so that you can concentrate on what's important: the candidates and the care you take with your communication.

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

you create a personalised careers site to showcase your employer brand;
Optimise your recruitment processes with comprehensive statistics and analysis reports;
you can streamline the candidate process and make it easier to interact with candidates (by 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, timesheets and orders for client companies. The benefits include

you can easily dematerialise your information flows;
you can 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,
you optimise and facilitate the tripartite relationship between candidate, agency and user company.