Randstad celebrated its Golden Jubilee in 2010. This celebration was embedded in a yearlong internal communication program. It gave Randstad the opportunity to motivate employees and to re-establish company-values.Challenge:Engage all 28,000 employees worldwide in the Randstad values and culture in a fun-interactive way.Objectives:• Create an online community on the global intranet randstadatwork.com to share best practices.• Bring employees together to create a sense that they belong to an international entity.Strategy & Execution:By giving Randstad’s employees an unforgettable party we could show the effects of real quality and impressive service. A global event was conceived that linked 26 party locations around the world. R50 Club Gold consisted of an intensive interactive online warming up that led up to the real life event on October 2nd 2010. The platform was designed as a virtual club party within the global intranet randstadatwork.com. The real life party showed online elements with content created by employees, making it one strong experience for all employees worldwide.Results:• Increase in intranet users from 8,000 to 21,000 in nine months.• High online participation, culminating in 1.6 million page views after the party.• 26,000 employees visited the event.

Development and implementation of the global internal event and campaign has been an ongoing process since the start of this project. A R50 Steering Committee was set up and we cooperated with management teams in over 40 countries. From March 2010 on, there were nine monthly themed online communication moments, each focusing and embodying a different core value and strategic principle. For example, The Brand Quiz tested employees’ knowledge of the company, and the True Value Challenge, offered employees to share best practices. Each month also revealed surprises and fun activities which gave employees the chance to interact with colleagues worldwide. The 24 hour global event took place on October 2nd 2010, starting in Shanghai and ending in Los Angeles. All parties began with the 3D holographic opening show of CEO Ben Noteboom and DJ Markus Schulz. At that moment, every employee worldwide felt deeply moved to belong to this company.

The success of Randstad 50 celebration is evident from the increase in active intranet users from 8,000 to 21,000 in under nine months. Also, online participation was phenomenal: • The Brand Quiz: 8700 participants, • DJ Booth: 1,748 songs and videos uploaded and 3,330 votes, • Dancemoves instruction video 18,648 views and 74,000 views of videos created by employees.• Afterparty: 1.6 million page views in the first days.• 26,000 employees attended the party.• During the party over 90 videos were created and over 5,000 photos were taken and shared by all employees during and after the party.

• There were over a 1,000 tweets by employees about the event (#R50).The internal evaluation with 800 employees and 40 communication managers showed that 84% thinks online activities added to the awareness of the company background and history, 100% feels that the celebration added to the understanding of the core values.