Randstad Italia

The objective

Leveraging TikTok to drive job applications for a global HR services company

Randstad is a global HR services company with a clear ambition to become the world’s most equitable and specialised talent partner. Through four dedicated divisions, Randstad Operational, Randstad Professional, Randstad Digital and Randstad Enterprise, it helps businesses build skilled and diverse teams, while supporting people in finding meaningful and rewarding careers.

Founded in the Netherlands, Randstad operates in 39 countries with around 40,000 employees. In 2024, it placed 1.7 million people into work and generated €24.1 billion in revenue. In Italy, where it has been active for 25 years, Randstad employs more than 3,200 people across over 270 branches. It was the first employment agency in Italy to achieve SA8000 and GEEIS-Diversity certifications, recognising its commitment to social responsibility, gender equality and inclusion. Randstad Italia is also an official partner of the Milan Cortina 2026 Olympic and Paralympic Winter Games.

The organisation decided to approach their TikTok strategy for @RandstadItalia with the intention of reproducing an, already successful, structure already that they had implemented across other platforms. Their ongoing campaign focuses on specific areas of interest, dynamically displaying job listings in the area.

This campaign's key objective was conversions (job applications)

The solution

A strategic approach to content, powered by dynamic Catalog Ads

Randstad worked collaboratively with an agency to launch this campaign: Moca , who are leaders in performance marketing in Italy.

The campaign used dynamic product catalogues to improve campaign relevance, targeting and reduce creative fatigue. Targeting people within select Italian cities, the campaign leveraged TikTok's Automated Creative Optimisation tools, Carousel Ads, Catalog Ads, and In Feed Ads to spread awareness for their job openings and encourage applications.

The organisation took a strategic and efficient approach to their content. To produce the dynamic creatives, Ranstad developed a set of templates "product sheets" which populated their campaign ads. Other activations within their campaigns used AI content creation tools within TikTok to enable for faster and more strategic content creation.

The results

Raising brand awareness and increasing job applications with a content-first approach

The campaign was highly successful in achieving Ranstad Italia's goals to increase job applications. The campaign gained 24.2 Million impressions, 224K 3-second video views, and 12K Job applications.

The results were gained through a varied and dynamic approach to their content in combination with innovative ad tools which enabled them to create and deliver multiple creative assets efficiently.

This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance.