Adecco increases outreach as job losses mount

MELVILLE, NY: Adecco Group North America, a recruitment and workforce solutions firm, is conducting a media awareness and thought leadership effort promoting its expertise in employment matters during the recession.

MELVILLE, NY: Adecco Group North America, a recruitment and workforce solutions firm, is conducting a media awareness and thought leadership effort promoting its expertise in employment matters during the recession.

Aided by MWW, the effort seeks to reach both employers and job-seekers with best practices on professional and human resources matters, topics amplified by this year's recession, which has forced a number of companies to conduct layoffs and pushed the national unemployment rate to 9.5%.

“We felt strongly that we should have a voice and be able to guide both employers and employees in the difficult circumstances,” said Anthony Guerrieri, director of PR for Adecco Group North America. “We felt we needed to rise to the occasion and provide the insight and expertise to people looking for work and to employers looking to navigate the market.”

Although Guerrieri declined to give specific numbers, he said that PR gained a larger portion of the company's overall marketing spending in the past year. During that time, job numbers have gained considerable media attention as a large number of US consumers have lost employment. More than a half-million jobs were lost in April, and 345,000 positions were cut in May. Companies are also reportedly hiring workers at the slowest pace in nine years.

The media relations portion of the effort includes outreach to national print and broadcast outlets that cover finance, as well as local entities, said Guerrieri. A number of its executives have appeared on broadcast news programs, as well.

The initiative has a broad audience, but among the specific groups it is targeting are workers over 50-years-old and military veterans and their families, he added.

The company has also launched WorkplaceEconomy.com, which includes news summaries, videos tailored for consumers that are monitoring the job market, and employment data. The company is also posting job notices and employment information on its Twitter account and Facebook fan page.

MWW has served as the company's AOR since April 2008, but its mandate was expanded this May to include representation of subsidiary talent management company, Lee Hecht Harrison, said Guerrieri.

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