Manpower rebrands as ManpowerGroup with new campaign

MILWAUKEE: Manpower has changed its name to ManpowerGroup, as part of a rebranding campaign to become known as a workforce solutions company versus a traditional employment agency.

MILWAUKEE: Manpower has changed its name to ManpowerGroup, as part of a rebranding campaign to become known as a workforce solutions company versus a traditional employment agency.

Jeff Joerres, ManpowerGroup's CEO and president, said the company has the solutions and global footprint to help companies deal with a new economy, which has become more about access to the right talent versus capital. “But we weren't leveraging it through our communications and our identity,” he said. 

In addition to the new name, Manpower has created new logos and clearly-defined business units.

The rebranding campaign has been two years in the making, and started at the World Economic Forum in January with the launch of a new website, which dubs the new world era as the “Human Age.” The site includes videos as well as podcasts of Fortune 500 HR leaders discussing the issue of talent and having to do more with less people. 

“We wanted to establish the Human Age before we announced the reinvention of the brand, because we wanted it based on this call to action,” said Joerres. “We've trained and coached all of our staff on the Human Age. In January, we also had a meeting with our top 170 executives, who had to role play in terms of: what does it mean and what are our solutions?”

The “Human Age” will also be communicated through ManpowerGroup's  various social media channels, including Twitter and LinkedIn.

PR for the rebrand is being handled in-house. 

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