Manpower focuses recession efforts on thought leadership

MILWAUKEE: Employment services company Manpower has repositioned itself "as a guiding light" for employers and employees during the recession.

MILWAUKEE: Employment services company Manpower has repositioned itself “as a guiding light” for employers and employees during the recession.

“We have positioned ourselves to be a stronger thought leader,” said Juan Carlos Cruz, director communications, Manpower. “We've taken the approach that we have to work harder during this recession and come out even stronger—to be a guiding light in the world of work.”

Cruz was hired earlier this year as Manpower's first US communications director to help with the refocused positioning, both externally and internally. Previously, he was at Banco Popular Foundation, as executive director and VP, PR and media, and United Airlines, as manager, corporate PR.

In media interviews—some of which have been posted on YouTube —Cruz and other Manpower executives address the fact that while times are tough, jobs are out there. “There is a talent mismatch, so our goal has been to present a solution to the problem,” Cruz said. “We want to be viewed as trusted advisers.”

As part of its new positioning, Manpower launched a separate division on September 29 targeted at providing consulting and staffing services to the US government. The launch of Manpower Public Sector was promoted with a new whitepaper, “Change and Challenge in the Public Sector.”

“We have been working with the public sector for a long time,” said Cruz. “It is about making our offer very concrete and visible, and easier for the federal government to work with.”

Cruz said Manpower also plans to boost its presence online, by featuring more of its executives on social media sites. Earlier this year, it also launched a beta version of a community-driven online career management site,, which helps individuals manage their careers. While MyPath currently targets professionals in IT, engineering and financial services, Cruz told PRWeek, “We will soon be expanding it.”

Manpower works with Chicago-based Reputation Partners in the US market.

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