The campaign will be handled by Octopus, which will be working alongside retained financial PR agency Cubitt, to review the corporate profile.
According to Adecco UK marketing and PR manager Mark Bloxham, a focus of the campaign is to better promote the firm’s position in the sector.
He said the firm, with five per cent of the market, is the largest recruitment agency in the UK by market share. Bloxham also wants to gain better coverage for Adecco’s lobbying work, for example advice the firm has given relating to the EU workers directive.
Another aspect of the campaign, which will be targeting HR managers and directors through the trade press, is to also to improve the image of the industry as a whole.
Bloxham said the sector suffers from a misconception that it is only ‘secretarial’, adding: ‘The recruitment industry has a fairly bad reputation, and there is a stigma attached to recruitment companies. We want to use our expertise to speak on important issues and build awareness among clients and candidates.’
An example of bolstering the image of the sector is a project on gathering information about the labour market Adecco is working on with the London Business School.
Bloxham said: ‘There’s a lack of academic information about the labour market, and we want to answer questions such as how quickly the population is ageing and how to use a work force more effectively. Becoming a more publicised commentator it will draw more business to us.’
Octopus’s account is understood to be worth £500,000 a year. The agency won the account following a five-way pitch against College Hill, August.One, Claireville Communications and Spa Way.