Company Becomes Best-Known Recruitment Brand Through Worldwide Partners

Client: Futurestep | Agencies: Riester/Worldwide Partners Inc

Executive online recruitment company turns to Worldwide Partners to build an international database of candidates and launch their brand around the world.

Situation

 With the growing number of internet-based resume posting services such as monster.com, a need arose among companies to screen for high quality mid-level executives. As a result, Futurestep.com, headquartered in Los Angeles, California, emerged in 1998 as ‘not just a job board’, but a revolutionary executive recruitment tool for both the company and candidate. Offering clients a tiered level of involvement in proprietary screening methodology, Futurestep’s goal was become “one of the best known brands in mid-level recruitment.”

After 15 successful months in the United States and the United Kingdom, Futurestep was ready for an aggressive international launch. In order to make the transition a success, it was imperative to quickly build a marketable global database of candidates. Wanting to launch into 13 countries in nine months, it was crucial to find the right global marketing partner to position Futurestep as the premier provider of human-capital services in the world – and do it quickly.

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Strategy

 Riester Kalis, Los Angeles, California, stepped in. Leveraging its ownership in Worldwide Partners, Inc., Kalis proclaimed local market expertise in 65 markets around the globe. The agency utilized its relationship with partner agencies throughout Asia-Pacific and Europe, by creating basic account tasks for each agency. Such services included:

• Media planning, buying, placement, billing and payment
• Creative adaptation of current U.S. print and radio ads, local translation and production, and placement in local media
• Research deliverables for each local market, such as: understand the competition, determine the viewpoint of the company and its products, pinpoint misunderstandings, locate the frustrations and emotional issues that drive interest, and identify key media vehicles that influence the target audience.

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Results

According to Bert Cohen, Managing Director of Global Accounts for Futurestep.com, “Worldwide Partners rose to the challenge of operating as one company.” The quality of Worldwide Partners’ communication with the client and with each other led to a unique brand established in 22 countries worldwide. With 750,000+ candidate registrations in the Futurestep database and 3,330,000 unique visits to futurestep.com, the company is one of the best-known online recruiting brands.

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