Randstad Digital (formerly AUSY) is an international consulting and engineering group and a subsidiary of the Randstad Group. With 20 offices across France and a presence in more than 20 countries, the company operates in highly specialized sectors such as aerospace, defense, mobility, energy, and banking and finance.
In an increasingly competitive market — where both talent attraction and client acquisition are strategic — Randstad Digital partnered with Wink Strategies to achieve two major objectives:
strengthen brand awareness and reinforce its positioning as a leader in digital and technological expertise.
Clarifying a brand identity in evolution
Before building a content strategy, Wink Strategies conducted an in-depth competitive benchmark and strategic analysis. This groundwork revealed a key insight: Randstad Digital needed to clarify and consolidate its brand identity.
The agency supported the client in:
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redefining its target audiences, specifically through persona development
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revisiting its positioning to clearly distinguish Randstad Digital from the broader Randstad Group
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differentiating the brand from other digital consulting firms and ESNs
A dominant theme emerged quickly: Randstad Digital should be perceived as a partner in digital transformation, recognized for its ability to mobilize top-tier technological talent.
A comprehensive editorial charter to unify the brand voice
This strategic work led to the creation of a complete editorial charter defining:
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brand tone and style
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the specific vocabulary of its technological ecosystem
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editorial pillars and key expertise topics
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content guidelines to ensure cohesion across platforms
This editorial framework now enables Randstad Digital to communicate with clarity, consistency, and authority — whether addressing prospects, clients, or future talents.
A content strategy aligned with the user journey
Wink Strategies then deployed a full inbound marketing content strategy shaped around the user journey. A wide range of assets was produced to educate, inform, and convert audiences:
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expert articles
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infographics
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video capsules
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white papers, including content on:
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artificial intelligence
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embedded systems
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cybersecurity
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Each piece of content was designed to reinforce Randstad Digital’s credibility while showcasing the advanced expertise of its teams.
High-impact content for high-stakes moments
Among the flagship achievements, Wink Strategies supported Randstad Digital in producing a white paper on AI trends in the aerospace, space, and defense sectors, released at the Paris Air Show (Salon du Bourget).
This strategic publication strengthened the brand’s authority in highly specialized fields and demonstrated Randstad Digital’s ability to anticipate technological shifts.
A collaboration that shaped the Randstad Digital brand
Through this comprehensive content strategy, Randstad Digital gained:
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a strengthened and clarified brand positioning
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a cohesive editorial identity
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high-value content supporting recruitment and business development
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deeper differentiation in a competitive technological landscape
The collaboration reflects a shared ambition: to highlight expertise, innovation, and the human dimension at the heart of digital transformation.