Branding Building Blocks Capital structure Copy & Paste Model Corporate social responsibility Dividend policy Gross margin differentials Historic performance Debt Facility Deregulation EBITA development HR Solutions Industry perspective Inhouse services Legislation

Lily pad model Managing through the cycle Mission Operating working capital Penetration rates Productivity Recruitment Revenue split Risk management Specialties Strategy Shareholder base Staff turnover Strategic growth drivers Unit steering model

Branding

Randstad is known for building strong brands in the HR services sector. We believe strongly that branding is not just about advertising. It is also very much about the philosophy and identity of the company behind it. Behind the Randstad brand portfolio are a number of sophisticated systems that enable smart and efficient collaboration between marketing managers worldwide, without constraining creativity. All appearances of the Randstad brand, and the endorsed brands that have the same family characteristics, benefit from the support of a global, web-based marketing operations management system, incorporating state-of-the-art digital asset management. In short, this means that the marketing materials that are developed in one country are also available for the others, and that various marketing disciplines are spearheaded by experts from different countries, working together on a marketing intranet. Over the past years, the use of this system has lowered the non-visible part of our marketing costs considerably, freeing up resources for investments in a wider reach. Other benefits are increased speed to market, enhanced learning and more time to focus on local actions and adaptations where these make the difference.

After the acquisition of Vedior in 2008 we first focused on re-branding the general staffing part of Vedior. By Q1 2009 a large chunk of the re-branding is already done and we expect the re-branding of the general staffing part to be fully finalized before the end of 2009.

Besides the general staffing part a new family of excellent specialist and professionals brands joined us in 2008, but although they have given Randstad a leading position in the global professionals market, they lack the clear brand awareness and recognition that Randstad has developed in the staffing market. In order to preserve the value of these businesses, we decided not to make radical changes, and to re-brand only where opportune. A new professionals house style was developed before year-end however, in consultation with the major operating companies. By the end of 2009, all professionals businesses will have the look and feel of this new Randstad Professionals brand family and the existing brands will be endorsed with the tagline ?a Randstad company?. As a result, we expect considerable efficiencies on marketing. Combined with the re-branding of the acquired staffing businesses in the UK, the Netherlands, Belgium and Switzerland already achieved in 2008 and being extended to France and elsewhere at the beginning of 2009, more than 95% of revenue will be within the Randstad brand family by the end of 2009.

The strongest feature of the Randstad brand is our integrated communications approach. Our media relations, labor market communications, investor relations and marketing communications, with both internal and external audiences, are tightly linked to our core values and our strategic building blocks.

In all our communications we summarize this as: "Good to know you!"

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