Back
The Work We Want: How strategic thought leadership helped the World Employment Confederation reshape perceptions of the HR services industry
How can you use thought leadership to change the way an entire industry is perceived?
This was the question under discussion when we met with two of the key players in the World Employment Confederation’s (WEC) recent thought leadership campaign: Sonja van Lieshout, Head of Global Public Affairs at Randstad N.V. and Chairwoman of WEC’s Steering Committee for The Work We Want project, and Viktorija Proskurovska, WEC’s Labour Market Intelligence Manager.
The World Employment Confederation advocates on behalf of its members to create growth for the HR services industry and enable better opportunities for all labour market participants. Its work unites an astonishing 232,000 employment agencies, including the big industry players like The Adecco Group and Ranstad, as well as 5.3 million HR specialist staff across 45 countries.
WEC worked with FT Longitude to develop their thought leadership strategy, and then designed and delivered their flagship thought leadership campaign, The Work We Want. In this interview, Sonja and Viktorija discuss the challenges involved in developing a new narrative that would bring a fresh perspective to the world of work.
When you first approached us about your thought leadership, you talked about the need to shift perceptions about the HR Services industry. Why was this necessary?
Sonja: Our industry is under a lot of scrutiny and pressure from policymakers, trade unions and all the other stakeholders in the labour market. We needed to change the conversation.
The HR Services industry is sometimes seen as part of the problem. There can be an impression among policymakers and trade unions that agency work doesn’t provide quality jobs or adequate wages.
In reality, our industry provides millions of people with a stepping stone or a transition to their next work opportunity. Workers often need a path into sustainable jobs, with sustainable contracts. The World Employment Confederation advocates at a national and international level with policymakers, trade unions and public employment services to support people who need that help in navigating changing labour markets.
Over 60 million workers found jobs in 2023 via the HR Services Industry. So we really do play a vital role in the global economy.
With that in mind, we wanted to create a new narrative on the future of work. We needed to demonstrate that the HR Services industry is part of the solution, that we have valuable insights and expertise to share about the changing world of work. The Work We Want campaign showed that as an industry, we are able to co-create solutions and new models, working alongside the trade unions and government institutions.
What were some of the key ingredients of success in your project?
Sonja: We needed to be very strategic when it came to finding a topic and campaign identity that would resonate with all our audiences. The Work We Want concept is so powerful and flexible. It provides audiences with an enticing entry-point into a conversation about future working models. So your team’s strategy process really helped us get a powerful and differentiated idea.
Viktorija: Yes, one of the things that really contributed to the success of the project was being challenged on the story, and guiding us to avoid groupthink. Your team had deep insight into what stories and topics would attract our audience. That was important. We know what we want to say, but we don’t always know how to say it.
And also, ensuring that the thought leadership would resonate across different audiences and meet the needs of members in a wide range of countries and companies. This was a key challenge, and one of the things that FT Longitude did exceptionally well.
Sonja: When we launched the campaign at the WEC’s annual conference in Lisbon, it really energised our community. There was a sense that we were creating a social movement around the campaign. And we were developing new ways of thinking about the new world of work. People want to be part of that movement and to engage with the themes and messages of the thought leadership. I think that’s one of the biggest successes, and a major reason why our members have adopted the campaign so enthusiastically.
The World Employment Conference, 23-25 April 2024, Lisbon
What value do you feel you gained from working with us?
Viktorija: You worked with us to really zero in on our problem. We had to understand fully what our real challenge was and how to tackle it. This is what formed the basis for our thought leadership strategy.
The other point that was crucial was helping us to understand our audience, and what would resonate with them. What do they want to hear? What insights are they looking for? Your strategy team also helped us find tools and techniques to help understand what our audience would be receptive to. You were also able to bring an outsider’s perspective on the value that we as an industry bring to the economy, to society, and to labour markets more specifically.
Then when it came to the delivery of the project, your editorial and project management teams were exceptional. It’s vital on this kind of project to have a partner who is flexible, and we always felt there was an open-minded approach and willingness to adjust.
Sonja: What impressed me was how you guided us and coached us through the process of developing our thought leadership strategy and campaign. We stayed true to ourselves, but you helped us find new ways to tell our story and make it resonate with our external audience. You helped us to step into their shoes, and it was a really intelligent process.
When you reflect on the journey you’ve been on, what achievement are you most proud of?
Sonja: I have been so impressed by the momentum that we have created within our membership through this campaign. I was really enthusiastic to see the campaign popping up in all languages and formats. It created a true global movement within our confederation and has contributed to bringing our community closer around a common project.
Viktorija: I think what we are most proud of is the fact that we have been courageous enough to embrace a new way of presenting our thought leadership to the outside world. The Work We Want is now very much part of the way we talk about our mission to the market. In fact, I don’t think there’s a single presentation we have made recently that doesn’t reference the research. It’s not just a one-off report. It’s a source of valuable insights that we’ll be able to tap into for a long time. It’s something that has grown on the campaign website and social media over time, and it’s become knitted into all our conversations with stakeholders.
Sonja van Lieshout
Head of Global Public Affairs, Randstad N.V. and Chairwoman of WEC’s Steering Committee for The Work We Want project
Sonja leads Randstad N.V.’s global strategic public affairs agenda. She focuses on advocacy, stakeholder engagement, and thought leadership across the Randstad group. She also serves on the global board and Executive Committee of the World Employment Confederation, driving the development of the employment and recruitment industry at both European and global levels.
Viktorija Proskurovska
WEC’s Labour Market Intelligence Manager
Viktorija is an accomplished economics and data analyst with over 16 years of experience in European and global advocacy groups. With expertise in data analysis and visual storytelling, she specialises in transforming complex datasets into clear, fact-based reports tailored to diverse audiences.
Sign up to the newsletter
We help organisations stand out, speak with authority and spark inspiration, so change can happen. That’s real intelligence with influence. Sign up to our newsletter to get regular updates.
Subscribe