The Future of Temporary Staffing: Position Your Brand to Succeed, Part 1

The temporary staffing industry has seen exceptional growth over the past several years, and it appears the trend will continue for the foreseeable future. In fact, in a just-published article (“Leveraging the 21st-Century Workforce”) in Contingent Workforce Strategies 3.0, staffing experts Kay Colson and Jim Halling point out, “The contract labor force is growing twice as rapidly as the traditional workforce. The U.S. Bureau of Labor Statistics also added that this is projected to comprise more than 35 percent of all employees by the end of 2013.”

What’s behind this change? The pundits have plenty of theories on this topic, but many agree that the impending full implementation of the Patient Protection and Affordable Care Act (ACA) is one likely factor. As I mentioned in an earlier post, when the ACA goes into effect on January 1, 2014, and all employers must provide health-care benefits, temporary employment will have increased appeal—and workers will be more inclined to see it as a viable and even desirable long-term option.

The cause of growth in the temporary staffing industry isn’t nearly as significant for most business owners as the long-term implications of the growth itself. It’s definitely no passing trend; rather, I see it as a permanent shift in the way companies plan for talent and staff their organizations. This is all great news that should have each and every owner of a staffing company jumping for joy.

But before you break out the champagne and start celebrating, keep this thought in mind: as your industry grows, your competition will grow, too. You’ll likely see your current competitors expand and new companies emerge. And there’s a good chance you’ll be undercut on price or outdone on quality—or both.

Fortunately, you can remain viable by establishing your firm as the market leader. Let’s be honest here: all staffing companies do basically the same thing. So how does someone who needs staffing decide which firm to hire? He or she often calls the firm that has the best reputation and comes to mind first. In other words, the firm with the best branding is usually the one that gets the job. With effective branding, you can make sure you’re top of mind with any client who needs temporary staffing services.

In previous posts I’ve discussed how to use custom publishing in particular to improve your brand. The key to success in any branding effort, however, is to tie it back to your company’s own unique value proposition (UVP). Next week, I’ll explain what a UVP is and how to make it work for your company’s brand.


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