Over the last few years, sponsorship has taken on a much more prominent role in the PR mix of companies across the world. Linking a company’s name with individuals, organisations and events is an emotionally engaging form of communication. Sponsorship reaches parts of the public that other media, such as advertising, cannot. It gives an insight into the DNA of a company and its culture – the way its relationships are built, both inside and outside the organisation.
The goal of Adecco’s sponsorship strategy is not only to increase brand awareness in selected areas, but also to add definition to the brand profile and increase brand equity. Experiencing the Adecco brand through sponsorships and partnerships enables internal and external colleagues, clients, agents and opinion leaders to gain a better understanding of what Adecco is about.
Sponsorships and partnerships play a vital part in our business of helping individuals and organisations work more efficiently and effectively, and create greater choice in the domain of work. The strategic HR partnerships and research initiatives (such as the Adecco Institute) at the heart of our business are key to strengthening our position in the domain of work and society at large.