Radia Holdings Inc. today rolled out a new brand that includes a name change for the company to Advantage Resourcing.

The Advantage brand will replace all the company's existing brands, which include Technical Aid Corp., Talent Tree Inc., WillStaff Inc. and The Holland Group of Tennessee among others.

"It started by talking with our clients," said Chairman and CEO Charles Abadie. "We then looked at the overall global marketplace and realized there is a significant disconnect between existing staffing and recruiting companies and the organizations that hire them."

Advantage will be divided into four groups:
-Advantage xPO -- recruitment process outsourcing, business process outsourcing and contingent workforce management among other services
-Advantage Technical Resourcing -- technical staffing including information technology, engineering, research and development, and scientific
-Advantage Professional -- professional staffing in human resources, finance/accounting, executive support and legal
-Advantage Staffing -- staffing in general business, clerical, administration, light industrial and skilled trades

The new Web address for the company will be www.hirethinking.com.

The company is based in Japan, but has operations in the U.S. and Europe. Radia ranked as the seventh-largest staffing firm in the world, according to Staffing Industry Analysts' 2009 list of largest global staffing firms.

The U.S.-based operations had changed their name to Radia International back in January 2008. The previous name was GW Premier America.