Finnish HR services firm VMP Plc announced that it has rebranded and changed its name to Eezy. The rebranded company also published a new strategy for 2020-2022.

Earlier this year Smile Personnel Services, a Finnish human resources services firm and VMP announced that they merged to create a “combined powerhouse” in the HR services industry.

“As a result of the merger with Smile and previous acquisitions, the company previously known as VMP has operated under several simultaneous brands until now,” the company stated. “The goal of the name renewal is to combine all services under one brand, Eezy, thus supporting integration. The decision on the new name, Eezy Oyj, will be made at the extraordinary general meeting in December.”

The brand Eezy has previously been in the use of the firm’s self-employment services.

Eezy’s services include staffing, recruiting, organisational development, and self-employment services. Through the group, approximately 30,000 people are employed every year and serve thousands of companies.

The rebranded group’s Board of Directors also approved the new strategy for 2020-2022. The strategy is based on trends that drive staffing services, such as labour shortages and the need for more flexible work. It also addresses the need to prepare the company, built through several mergers and acquisitions, to meet the potential the currently fragmented market offers.

“Eezy’s mission is to fulfil working life dreams,” the group said. “Eezy’s vision is to be the most significant actor in Finnish employment and working life, together with its employees and clients. As a strategic goal, this means market leadership in Finland by 2022.”

Eezy will focus on the following key actions during the strategy period 2020-2022:

1. Integration: The integration year 2020 sets the ground for future growth and the development of good profitability
2. Growth: Growth and strengthening of market position in all businesses
3. ‘Doers’ decade’: “The well-being of the work community and the individual are key to success,” the group said.

Along with the new strategy, Eezy is considering moving to IFRS reporting standards, which would also result in the re-evaluation of the long-term financial targets. The group said that current long-term financial targets remain valid for now.

Sami Asikainen, CEO of Eezy, commented, “Through our name change and new strategy we get to jumpstart a new decade, the doers’ decade. We are one of Finland’s largest employers and, with our diverse services, a significant part of the Finnish labour market.”

“Together with our 400 professionals, we promise to fulfil the dreams of our employees and clients,” Asikainen. “Courage and professional skill in working positively and respecting diversity are at the heart of everything we do. The staffing services market is a growing billion-euro business, where we want to lead the way. For the past 30 years, we have succeeded in the ever-changing working life, and we intend to continue on this path.”