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International recruitment and labour hire specialists Humanis Group Limited announced yesterday it has rebranded to Bluestone Global.
Following approval by shareholders at the company’s Annual General Meeting, Humanis Group will change its name on the Australian Securities Exchange (‘ASX’) to Bluestone Global Limited. The new ASX code will be BUE subject to approval by the ASX, which the company expects to occur shortly.
Managing Director, Rabieh Krayem, said the new corporate identity was designed to create a more integrated brand positioning following the successful re-brand of the group’s generalist business division earlier this year to Bluestone Recruitment, involving the merger of seven trading brands into one.
‘We’ve done a lot of work in the last few months from an operational perspective to simplify our business model given our recent acquisition history, which naturally led to reviewing our corporate brand and how well it’s understood by our stakeholders.
“We discovered that there is strong brand equity in our three core trading brands, Bluestone Recruitment, ResCo Services and UltimateSkills,” Krayem said.
“Given Bluestone Recruitment comprises 70% of our business, it made sense to evolve our corporate brand and simplify our overall brand architecture.
“Bluestone Global also represents the future of our business in terms of our international growth aspirations, the diversity of our service offerings, breadth of industry coverage, and a more integrated brand positioning,” Krayem said.
The rebrand will be rolled out through key touch points including the group’s induction platform, intranet, corporate website and signage at the group’s head office in Melbourne as well as its Townsville site.
“I’m excited about this evolution in our business in terms of a corporate brand that builds on the strengths of our biggest trading brand, unites our people under the one banner and creates a strong identity going forward,” Krayem said.
According to Staffing Industry Analysts’ research, Humanis was among the top 20 largest staffing firms operating in Australia in 2011.