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Netherlands: USG announces more rebranding

22 April 2013

USG People has announced today that it is introducing USG Professionals, “an international provider of services for professionals by professionals”.

This announcement follows from the Company recently offloading its General Staffing businesses in Spain, Italy, Austria, Switzerland, Poland and Luxembourg to Randstad allowing it to focus more on its professional staffing brands.

The current brand names USG Innotiv, USG Juristen, Legal Forces, Control, Financial Forces, HR Forces and USG Capacity are being brought together in the overriding USG Professionals brand and renamed in line with their field of expertise: USG Engineering Professionals, USG Legal Professionals, USG Finance Professionals, USG HR Professionals, USG Marketing, Communication & Sales Professionals (as announced last week), USG ICT Professionals and USG Science Professionals. “By doing this we are positioning ourselves in the same recognisable way in every country and are showing that each and every operating company is an expert in its field,” said Hubert Vanhoe, Chief Operational Officer of USG People and responsible for USG Professionals.

With strong positions in the Netherlands and Belgium and operations in five other countries (France, Luxembourg, Germany, Switzerland and Austria), USG Professionals is working hard to further expand its activities in every country in which its brands operate. USG Professionals is focused on the core competencies of HR, finance, engineering, science, legal, ICT and marketing, communication & sales. USG People has been operating in these fields for years with its specialist operating companies.

According to the company the introduction of USG Professionals and the rebranding within the professionals segment are important steps in the execution of the strategic revision which USG People announced in 2011. The focus of this strategy is to achieve leading positions in high-yield markets. Higher demand for highly educated people is expected in the EU in the coming years. The rebranding is also in keeping with the objective of achieving a clear and internationally recognisable brand portfolio. By doing so USG People aims to maintain and further strengthen its position with separate business models that are specifically geared to the dynamics in the different markets.

USG Professionals expects to achieve healthy growth in the coming years. This growth involves the existing operating companies expanding their activities, with areas of expertise being introduced in markets where this expertise is not yet available. In 2012 USG People’s professionals segment grew both organically – through the introduction of USG Legal Professionals in Germany, France, Luxembourg and Switzerland and the launch of USG Marketing, Communication & Sales Professionals in Belgium – as well as due to the acquisition of Control, soon to be USG Finance Professionals, in the Netherlands.

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