PersolKelly, the HR solutions firm and joint venture between Kelly Services and Persol Holdings today unveiled its new regional brand identity.

The new regional brand identity reflects the consolidation of its portfolio brands, including HR and recruitment firms such as Kelly Services (for staffing services in Asia Pacific), Capita, and First Alliances, under a single PersolKelly master brand.

The launch of the new brand identity marks the culmination of PersolKelly’s efforts in building a region-leading platform for clients to seamlessly access the best-in-class HR and workforce solutions to navigate Asia’s fast-growing and diverse talent pool.

Francis Koh, CEO, PersolKelly, said, “The Asia Pacific region is not just a focus for PersolKelly, it is our specialty. Since 2016, we have benefitted greatly from the reputation and strength of our unique specialist portfolio brands to become the most trusted talent management brand in the Asia Pacific region.”

Koh said, “The way people work has rapidly transformed due to the ongoing Covid-19 pandemic, technological innovations, demographic changes, and globalisation. Businesses will need to adapt at a much faster rate than ever before to stay ahead in the talent economy. As a partner, PersolKelly has long recognised the need to provide clients with a streamlined experience to remain competitive in attracting the right talent and identifying the most customised solutions. That is why we believe now is the right time to evolve so we can continue to meet our clients’ regional and local strategic workforce needs.”

The new identity will see the elevation of the ‘viewfinder’ in PersolKelly’s logo, which ‘expresses PersolKelly’s focus on people and individual growth.’

The new visual identity will also include a fresh look for PersolKelly assets, ranging from new marketing collateral to revamped digital channels.

“In addition to the visual identity, the brand refresh also encompasses a revitalised brand personality that captures PersolKelly’s confidence, passion, and resourcefulness, as well as the brand’s effort to be considerate, proactive, and smart in all that it does,” the company stated.

Koh said, "The PersolKelly brand offers clients integrated access to an unrivaled scale of in-market knowledge and expertise that spans across our regional brand footprint. It supports our goal to provide clients with a broad range of market- leading HR solutions and allows us to be agile in addressing their unique business needs. This spans from temporary staffing to permanent placements and executive search, as well as payroll and business process outsourcing.”

PersolKelly is a joint venture that was established in 2016 between Japanese staffing giant Persol Holdings and the US headquarterd Kelly Services to cater to Asia Pacific’s rising workforce employment needs. The firm has an operational presence across 13 markets. As of 1 April 2021, PersolKelly has over 2,000 employees across Asia Pacific to service their growing portfolio of customers.

In February 2021, Persol reported that revenue in its Asia Pacific business segment, which includes PersolKelly, was JPY 186.8 billion, down 7.9% over the last year, due to the effects of the pandemic.

SIA spoke with Elvin Tan, Regional Director, Head of Operations, APAC, at PersolKelly about the rebranding.

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