Case Study: Randstad USA achieves unified content operations and visibility with Upland Kapost

Building a Content Operation with Kapost’s Professional Services

Randstad USA, a subsidiary of Randstad Holding (a €23.2 billion global HR services provider managing over 100,000 workers weekly), struggled with fragmented content operations. Vice President of Digital Marketing Skyler Moss found siloed teams relying on spreadsheets, with no visibility into workflows or analytics, no mapping of content to personas or buyer stages, and broadly “content chaos” that kept the organization from scaling a strategic content program.

Partnering with Upland Kapost’s professional services, Randstad ran a two-day Foundations Workshop to define taxonomy, content types, and standardized workflows, then launched a cross-department pilot using a crawl-walk-run approach. The result was a unified content operation—better collaboration, clear strategic mapping to personas and buyer stages, improved visibility and insights into content gaps and performance, and a scalable model ready to expand across global teams.

Randstad

Skyler Moss

Senior Director of Content Marketing