The challenge

A global voice for the real world of work

What should recruitment sound like?

Recruitment is an industry built on people. But its language rarely reflects that.

Across the category, communication tends to feel corporate, transactional and impersonal. The reality of work – its challenges, ambitions, and human moments – is often missing entirely.

For Adecco, this created a disconnect.

Inside the business, consultants build deep relationships with candidates and employers every day. They take the time to understand what motivates people. They speak openly about the realities of work and what it takes to succeed.

But the brand voice didn’t reflect that warmth or authenticity. 

To close the gap between what Adecco does and how it communicates that, the brand needed a voice that sounded as human as the work it represents.

Folded Adecco broadsheet-style newspaper featuring bold red headlines, clean editorial typography and imagery of people at work, presenting the ‘Real work. Real people.’ campaign in a print format.
The opportunity

A voice built on reality

At the heart of the new brand is a simple idea: Real Work. Real People.

The verbal identity brings that idea to life, speaking about work as people actually experience it.

That means moving away from sterile, corporate language and towards a direct, grounded, and relatable voice.

Work isn’t one-size-fits-all. Every candidate, every employer, every opportunity and every city is different. The way the brand communicates needs to reflect that. So we built a voice that balances global consistency with local relevance.

Now, Adecco speaks about the world of work with clarity, honesty and energy – a tone that feels both modern and unmistakably human.

Adecco out-of-home advertising featuring bold, confident copy and red branding, showcasing the ‘Real work. Real people.’ campaign through simple, human and direct messaging.
Adecco mobile interface displaying job search or recruitment content, featuring bold red branding, simple navigation and people-focused messaging aligned with the ‘Real work. Real people.’ campaign.
Adecco magazine featuring bold red headlines, editorial-style layouts and imagery of people at work, presenting the ‘Real work. Real people.’ campaign in a clean, contemporary publication design.
The principles
Adecco office interior featuring a modern workspace with bold red branding, clean design and messaging from the ‘Real work. Real people.’ campaign integrated into the environment.
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Confidence. Honesty. Warmth.

To ensure the voice could be applied consistently across Adecco’s many markets and channels, simplicity was essential. Rather than creating another framework, we let the brand personality lead, using the same principles to shape how Adecco talks.

Confidence


Adecco speaks with clarity and conviction, reflecting its position as a global leader in the world of work. The voice is assured but never arrogant, bold without being boastful.

Honesty


The brand focuses on what’s real. It speaks plainly about the realities of work, choosing clarity over spin, and facts over jargon.

Warmth

Recruitment is ultimately about people. Adecco is always empathetic, respectful and human, speaking person-to-person rather than brand-to-audience.

The result:
together, these principles create a simple lens through which every message can be evaluated. A brand voice that feels clear, confident and human.



It cuts through the sterile language of the category with a tone that feels grounded in the real experiences of work and the people who make it happen.

Person smiling and engaged in conversation during a meeting, wearing a white shirt.

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