PERSOL rebrands across 13 markets as workforce shifts accelerate
PERSOLKELLY has officially rebranded as PERSOL, consolidating its operations across 13 markets under a single brand identity.
The rebrand brings to an end the use of the Kelly name, resulting in all PERSOLKELLY businesses moving to one unified name and strategy. The company has said this provides greater brand cohesion across the Asia-Pacific region while maintaining its focus on local expertise and client relationships in Australia.
PERSOL's legacy in Australia has been formed through long-standing staffing brands such as SKILLED, Kelly, and Programmed. With more than 100 offices nationwide and a workforce that exceeds 30,000, PERSOL supports a range of sectors including STEM, banking and financial services, mining and resources, government, professional services, and IT.
The rebranding comes at a period of significant change in the Australian economy, particularly across sectors like technology, artificial intelligence, and renewable energy. The Future Made in Australia initiative is accelerating growth in clean-tech manufacturing and green hydrogen, supported by government funding of more than AUD $22 billion and major industrial projects. In addition, the transition to renewable energy is forecast to produce an estimated 53,000 jobs in cleantech manufacturing by 2035. The sector has also seen increased household battery installations following a national subsidy scheme that now covers up to 30% of installation costs.
There are ongoing concerns about workforce shortages, especially in STEM, IT, engineering, artificial intelligence, and sustainability areas. Recent research suggests that 71% of industry leaders expect these shortages to persist into 2025. Separate studies estimate that the Australian IT sector will need to expand by 37%, adding 150,000 new jobs by 2030.
Kurt Gillam, Executive General Manager, PERSOL ANZ, commented on the company's achievements and strategic direction:
"For decades, we've built trusted client relationships and deep local expertise – helping businesses and professionals across Australia and the region navigate workforce challenges," said Kurt Gillam, Executive General Manager, PERSOL ANZ.
He continued:
"Becoming PERSOL reflects how far we've come – and where we're going. It unifies our strengths under one brand, allowing us to scale smarter, deliver consistently, and innovate faster."
The workforce in Australia is also experiencing shifts due to technological developments such as artificial intelligence and automation, changes in energy systems, and a move towards circular supply chains. As a result, organisations are looking for more flexible hiring models, opportunities for staff reskilling, and increased talent mobility both within Australia and internationally.
PERSOL's rebrand, according to the company, has been designed as a response to these changes, broadening its service offering in agile hiring, digital recruitment processes, and support for reskilling and talent mobility at a regional level.
The company states that the change in brand does not alter its mission, which remains focused on partnerships in the local market. Since the PERSOL brand's introduction in Japan in 2016, and subsequently across Asia-Pacific, it has grown in Australia through brands like SKILLED, Kelly, and Programmed, establishing itself as a key partner for sectors undergoing transformation.
"Becoming PERSOL and unifying our business across Asia-Pacific means we can deliver smarter, more consistent solutions across borders – while staying responsive to the unique needs of the Australian market," added Gillam.
The rebrand is described as a move that will help PERSOL combine its local knowledge with the scale of a regional operator, aiming to support organisations and professionals through ongoing economic and technological change in the workforce.
