In just the past few years, four staffing firms changed their names, including one that changed its name back after being renamed six years ago.
"Everybody is getting to be niche-oriented, and this industry is absolutely moving in that direction," says Wilkerson. "In today's marketplace, you want to be one step ahead of the trend. [These franchises] are basically making sure their consumer understands what business they're in."
Two companies making the change are IT staffing firm Consultis Inc., formerly Computemp Inc., and temp firm Tandem, Staffing for Industry, which is Outsource Franchising Inc.'s new brand name used instead of Labor World. Another is full-time and flexible talent provider Spherion Corp., formerlyInterim Services Inc
"The name Interim described a temporary staffing company," explains Ray Marcy, CEO of Spherion. "Over the past two years, the size of our company has doubled, and our focus has changed from a staffing company to a human capital management company. The newly coined brand Spherion represents our human capital management model and our unique consultative approach."
In December 2000, Initial Staffing Services Inc. changed its name to Talent Tree Inc. after being sold last summer. The company was founded in 1976 as Talent Tree but was renamed Initial Staffing Services when it was purchased in 1995. Explains president Vincent Cook, "We found through extensive research that the name Talent Tree continues to hold a tremendous amount of recognition and still conveys credibility and quality within the staffing industry."