VeriWorks puts one national name on a 60-office staffing roll-up

The roughly 60-office West Palm Beach staffing roll-up behind Action Labor is renaming its holding entity, WO Partners, as VeriWorks, putting one national sales name over six regional staffing businesses that will keep their own names, according to Staffing Industry Analysts.

The group traces back to 1986, when it started with Action Labor, a day-labor and industrial staffing business that currently operates in the Southeast and Texas, and it started buying other firms in 2018 under WO Partners.

The purpose is sales reach, not a local rebrand. “We created the name VeriWorks as a nationwide go-to-market brand that would allow us to harness all of the success in each of our regions, each of our specialties, and apply them to customers across the board,” chief executive Doug Hammond told SIA. Hammond took the top job this year after 12 years at Randstad.

A 12-year Randstad veteran arriving this year at a regional roll-up and creating an enterprise identity points to a company preparing to sell to buyers who procure staffing centrally, across markets and job families, rather than branch by branch.

The portfolio stretches across blue-collar categories. Complete Labor and Staffing covers day labor and light industrial in the Northeast. Project Flagging supplies roadside flagging crews in Maine, New Hampshire and Vermont. Labor Solutions runs on-premise programs largely in food. Laborworx, out of Atlanta, sends out skilled trades workers. Dynamic Protection Group is a security business serving greater New York and Florida.

In its launch announcement, VeriWorks described itself as serving the Southeast, New England, the Mid-Atlantic and the Northeast, and listed additional brands including Project Staffing and Staffing Connection. The company said the local names stay put; for national and multi-region employers, VeriWorks says the regional operations are now backed by one enterprise relationship, one standard of accountability and one partner that can scale across markets and sectors.

Flagging crews in Vermont, security guards in New York and food-plant on-premise programs do not become the same sale because the parent has one name. The rebrand gives VeriWorks a single identity to put in front of multi-region employers.