6 Brilliant Recruitment Marketing Campaigns

Candidates wish to feel connected to your brand and sense that employers understand them as people. So how can companies stand out from the crowd? Employers need to be proactive in their technique to attracting prospects, and recruitment marketing is the solution

Recruitment marketing is a relatively new way to attract candidates, both passive and active, to your business. It includes adopting the exact same principals and strategies utilized by marketing to attract prospects and increase brand name awareness. Some examples of marketing practises now being made use of by HR groups include: referall.us lead generation, SEO, guerrilla marketing, social marketing, personalised candidate journey and material production.

According to SHRM, companies that incorporate recruitment marketing into their hiring technique can generate three times more candidate leads than those who do not – leading a 100% higher close rate on applicants. Additionally, current research study by Allegis found that running a recruitment marketing project can save companies approximately 40% on total talent expenses. On top of these savings, recruitment marketing increases employer brand name and attracts an estimated 50% more competent candidates.

It’s extraordinary to see how a deep understanding of your prospects can cause projects that motivate them to act. We’ve assembled a list of 6 of our favourite creative recruitment campaigns that you can take motivation from for your next recruitment marketing project. These projects pushed the borders of traditional task advertisements, and for lots of, the application processes went viral.

Examples of recruitment marketing projects

Ogilvy: The World’s Greatest Salesperson

To engage and employ the most competent salespeople in the company, Ogilvy, one of the worlds most popular marketing agencies, ran an imaginative recruitment project to find ‘The World’s Greatest Salesperson’.

Ogilvy leveraged targeted social networks marketing in mix with their YouTube channel. Here they welcomed the possible prospects to movie themselves selling a brick. The prize? A 3 month paid internship with Ogilvy and the opportunity to pitch at the Cannes Lions International Advertising Festival.

An excellent benefit to employers is the ease at which recruitment marketing contests can be shared online and reach hundreds to thousands of people.Contests are a basic approach of recruitment marketing projects.

They are a great method to attract enthusiastic applicants as well as acting as a preliminary screening test. Companies might ask candidates to resolve puzzles, write lines of code or make a video.

GOOGLE: The Puzzling Billboard

Continuing the competitive approach to recruitment marketing is Google’s 2004 confusing signboard. This marketing project was an excellent success for Google and made high praise online within mathematical and engineering forums – even before Google was called the brains behind the operation.

The billboard, put in Silicon Valley, provided a complex mathematical equation to passers-by and challenged those who thought they were clever enough to resolve it. Once solved, the equation exposed a website URL (www.7427466391.com) that the solver need to check out.

Those wise adequate to resolve the signboard puzzle were given one final puzzle as soon as on the site.

Successful candidates received the message:
“Nice work. Well done. Mazel tov. You’ve made it to Google Labs, and we’re delighted you’re here. Something we discovered while building Google is that it’s much easier to find what you’re trying to find if it comes searching for you. What we’re trying to find are the very best engineers on the planet. And here you are.”

The signboard was an engaging way to draw in a few of the most intelligent minds to Google. Google grouped this candidate swimming pool into passionate ‘problem solvers’ – a highly prestigious skill at google.

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IKEA: Assemble Your Future

Upon opening a new store in Australia, IKEA had the job of hiring 100 employees. To fill this high variety of positions, they needed to think huge. IKEA’s outside the box thinking caused a great “inside the box” option.

IKEA chose to target those who they understood currently enjoyed IKEA by putting ‘career instructions’ inside the box of IKEA products for clients to find upon opening their product. The instructions mirrored their well-known assembly instructions, advising clients on how to “assemble your future”.

The campaign was a big success, and customers loved it. Thousands of consumers applied, and IKEA employed 280

workers who admired the IKEA brand name. The reason for the success of the project was not just down to its creativity but likewise because it spoke to IKEA’s existing brand name ambassadors, their customers. Many recruitment messages can get lost in the noise online and in-store. The shipment of this recruitment project successfully gotten in touch with prospects in a personalised method, in their own homes just as they’re focused on assembling their brand-new furniture.

Volkswagen: A Surprise Message

When Volkswagen needed to hire gifted mechanics, they carefully considered where this target audience hung out so that they could communicate their recruitment message efficiently.

Volkswagen picked an apparent however unusual placement, the undercarriage of cars in requirement of repair work. Volkswagen purposefully dispersed faulty automobiles with the message hidden beneath to service centres throughout Germany in anticipation of attracting skilled staff members.

Volkswagens project was a terrific success, and they employed many knowledgeable mechanics while confirming themselves as an innovative and enjoyable brand.

McKinsey & Company: The Eraser Pencil

McKinsey and Company were aiming to draw in enthusiastic students to their company. They reached students by going to the one location ensured to have trainees around, campuses at several Swiss universities.

McKinsey delivered pencils with comically elongated erasers. Printed on the side of the pencil was a message that read “We’re looking for students who aren’t pleased with just any service. www.McKinsey.ch.”

The project’s aim was to pre-filter candidates by bring in those that aren’t pleased with just any service and are curious innovators. The pencil twisted the rules of marketing, and it’s basic message resonated with numerous, leading to top quality graduate works with at McKinsey.

Similar to this pencil, recruitment marketing projects don’t have to be expensive, and companies can say a lot in only a simple declaration.

Marriott: A Personalised Careers Page

Marriott is an excellent example of business doing recruitment marketing the proper way. Their professions page has 1.2 million likes, and they publish content two times a day – sometimes more. They share material that possible employees can relate to and feel inspired by, such as private workers accomplishments, days in the life of a staff member and basic everyday updates from across the Marriott network.

Marriott desires to convey a sense of personalisation with their professions page so that possible workers can construct an authentic connection with the brand. They accomplish this by allowing called employees to answer any concerns on the professions page from the business profile. Marriot likewise provides a chat service to those wanting to discover more about life at the company and advice on how they can effectively get a position.

Marriotts method reveals you don’t need extraordinary out of package believing to connect with prospects. There are a myriad of ways your company can approach your recruitment project. Marriott’s strategy is easy, and any business can replicate this method and achieve the same success. Have a designated place where you share insights on life at your business and most significantly, listen to potential prospects and react to their concerns quickly and efficiently.

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Step 1: A great recruitment marketing Campaign. Step 2? Occupop!

We can help you screen applicants, sort CVs and even schedule interviews, all-in-one centralised recruitment platform. This will make sure that your candidates have the very best possible and you have time to focus on what matters, your people. Learn more about us here.