6 Brilliant Recruitment Marketing Campaigns

Candidates desire to feel linked to your brand and sense that companies understand them as individuals. So how can companies stand apart from the crowd? Employers need to be proactive in their technique to attracting candidates, and recruitment marketing is the solution

Recruitment marketing is a relatively new way to draw in candidates, both passive and active, to your business. It includes embracing the very same principals and strategies used by marketing to draw in prospects and increase brand name awareness. Some examples of marketing practises now being made use of by HR groups include: lead generation, SEO, guerrilla marketing, social marketing, personalised prospect journey and content creation.

According to SHRM, business that integrate recruitment marketing into their hiring technique can produce 3 times more candidate leads than those who don’t – leading a 100% greater close rate on applicants. Additionally, current research study by Allegis discovered that running a recruitment marketing project can save companies up to 40% on overall talent expenses. On top of these cost savings, recruitment marketing enhances employer brand name and attracts an estimated 50% more qualified prospects.

It’s remarkable to see how a deep understanding of your prospects can result in projects that encourage them to do something about it. We have actually created a list of 6 of our favourite innovative recruitment campaigns that you can take motivation from for your next recruitment marketing project. These projects pressed the limits of traditional job ads, and for lots of, the application processes went viral.

Examples of recruitment marketing campaigns

Ogilvy: The World’s Greatest Salesperson

To engage and work with the most skilled salespeople in business, Ogilvy, one of the worlds most popular ad agency, ran an innovative recruitment project to discover ‘The World’s Greatest Salesperson’.

Ogilvy leveraged targeted social networks advertising in combination with their YouTube channel. Here they invited the possible candidates to film themselves selling a brick. The reward? A 3 month paid internship with Ogilvy and the possibility to pitch at the Cannes Lions International Advertising Festival.

A great advantage to employers is the ease at which recruitment marketing contests can be shared online and reach hundreds to countless people.Contests are a standard method of recruitment marketing projects.

They are a terrific way to bring in passionate applicants as well as functioning as an initial screening test. Companies might ask prospects to fix puzzles, compose lines of code or make a video.

GOOGLE: The Puzzling Billboard

Continuing the competitive approach to recruitment marketing is Google’s 2004 puzzling signboard. This marketing campaign was a terrific success for Google and made full marks online within mathematical and engineering online forums – even before Google was called the brains behind the operation.

The billboard, put in Silicon Valley, presented a complicated mathematical formula to passers-by and challenged those who thought they were clever enough to solve it. Once resolved, the equation revealed a site URL (www.7427466391.com) that the solver should go to.

Those wise enough to solve the signboard puzzle were given one final puzzle once on the site.

Successful candidates got the message:
“Nice work. Well done. Mazel tov. You have actually made it to Google Labs, and we’re pleased you’re here. Something we found out while constructing Google is that it’s simpler to find what you’re searching for if it comes searching for you. What we’re looking for are the very best engineers in the world. And here you are.”

The billboard was an engaging way to draw in some of the smartest minds to Google. Google grouped this candidate swimming pool into passionate ‘issue solvers’ – an extremely well-regarded skill at google.

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IKEA: Assemble Your Future

Upon opening a brand-new shop in Australia, IKEA had the task of working with 100 staff members. To fill this high variety of positions, they needed to believe big. IKEA’s outside the box thinking caused a wonderful “inside package” solution.

IKEA decided to target those who they understood currently enjoyed IKEA by putting ‘career guidelines’ inside package of IKEA products for customers to discover upon opening their product. The directions mirrored their famous assembly instructions, instructing clients on how to “assemble your future”.

The project was a substantial success, and customers adored it. Thousands of consumers used, and IKEA employed 280

employees who appreciated the IKEA brand. The reason for the success of the campaign was not just down to its imagination but also due to the fact that it spoke to IKEA’s existing brand ambassadors, their consumers. Many recruitment messages can get lost in the noise online and in-store. The shipment of this recruitment campaign effectively gotten in touch with candidates in a personalised method, in their own homes just as they’re concentrated on assembling their brand-new furniture.

Volkswagen: A Covert Message

When Volkswagen needed to work with talented mechanics, they thoroughly considered where this target audience hung out so that they could interact their recruitment message efficiently.

Volkswagen chose an obvious but uncommon placement, the undercarriage of cars and trucks in need of repair work. Volkswagen deliberately dispersed malfunctioning vehicles with the message hidden below to service centres throughout Germany in anticipation of bring in experienced employees.

Volkswagens campaign was a fantastic success, and they worked with many skilled mechanics while verifying themselves as an ingenious and referall.us enjoyable brand.

McKinsey & Company: The Eraser Pencil

McKinsey and Company were looking to bring in ambitious students to their company. They reached students by going to the one place guaranteed to have students around, campuses at a number of Swiss universities.

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

The project’s goal was to pre-filter applicants by drawing in those that aren’t pleased with simply any solution and wonder innovators. The pencil twisted the rules of advertising, and it’s basic message resonated with many, causing top quality graduate employs at McKinsey.

Much like this pencil, recruitment marketing projects don’t need to be pricey, and business can state a lot in just a simple statement.

Marriott: A Personalised Careers Page

Marriott is an excellent example of business doing recruitment marketing . Their careers page has 1.2 million likes, and they release content twice a day – in some cases more. They share material that possible employees can connect to and feel inspired by, such as specific employees achievements, days in the life of an employee and general daily updates from across the Marriott network.

Marriott wishes to communicate a sense of personalisation with their careers page so that potential workers can construct a genuine connection with the brand name. They accomplish this by enabling named workers to respond to any questions on the professions page from the business profile. Marriot likewise offers a chat service to those looking to find out more about life at the business and suggestions on how they can effectively obtain a position.

Marriotts method reveals you do not require exceptional out of the box believing to get in touch with candidates. There are a myriad of ways your organization can approach your recruitment project. Marriott’s strategy is simple, and any company can replicate this method and accomplish the very same success. Have a designated place where you share insights on life at your business and most importantly, listen to prospective candidates and react to their concerns immediately and efficiently.

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

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