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Founded Date August 5, 1980
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6 Brilliant Recruitment Marketing Campaigns
Candidates wish to to your brand and sense that companies understand them as individuals. So how can employers stand apart from the crowd? Employers must be proactive in their technique to attracting prospects, and recruitment marketing is the option
Recruitment marketing is a relatively brand-new method to draw in candidates, both passive and active, to your company. It involves embracing the same principals and techniques utilized by marketing to draw in prospects and employment increase brand name awareness. Some examples of marketing practises now being utilised by HR groups consist of: lead generation, SEO, employment guerrilla marketing, social advertising, customised candidate journey and content development.
According to SHRM, business that integrate recruitment marketing into their hiring method can create three times more applicant leads than those who don’t – leading a 100% higher close rate on candidates. Additionally, recent research study by Allegis discovered that running a recruitment marketing campaign can conserve business approximately 40% on total skill expenses. On top of these cost savings, recruitment marketing increases company brand and employment brings in an approximated 50% more competent candidates.
It’s exceptional to see how a deep understanding of your candidates can result in projects that motivate them to take action. We’ve assembled a list of six of our favourite creative recruitment campaigns that you can take inspiration from for your next recruitment marketing campaign. These campaigns pushed the boundaries of standard job advertisements, and for many, the application processes went viral.
Examples of recruitment marketing campaigns
Ogilvy: The World’s Greatest Salesperson
To engage and work with the most experienced salesmen in the business, Ogilvy, employment among the worlds most popular marketing companies, ran an imaginative recruitment campaign to find ‘The World’s Greatest Salesperson’.
Ogilvy leveraged targeted social media advertising in combination with their YouTube channel. Here they welcomed the prospective candidates to film themselves offering a brick. The prize? A 3 month paid internship with Ogilvy and the opportunity to pitch at the Cannes Lions International Advertising Festival.
A great 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 method of recruitment marketing projects.
They are a great method to attract passionate candidates in addition to acting as an initial screening test. Companies might ask prospects to solve puzzles, compose lines of code or make a video.
GOOGLE: employment The Puzzling Billboard
Continuing the competitive method to recruitment marketing is Google’s 2004 confusing signboard. This marketing project was an excellent success for Google and employment made high appreciation online within mathematical and engineering forums – even before Google was called the brains behind the operation.
The signboard, positioned in Silicon Valley, provided a complicated mathematical formula 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 visit.
Those smart enough to solve the billboard puzzle were offered one last puzzle when on the website.
Successful prospects got the message:
“Nice work. Well done. Mazel tov. You have actually made it to Google Labs, and we’re glad you’re here. Something we discovered while developing Google is that it’s simpler to discover what you’re trying to find if it comes trying to find you. What we’re searching for are the finest engineers on the planet. And here you are.”
The billboard was an appealing way to attract a few of the smartest minds to Google. Google organized this candidate swimming pool into enthusiastic ‘issue solvers’ – a highly renowned skill at google.
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IKEA: Assemble Your Future
Upon opening a new store in Australia, IKEA had the task of employing 100 staff members. To fill this high number of positions, they had to believe big. IKEA’s outside package thinking resulted in a wonderful “inside package” option.
IKEA decided to target those who they knew already liked IKEA by putting ‘career instructions’ inside the box of IKEA items for consumers to discover upon opening their item. The guidelines mirrored their well-known assembly guidelines, advising consumers on how to “assemble your future”.
The campaign was a big success, and customers loved it. Thousands of clients applied, and IKEA hired 280
employees who admired the IKEA brand. The factor for the success of the project was not simply down to its creativity but likewise because it spoke with IKEA’s existing brand ambassadors, their customers. Many recruitment messages can get lost in the noise online and in-store. The delivery of this recruitment campaign effectively gotten in touch with candidates in a customised 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 skilled mechanics, they thoroughly thought about where this target audience hung out so that they might communicate their recruitment message effectively.
Volkswagen chose on an obvious but uncommon placement, the undercarriage of automobiles in requirement of repair. Volkswagen deliberately distributed faulty cars and trucks with the message hidden beneath to service centres across Germany in anticipation of drawing in knowledgeable staff members.
Volkswagens campaign was a great success, and they worked with various competent mechanics while confirming themselves as an ingenious and fun brand.
McKinsey & Company: The Eraser Pencil
McKinsey and Company were seeking to draw in ambitious students to their company. They reached students by going to the one place ensured to have students around, campuses at several Swiss universities.
McKinsey provided pencils with comically lengthened erasers. Printed on the side of the pencil was a message that checked out “We’re searching for students who aren’t satisfied with simply any service. www.McKinsey.ch.”
The campaign’s aim was to pre-filter applicants by attracting those that aren’t pleased with simply any service and employment are curious innovators. The pencil twisted the rules of marketing, and it’s simple message resonated with lots of, leading to premium graduate hires at McKinsey.
Similar to this pencil, recruitment marketing projects do not need to be pricey, and business can say a lot in just an easy statement.
Marriott: A Personalised Careers Page
Marriott is an exceptional example of business doing recruitment marketing the proper way. Their careers page has 1.2 million likes, and they publish content two times a day – in some cases more. They share content that possible staff members can connect to and feel motivated by, such as individual workers accomplishments, days in the life of a staff member and basic daily updates from throughout the Marriott network.
Marriott wishes to communicate a sense of personalisation with their careers page so that possible staff members can construct a genuine connection with the brand name. They achieve 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 aiming to learn more about life at the company and advice on how they can successfully apply for a position.
Marriotts strategy reveals you do not require extraordinary out of the box believing to get in touch with prospects. There are a myriad of ways your company can approach your recruitment project. Marriott’s method is simple, and any business can emulate this technique and achieve the same success. Have a designated location where you share insights on life at your business and most significantly, listen to prospective prospects and react to their questions without delay 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 experience possible and you have time to focus on what matters, your individuals. Find out more about us here.