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6 Brilliant Recruitment Marketing Campaigns

Candidates wish to feel linked to your brand name and sense that companies understand them as individuals. So how can companies stand out from the crowd? Employers need to be proactive in their method to drawing in candidates, and recruitment marketing is the solution

Recruitment marketing is a fairly new method to attract prospects, both passive and active, employment to your company. It includes adopting the very same principals and techniques utilized by marketing to draw in prospects and increase brand employment name awareness. Some examples of marketing practises now being utilised by HR teams consist of: lead generation, SEO, guerrilla marketing, social advertising, customised candidate journey and content production.

According to SHRM, companies that integrate recruitment marketing into their hiring technique can generate 3 times more applicant leads than those who do not – leading a 100% greater close rate on applicants. Additionally, employment recent research by Allegis discovered that running a recruitment marketing project can save business up to 40% on total skill expenses. On top of these savings, recruitment marketing increases company brand name and attracts an approximated 50% more certified candidates.

It’s extraordinary to see how a deep understanding of your prospects can result in campaigns that motivate them to act. We have actually put together a list of six of our preferred creative recruitment campaigns that you can take inspiration from for your next recruitment marketing project. These projects pressed the boundaries of conventional job ads, 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 skilled salesmen in business, Ogilvy, among the worlds most popular marketing firms, ran a creative recruitment project to discover ‘The World’s Greatest Salesperson’.

Ogilvy leveraged targeted social networks advertising in mix with their YouTube channel. Here they welcomed the potential candidates to movie themselves offering a brick. The reward? A three month paid internship with Ogilvy and the chance to pitch at the Cannes Lions International Advertising Festival.

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

They are a great method to attract enthusiastic applicants in addition to acting as a preliminary screening test. Companies might ask candidates 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 an excellent success for Google and earned full marks online within mathematical and engineering forums – even before Google was understood as the brains behind the operation.

The billboard, positioned in Silicon Valley, provided an intricate mathematical formula to passers-by and challenged those who believed they were clever enough to resolve it. Once solved, the formula revealed a website URL (www.7427466391.com) that the solver must check out.

Those clever enough to the signboard puzzle were offered one last puzzle once on the website.

Successful candidates got the message:
“Nice work. Well done. Mazel tov. You’ve made it to Google Labs, and we’re glad you’re here. One thing we found out while constructing Google is that it’s much easier to find what you’re searching for if it comes searching for you. What we’re searching for are the very best engineers on the planet. And here you are.”

The signboard was an interesting method to draw in a few of the smartest minds to Google. Google organized this candidate pool into enthusiastic ‘issue solvers’ – an extremely renowned ability at google.

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IKEA: Assemble Your Future

Upon opening a new shop in Australia, IKEA had the task of working with 100 employees. To fill this high variety of positions, they needed to believe big. IKEA’s outside package thinking resulted in a great “inside package” solution.

IKEA chose to target those who they knew currently loved IKEA by putting ‘profession directions’ inside the box of IKEA items for clients to find upon opening their product. The directions mirrored their famous assembly directions, advising consumers on how to “assemble your future”.

The project was a big success, and consumers loved it. Thousands of customers applied, and IKEA worked with 280

employees who admired the IKEA brand name. The factor for the success of the project was not simply down to its creativity however likewise due to the fact that it spoke to 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 project successfully connected with candidates in a customised way, employment in their own homes simply as they’re concentrated on assembling their new furniture.

Volkswagen: A Concealed Message

When Volkswagen needed to employ skilled mechanics, they carefully thought about where this target audience hung out so that they might interact their recruitment message effectively.

Volkswagen chose an obvious but uncommon positioning, the undercarriage of automobiles in requirement of repair. Volkswagen intentionally distributed faulty cars and trucks with the message hidden beneath to service centres across Germany in anticipation of drawing in knowledgeable workers.

Volkswagens campaign was a great success, and they hired many skilled mechanics while confirming themselves as an ingenious and fun brand name.

McKinsey & Company: The Eraser Pencil

McKinsey and Company were aiming to bring in ambitious students to their business. They reached students by going to the one place ensured to have trainees 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 searching for trainees who aren’t pleased with just any solution. www.McKinsey.ch.”

The campaign’s goal was to pre-filter candidates by bring in those that aren’t satisfied with just any option and are curious innovators. The pencil twisted the guidelines of advertising, and it’s simple message resonated with numerous, resulting in high-quality graduate works with at McKinsey.

Much like this pencil, recruitment marketing projects don’t need to be pricey, and employment companies can say a lot in just a basic statement.

Marriott: A Personalised Careers Page

Marriott is an outstanding example of companies doing recruitment marketing the proper way. Their professions page has 1.2 million likes, and they publish content twice a day – often more. They share content that prospective workers can associate with and feel inspired by, employment such as individual employees accomplishments, days in the life of an employee and basic everyday updates from throughout the Marriott network.

Marriott desires to convey a sense of personalisation with their careers page so that prospective employees can develop an authentic connection with the brand. They achieve this by enabling named workers to respond to any questions on the careers page from the business profile. Marriot likewise provides a chat service to those aiming to find out more about life at the company and suggestions on how they can successfully get a position.

Marriotts strategy shows you do not require extraordinary out of package believing to link with candidates. There are a myriad of methods your organization can approach your recruitment project. Marriott’s technique is simple, and any business can emulate this method and accomplish the same success. Have a designated location where you share insights on life at your business and most importantly, listen to possible candidates and react to their concerns immediately and employment effectively.

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Step 1: A fantastic 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 ensure that your candidates have the best experience possible and you have time to concentrate on what matters, your people. Learn more about us here.