6 Brilliant Recruitment Marketing Campaigns

Candidates wish to feel connected to your brand name and sense that employers comprehend them as people. So how can employers stick out from the crowd? Employers must be proactive in their method to attracting prospects, and recruitment marketing is the option

Recruitment marketing is a reasonably brand-new way to bring in prospects, both passive and employment active, to your company. It involves embracing the same principals and methods utilized by marketing to draw in candidates and increase brand name awareness. Some examples of marketing practises now being made use of by HR teams consist of: lead generation, SEO, guerrilla marketing, social advertising, employment personalised prospect journey and content development.

According to SHRM, business that include recruitment marketing into their hiring method can produce three times more candidate leads than those who don’t – leading a 100% higher close rate on candidates. Additionally, current research by Allegis found that running a recruitment marketing campaign can save companies up to 40% on total talent costs. On top of these savings, recruitment marketing increases employer brand name and attracts an approximated 50% more .

It’s remarkable to see how a deep understanding of your candidates can lead to projects that encourage them to act. We have actually put together a list of six of our favourite creative recruitment projects that you can take motivation from for your next recruitment marketing project. These campaigns pushed the borders of traditional job advertisements, and for many, the application processes went viral.

Examples of recruitment marketing projects

Ogilvy: The World’s Greatest Salesperson

To engage and work with the most skilled salespeople in business, Ogilvy, one of the worlds most prominent ad agency, 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 invited the possible prospects 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.

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 campaigns.

They are an excellent way to attract passionate applicants as well as functioning as a preliminary screening test. Companies might ask candidates to resolve 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 project was a fantastic success for Google and made full marks online within mathematical and engineering forums – even before Google was called the brains behind the operation.

The signboard, placed in Silicon Valley, presented a complicated mathematical formula to passers-by and challenged those who believed they were wise adequate to solve it. Once fixed, the formula exposed a website URL (www.7427466391.com) that the solver need to check out.

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

Successful candidates received the message:
“Nice work. Well done. Mazel tov. You’ve made it to Google Labs, and we’re happy 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 looking for you. What we’re trying to find are the very best engineers on the planet. And here you are.”

The signboard was an appealing way to draw in a few of the smartest minds to Google. Google organized this candidate swimming pool into passionate ‘problem solvers’ – an extremely well-regarded skill at google.

INSERT-CTA

IKEA: Assemble Your Future

Upon opening a new store in Australia, employment IKEA had the job of hiring 100 staff members. To fill this high variety of positions, they had to think huge. IKEA’s outside package thinking caused a fantastic “inside package” option.

IKEA chose to target those who they understood already liked IKEA by putting ‘profession directions’ inside the box of IKEA products for customers to discover upon opening their item. The instructions mirrored their well-known assembly instructions, instructing customers on how to “assemble your future”.

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

workers who admired the IKEA brand. The factor for the success of the campaign was not simply down to its creativity however also due to the fact that it talked to IKEA’s existing brand employment name ambassadors, their customers. Many recruitment messages can get lost in the sound online and in-store. The delivery of this recruitment project effectively gotten in touch with prospects in a customised method, in their own homes simply as they’re concentrated on assembling their brand-new furniture.

Volkswagen: A Concealed Message

When Volkswagen needed to employ gifted mechanics, they carefully considered where this target market hung out so that they could interact their recruitment message effectively.

Volkswagen selected an obvious but unusual positioning, the undercarriage of vehicles in requirement of repair. Volkswagen intentionally dispersed malfunctioning cars and trucks with the message concealed beneath to service centres across Germany in anticipation of bring in experienced staff members.

Volkswagens project was a fantastic success, and they hired various knowledgeable mechanics while validating themselves as an ingenious and enjoyable brand.

McKinsey & Company: The Eraser Pencil

McKinsey and Company were seeking to attract enthusiastic trainees to their business. They reached trainees by going to the one location ensured to have trainees around, campuses at a number of Swiss universities.

McKinsey provided pencils with comically lengthened erasers. Printed on the side of the pencil was a message that read “We’re trying to find students who aren’t satisfied with simply any option. www.McKinsey.ch.”

The campaign’s objective was to pre-filter applicants by attracting those that aren’t pleased with simply any service and wonder innovators. The pencil twisted the guidelines of marketing, and it’s basic message resonated with numerous, resulting in top quality graduate works with at McKinsey.

Just like this pencil, recruitment marketing projects don’t have to be costly, and companies can state a lot in only 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 release content two times a day – often more. They share material that prospective staff members can connect to and feel influenced by, such as private employees achievements, days in the life of a worker and basic day to day updates from throughout the Marriott network.

Marriott wants to communicate a sense of personalisation with their professions page so that potential employees can construct a real connection with the brand name. They achieve this by permitting called employees to answer any questions on the professions page from the business profile. Marriot likewise provides a chat service to those seeking to discover more about life at the company and recommendations on how they can effectively request a position.

Marriotts method reveals you don’t require exceptional out of the box thinking to link with candidates. There are a myriad of methods your business can approach your recruitment project. Marriott’s method is simple, and any business can imitate this technique and attain the very same success. Have a designated location where you share insights on life at your business and most significantly, listen to prospective candidates and react to their questions immediately and employment effectively.

INSERT-LINE

Step 1: A terrific 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 make sure that your candidates have the very best experience possible and you have time to focus on what matters, your people. Find out more about us here.