6 Brilliant Recruitment Marketing Campaigns

Candidates wish to feel linked to your brand and sense that employers understand job them as individuals. So how can employers stick out from the crowd? Employers should be proactive in their method to drawing in candidates, and recruitment marketing is the option

Recruitment marketing is a relatively brand-new method to bring in prospects, both passive and active, to your business. It involves adopting the exact same principals and techniques utilized by marketing to draw in candidates and increase brand awareness. Some examples of marketing practises now being used by HR groups consist of: list building, SEO, guerrilla marketing, social advertising, personalised candidate journey and material development.

According to SHRM, companies that include recruitment marketing into their hiring strategy can generate 3 times more applicant leads than those who don’t – leading a 100% greater close rate on applicants. Additionally, recent research by Allegis found that running a recruitment marketing campaign can conserve business up to 40% on overall talent costs. On top of these cost savings, recruitment marketing boosts employer brand name and attracts an approximated 50% more competent prospects.

It’s extraordinary to see how a deep understanding of your prospects can lead to campaigns that motivate them to act. We’ve created a list of 6 of our favourite innovative recruitment projects that you can take motivation from for your next recruitment marketing project. These campaigns pushed the limits of conventional job ads, and for many, the application processes went viral.

Examples of recruitment marketing projects

Ogilvy: The World’s Greatest Salesperson

To engage and hire the most experienced salespeople in business, Ogilvy, among the worlds most prominent marketing firms, 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 potential prospects to movie themselves offering a brick. The prize? A 3 month paid internship with Ogilvy and the chance to pitch at the Cannes Lions International Advertising Festival.

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

They are a great way to bring in enthusiastic candidates along with serving as an initial screening test. Companies may ask prospects 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 puzzling billboard. This marketing project was an excellent success for Google and earned full marks online within mathematical and engineering forums – even before Google was called the brains behind the operation.

The billboard, placed in Silicon Valley, presented a complicated mathematical formula to passers-by and challenged those who believed they were clever enough to solve it. Once solved, the formula revealed a site URL (www.7427466391.com) that the solver need to check out.

Those smart enough to fix the billboard puzzle were offered one last puzzle as soon as on the site.

Successful prospects received the message:
“Nice work. Well done. Mazel tov. You’ve made it to Google Labs, and we’re glad you’re here. Something we found out while constructing Google is that it’s much easier to discover what you’re trying to find if it comes looking for you. What we’re searching for are the finest engineers in the world. And here you are.”

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

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IKEA: Assemble Your Future

Upon opening a brand-new shop in Australia, IKEA had the job of working with 100 workers. To fill this high number of positions, they had to believe huge. IKEA’s outside the box thinking led to a fantastic “inside the box” solution.

IKEA chose to target those who they understood currently enjoyed IKEA by putting ‘career guidelines’ inside package of IKEA items for clients to find upon opening their item. The guidelines mirrored their well-known assembly directions, advising consumers on how to “assemble your future”.

The project was a huge success, and clients adored it. Thousands of clients applied, and IKEA hired 280

employees who admired the IKEA brand. The factor job for the success of the campaign was not just down to its imagination but also due to the fact that it talked to IKEA’s existing brand ambassadors, their clients. Many recruitment messages can get lost in the sound online and in-store. The shipment of this recruitment project successfully gotten in touch with prospects in a customised way, in their own homes simply as they’re concentrated on assembling their brand-new furniture.

Volkswagen: A Surprise Message

When Volkswagen needed to work with gifted mechanics, they thoroughly thought about where this target audience hung out so that they could communicate their recruitment message effectively.

Volkswagen selected an obvious however uncommon positioning, the undercarriage of cars in need of repair work. Volkswagen deliberately distributed defective vehicles with the message concealed underneath to service centres throughout Germany in anticipation of drawing in experienced staff members.

Volkswagens project was a terrific success, and they hired various knowledgeable mechanics while verifying themselves as an innovative and fun brand name.

McKinsey & Company: The Eraser Pencil

McKinsey and Company were wanting to attract ambitious trainees to their business. They reached students by going to the one location ensured to have students around, campuses at several Swiss universities.

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

The campaign’s objective was to pre-filter candidates by attracting those that aren’t satisfied with simply any service and are curious innovators. The pencil twisted the rules of advertising, and job it’s simple message resonated with numerous, leading to high-quality graduate hires at McKinsey.

Just like this pencil, recruitment marketing projects do not need to be costly, and business can say a lot in only an easy statement.

Marriott: A Personalised Careers Page

Marriott is an exceptional example of companies doing recruitment marketing the proper way. Their careers page has 1.2 million likes, and they publish content twice a day – often more. They share content that potential employees can relate to and feel inspired by, such as private employees achievements, days in the life of an employee and general day to day updates from throughout the Marriott network.

Marriott wants to convey a sense of personalisation with their professions page so that prospective staff members can construct a real connection with the brand. They attain this by allowing named employees to respond to any questions on the professions page from the company profile. Marriot also offers a chat service to those looking to find out more about life at the company and guidance on how they can effectively obtain a .

Marriotts technique shows you don’t need remarkable 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 strategy is easy, and any company can replicate this technique and attain the very same success. Have a designated location where you share insights on life at your company and most importantly, listen to potential candidates and respond to their concerns without delay and efficiently.

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

We can assist you screen candidates, sort CVs and even schedule interviews, all-in-one centralised recruitment platform. This will ensure that your candidates have the finest experience possible and you have time to focus on what matters, your individuals. Discover more about us here.