6 Brilliant Recruitment Marketing Campaigns

Candidates want to feel connected to your brand and sense that employers understand them as individuals. So how can companies stick out from the crowd? Employers must be proactive in their technique to bring in candidates, and recruitment marketing is the option

Recruitment marketing is a relatively new way to bring in prospects, both passive and active, to your business. It involves adopting the same principals and methods used by marketing to bring in candidates and increase brand awareness. Some examples of marketing practises now being used by HR teams consist of: lead generation, SEO, guerrilla marketing, social advertising, personalised prospect journey and content creation.

According to SHRM, business that include recruitment marketing into their hiring method can create three times more candidate leads than those who do not – leading a 100% higher close rate on applicants. Additionally, current research by Allegis discovered that running a recruitment marketing campaign can conserve business as much as 40% on overall skill expenses. On top of these savings, recruitment marketing enhances employer brand name and attracts an estimated 50% more competent prospects.

It’s remarkable to see how a deep understanding of your prospects can lead to campaigns that inspire them to take action. We have actually put together a list of 6 of our favourite creative recruitment projects that you can take inspiration from for your next recruitment marketing campaign. These campaigns pressed the boundaries of standard job ads, and for numerous, the application processes went viral.

Examples of recruitment marketing projects

Ogilvy: employment The World’s Greatest Salesperson

To engage and work with the most proficient salesmen in the company, Ogilvy, among the worlds most popular ad agency, ran an innovative recruitment campaign to find ‘The World’s Greatest Salesperson’.

Ogilvy leveraged targeted social media advertising in combination with their YouTube channel. Here they invited the prospective candidates to movie themselves selling a brick. The prize? A three month paid internship with Ogilvy and the possibility to pitch at the Cannes Lions International Advertising Festival.

An excellent advantage to companies 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 campaigns.

They are an excellent method to draw in passionate candidates in addition to serving as a preliminary screening test. Companies might ask prospects to fix 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 signboard. This marketing campaign was a great success for Google and earned full marks online within mathematical and engineering forums – even before Google was known as the brains behind the operation.

The billboard, placed in Silicon Valley, provided a complex mathematical formula to passers-by and employment challenged those who thought they were wise enough to solve it. Once fixed, the formula revealed a site URL (www.7427466391.com) that the solver need to check out.

Those smart adequate to solve the billboard puzzle were provided one final puzzle when on the site.

Successful prospects received the message:
« Nice work. Well done. Mazel tov. You have actually made it to Google Labs, and we’re pleased you’re here. One thing we found out while building Google is that it’s much easier to find what you’re searching for if it comes looking for you. What we’re looking for are the very best engineers on the planet. And here you are. »

The billboard was an interesting method to draw in a few of the smartest minds to Google. Google organized this candidate swimming 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 job of employing 100 employees. To fill this high number of positions, they needed to believe huge. IKEA’s outside the box thinking resulted in a great « inside package » service.

IKEA chose to target those who they knew already liked IKEA by putting ‘career guidelines’ inside the box of IKEA products for clients to discover upon opening their item. The instructions mirrored their famous assembly directions, instructing customers on how to « assemble your future ».

The project was a huge success, and consumers loved it. Thousands of clients used, and IKEA worked with 280

staff members who appreciated the IKEA brand. The factor for the success of the campaign was not simply down to its imagination however likewise due to the fact that it spoke to IKEA’s existing brand employment ambassadors, their customers. Many recruitment messages can get lost in the noise online and in-store. The shipment of this recruitment project successfully gotten in touch with prospects in a customised way, in their own homes just as they’re focused on assembling their brand-new furniture.

Volkswagen: A Covert Message

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

Volkswagen selected an obvious but uncommon positioning, the undercarriage of vehicles in need of repair work. Volkswagen intentionally distributed malfunctioning cars and trucks with the message hidden beneath to service centres throughout Germany in anticipation of drawing in knowledgeable workers.

Volkswagens campaign was a terrific success, and they employed various experienced mechanics while validating themselves as an ingenious and enjoyable brand.

McKinsey & Company: The Eraser Pencil

McKinsey and Company were seeking to bring in ambitious students to their company. They reached students by going to the one location guaranteed to have trainees around, schools 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 satisfied with just any option. www.McKinsey.ch. »

The campaign’s goal was to pre-filter applicants by drawing in those that aren’t satisfied with simply any option and are curious innovators. The pencil twisted the rules of advertising, and employment it’s basic message resonated with numerous, resulting in premium graduate hires at McKinsey.

Just like this pencil, recruitment marketing projects do not need to be expensive, and business can state a lot in just an easy statement.

Marriott: A Personalised Careers Page

Marriott is an excellent example of business doing recruitment marketing the best way. Their professions page has 1.2 million likes, and employment they release content two times a day – often more. They share content that potential employees can relate to and feel motivated by, such as specific employees accomplishments, days in the life of an employee and general day to day updates from across the Marriott network.

Marriott wants to communicate a sense of personalisation with their careers page so that potential workers can build a genuine connection with the brand. They achieve this by permitting named workers to address any questions on the careers page from the business profile. Marriot likewise provides a chat service to those seeking to find out more about life at the business and advice on how they can successfully apply for a position.

Marriotts method shows you don’t need out of package believing to connect with candidates. There are a myriad of methods your organization can approach your recruitment project. Marriott’s strategy is easy, and any business can replicate this technique and attain the same success. Have a designated location where you share insights on life at your company and most notably, listen to potential prospects and employment respond to their concerns immediately and effectively.

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Step 1: An excellent 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 prospects have the very best experience possible and you have time to concentrate on what matters, your people. Discover more about us here.