6 Brilliant Recruitment Marketing Campaigns
Candidates wish to feel connected to your brand name and employment sense that companies understand them as people. So how can companies stand 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 fairly brand-new way to attract prospects, both passive and active, to your business. It involves adopting the exact same principals and techniques utilized by marketing to draw in prospects and employment increase brand name awareness. Some examples of marketing practises now being used by HR teams include: list building, SEO, guerrilla marketing, social advertising, personalised prospect journey and content creation.
According to SHRM, employment companies that integrate recruitment marketing into their hiring method can generate 3 times more applicant leads than those who don’t – leading a 100% higher close rate on candidates. Additionally, current research study by Allegis found that running a recruitment marketing campaign can conserve business up to 40% on overall skill costs. On top of these cost savings, recruitment marketing increases employer brand and draws in an approximated 50% more competent candidates.
It’s extraordinary to see how a deep understanding of your prospects can cause projects that inspire them to take action. We’ve put together a list of six of our favourite creative recruitment projects that you can take inspiration from for your next recruitment marketing campaign. These projects pushed the boundaries of traditional job advertisements, and for numerous, the application processes went viral.
Examples of recruitment marketing projects
Ogilvy: The World’s Greatest Salesperson
To engage and employ the most skilled salespeople in business, Ogilvy, employment one of the worlds most popular ad agency, ran an innovative recruitment campaign to discover ‘The World’s Greatest Salesperson’.
Ogilvy leveraged targeted social networks marketing in combination with their YouTube channel. Here they invited the prospective candidates to movie themselves selling a brick. The reward? A 3 month paid internship with Ogilvy and the chance 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 countless people.Contests are a standard approach of recruitment marketing campaigns.
They are a great way to attract enthusiastic candidates as well as serving as a preliminary screening test. Companies may ask prospects to resolve puzzles, write lines of code or make a video.
GOOGLE: The Puzzling Billboard
Continuing the competitive technique to recruitment marketing is Google’s 2004 puzzling signboard. This marketing campaign was a fantastic success for Google and earned full marks online within mathematical and engineering online forums – even before Google was called the brains behind the operation.
The billboard, put in Silicon Valley, provided a complex mathematical equation to passers-by and challenged those who believed they were wise enough to solve it. Once resolved, the equation revealed a site URL (www.7427466391.com) that the solver should check out.
Those smart adequate to solve the signboard puzzle were provided one last puzzle once on the site.
Successful prospects received the message:
«Nice work. Well done. Mazel tov. You’ve made it to Google Labs, and we’re delighted you’re here. One thing we discovered while developing Google is that it’s easier to find what you’re looking for if it comes searching for you. What we’re trying to find are the best engineers worldwide. And here you are.»
The signboard was an appealing way to draw in some of the most intelligent minds to Google. Google organized this prospect swimming pool into passionate ‘issue solvers’ – an extremely renowned skill at google.
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IKEA: Assemble Your Future
Upon opening a brand-new store in Australia, IKEA had the task of employing 100 staff members. To fill this high variety of positions, they had to believe big. IKEA’s outside package thinking caused a fantastic «inside package» service.
IKEA chose to target those who they knew currently loved IKEA by putting ‘career instructions’ inside the box of IKEA products for consumers to find upon opening their item. The instructions mirrored their well-known assembly directions, advising clients on how to «assemble your future».
The project was a huge success, and clients loved it. Countless customers applied, and IKEA employed 280
employees who appreciated the IKEA brand. The factor for the success of the project was not just down to its creativity however also because it talked to IKEA’s existing brand name ambassadors, their clients. Many recruitment messages can get lost in the sound online and in-store. The delivery of this recruitment campaign effectively linked with prospects in a customised way, in their own homes simply as they’re focused on assembling their brand-new furnishings.
Volkswagen: A Surprise Message
When Volkswagen had to employ talented mechanics, they carefully considered where this target audience hung out so that they could communicate their recruitment message efficiently.
Volkswagen chose an obvious however unusual positioning, employment the undercarriage of automobiles in need of repair. Volkswagen purposefully distributed malfunctioning automobiles with the message hidden beneath to service centres across Germany in anticipation of drawing in experienced workers.
Volkswagens campaign was a great success, and they employed various competent mechanics while authenticating themselves as an ingenious and fun brand name.
McKinsey & Company: The Eraser Pencil
McKinsey and Company were looking to attract enthusiastic students to their company. They reached students by going to the one place ensured to have students around, campuses at numerous Swiss universities.
McKinsey provided pencils with comically elongated erasers. Printed on the side of the pencil was a message that read «We’re looking for trainees who aren’t satisfied with simply any service. www.McKinsey.ch.»
The campaign’s aim was to pre-filter applicants by bring in those that aren’t pleased with simply any option and wonder innovators. The pencil twisted the guidelines of marketing, and it’s simple message resonated with numerous, causing high-quality graduate hires at McKinsey.
Similar to this pencil, recruitment marketing campaigns do not have to be costly, and companies can say a lot in only an easy declaration.
Marriott: A Personalised Careers Page
Marriott is an outstanding example of business doing recruitment marketing the proper way. Their professions page has 1.2 million likes, employment and they publish content twice a day – in some cases more. They share content that possible employees can connect to and feel motivated by, such as private employees accomplishments, days in the life of an employee and general 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 attain this by enabling named staff members to address any concerns 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 business and guidance on how they can successfully make an application for a position.
Marriotts technique reveals you don’t require exceptional out of the box thinking to link with candidates. There are a myriad of ways your business can approach your recruitment campaign. Marriott’s method is simple, and any company can imitate this approach and accomplish the exact same success. Have a designated place where you on life at your business and employment most significantly, listen to potential prospects and react to their concerns quickly and effectively.
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Step 1: A terrific recruitment marketing Campaign. Step 2? Occupop!
We can assist you screen applicants, sort CVs and even schedule interviews, all-in-one centralised recruitment platform. This will guarantee that your prospects have the best experience possible and you have time to concentrate on what matters, your people. Find out more about us here.
