6 Brilliant Recruitment Marketing Campaigns

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

Recruitment marketing is a fairly new way to bring in prospects, both passive and active, to your company. It includes adopting the same principals and techniques utilized by marketing to attract candidates and employment increase brand awareness. Some examples of marketing practises now being used by HR groups include: lead generation, SEO, employment guerrilla marketing, social marketing, customised candidate journey and content development.

According to SHRM, business that include recruitment marketing into their hiring technique can generate three times more candidate leads than those who don’t – leading a 100% higher close rate on applicants. Additionally, recent research by Allegis found that running a recruitment marketing campaign can conserve companies approximately 40% on overall skill costs. On top of these savings, recruitment marketing increases company brand and draws in an approximated 50% more qualified prospects.

It’s remarkable to see how a deep understanding of your candidates can result in campaigns that encourage them to take action. We have actually assembled a list of 6 of our favourite creative recruitment projects that you can take inspiration from for your next recruitment marketing project. These projects pushed the boundaries of standard job advertisements, and for numerous, the application processes went viral.

Examples of recruitment marketing projects

Ogilvy: employment The Greatest Salesperson

To engage and work with the most experienced salesmen in the service, Ogilvy, among the worlds most popular marketing companies, ran an imaginative recruitment project to find ‘The World’s Greatest Salesperson’.

Ogilvy leveraged targeted social media marketing in mix with their YouTube channel. Here they welcomed the potential prospects 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.

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

They are a fantastic method to draw in passionate applicants as well as functioning as a preliminary screening test. Companies may ask candidates to resolve puzzles, write lines of code or employment make a video.

GOOGLE: The Puzzling Billboard

Continuing the competitive approach to recruitment marketing is Google’s 2004 puzzling billboard. This marketing project was a fantastic success for Google and made high appreciation online within mathematical and engineering forums – even before Google was called the brains behind the operation.

The signboard, employment placed in Silicon Valley, provided a complicated mathematical equation to passers-by and challenged those who believed they were wise enough to solve it. Once resolved, the equation revealed a website URL (www.7427466391.com) that the solver must check out.

Those smart enough to solve the billboard puzzle were provided one final puzzle when on the website.

Successful prospects got the message:
“Nice work. Well done. Mazel tov. You have actually made it to Google Labs, and we’re thankful you’re here. One thing we found out while developing Google is that it’s easier to find what you’re trying to find if it comes searching for you. What we’re looking for are the very 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 pool into passionate ‘problem solvers’ – a highly well-regarded 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 staff members. To fill this high variety of positions, they needed to think big. IKEA’s outside package thinking caused a great “inside package” solution.

IKEA decided to target those who they understood already liked IKEA by putting ‘career directions’ inside the box of IKEA products for clients to find upon opening their item. The instructions mirrored their famous assembly directions, advising clients on how to “assemble your future”.

The campaign was a huge success, and clients adored it. Countless customers applied, and IKEA hired 280

workers who admired the IKEA brand name. The factor for the success of the project was not simply down to its creativity but also due to the fact that it talked to IKEA’s existing brand name ambassadors, their clients. 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, in their own homes just as they’re concentrated on assembling their new furniture.

Volkswagen: A Surprise Message

When Volkswagen had to hire skilled mechanics, they thoroughly thought about where this target audience hung out so that they could interact their recruitment message successfully.

Volkswagen chose an obvious but unusual positioning, the undercarriage of cars in need of repair. Volkswagen purposefully distributed faulty cars with the message concealed beneath to service centres throughout Germany in anticipation of attracting knowledgeable staff members.

Volkswagens project was a terrific success, and they employed numerous skilled mechanics while confirming themselves as an innovative and enjoyable brand name.

McKinsey & Company: The Eraser Pencil

McKinsey and Company were wanting to draw in enthusiastic students to their business. They reached trainees by going to the one place ensured to have students around, schools at numerous Swiss universities.

McKinsey delivered 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 just any service. www.McKinsey.ch.”

The project’s aim 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 marketing, and it’s easy message resonated with numerous, leading to premium graduate employs at McKinsey.

Similar to this pencil, employment recruitment marketing projects don’t need to be costly, and companies can say a lot in just a simple statement.

Marriott: A Personalised Careers Page

Marriott is an exceptional example of business doing recruitment marketing the proper way. Their careers page has 1.2 million likes, and they publish content two times a day – sometimes more. They share content that possible staff members can associate with and feel motivated by, such as individual workers accomplishments, days in the life of a staff member and general everyday updates from throughout the Marriott network.

Marriott wishes to communicate a sense of personalisation with their careers page so that possible staff members can build a genuine connection with the brand name. They achieve this by allowing named employees to respond to any concerns on the professions page from the business profile. Marriot also offers a chat service to those seeking to discover more about life at the business and suggestions on how they can effectively make an application for a position.

Marriotts technique shows you don’t require extraordinary out of the box thinking to get in touch with prospects. There are a myriad of methods your business can approach your recruitment campaign. Marriott’s method is basic, and any business can imitate this approach and attain the exact same success. Have a designated location where you share insights on life at your business and most notably, listen to potential prospects and react to their concerns quickly and effectively.

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Step 1: An excellent recruitment marketing Campaign. Step 2? Occupop!

We can help you evaluate 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 focus on what matters, your people. Find out more about us here.