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6 Brilliant Recruitment Marketing Campaigns
Candidates want to feel connected to your brand and sense that companies understand them as people. So how can employers stand out from the crowd? Employers should be proactive in their approach to drawing in candidates, and recruitment marketing is the solution
Recruitment marketing is a relatively new way to attract candidates, both passive and active, to your company. It includes adopting the same principals and techniques used by marketing to attract prospects and increase brand awareness. Some examples of marketing practises now being utilised by HR teams consist of: list building, SEO, guerrilla marketing, social marketing, customised prospect journey and material development.
According to SHRM, business that include recruitment marketing into their hiring method can produce 3 times more applicant leads than those who don’t – leading a 100% greater close rate on applicants. Additionally, recent research study by Allegis discovered that running a recruitment marketing campaign can conserve business up to 40% on overall talent costs. On top of these cost savings, recruitment marketing improves company brand name and draws in an approximated 50% more qualified prospects.
It’s exceptional to see how a deep understanding of your prospects can lead to campaigns that inspire them to take action. We’ve created a list of six of our preferred creative recruitment campaigns that you can take inspiration from for your next recruitment marketing project. These projects pushed the borders of conventional task ads, and for many, the application processes went viral.
Examples of recruitment marketing projects
Ogilvy: The World’s Greatest Salesperson
To engage and employ the most competent salesmen in business, Ogilvy, one of the worlds most prominent advertising firms, ran an imaginative 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 possible candidates to film 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 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 standard technique of recruitment marketing campaigns.
They are an excellent way to bring in passionate applicants as well as functioning as an initial screening test. Companies may ask candidates 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 confusing signboard. This marketing project was a fantastic success for Google and earned high appreciation online within mathematical and engineering forums – even before Google was known as the brains behind the operation.
The signboard, put in Silicon Valley, provided an intricate mathematical equation to passers-by and challenged those who believed they were smart enough to resolve it. Once solved, the formula exposed a website URL (www.7427466391.com) that the solver must check out.
Those smart adequate to solve the signboard puzzle were given one final puzzle as soon as on the website.
Successful prospects received 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 discovered while developing Google is that it’s simpler to find what you’re trying to find if it comes looking for you. What we’re trying to find are the finest engineers on the planet. And here you are.”
The billboard was an appealing way to draw in a few of the smartest minds to Google. Google grouped this candidate pool into enthusiastic ‘problem solvers’ – a highly esteemed ability at google.
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IKEA: employment Assemble Your Future
Upon opening a new shop in Australia, IKEA had the task of employing 100 staff members. To fill this high number of positions, employment they needed to believe big. IKEA’s outside package thinking caused a great “inside package” service.
IKEA decided to target those who they understood currently loved IKEA by putting ‘career guidelines’ inside the box of IKEA items for customers to find upon opening their item. The directions mirrored their popular assembly directions, advising customers on how to “assemble your future”.
The project was a big success, and clients adored it. Countless clients applied, and IKEA employed 280
employees who appreciated the IKEA brand. The reason for the success of the project was not simply down to its imagination however likewise due to the fact that it spoke with IKEA’s existing brand name ambassadors, their consumers. Many recruitment messages can get lost in the sound online and employment in-store. The shipment of this recruitment campaign effectively gotten in touch with candidates in a personalised way, in their own homes simply as they’re concentrated on assembling their brand-new furnishings.
Volkswagen: employment A Covert Message
When Volkswagen needed to employ gifted mechanics, they thoroughly thought about where this target market hung out so that they might interact their recruitment message efficiently.
Volkswagen chose on an obvious however unusual positioning, the undercarriage of automobiles in requirement of repair. Volkswagen intentionally distributed defective automobiles with the message concealed beneath to centres throughout Germany in anticipation of bring in knowledgeable workers.
Volkswagens campaign was a terrific success, employment and they hired various competent mechanics while confirming themselves as an innovative and fun brand.
McKinsey & Company: The Eraser Pencil
McKinsey and Company were seeking to attract enthusiastic students to their business. They reached trainees by going to the one location ensured to have students around, campuses at a number of Swiss universities.
McKinsey delivered pencils with comically lengthened erasers. Printed on the side of the pencil was a message that checked out “We’re searching for trainees who aren’t satisfied with simply any solution. www.McKinsey.ch.”
The project’s objective was to pre-filter candidates by bring in those that aren’t satisfied with simply any option and are curious innovators. The pencil twisted the guidelines of marketing, and it’s simple message resonated with numerous, causing top quality graduate works with at McKinsey.
Much like this pencil, recruitment marketing campaigns don’t have to be costly, and employment business can say a lot in just a simple statement.
Marriott: A Personalised Careers Page
Marriott is an exceptional example of business doing recruitment marketing properly. Their professions page has 1.2 million likes, and they publish content twice a day – sometimes more. They share content that possible staff members can associate with and feel inspired by, such as private employees accomplishments, days in the life of a staff member and basic daily updates from throughout the Marriott network.
Marriott wants to communicate a sense of personalisation with their careers page so that potential employees can construct a genuine connection with the brand name. They attain this by permitting named workers to address any questions on the careers page from the business profile. Marriot also offers a chat service to those seeking to discover more about life at the company and guidance on how they can successfully look for a position.
Marriotts method shows you do not require exceptional out of the box thinking to link with prospects. There are a myriad of methods your company can approach your recruitment campaign. Marriott’s method is basic, and any company can replicate this technique and attain the very same success. Have a designated place where you share insights on life at your company and most notably, listen to potential candidates and respond to their concerns immediately and efficiently.
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Step 1: A great recruitment marketing Campaign. Step 2? Occupop!
We can help you evaluate candidates, sort CVs and even schedule interviews, all-in-one centralised recruitment platform. This will guarantee that your candidates have the finest experience possible and you have time to concentrate on what matters, your individuals. Discover more about us here.