6 Brilliant Recruitment Marketing Campaigns

Candidates desire to feel connected to your brand and sense that employers comprehend them as people. So how can employers stand out from the crowd? Employers must be proactive in their method to bring in candidates, employment and recruitment marketing is the solution

Recruitment marketing is a fairly brand-new method to bring in candidates, both passive and active, to your business. It includes embracing the very same principals and techniques utilized by marketing to draw in candidates and increase brand name awareness. Some examples of marketing practises now being made use of by HR groups include: lead generation, SEO, guerrilla marketing, social advertising, customised candidate journey and content creation.

According to SHRM, business that integrate recruitment marketing into their hiring method can produce 3 times more candidate leads than those who do not – leading a 100% greater close rate on applicants. Additionally, current research by Allegis found that running a recruitment marketing project can conserve companies up to 40% on overall talent costs. On top of these cost savings, recruitment marketing boosts employer brand and employment brings in an estimated 50% more qualified candidates.

It’s extraordinary to see how a deep understanding of your candidates can lead to campaigns that inspire them to act. We’ve put together a list of 6 of our preferred innovative recruitment projects that you can take motivation from for your next recruitment marketing campaign. These campaigns pushed the borders of traditional task ads, and for numerous, the application processes went viral.

Examples of recruitment marketing campaigns

Ogilvy: The World’s Greatest Salesperson

To engage and employ the most proficient salesmen in the service, Ogilvy, among the worlds most popular ad agency, ran an innovative recruitment campaign to find ‘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 selling a brick. The prize? A three month paid internship with Ogilvy and the opportunity to pitch at the Cannes Lions International Advertising Festival.

A great 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 technique of recruitment marketing campaigns.

They are a great way to draw in passionate candidates along with functioning as an test. Companies might ask prospects to fix 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 an excellent success for Google and earned high praise online within mathematical and engineering forums – even before Google was referred to as the brains behind the operation.

The signboard, put in Silicon Valley, presented a complex mathematical equation to passers-by and challenged those who thought they were smart adequate to solve it. Once resolved, the formula exposed a website URL (www.7427466391.com) that the solver must go to.

Those wise sufficient to resolve the signboard puzzle were provided one last puzzle when 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 delighted you’re here. One thing we found out while building Google is that it’s simpler to find what you’re trying to find if it comes searching for you. What we’re trying to find are the very best engineers in the world. And here you are.”

The signboard was an engaging method to attract some of the most intelligent minds to Google. Google grouped this prospect pool into passionate ‘problem solvers’ – an extremely prestigious ability at google.

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IKEA: Assemble Your Future

Upon opening a new store in Australia, IKEA had the task of hiring 100 workers. To fill this high variety of positions, they needed to think big. IKEA’s outside package thinking caused a wonderful “inside the box” solution.

IKEA decided to target those who they understood currently liked IKEA by putting ‘profession guidelines’ inside package of IKEA products for clients to find upon opening their item. The guidelines mirrored their popular assembly guidelines, instructing consumers on how to “assemble your future”.

The campaign was a big success, and consumers adored it. Thousands of customers used, and IKEA employed 280

staff members who appreciated the IKEA brand name. The reason for the success of the campaign was not just down to its imagination but also due to the fact that it spoke to IKEA’s existing brand name ambassadors, their clients. Many recruitment messages can get lost in the sound online and employment in-store. The delivery of this recruitment campaign successfully connected with prospects in a customised method, in their own homes simply as they’re concentrated on assembling their brand-new furniture.

Volkswagen: A Covert Message

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

Volkswagen chose an obvious but unusual positioning, the undercarriage of vehicles in need of repair. Volkswagen purposefully dispersed defective automobiles with the message concealed below to service centres throughout Germany in anticipation of drawing in experienced workers.

Volkswagens project was a fantastic success, and employment they worked with numerous proficient mechanics while authenticating themselves as an innovative and fun brand name.

McKinsey & Company: employment The Eraser Pencil

McKinsey and Company were looking to attract ambitious trainees to their business. They reached students by going to the one place 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 looking for trainees who aren’t satisfied with simply any option. www.McKinsey.ch.”

The campaign’s aim was to pre-filter applicants by attracting those that aren’t satisfied with just any solution and wonder innovators. The pencil twisted the guidelines of marketing, employment and it’s easy message resonated with lots of, causing premium graduate employs at McKinsey.

Much like this pencil, recruitment marketing projects don’t have to be pricey, and business can state a lot in just a simple statement.

Marriott: employment A Personalised Careers Page

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

Marriott wishes to convey a sense of personalisation with their professions page so that prospective staff members can construct an authentic connection with the brand name. They achieve this by allowing named employees to answer any concerns on the careers page from the company profile. Marriot also offers a chat service to those aiming to discover more about life at the business and suggestions on how they can successfully obtain a position.

Marriotts technique reveals you don’t need remarkable out of package believing to connect with candidates. There are a myriad of ways your service can approach your recruitment campaign. Marriott’s method is simple, and any business can emulate this technique and attain the same success. Have a designated place where you share insights on life at your company and most notably, listen to prospective candidates and react to their questions without delay and effectively.

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

We can assist you evaluate applicants, sort CVs and even schedule interviews, all-in-one centralised recruitment platform. This will make sure that your candidates have the finest experience possible and you have time to concentrate on what matters, your people. Learn more about us here.