6 Brilliant Recruitment Marketing Campaigns
Candidates desire to feel connected to your brand name and sense that companies understand them as individuals. So how can employers stand apart from the crowd? Employers should be proactive in their approach to attracting prospects, and recruitment marketing is the solution
Recruitment marketing is a fairly new method to attract prospects, both passive and active, to your business. It includes adopting the very same principals and strategies utilized by marketing to draw in prospects and increase brand name awareness. Some examples of marketing practises now being used by HR groups include: lead generation, SEO, guerrilla marketing, social marketing, referall.us personalised prospect journey and material development.
According to SHRM, business that integrate recruitment marketing into their hiring strategy can generate 3 times more applicant leads than those who do not – leading a 100% greater close rate on candidates. Additionally, current research by Allegis discovered that running a recruitment marketing project can save companies approximately 40% on total skill expenses. On top of these savings, recruitment marketing enhances employer brand name and brings in an approximated 50% more competent prospects.
It’s exceptional to see how a deep understanding of your prospects can cause projects that encourage them to do something about it. We’ve assembled a list of six of our favourite imaginative recruitment projects that you can take motivation from for your next recruitment marketing project. These campaigns pushed the limits of standard job advertisements, and for many, the application processes went viral.
Examples of recruitment marketing campaigns
Ogilvy: The World’s Greatest Salesperson
To engage and employ the most skilled salespeople in the business, Ogilvy, among the worlds most prominent ad agency, ran an innovative recruitment project to discover ‘The World’s Greatest Salesperson’.
Ogilvy leveraged targeted social networks advertising in combination with their YouTube channel. Here they invited the possible 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.
A fantastic advantage to employers is the ease at which recruitment marketing contests can be and reach hundreds to thousands of people.Contests are a basic technique of recruitment marketing projects.
They are a great way to draw in passionate applicants in addition to functioning as an initial screening test. Companies might ask candidates to solve puzzles, write lines of code or somalibidders.com make a video.
GOOGLE: The Puzzling Billboard
Continuing the competitive technique to recruitment marketing is Google’s 2004 puzzling billboard. This marketing campaign was an excellent success for Google and earned high appreciation online within mathematical and engineering forums – even before Google was called the brains behind the operation.
The signboard, placed in Silicon Valley, provided a complex mathematical equation to passers-by and challenged those who believed they were smart sufficient to fix it. Once solved, the formula exposed a site URL (www.7427466391.com) that the solver should go to.
Those smart adequate to resolve the billboard puzzle were given one last puzzle when on the website.
Successful candidates 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 found out while constructing Google is that it’s easier to find what you’re trying to find 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 appealing method to attract a few of the most intelligent minds to Google. Google grouped this candidate pool into passionate ‘issue solvers’ – a highly renowned ability at google.
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IKEA: Assemble Your Future
Upon opening a new store in Australia, IKEA had the task of employing 100 employees. To fill this high number of positions, they needed to think big. IKEA’s outside package thinking led to a wonderful “inside the box” service.
IKEA chose to target those who they understood currently liked IKEA by putting ‘profession directions’ inside package of IKEA items for consumers to discover upon opening their product. The directions mirrored their famous assembly guidelines, instructing consumers on how to “assemble your future”.
The campaign was a big success, and consumers adored it. Countless clients applied, and IKEA worked with 280
workers who admired the IKEA brand name. The reason for the success of the project was not just down to its creativity but likewise due to the fact that it spoke to IKEA’s existing brand name ambassadors, their customers. Many recruitment messages can get lost in the noise online and in-store. The delivery of this recruitment campaign successfully connected with candidates in a personalised method, in their own homes just as they’re concentrated on assembling their brand-new furniture.
Volkswagen: A Concealed Message
When Volkswagen had to work with skilled mechanics, they carefully considered where this target audience hung out so that they might communicate their recruitment message efficiently.
Volkswagen chose on an obvious but uncommon positioning, the undercarriage of automobiles in need of repair. Volkswagen purposefully distributed faulty vehicles with the message hidden beneath to service centres across Germany in anticipation of drawing in skilled employees.
Volkswagens project was a terrific success, and they employed many competent mechanics while verifying themselves as an innovative and enjoyable brand.
McKinsey & Company: The Eraser Pencil
McKinsey and Company were looking to draw in enthusiastic trainees to their company. They reached students by going to the one place guaranteed to have students around, schools at several Swiss universities.
McKinsey provided pencils with comically lengthened erasers. Printed on the side of the pencil was a message that read “We’re searching for trainees who aren’t satisfied with simply any service. www.McKinsey.ch.”
The campaign’s aim was to pre-filter candidates by bring in those that aren’t satisfied with simply any service and are curious innovators. The pencil twisted the rules of advertising, and it’s basic message resonated with many, causing high-quality graduate employs at McKinsey.
Similar to this pencil, recruitment marketing campaigns do not have to be pricey, and companies can state a lot in only an easy declaration.
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 release content twice a day – in some cases more. They share content that prospective staff members can connect to and feel inspired by, such as individual employees accomplishments, days in the life of a worker and basic day to day updates from across the Marriott network.
Marriott wants to convey a sense of personalisation with their professions page so that potential workers can construct a genuine connection with the brand. They accomplish this by enabling called workers to respond to any questions on the careers page from the business profile. Marriot also offers a chat service to those seeking to learn more about life at the company and suggestions on how they can successfully get a position.
Marriotts technique reveals you do not need remarkable out of the box believing to get in touch with candidates. There are a myriad of ways your service can approach your recruitment project. Marriott’s method is easy, and any business can imitate this technique and achieve the same success. Have a designated location where you share insights on life at your business and most importantly, listen to possible candidates and respond to their concerns promptly and efficiently.
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Step 1: A terrific 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 ensure that your prospects have the best experience possible and you have time to focus on what matters, your individuals. Discover more about us here.
