6 Brilliant Recruitment Marketing Campaigns

Candidates wish to feel connected to your brand and sense that companies understand them as people. So how can employers stick out from the crowd? Employers must be proactive in their approach to bring in candidates, and recruitment marketing is the solution

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

According to SHRM, companies that include recruitment marketing into their hiring strategy can produce 3 times more candidate 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 save business approximately 40% on total skill expenses. On top of these savings, recruitment marketing improves employer brand and draws in an approximated 50% more competent prospects.

It’s extraordinary to see how a deep understanding of your prospects can result in projects that inspire them to act. We’ve 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 borders of standard task ads, and for lots of, the application processes went viral.

Examples of recruitment marketing projects

Ogilvy: The World’s Greatest Salesperson

To engage and employ the most knowledgeable salespeople in the business, Ogilvy, among the worlds most popular ad agency, ran a creative recruitment project to find ‘The World’s Greatest Salesperson’.

Ogilvy leveraged targeted social media advertising in mix with their YouTube channel. Here they invited the potential prospects to film themselves offering a brick. The prize? A three month paid internship with Ogilvy and employment the opportunity to pitch at the Cannes Lions International Advertising Festival.

A great benefit to employers is the ease at which recruitment marketing contests can be shared online and reach hundreds to thousands of people.Contests are a basic technique of recruitment marketing campaigns.

They are a fantastic way to attract passionate candidates along with acting as an initial screening test. Companies may ask prospects to fix puzzles, write lines of code or make a video.

GOOGLE: The Puzzling Billboard

Continuing the competitive method to recruitment marketing is Google’s 2004 puzzling billboard. This marketing project was a terrific success for Google and employment earned full marks online within mathematical and engineering online forums – even before Google was called the brains behind the operation.

The signboard, put in Silicon Valley, provided a complex mathematical equation to passers-by and challenged those who thought they were clever sufficient to solve it. Once fixed, the formula revealed a site URL (www.7427466391.com) that the solver must visit.

Those clever enough to fix the billboard puzzle were provided one last puzzle when on the site.

Successful prospects received the message:
“Nice work. Well done. Mazel tov. You have actually made it to Google Labs, and we’re pleased you’re here. Something we discovered while building Google is that it’s easier to discover what you’re searching for if it comes looking for you. What we’re trying to find are the very best engineers in the world. 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’ – a highly prestigious ability at google.

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IKEA: Assemble Your Future

Upon opening a brand-new shop in Australia, IKEA had the job of hiring 100 employees. To fill this high number of positions, they had to believe big. IKEA’s outside the box thinking led to a great “inside package” option.

IKEA chose to target those who they understood already enjoyed IKEA by putting ‘career instructions’ inside package of IKEA items for clients to discover upon opening their item. The directions mirrored their famous assembly guidelines, instructing customers on how to “assemble your future”.

The campaign was a substantial success, and clients adored it. Countless consumers applied, and IKEA employed 280

employees who appreciated the IKEA brand. The factor for the success of the campaign was not just down to its creativity however also due to the fact that it spoke to IKEA’s existing brand 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 prospects in a personalised method, in their own homes simply as they’re concentrated on assembling their brand-new furniture.

Volkswagen: A Covert Message

When Volkswagen needed to hire talented mechanics, they carefully considered where this target audience hung out so that they could communicate their recruitment message efficiently.

Volkswagen selected an obvious but uncommon placement, the undercarriage of automobiles in requirement of repair. Volkswagen purposefully dispersed defective cars with the message concealed below to service centres throughout Germany in anticipation of attracting experienced staff members.

Volkswagens project was a fantastic success, and employment they employed many skilled mechanics while authenticating themselves as an innovative and enjoyable brand name.

McKinsey & Company: employment The Eraser Pencil

McKinsey and Company were seeking to bring in ambitious students to their business. They reached trainees by going to the one place guaranteed to have trainees around, schools at a number of Swiss universities.

McKinsey provided pencils with comically lengthened erasers. Printed on the side of the pencil was a message that checked out “We’re looking for students who aren’t satisfied with simply any solution. www.McKinsey.ch.”

The campaign’s goal was to pre-filter candidates by drawing in those that aren’t pleased with simply any option and are curious innovators. The pencil twisted the guidelines of marketing, and it’s basic message resonated with many, causing premium graduate hires at McKinsey.

Similar to this pencil, recruitment marketing projects do not need to be expensive, and business can say a lot in just an easy statement.

Marriott: A Personalised Careers Page

Marriott is an exceptional example of business doing recruitment marketing properly. Their careers page has 1.2 million likes, and they release content two times a day – sometimes more. They share material that potential employees can relate to and feel inspired by, such as specific employees achievements, days in the life of a staff member and general everyday updates from across the Marriott network.

Marriott desires to convey a sense of personalisation with their professions page so that potential employees can develop an authentic connection with the brand name. They achieve this by permitting named employees to address any questions on the professions page from the business profile. Marriot also provides a to those aiming to discover more about life at the business and recommendations on how they can effectively obtain a position.

Marriotts strategy reveals you don’t need exceptional out of the box believing to get in touch with candidates. There are a myriad of ways your business can approach your recruitment campaign. Marriott’s method is simple, and any company can emulate this technique and accomplish the same success. Have a designated location where you share insights on life at your company and most significantly, listen to prospective candidates and employment react to their concerns promptly and effectively.

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Step 1: A great 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 candidates have the finest experience possible and you have time to focus on what matters, your individuals. Find out more about us here.