6 Brilliant Recruitment Marketing Campaigns

Candidates wish to feel linked to your brand name and sense that employers comprehend them as individuals. So how can companies stick out from the crowd? Employers need to be proactive in their approach to attracting candidates, and recruitment marketing is the service

Recruitment marketing is a reasonably new way to bring in candidates, both passive and active, to your company. It includes embracing the exact same principals and methods used by marketing to attract candidates and increase brand name awareness. Some examples of marketing practises now being made use of by HR teams include: lead generation, SEO, guerrilla marketing, social marketing, customised candidate journey and material creation.

According to SHRM, companies that include recruitment marketing into their hiring method can produce three times more applicant leads than those who don’t – leading a 100% higher close rate on candidates. Additionally, recent research by Allegis found that running a recruitment marketing project can conserve business approximately 40% on overall skill costs. On top of these cost savings, recruitment marketing improves employer brand and attracts an approximated 50% more competent candidates.

It’s remarkable to see how a deep understanding of your prospects can result in projects that motivate them to do something about it. We’ve put together a list of 6 of our preferred creative recruitment projects that you can take inspiration from for your next recruitment marketing project. These projects pushed the borders of traditional job advertisements, and for employment many, 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 organization, Ogilvy, among the worlds most popular ad agency, ran an imaginative recruitment project to discover ‘The World’s Greatest Salesperson’.

Ogilvy leveraged targeted social networks marketing in mix with their YouTube channel. Here they invited the potential prospects to film themselves offering a brick. The reward? A 3 month paid internship with Ogilvy and the possibility to pitch at the Cannes Lions International Advertising Festival.

A fantastic advantage to companies 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 great method to draw in 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 approach to recruitment marketing is Google’s 2004 puzzling signboard. This marketing campaign was a terrific success for employment Google and made high appreciation online within mathematical and engineering online forums – even before Google was understood as the brains behind the operation.

The billboard, placed in Silicon Valley, presented a complicated mathematical formula to passers-by and challenged those who thought they were wise sufficient to fix it. Once resolved, the formula revealed a site URL (www.7427466391.com) that the solver must go to.

Those smart enough to resolve the signboard puzzle were provided one final puzzle once 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 grateful you’re here. One thing we discovered while building Google is that it’s simpler to find what you’re trying to find if it comes looking for you. What we’re searching for are the very best engineers in the world. And here you are.”

The signboard was an appealing way to attract some of the most intelligent minds to Google. Google organized this candidate swimming pool into enthusiastic ‘problem solvers’ – a highly renowned skill at google.

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IKEA: Assemble Your Future

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

IKEA decided to target those who they understood currently loved IKEA by putting ‘profession guidelines’ inside package of IKEA products for clients to find upon opening their product. The guidelines mirrored their famous assembly instructions, advising clients on how to “assemble your future”.

The project was a substantial success, and customers adored it. Countless customers applied, and IKEA employed 280

employees who appreciated the IKEA brand name. The factor for the success of the project was not just down to its creativity but also because it talked to IKEA’s existing brand ambassadors, their consumers. Many recruitment messages can get lost in the noise online and in-store. The delivery of this recruitment campaign effectively gotten in touch with prospects in a personalised way, in their own homes just as they’re concentrated on assembling their brand-new furniture.

Volkswagen: A Concealed Message

When Volkswagen had to hire skilled mechanics, they carefully considered where this target market hung out so that they might interact their recruitment message efficiently.

Volkswagen picked an apparent however unusual placement, the undercarriage of vehicles in need of repair. Volkswagen purposefully distributed faulty vehicles with the message hidden below to service centres across Germany in anticipation of attracting skilled workers.

Volkswagens project was an excellent success, and they hired various skilled mechanics while validating themselves as an innovative and fun brand.

McKinsey & Company: The Eraser Pencil

McKinsey and Company were wanting to attract ambitious trainees to their business. They reached students by going to the one location guaranteed to have trainees around, schools at several Swiss universities.

McKinsey delivered pencils with comically lengthened erasers. Printed on the side of the pencil was a message that read “We’re searching for students who aren’t pleased with simply any solution. www.McKinsey.ch.”

The project’s goal was to candidates by attracting those that aren’t pleased with just any service and wonder innovators. The pencil twisted the guidelines of marketing, and it’s basic message resonated with many, causing high-quality graduate works with at McKinsey.

Just like this pencil, recruitment marketing projects don’t need to be expensive, and companies can say a lot in just a basic declaration.

Marriott: A Personalised Careers Page

Marriott is an exceptional example of companies doing recruitment marketing the proper way. Their professions page has 1.2 million likes, and they publish content twice a day – often more. They share material that prospective employees can associate with and feel inspired by, such as individual workers accomplishments, days in the life of a staff member and basic everyday updates from across the Marriott network.

Marriott wants to communicate a sense of personalisation with their professions page so that possible employees can construct a genuine connection with the brand. They accomplish this by enabling called staff members to respond to any concerns on the careers page from the company profile. Marriot also provides a chat service to those wanting to find out more about life at the business and recommendations on how they can successfully use for a position.

Marriotts strategy shows you don’t require remarkable out of package believing to get in touch with candidates. There are a myriad of methods your business can approach your recruitment project. Marriott’s technique is basic, and any company can emulate this method and accomplish the exact same success. Have a designated place where you share insights on life at your business and most importantly, employment listen to prospective prospects and respond to their concerns quickly and efficiently.

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Step 1: A terrific recruitment marketing Campaign. Step 2? Occupop!

We can help you screen applicants, sort CVs and even schedule interviews, all-in-one centralised recruitment platform. This will guarantee that your candidates have the very best experience possible and you have time to focus on what matters, your people. Learn more about us here.