6 Brilliant Recruitment Marketing Campaigns

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

Recruitment marketing is a relatively new method to attract prospects, both passive and active, to your business. It involves adopting the exact same principals and strategies utilized by marketing to bring in candidates and increase brand name awareness. Some examples of marketing practises now being used by HR teams include: list building, employment SEO, guerrilla marketing, social marketing, customised prospect journey and content development.

According to SHRM, companies that integrate recruitment marketing into their hiring strategy can produce three times more candidate leads than those who don’t – leading a 100% greater close rate on candidates. Additionally, current research study by Allegis discovered that running a recruitment marketing project can conserve business approximately 40% on total talent expenses. On top of these cost savings, recruitment marketing improves employer brand and attracts an estimated 50% more certified candidates.

It’s extraordinary to see how a deep understanding of your candidates can lead to campaigns that encourage them to take action. We’ve put together a list of 6 of our favourite imaginative recruitment campaigns that you can take motivation from for your next recruitment marketing campaign. These projects pressed the borders of traditional job advertisements, and for many, the application processes went viral.

Examples of recruitment marketing campaigns

Ogilvy: The World’s Greatest Salesperson

To engage and hire the most experienced salesmen in business, Ogilvy, one of the worlds most prominent advertising agencies, ran a creative recruitment project to find ‘The World’s Greatest Salesperson’.

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

A great advantage to employers is the ease at which contests can be shared online and reach hundreds to thousands of people.Contests are a standard method of recruitment marketing projects.

They are an excellent way to bring in passionate candidates as well as acting as a preliminary screening test. Companies may ask candidates to resolve puzzles, compose 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 terrific success for Google and earned full marks online within mathematical and engineering online forums – even before Google was understood as the brains behind the operation.

The billboard, positioned in Silicon Valley, provided a complex mathematical equation to passers-by and challenged those who thought they were wise adequate to solve it. Once fixed, the formula revealed a site URL (www.7427466391.com) that the solver must go to.

Those smart adequate to fix the billboard puzzle were given one last puzzle when on the site.

Successful candidates got the message:
“Nice work. Well done. Mazel tov. You have actually made it to Google Labs, and we’re thankful you’re here. Something we found out while building Google is that it’s much easier to discover what you’re searching for if it comes looking for you. What we’re trying to find are the best engineers worldwide. And here you are.”

The signboard was an appealing way to draw in some 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: Assemble Your Future

Upon opening a new shop in Australia, employment IKEA had the task of employing 100 staff members. To fill this high number of positions, they needed to believe big. IKEA’s outside the box thinking resulted in a wonderful “inside the box” service.

IKEA decided to target those who they knew already loved IKEA by putting ‘career instructions’ inside the box of IKEA products for consumers to discover upon opening their item. The directions mirrored their popular assembly directions, instructing consumers on how to “assemble your future”.

The project was a substantial success, and consumers adored it. Thousands of clients used, and IKEA worked with 280

workers who appreciated the IKEA brand name. The factor for the success of the campaign was not just down to its creativity however likewise because it spoke to IKEA’s existing brand ambassadors, their consumers. Many recruitment messages can get lost in the sound online and in-store. The delivery of this recruitment campaign effectively gotten in touch with candidates in a personalised method, in their own homes just as they’re concentrated on assembling their new furnishings.

Volkswagen: A Surprise Message

When Volkswagen had to work with talented mechanics, they thoroughly considered where this target audience hung out so that they could interact their recruitment message successfully.

Volkswagen chose an obvious however uncommon positioning, the undercarriage of vehicles in need of repair. Volkswagen deliberately distributed defective cars and trucks with the message concealed underneath to service centres across Germany in anticipation of drawing in skilled workers.

Volkswagens project was a great success, and they worked with many proficient mechanics while validating themselves as an innovative and fun brand name.

McKinsey & Company: The Eraser Pencil

McKinsey and Company were aiming to bring in enthusiastic trainees to their company. They reached students by going to the one location ensured to have trainees around, campuses at numerous Swiss universities.

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

The campaign’s aim was to pre-filter candidates by attracting those that aren’t pleased with simply any option and wonder innovators. The pencil twisted the rules of advertising, and employment it’s easy message resonated with numerous, leading to high-quality graduate employs at McKinsey.

Much like this pencil, recruitment marketing campaigns do not need to be expensive, and companies can say a lot in just a simple statement.

Marriott: A Personalised Careers Page

Marriott is an outstanding example of business doing recruitment marketing the ideal method. Their careers page has 1.2 million likes, and they publish content twice a day – in some cases more. They share content that potential employees can associate with and feel influenced by, such as private employees achievements, days in the life of an employee and basic day to day updates from throughout the Marriott network.

Marriott desires to communicate a sense of personalisation with their professions page so that potential workers can develop an authentic connection with the brand name. They attain this by permitting named staff members to answer any concerns on the professions page from the business profile. Marriot also offers a chat service to those wanting to discover more about life at the company and suggestions on how they can effectively request a position.

Marriotts method shows you do not require remarkable out of the box believing to get in touch with prospects. There are a myriad of methods your company can approach your recruitment campaign. Marriott’s strategy is basic, and any business can imitate this approach and accomplish the very same success. Have a designated place where you share insights on life at your company and most notably, listen to potential prospects and react to their questions promptly and effectively.

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Step 1: An excellent 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 very best experience possible and you have time to focus on what matters, your people. Find out more about us here.