6 Brilliant Recruitment Marketing Campaigns
Candidates want to feel linked to your brand name and employment sense that employers comprehend them as individuals. So how can employers stand out from the crowd? Employers should be proactive in their method to attracting prospects, and recruitment marketing is the solution
Recruitment marketing is a fairly new way to bring in candidates, both passive and active, to your company. It involves embracing the exact same principals and methods utilized by marketing to attract candidates and increase brand awareness. Some examples of marketing practises now being used by HR groups consist of: list building, SEO, guerrilla marketing, social marketing, personalised prospect journey and content production.
According to SHRM, companies that incorporate recruitment marketing into their hiring technique can generate three 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 campaign can save business up to 40% on total skill expenses. On top of these savings, recruitment marketing improves employer brand and brings in an approximated 50% more competent candidates.
It’s exceptional to see how a deep understanding of your prospects can cause projects that encourage them to act. We have actually assembled a list of 6 of our favourite innovative recruitment projects that you can take motivation from for your next recruitment marketing campaign. These projects pushed the boundaries of standard task advertisements, and for numerous, the application processes went viral.
Examples of recruitment marketing campaigns
Ogilvy: The World’s Greatest Salesperson
To engage and hire the most skilled salespeople in the company, Ogilvy, employment among the worlds most popular ad agency, ran a creative recruitment campaign to find ‘The World’s Greatest Salesperson’.
Ogilvy leveraged targeted social networks marketing in combination with their YouTube channel. Here they invited the prospective candidates to movie themselves selling a brick. The prize? A three month paid internship with Ogilvy and the chance to pitch at the Cannes Lions International Advertising Festival.
A terrific 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 standard approach of recruitment marketing projects.
They are a terrific way to draw in enthusiastic candidates along with functioning as an initial screening test. Companies may ask prospects to solve puzzles, compose lines of code or make a video.
GOOGLE: The Puzzling Billboard
Continuing the competitive approach to recruitment marketing is Google’s 2004 confusing billboard. This marketing project was an excellent success for Google and made 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 an intricate mathematical formula to passers-by and challenged those who believed they were smart enough to fix it. Once fixed, the equation revealed a site URL (www.7427466391.com) that the solver must visit.
Those smart enough to solve the signboard puzzle were given one final puzzle when on the site.
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 learned while constructing Google is that it’s much easier to find what you’re searching for if it comes trying to find you. What we’re searching for are the best engineers worldwide. And here you are.”
The billboard was an engaging method to draw in a few of the smartest minds to Google. Google grouped this candidate swimming pool into passionate ‘issue solvers’ – an extremely renowned skill at google.
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IKEA: Assemble Your Future
Upon opening a brand-new store in Australia, IKEA had the task of hiring 100 workers. To fill this high variety of positions, they had to think huge. IKEA’s outside package thinking led to a great “inside the box” solution.
IKEA chose to target those who they understood currently enjoyed IKEA by putting ‘profession guidelines’ inside package of IKEA items for customers to discover upon opening their item. The directions mirrored their famous assembly guidelines, employment instructing consumers on how to “assemble your future”.
The project was a huge success, and consumers loved it. Countless clients used, and IKEA worked with 280
staff members who admired the IKEA brand name. The reason for the success of the project was not simply down to its creativity but likewise 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 project successfully gotten in touch with candidates in a personalised way, in their own homes simply as they’re concentrated on assembling their new furnishings.
Volkswagen: A Hidden Message
When Volkswagen needed to employ skilled mechanics, they carefully considered where this target market hung out so that they could communicate their recruitment message successfully.
Volkswagen picked an apparent but uncommon placement, the undercarriage of automobiles in need of repair. Volkswagen intentionally dispersed faulty cars with the message hidden underneath to service centres throughout Germany in anticipation of attracting experienced workers.
Volkswagens campaign was a great success, and they hired numerous competent mechanics while confirming themselves as an ingenious and enjoyable brand name.
& Company: The Eraser Pencil
McKinsey and Company were aiming to attract ambitious students to their company. They reached trainees by going to the one place guaranteed to have trainees around, campuses at a number of Swiss universities.
McKinsey delivered pencils with comically extended erasers. Printed on the side of the pencil was a message that checked out “We’re looking for trainees who aren’t pleased with just any solution. www.McKinsey.ch.”
The project’s goal was to pre-filter candidates by bring in those that aren’t pleased with simply any service and wonder innovators. The pencil twisted the guidelines of advertising, and it’s simple message resonated with numerous, leading to high-quality graduate works with at McKinsey.
Similar to this pencil, recruitment marketing projects do not have to be pricey, and companies can state a lot in only an easy statement.
Marriott: A Personalised Careers Page
Marriott is an outstanding example of companies doing recruitment marketing the right way. Their professions page has 1.2 million likes, and they release content two times a day – often more. They share content that potential staff members can relate to and feel influenced by, such as private employees accomplishments, days in the life of a worker and basic everyday updates from across the Marriott network.
Marriott wishes to communicate a sense of personalisation with their careers page so that potential employees can construct a genuine connection with the brand. They achieve this by allowing named staff members to address any questions on the careers page from the company profile. Marriot also offers a chat service to those wanting to find out more about life at the business and advice on how they can effectively apply for a position.
Marriotts method shows you do not require remarkable out of package believing to connect with candidates. There are a myriad of methods your service can approach your recruitment project. Marriott’s strategy is basic, and any business can emulate this approach and achieve the very same success. Have a designated location where you share insights on life at your company and most notably, listen to potential prospects and react to their concerns quickly and efficiently.
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Step 1: A great recruitment marketing Campaign. Step 2? Occupop!
We can assist you evaluate candidates, sort CVs and even schedule interviews, all-in-one centralised recruitment platform. This will make sure that your prospects have the very best experience possible and you have time to focus on what matters, your individuals. Learn more about us here.
