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6 Brilliant Recruitment Marketing Campaigns

Candidates desire to feel connected to your brand and sense that companies comprehend them as people. So how can companies stand out from the crowd? Employers should be proactive in their method to bring in candidates, and recruitment marketing is the solution

Recruitment marketing is a fairly new method to attract candidates, both passive and active, employment to your business. It includes adopting the exact same principals and strategies utilized by marketing to attract prospects and increase brand name awareness. Some examples of marketing practises now being utilised by HR teams consist of: lead generation, SEO, guerrilla marketing, social marketing, customised candidate journey and content development.

According to SHRM, business that include recruitment marketing into their hiring method can generate three times more applicant leads than those who do not – leading a 100% higher close rate on applicants. Additionally, current research by Allegis discovered that running a recruitment marketing project can save business as much as 40% on total talent costs. On top of these cost savings, recruitment marketing enhances employer brand and brings in an approximated 50% more competent prospects.

It’s remarkable to see how a deep understanding of your candidates can cause projects that motivate them to take action. We have actually put together a list of 6 of our preferred imaginative recruitment campaigns that you can take inspiration from for your next recruitment marketing campaign. These projects pushed the borders of standard task ads, and for numerous, the application processes went viral.

Examples of recruitment marketing projects

Ogilvy: The World’s Greatest Salesperson

To engage and hire the most knowledgeable salespeople in business, Ogilvy, one of the worlds most prominent marketing firms, ran an innovative recruitment campaign to find ‘The World’s Greatest Salesperson’.

Ogilvy leveraged targeted social media advertising in mix with their YouTube channel. Here they welcomed the prospective candidates to film themselves offering a brick. The reward? A three month paid internship with Ogilvy and the chance to pitch at the Cannes Lions International Advertising Festival.

An excellent 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 approach of recruitment marketing campaigns.

They are a terrific way to bring in enthusiastic candidates along with serving as a preliminary screening test. Companies may ask candidates to solve puzzles, write lines of code or make a video.

GOOGLE: The Puzzling Billboard

Continuing the competitive approach to recruitment marketing is Google’s 2004 perplexing signboard. This marketing project was a great success for Google and made full marks online within mathematical and engineering forums – even before Google was understood as the brains behind the operation.

The billboard, positioned in Silicon Valley, presented a complex mathematical equation to passers-by and challenged those who believed they were smart sufficient to solve it. Once fixed, the formula revealed a website URL (www.7427466391.com) that the solver must visit.

Those smart enough to fix the billboard puzzle were provided one last puzzle once on the site.

Successful prospects received the message:
“Nice work. Well done. Mazel tov. You’ve made it to Google Labs, and we’re grateful you’re here. One thing we learned while building Google is that it’s easier to discover what you’re looking for if it comes looking for you. What we’re looking for are the very best engineers in the world. And here you are.”

The signboard was an interesting way to draw in a few of the most intelligent minds to Google. Google organized this prospect pool into passionate ‘issue solvers’ – a highly renowned skill at google.

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IKEA: Assemble Your Future

Upon opening a brand-new shop in Australia, IKEA had the task of hiring 100 employees. To fill this high number of positions, employment they had to believe huge. IKEA’s outside package thinking caused a wonderful “inside the box” service.

IKEA decided to target those who they understood already loved IKEA by putting ‘profession guidelines’ inside package of IKEA products for customers to find upon opening their product. The guidelines mirrored their well-known assembly guidelines, advising consumers on how to “assemble your future”.

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

staff members who appreciated the IKEA brand. The factor for the success of the campaign was not just down to its creativity however also since 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 project successfully linked with candidates in a customised way, employment in their own homes just as they’re concentrated on assembling their new furniture.

Volkswagen: A Hidden Message

When Volkswagen had to employ gifted mechanics, they carefully considered where this target market hung out so that they could interact their recruitment message efficiently.

Volkswagen chose on an obvious but unusual positioning, the undercarriage of cars in need of repair work. Volkswagen intentionally dispersed faulty vehicles with the message hidden beneath to service centres across Germany in anticipation of drawing in experienced employees.

Volkswagens campaign was an excellent success, and they employed various proficient mechanics while verifying themselves as an innovative and enjoyable brand.

McKinsey & Company: The Eraser Pencil

McKinsey and Company were looking to bring in ambitious students to their company. They reached trainees by going to the one location guaranteed to have students around, schools at several Swiss universities.

McKinsey delivered pencils with comically lengthened erasers. Printed on the side of the pencil was a message that checked out “We’re trying to find trainees who aren’t pleased with just any service. www.McKinsey.ch.”

The project’s aim was to pre-filter applicants by drawing in those that aren’t pleased with simply any solution and are curious innovators. The pencil twisted the rules of marketing, and it’s basic message resonated with many, resulting in top quality graduate employs at McKinsey.

Just like this pencil, recruitment marketing campaigns don’t have to be pricey, and business can say a lot in only a simple declaration.

Marriott: A Personalised Careers Page

Marriott is an outstanding example of companies doing recruitment marketing the right way. Their careers page has 1.2 million likes, and they publish content two times a day – sometimes more. They share content that possible workers can connect to and feel inspired by, such as private workers achievements, days in the life of a worker and basic day to day updates from across the Marriott network.

Marriott wishes to communicate a sense of personalisation with their careers page so that possible staff members can develop a genuine connection with the brand. They achieve this by permitting named workers to address any concerns on the careers page from the business profile. Marriot likewise offers a chat service to those seeking to more about life at the business and advice on how they can effectively make an application for a position.

Marriotts method reveals you don’t need exceptional out of the box believing to get in touch with candidates. There are a myriad of methods your company can approach your recruitment project. Marriott’s strategy is basic, and any business can imitate this method and accomplish the same success. Have a designated place where you share insights on life at your company and most importantly, listen to possible prospects and react to their questions promptly and effectively.

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

We can help you evaluate candidates, 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 employment you have time to concentrate on what matters, your people. Find out more about us here.