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6 Brilliant Recruitment Marketing Campaigns

Candidates want to feel connected to your brand and sense that employers understand them as people. So how can companies stand apart from the crowd? Employers need to be proactive in their method to bring in candidates, and recruitment marketing is the option

Recruitment marketing is a relatively new method to draw in candidates, both passive and active, to your company. It includes embracing the exact same principals and techniques used by marketing to bring in prospects and increase brand name awareness. Some examples of marketing practises now being used by HR groups include: lead generation, employment SEO, guerrilla marketing, employment social marketing, personalised candidate journey and material development.

According to SHRM, business that incorporate recruitment marketing into their hiring strategy can generate three times more candidate leads than those who don’t – leading a 100% greater close rate on applicants. Additionally, current research study by Allegis found that running a recruitment marketing campaign can save companies as much as 40% on overall skill costs. On top of these cost savings, recruitment marketing increases employer brand and attracts an estimated 50% more certified prospects.

It’s exceptional to see how a deep understanding of your candidates can cause campaigns that inspire them to do something about it. We have actually put together a list of 6 of our preferred creative recruitment projects that you can take inspiration from for your next recruitment marketing campaign. These campaigns pushed the borders of conventional job advertisements, and for many, the application processes went viral.

Examples of recruitment marketing projects

Ogilvy: employment The World’s Greatest Salesperson

To engage and employ the most competent salesmen in the business, Ogilvy, one of the worlds most prominent ad agency, ran a creative recruitment project to find ‘The World’s Greatest Salesperson’.

Ogilvy leveraged targeted social networks marketing in combination with their YouTube channel. Here they welcomed the potential candidates to movie themselves offering a brick. The prize? A three month paid internship with Ogilvy and the opportunity to pitch at the Cannes Lions International Advertising Festival.

A fantastic advantage to employers is the ease at which recruitment marketing contests can be shared online and employment reach hundreds to thousands of people.Contests are a basic approach of recruitment marketing campaigns.

They are an excellent way to attract passionate applicants along with functioning as a preliminary screening test. Companies might ask prospects to fix puzzles, compose lines of code or make a video.

GOOGLE: The Puzzling Billboard

Continuing the competitive method to recruitment marketing is Google’s 2004 puzzling signboard. This marketing campaign was an excellent success for Google and made high appreciation online within mathematical and engineering online forums – even before Google was known as the brains behind the operation.

The signboard, placed in Silicon Valley, presented a complex mathematical formula to passers-by and employment challenged those who thought they were wise sufficient to resolve it. Once fixed, the equation revealed a website URL (www.7427466391.com) that the solver should go to.

Those clever enough to solve the billboard puzzle were offered one last puzzle when on the site.

Successful prospects received the message:
“Nice work. Well done. Mazel tov. You’ve made it to Google Labs, and we’re thankful you’re here. Something we discovered while building Google is that it’s easier to discover what you’re searching for if it comes searching for you. What we’re searching for are the finest engineers on the planet. And here you are.”

The billboard was an interesting method to draw in a few of the smartest minds to Google. Google organized this candidate pool into passionate ‘problem solvers’ – an extremely well-regarded ability at google.

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IKEA: Your Future

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

IKEA decided to target those who they knew already liked IKEA by putting ‘profession guidelines’ inside the box of IKEA products for clients to find upon opening their product. The instructions mirrored their popular assembly directions, instructing consumers on how to “assemble your future”.

The project was a huge success, and customers adored it. Countless clients used, and IKEA worked with 280

staff members who admired the IKEA brand. The reason for the success of the campaign was not just down to its creativity however likewise because it spoke to IKEA’s existing brand name ambassadors, their customers. Many recruitment messages can get lost in the sound online and in-store. The delivery of this recruitment campaign successfully gotten in touch with candidates in a customised method, in their own homes simply as they’re concentrated on assembling their new furniture.

Volkswagen: A Hidden Message

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

Volkswagen chose on an apparent however unusual positioning, the undercarriage of cars in need of repair work. Volkswagen purposefully distributed faulty cars and trucks with the message hidden below to service centres across Germany in anticipation of attracting experienced employees.

Volkswagens project was an excellent success, and they worked with numerous competent mechanics while confirming themselves as an ingenious and enjoyable brand name.

McKinsey & Company: The Eraser Pencil

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

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

The project’s goal was to pre-filter applicants by drawing in those that aren’t satisfied with simply any solution and are curious innovators. The pencil twisted the guidelines of advertising, and it’s simple message resonated with many, causing premium graduate hires at McKinsey.

Much like this pencil, recruitment marketing projects don’t have to be costly, and companies can say a lot in just a basic statement.

Marriott: A Personalised Careers Page

Marriott is an excellent example of companies doing recruitment marketing the right method. Their professions page has 1.2 million likes, and they release content two times a day – in some cases more. They share content that prospective employees can relate to and feel motivated by, such as individual employees accomplishments, employment days in the life of an employee and basic daily updates from throughout the Marriott network.

Marriott wants to communicate a sense of personalisation with their careers page so that possible employees can construct an authentic connection with the brand. They attain this by allowing named workers to answer any questions on the careers page from the business profile. Marriot likewise uses a chat service to those aiming to discover more about life at the business and recommendations on how they can effectively look for a position.

Marriotts technique reveals you do not need remarkable out of package believing to connect with prospects. There are a myriad of methods your service can approach your recruitment project. Marriott’s method is simple, and any business can emulate this approach and attain the very 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 concerns without delay and efficiently.

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

We can assist you evaluate applicants, 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 people. Learn more about us here.