6 Brilliant Recruitment Marketing Campaigns

Candidates desire to feel linked to your brand and sense that employers comprehend them as individuals. So how can companies stand apart from the crowd? Employers need to be proactive in their approach to bring in candidates, and recruitment marketing is the solution

Recruitment marketing is a fairly new way to attract candidates, both passive and active, to your company. It involves embracing the same principals and methods utilized by marketing to draw in candidates and employment increase brand awareness. Some examples of marketing practises now being used by HR groups include: lead generation, SEO, guerrilla marketing, social marketing, customised candidate journey and content development.

According to SHRM, companies that integrate recruitment marketing into their hiring technique can generate 3 times more candidate leads than those who don’t – leading a 100% higher close rate on applicants. Additionally, recent research by Allegis found that running a recruitment marketing campaign can conserve companies approximately 40% on overall talent expenses. On top of these cost savings, recruitment marketing increases company brand name and employment brings in an estimated 50% more competent candidates.

It’s exceptional to see how a deep understanding of your candidates can lead to campaigns that encourage them to take action. We’ve assembled a list of six of our favourite imaginative recruitment projects that you can take motivation from for your next recruitment marketing campaign. These campaigns pressed the limits of conventional task advertisements, and for lots of, the application processes went viral.

Examples of recruitment marketing projects

Ogilvy: The World’s Greatest Salesperson

To engage and hire the most experienced salespeople in the organization, Ogilvy, among the worlds most popular advertising companies, ran an imaginative recruitment project to discover ‘The World’s Greatest Salesperson’.

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

A terrific advantage to employers is the ease at which recruitment marketing contests can be shared online and reach hundreds to countless people.Contests are a basic technique of recruitment marketing campaigns.

They are an excellent method to draw in enthusiastic applicants as well as serving as an initial screening test. Companies might ask candidates to fix puzzles, write lines of code or make a video.

GOOGLE: The Puzzling Billboard

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

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

Those wise sufficient to solve the signboard puzzle were given one final puzzle when on the website.

Successful candidates 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 much easier to find what you’re trying to find if it comes trying to find you. What we’re trying to find are the very best engineers worldwide. And here you are.”

The billboard was an interesting method to draw in a few of the smartest minds to Google. Google grouped this candidate swimming pool into passionate ‘issue solvers’ – an extremely esteemed ability at google.

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IKEA: Assemble Your Future

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

IKEA chose to target those who they knew already loved IKEA by putting ‘profession instructions’ inside package of IKEA products for clients to discover upon opening their item. The instructions mirrored their famous assembly directions, instructing consumers on how to “assemble your future”.

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

employees who appreciated the IKEA brand name. The factor for employment the success of the campaign was not simply down to its imagination but likewise since it spoke with IKEA’s existing brand employment ambassadors, their clients. Many recruitment messages can get lost in the sound online and in-store. The delivery of this recruitment project effectively gotten in touch with candidates in a customised method, in their own homes just as they’re focused on assembling their new furnishings.

Volkswagen: A Surprise Message

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

Volkswagen selected an apparent but unusual placement, the undercarriage of vehicles in requirement of repair. Volkswagen deliberately distributed faulty cars with the message concealed below to service centres across Germany in anticipation of bring in skilled employees.

Volkswagens project was a great success, and they hired various competent mechanics while validating themselves as an ingenious and enjoyable brand name.

McKinsey & Company: The Eraser Pencil

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

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

The project’s goal was to pre-filter applicants by bring in those that aren’t satisfied with simply any option and are curious innovators. The pencil twisted the guidelines of advertising, and it’s simple message resonated with numerous, leading to top quality graduate works with at McKinsey.

Just like this pencil, recruitment marketing projects do not have to be costly, and business can state a lot in only an .

Marriott: A Personalised Careers Page

Marriott is an exceptional example of companies doing recruitment marketing the proper way. Their careers page has 1.2 million likes, and they release content two times a day – in some cases more. They share material that potential workers can relate to and employment feel motivated by, such as individual employees accomplishments, days in the life of a worker and basic everyday updates from throughout the Marriott network.

Marriott wishes to communicate a sense of personalisation with their professions page so that potential employees can build an authentic connection with the brand. They attain this by allowing called staff members to answer any questions on the professions page from the business profile. Marriot likewise offers a chat service to those looking to discover more about life at the business and advice on how they can successfully request a position.

Marriotts technique shows you do not require extraordinary out of the box believing to link with candidates. There are a myriad of ways your organization can approach your recruitment campaign. Marriott’s strategy is basic, and any company can imitate this technique and accomplish the exact same success. Have a designated place where you share insights on life at your company and most notably, listen to possible candidates and respond to their questions promptly and efficiently.

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Step 1: An excellent recruitment marketing Campaign. Step 2? Occupop!

We can assist you screen candidates, sort CVs and employment 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 concentrate on what matters, your people. Learn more about us here.