6 Brilliant Recruitment Marketing Campaigns
Candidates desire to feel connected to your brand and sense that employers understand them as people. So how can employers stick out from the crowd? Employers need to be proactive in their method to attracting prospects, and recruitment marketing is the solution
Recruitment marketing is a fairly brand-new way to attract prospects, both passive and active, to your business. It includes embracing the exact same principals and techniques used by marketing to draw in prospects and increase brand awareness. Some examples of marketing practises now being used by HR teams include: lead generation, SEO, guerrilla marketing, employment social advertising, customised prospect journey and material development.
According to SHRM, companies that integrate recruitment marketing into their hiring strategy can produce three times more applicant leads than those who do not – leading a 100% higher close rate on applicants. Additionally, recent research study by Allegis discovered that running a recruitment marketing campaign can conserve companies up to 40% on total skill expenses. On top of these cost savings, recruitment marketing enhances company brand and attracts an approximated 50% more certified candidates.
It’s remarkable to see how a deep understanding of your prospects can result in campaigns that motivate them to do something about it. We’ve created a list of 6 of our favourite imaginative recruitment campaigns that you can take inspiration from for your next recruitment marketing campaign. These campaigns pressed the boundaries of conventional 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 knowledgeable salespeople in the service, Ogilvy, among the worlds most prominent ad agency, ran an innovative recruitment project to find ‚The World’s Greatest Salesperson‘.
Ogilvy leveraged targeted social networks marketing in combination with their YouTube channel. Here they invited the prospective prospects to film themselves selling a brick. The prize? A three month paid internship with Ogilvy and the opportunity 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 standard technique of recruitment marketing campaigns.
They are a great method to draw in enthusiastic applicants in addition to serving as an initial screening test. Companies might ask prospects 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 an excellent success for Google and earned high appreciation online within mathematical and engineering forums – even before Google was called the brains behind the operation.
The billboard, placed in Silicon Valley, provided a complicated mathematical formula to passers-by and challenged those who believed they were clever enough to solve it. Once fixed, the equation revealed a site URL (www.7427466391.com) that the solver need to check out.
Those smart sufficient to fix the billboard puzzle were given one when on the site.
Successful prospects got the message:
„Nice work. Well done. Mazel tov. You have actually made it to Google Labs, and we’re glad you’re here. One thing we learned while developing Google is that it’s easier to find what you’re looking for if it comes looking for you. What we’re searching for are the very best engineers in the world. And here you are.“
The billboard was an appealing method to attract a few of the most intelligent minds to Google. Google grouped this prospect pool into enthusiastic ‚problem solvers‘ – an extremely esteemed ability at google.
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IKEA: employment Assemble Your Future
Upon opening a new store in Australia, IKEA had the job of employing 100 staff members. To fill this high variety of positions, they needed to believe big. IKEA’s outside the box thinking led to a fantastic „inside package“ solution.
IKEA decided to target those who they knew already liked IKEA by putting ‚career instructions‘ inside the box of IKEA products for employment customers to find upon opening their product. The directions mirrored their popular assembly instructions, instructing customers on how to „assemble your future“.
The campaign was a big success, and consumers adored it. Countless clients used, and IKEA hired 280
workers who appreciated the IKEA brand name. The factor for the success of the project was not just down to its imagination but also because it spoke with IKEA’s existing brand name ambassadors, their clients. 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 customised way, in their own homes just as they’re concentrated on assembling their brand-new furniture.
Volkswagen: A Covert Message
When Volkswagen needed to hire talented mechanics, they carefully thought about where this target market hung out so that they could communicate their recruitment message efficiently.
Volkswagen decided on an obvious but uncommon positioning, the undercarriage of vehicles in need of repair work. Volkswagen deliberately dispersed defective automobiles with the message hidden beneath to service centres across Germany in anticipation of bring in knowledgeable workers.
Volkswagens campaign was a great success, and they worked with numerous knowledgeable mechanics while confirming themselves as an ingenious and fun brand name.
McKinsey & Company: The Eraser Pencil
McKinsey and Company were seeking to draw in enthusiastic trainees to their company. They reached trainees by going to the one location guaranteed to have trainees around, employment schools 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 simply any option. www.McKinsey.ch.“
The project’s aim was to pre-filter candidates by bring in those that aren’t pleased with just any option and wonder innovators. The pencil twisted the guidelines of marketing, and it’s easy message resonated with numerous, leading to high-quality graduate works with at McKinsey.
Similar to this pencil, recruitment marketing campaigns do not need to be expensive, and business can state a lot in only a basic declaration.
Marriott: A Personalised Careers Page
Marriott is an excellent example of business doing recruitment marketing the proper way. Their professions page has 1.2 million likes, and they publish content twice a day – often more. They share content that prospective employees can relate to and feel motivated by, such as private workers achievements, days in the life of an employee and general daily updates from across the Marriott network.
Marriott wishes to communicate a sense of personalisation with their careers page so that possible workers can build a real connection with the brand. They attain this by allowing named employees to respond to any concerns on the careers page from the company profile. Marriot also uses a chat service to those seeking to discover more about life at the company and suggestions on how they can successfully request a position.
Marriotts technique shows you don’t need exceptional out of the box believing to link with candidates. There are a myriad of ways your company can approach your recruitment campaign. Marriott’s method is basic, and any business can emulate this method and accomplish the very same success. Have a designated place where you share insights on life at your business and most notably, listen to prospective candidates and react to their concerns without delay and efficiently.
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Step 1: A great recruitment marketing Campaign. Step 2? Occupop!
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