6 Brilliant Recruitment Marketing Campaigns

Candidates want to feel connected to your brand name and sense that employers understand them as individuals. So how can employers stand apart from the crowd? Employers should be proactive in their approach to drawing in candidates, and recruitment marketing is the option

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

According to SHRM, business that include recruitment marketing into their hiring technique can produce three times more applicant leads than those who do not – leading a 100% greater close rate on candidates. Additionally, current research study by Allegis found that running a recruitment marketing campaign can save companies as much as 40% on overall talent expenses. On top of these cost savings, recruitment marketing enhances employer brand name and attracts an estimated 50% more certified prospects.

It’s exceptional to see how a deep understanding of your prospects can lead to projects that encourage them to act. We’ve assembled a list of six of our preferred imaginative recruitment projects that you can take motivation from for your next recruitment marketing campaign. These projects pushed the boundaries of standard job advertisements, and for numerous, job 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 business, Ogilvy, one of the worlds most popular ad agency, ran a creative recruitment campaign to discover ‘The World’s Greatest Salesperson’.

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

A terrific advantage to companies is the ease at which recruitment marketing contests can be shared online and reach hundreds to thousands of are a standard technique of recruitment marketing projects.

They are a great method to attract passionate applicants along with acting 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 puzzling billboard. This marketing campaign was an excellent success for Google and made high praise online within mathematical and engineering online forums – even before Google was referred to as the brains behind the operation.

The signboard, put in Silicon Valley, provided a complex mathematical equation to passers-by and challenged those who thought they were smart sufficient to solve it. Once fixed, the formula exposed a site URL (www.7427466391.com) that the solver should go to.

Those smart sufficient to resolve the signboard puzzle were given one final puzzle once on the site.

Successful prospects received the message:
“Nice work. Well done. Mazel tov. You have actually made it to Google Labs, and we’re delighted you’re here. Something we discovered while developing Google is that it’s much easier to find what you’re searching for if it comes looking for you. What we’re searching for are the best engineers worldwide. And here you are.”

The signboard was an appealing method to draw in some of the most intelligent minds to Google. Google grouped this prospect pool into enthusiastic ‘problem 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 working with 100 employees. To fill this high variety of positions, they had to think huge. IKEA’s outside the box thinking resulted in a fantastic “inside package” solution.

IKEA decided to target those who they knew currently loved IKEA by putting ‘profession instructions’ inside the box of IKEA products for customers to discover upon opening their product. The instructions mirrored their well-known assembly directions, advising customers on how to “assemble your future”.

The campaign was a substantial success, and consumers adored it. Thousands of clients applied, and IKEA hired 280

employees who appreciated the IKEA brand name. The factor for the success of the campaign was not simply down to its imagination however also because it spoke to IKEA’s existing brand name ambassadors, their customers. Many recruitment messages can get lost in the noise online and in-store. The delivery of this recruitment campaign effectively connected with prospects in a personalised method, in their own homes just as they’re concentrated on assembling their new furniture.

Volkswagen: A Surprise Message

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

Volkswagen selected an apparent however unusual placement, the undercarriage of vehicles in need of repair. Volkswagen deliberately distributed defective vehicles with the message concealed underneath to service centres across Germany in anticipation of attracting knowledgeable staff members.

Volkswagens project was a terrific success, and they hired various proficient mechanics while authenticating themselves as an innovative and enjoyable brand job name.

McKinsey & Company: The Eraser Pencil

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

McKinsey delivered pencils with comically extended erasers. Printed on the side of the pencil was a message that checked out “We’re searching for trainees who aren’t pleased with just any option. www.McKinsey.ch.”

The campaign’s aim was to pre-filter candidates by bring in those that aren’t pleased with just any solution and wonder innovators. The pencil twisted the guidelines of advertising, and it’s easy message resonated with numerous, resulting in high-quality graduate hires at McKinsey.

Similar to this pencil, job recruitment marketing campaigns do not need to be costly, and business can state a lot in only a simple statement.

Marriott: A Personalised Careers Page

Marriott is an excellent example of business doing recruitment marketing the right way. Their professions page has 1.2 million likes, and they release content twice a day – in some cases more. They share material that potential employees can connect to and feel motivated by, such as private employees accomplishments, days in the life of a worker and basic daily updates from throughout the Marriott network.

Marriott desires to convey a sense of personalisation with their careers page so that possible staff members can construct an authentic connection with the brand. They accomplish this by permitting called employees to address any questions on the careers page from the company profile. Marriot likewise provides a chat service to those aiming to find out more about life at the business and guidance on how they can effectively request a position.

Marriotts method reveals you don’t require remarkable out of the box believing to get in touch with candidates. There are a myriad of methods your business can approach your recruitment campaign. Marriott’s method is basic, and any company can imitate this approach and accomplish the very same success. Have a designated location where you share insights on life at your business and most importantly, listen to potential prospects and react to their concerns immediately and effectively.

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

We can help you screen candidates, sort CVs and even schedule interviews, all-in-one centralised recruitment platform. This will ensure that your prospects have the best experience possible and you have time to focus on what matters, your people. Find out more about us here.