6 Brilliant Recruitment Marketing Campaigns

Candidates want to feel linked to your brand employment name and sense that employers understand them as individuals. So how can companies stick out from the crowd? Employers need to be proactive in their approach to bring in prospects, and recruitment marketing is the option

Recruitment marketing is a fairly new method to attract candidates, both passive and active, to your business. It involves embracing the same principals and techniques utilized by marketing to bring in candidates and increase brand awareness. Some examples of marketing practises now being utilised by HR teams include: list building, SEO, guerrilla marketing, social marketing, customised prospect journey and content production.

According to SHRM, companies that incorporate recruitment marketing into their hiring strategy can create 3 times more applicant leads than those who don’t – leading a 100% higher close rate on candidates. Additionally, current research by Allegis found that running a recruitment marketing project can save business up to 40% on overall talent costs. On top of these cost savings, recruitment marketing enhances employer brand name and draws in an approximated 50% more qualified candidates.

It’s remarkable to see how a deep understanding of your candidates can result in projects that encourage them to do something about it. We have actually created a list of 6 of our preferred innovative recruitment projects that you can take motivation from for your next recruitment marketing campaign. These projects pushed the limits of conventional job advertisements, employment 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 business, Ogilvy, one of the worlds most prominent advertising firms, ran an imaginative recruitment campaign to find ‘The World’s Greatest Salesperson’.

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

A fantastic 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 standard technique of recruitment marketing projects.

They are an excellent method to draw in enthusiastic applicants in addition to acting as an initial screening test. Companies might ask prospects to fix puzzles, of code or make a video.

GOOGLE: The Puzzling Billboard

Continuing the competitive method to recruitment marketing is Google’s 2004 confusing 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 called the brains behind the operation.

The billboard, put in Silicon Valley, presented an intricate mathematical formula to passers-by and challenged those who thought they were smart sufficient to solve it. Once fixed, employment the equation revealed a site URL (www.7427466391.com) that the solver must check out.

Those clever adequate 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 happy you’re here. Something we learned while building Google is that it’s easier to find what you’re searching for if it comes looking for you. What we’re looking for are the very best engineers on the planet. And here you are.”

The signboard was an engaging way to draw in a few of the smartest minds to Google. Google grouped this candidate pool into enthusiastic ‘problem solvers’ – an extremely well-regarded ability at google.

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IKEA: Assemble Your Future

Upon opening a new shop in Australia, IKEA had the job of employing 100 workers. To fill this high variety of positions, they had to think huge. IKEA’s outside the box thinking led to a fantastic “inside package” option.

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

The campaign was a substantial success, and employment clients loved it. Thousands of consumers used, and IKEA worked with 280

employees who admired the IKEA brand name. The factor for the success of the project was not just down to its imagination however likewise due to the fact that it spoke to IKEA’s existing brand name ambassadors, their clients. Many recruitment messages can get lost in the noise online and employment in-store. The delivery of this recruitment project effectively connected with prospects in a customised way, in their own homes just as they’re concentrated on assembling their brand-new furnishings.

Volkswagen: A Concealed Message

When Volkswagen had to hire talented mechanics, they carefully thought about where this target market hung out so that they might communicate their recruitment message successfully.

Volkswagen chose an apparent but uncommon placement, the undercarriage of cars in need of repair. Volkswagen purposefully dispersed faulty automobiles with the message concealed beneath to service centres throughout Germany in anticipation of drawing in skilled workers.

Volkswagens campaign was an excellent success, and they worked with numerous knowledgeable mechanics while confirming themselves as an innovative and fun brand name.

McKinsey & Company: The Eraser Pencil

McKinsey and Company were wanting to attract enthusiastic trainees to their company. They reached students by going to the one place ensured to have students around, schools at a number of Swiss universities.

McKinsey provided pencils with comically elongated erasers. Printed on the side of the pencil was a message that read “We’re trying to find trainees who aren’t satisfied with just any service. www.McKinsey.ch.”

The project’s objective was to pre-filter candidates by drawing in those that aren’t satisfied with simply any option and wonder innovators. The pencil twisted the rules of marketing, and it’s simple message resonated with numerous, leading to top quality graduate employs at McKinsey.

Similar to this pencil, recruitment marketing campaigns do not have to be pricey, and companies can state a lot in only a simple statement.

Marriott: A Personalised Careers Page

Marriott is an exceptional example of companies doing recruitment marketing properly. Their professions page has 1.2 million likes, and they release content twice a day – sometimes more. They share content that possible staff members can associate with and feel influenced by, such as private workers accomplishments, days in the life of a worker and general day to day updates from throughout the Marriott network.

Marriott wishes to communicate a sense of personalisation with their professions page so that possible workers can build a real connection with the brand. They accomplish this by enabling named workers to respond to any questions on the professions page from the business profile. Marriot also uses a chat service to those looking to discover more about life at the company and advice on how they can successfully request a position.

Marriotts technique shows you do not require remarkable out of the box thinking to link with candidates. There are a myriad of methods your service can approach your recruitment campaign. Marriott’s technique is easy, and any company can imitate this approach and accomplish the exact same success. Have a designated location where you share insights on life at your company and most significantly, listen to prospective prospects and respond to their concerns without delay and effectively.

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

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