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6 Brilliant Recruitment Marketing Campaigns
Candidates desire to feel connected to your brand name and sense that companies comprehend them as people. So how can companies stand apart from the crowd? Employers should be proactive in their method to bring in prospects, and recruitment marketing is the service
Recruitment marketing is a relatively new method to bring in prospects, both passive and active, to your company. It includes adopting the same principals and strategies used by marketing to draw in prospects and increase brand employment awareness. Some examples of marketing practises now being used by HR groups include: list building, SEO, guerrilla marketing, social advertising, customised candidate journey and content production.
According to SHRM, business that integrate recruitment marketing into their hiring strategy can produce 3 times more candidate leads than those who do not – leading a 100% higher close rate on candidates. Additionally, current research by Allegis found that running a recruitment marketing project can conserve business approximately 40% on overall talent costs. On top of these savings, recruitment marketing boosts company brand and draws in an approximated 50% more competent prospects.
It’s remarkable to see how a deep understanding of your prospects can lead to projects that motivate them to take action. We have actually created a list of 6 of our favourite creative recruitment campaigns that you can take inspiration from for your next recruitment marketing campaign. These projects pressed the limits of standard job ads, and for many, the application processes went viral.
Examples of recruitment marketing campaigns
Ogilvy: The World’s Greatest Salesperson
To engage and work with the most skilled salespeople in the service, Ogilvy, among the worlds most popular marketing companies, ran an innovative recruitment campaign to discover ‘The World’s Greatest Salesperson’.
Ogilvy leveraged targeted social media marketing in mix with their YouTube channel. Here they invited the possible prospects to film themselves selling a brick. The prize? A three month paid internship with Ogilvy and the possibility to pitch at the Cannes Lions International Advertising Festival.
An excellent advantage to companies 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 an excellent way to attract enthusiastic applicants as well as acting as a preliminary screening test. Companies may ask prospects to fix puzzles, compose lines of code or make a video.
GOOGLE: The Puzzling Billboard
Continuing the competitive approach to recruitment marketing is Google’s 2004 confusing signboard. This marketing campaign was a great success for Google and made full marks online within mathematical and employment engineering forums – even before Google was known as the brains behind the operation.
The billboard, positioned in Silicon Valley, presented an intricate mathematical formula to passers-by and employment challenged those who thought they were clever enough to fix it. Once fixed, the formula revealed a website URL (www.7427466391.com) that the solver must check out.
Those wise enough to solve the billboard puzzle were offered one last puzzle when on the website.
Successful prospects received the message:
“Nice work. Well done. Mazel tov. You’ve made it to Google Labs, and we’re delighted you’re here. One thing we learned while constructing Google is that it’s easier to find what you’re searching for if it comes searching for you. What we’re searching for are the very best engineers in the world. And here you are.”
The signboard was an appealing method to draw in a few of the smartest minds to Google. Google organized this candidate swimming pool into enthusiastic ‘issue solvers’ – a highly well-regarded skill at google.
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IKEA: Assemble Your Future
Upon opening a brand-new store in Australia, IKEA had the task of working with 100 employees. To fill this high variety of positions, they had to think big. IKEA’s outside the box thinking resulted in a fantastic “inside package” option.
IKEA decided to target those who they knew currently liked IKEA by putting ‘career instructions’ inside the box of IKEA products for customers to discover upon opening their item. The directions mirrored their well-known assembly guidelines, instructing consumers on how to “assemble your future”.
The campaign was a huge success, and consumers loved it. Countless consumers applied, and IKEA worked with 280
employees who admired the IKEA brand. The factor for the success of the project was not just down to its imagination but likewise since it spoke to IKEA’s existing brand ambassadors, their customers. Many recruitment messages can get lost in the sound online and in-store. The shipment of this recruitment campaign effectively linked with prospects in a customised way, in their own homes simply as they’re focused on assembling their brand-new furniture.
Volkswagen: A Hidden Message
When Volkswagen had to hire skilled mechanics, they thoroughly thought about where this target audience hung out so that they could communicate their recruitment message successfully.
Volkswagen chose on an obvious however unusual placement, the undercarriage of vehicles in requirement of repair work. Volkswagen intentionally distributed malfunctioning vehicles with the message concealed beneath to service centres throughout Germany in anticipation of attracting skilled workers.
Volkswagens project was a fantastic success, and they worked with many competent mechanics while authenticating themselves as an innovative and enjoyable brand.
McKinsey & Company: The Eraser Pencil
McKinsey and Company were looking to attract ambitious students to their business. They reached students by going to the one location guaranteed to have students around, campuses at a number of Swiss universities.
McKinsey provided pencils with comically extended erasers. Printed on the side of the pencil was a message that checked out “We’re trying to find trainees who aren’t pleased with just any option. www.McKinsey.ch.”
The project’s goal was to pre-filter candidates by attracting those that aren’t pleased with simply any solution and are curious innovators. The pencil twisted the rules of marketing, and it’s easy message resonated with lots of, resulting in top quality graduate employs at McKinsey.
Much like this pencil, recruitment marketing campaigns do not have to be costly, and companies can state a lot in just an easy declaration.
Marriott: A Personalised Careers Page
Marriott is an outstanding example of business doing recruitment marketing the proper way. Their careers page has 1.2 million likes, and they release content two times a day – often more. They share content that prospective staff members can connect to and feel influenced by, such as specific workers accomplishments, employment days in the life of an employee and basic daily updates from throughout the Marriott network.
Marriott wishes to convey a sense of personalisation with their careers page so that possible staff members can build an authentic connection with the brand name. They achieve this by allowing called workers to respond to any questions on the professions page from the company profile. Marriot also offers a chat service to those looking to find out more about life at the company and suggestions on how they can effectively use for a position.
Marriotts method shows you don’t out of the box thinking to link with candidates. There are a myriad of ways your service can approach your recruitment campaign. Marriott’s method is simple, and any business can emulate this technique and attain the exact 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 immediately and effectively.
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Step 1: A fantastic recruitment marketing Campaign. Step 2? Occupop!
We can help you evaluate candidates, sort CVs and even schedule interviews, all-in-one centralised recruitment platform. This will make sure that your candidates have the very best experience possible and you have time to focus on what matters, your individuals. Discover more about us here.