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Founded Date November 19, 1905
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6 Brilliant Recruitment Marketing Campaigns
Candidates desire to feel connected to your brand and sense that employers comprehend them as people. So how can companies stand apart from the crowd? Employers should be proactive in their technique to drawing in candidates, and recruitment marketing is the solution
Recruitment marketing is a relatively new way to bring in candidates, both passive and active, to your business. It includes embracing the very same principals and strategies used by marketing to bring in prospects and increase brand awareness. Some examples of marketing practises now being utilised by HR groups consist of: list building, SEO, guerrilla marketing, social marketing, customised candidate journey and material creation.
According to SHRM, companies that include recruitment marketing into their hiring strategy can produce three times more candidate leads than those who do not – leading a 100% greater close rate on applicants. Additionally, research study by Allegis found that running a recruitment marketing project can conserve companies approximately 40% on overall skill costs. On top of these savings, recruitment marketing boosts company brand name and attracts an estimated 50% more qualified prospects.
It’s exceptional to see how a deep understanding of your candidates can lead to projects that motivate them to take action. We’ve created a list of 6 of our preferred creative recruitment campaigns that you can take motivation from for your next recruitment marketing project. These campaigns pressed the limits of standard task 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 skilled salespeople in the company, Ogilvy, among the worlds most popular advertising firms, ran an innovative recruitment campaign to find ‘The World’s Greatest Salesperson’.
Ogilvy leveraged targeted social networks advertising in mix with their YouTube channel. Here they invited the prospective prospects to film themselves offering 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 benefit 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 an excellent way to attract passionate applicants as well as acting as an initial screening test. Companies may ask prospects to resolve 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 billboard. This marketing project was a great success for referall.us Google and made high appreciation online within mathematical and engineering forums – even before Google was called the brains behind the operation.
The billboard, placed in Silicon Valley, presented a complex mathematical equation to passers-by and challenged those who believed they were clever enough to solve it. Once resolved, the equation exposed a site URL (www.7427466391.com) that the solver need to visit.
Those wise adequate to fix the signboard puzzle were offered one final puzzle once on the site.
Successful candidates 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 discovered while building Google is that it’s much easier to discover what you’re looking for if it comes looking for you. What we’re searching for are the best engineers in the world. And here you are.”
The signboard was an interesting way to attract some of the most intelligent minds to Google. Google organized this prospect swimming pool into passionate ‘problem solvers’ – an extremely esteemed skill 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 needed to think huge. IKEA’s outside package thinking caused a wonderful “inside the box” option.
IKEA chose to target those who they understood already loved IKEA by putting ‘career guidelines’ inside package of IKEA items for clients to find upon opening their item. The guidelines mirrored their famous assembly directions, advising clients on how to “assemble your future”.
The project was a huge success, and customers loved it. Thousands of consumers applied, and IKEA employed 280
staff members who appreciated the IKEA brand name. The factor for the success of the campaign was not simply down to its creativity however likewise due to the fact that it talked to IKEA’s existing brand name ambassadors, their clients. Many recruitment messages can get lost in the noise online and in-store. The shipment of this recruitment project effectively gotten in touch with candidates in a personalised way, in their own homes simply as they’re focused on assembling their new furnishings.
Volkswagen: A Surprise Message
When Volkswagen needed to hire talented mechanics, they thoroughly thought about where this target audience hung out so that they could communicate their recruitment message effectively.
Volkswagen decided on an apparent but unusual placement, the undercarriage of automobiles in need of repair. Volkswagen intentionally distributed faulty cars and trucks with the message hidden beneath to service centres throughout Germany in anticipation of drawing in skilled staff members.
Volkswagens project was a terrific success, and they worked with numerous knowledgeable mechanics while validating themselves as an innovative and enjoyable brand name.
McKinsey & Company: The Eraser Pencil
McKinsey and Company were wanting to attract enthusiastic trainees to their business. They reached students by going to the one location guaranteed to have trainees around, campuses at numerous Swiss universities.
McKinsey provided pencils with comically extended erasers. Printed on the side of the pencil was a message that read “We’re searching for students who aren’t satisfied with just any option. www.McKinsey.ch.”
The campaign’s objective was to pre-filter applicants by drawing in those that aren’t satisfied with just any service and are curious innovators. The pencil twisted the guidelines of advertising, and it’s basic message resonated with many, leading to high-quality graduate works with at McKinsey.
Much like this pencil, recruitment marketing campaigns don’t have to be expensive, and business can say a lot in only a simple statement.
Marriott: A Personalised Careers Page
Marriott is an exceptional example of companies doing recruitment marketing the proper way. Their professions page has 1.2 million likes, and they release content two times a day – often more. They share content that possible staff members can relate to and feel motivated by, such as specific workers achievements, days in the life of an employee and general daily updates from across the Marriott network.
Marriott wishes to convey a sense of personalisation with their careers page so that potential workers can build an authentic connection with the brand name. They achieve this by allowing called employees to answer any concerns on the professions page from the business profile. Marriot also provides a chat service to those looking to find out more about life at the company and guidance on how they can successfully obtain a position.
Marriotts method reveals you don’t require remarkable out of the box thinking to link with prospects. There are a myriad of ways your business can approach your recruitment project. Marriott’s strategy is easy, and any business can imitate this approach and attain the very same success. Have a designated location where you share insights on life at your company and most significantly, listen to potential candidates and react to their concerns promptly and efficiently.
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Step 1: A fantastic recruitment marketing Campaign. Step 2? Occupop!
We can assist you evaluate candidates, sort CVs and even schedule interviews, all-in-one centralised recruitment platform. This will make sure that your candidates have the finest experience possible and you have time to focus on what matters, your individuals. Discover more about us here.