6 Brilliant Recruitment Marketing Campaigns

Candidates want to feel connected to your brand name and sense that companies understand them as individuals. So how can companies stick out from the crowd? Employers must be proactive in their approach to attracting candidates, and recruitment marketing is the solution

Recruitment marketing is a reasonably brand-new method to draw in prospects, both passive and employment active, to your company. It involves adopting the very same principals and techniques utilized by marketing to attract candidates and increase brand name awareness. Some examples of marketing practises now being utilised by HR teams consist of: lead generation, SEO, guerrilla marketing, social advertising, personalised candidate journey and content creation.

According to SHRM, business that incorporate recruitment marketing into their hiring strategy can create three times more applicant leads than those who do not — leading a 100% greater close rate on applicants. Additionally, current research by Allegis found that running a recruitment marketing project can conserve companies as much as 40% on overall skill costs. On top of these cost savings, recruitment marketing enhances company brand and attracts an estimated 50% more certified prospects.

It’s remarkable to see how a deep understanding of your candidates can lead to campaigns that encourage them to take action. We’ve created a list of 6 of our favourite creative recruitment campaigns that you can take inspiration from for your next recruitment marketing campaign. These campaigns pushed the limits of standard job advertisements, 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 knowledgeable salespeople in business, Ogilvy, among the worlds most popular ad agency, ran a creative recruitment campaign to discover ‘The World’s Greatest Salesperson’.

Ogilvy leveraged targeted social media marketing in combination with their YouTube channel. Here they invited the prospective candidates 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 great advantage to employers is the ease at which recruitment marketing contests can be shared online and reach hundreds to thousands of people.Contests are a standard method of recruitment marketing campaigns.

They are an excellent method to attract passionate applicants along with serving as a preliminary screening test. Companies may ask candidates to resolve puzzles, write lines of code or make a video.

GOOGLE: employment The Puzzling Billboard

Continuing the competitive method to recruitment marketing is Google’s 2004 perplexing signboard. This marketing campaign was a terrific success for Google and earned full marks online within mathematical and engineering online forums — even before Google was known as the brains behind the operation.

The billboard, positioned in Silicon Valley, provided a complex mathematical equation to passers-by and challenged those who thought they were smart enough to fix it. Once solved, the formula exposed a site URL (www.7427466391.com) that the solver need to check out.

Those wise enough to solve the billboard puzzle were given one final puzzle when on the site.

Successful candidates got the message:
«Nice work. Well done. Mazel tov. You’ve made it to Google Labs, and we’re grateful you’re here. One thing we learned while developing Google is that it’s much easier to discover what you’re searching for if it comes searching for you. What we’re trying to find are the best engineers on the planet. And here you are.»

The billboard was an appealing method to attract some of the most intelligent minds to Google. Google grouped this prospect pool into enthusiastic ‘issue solvers’ — a highly renowned skill at google.

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IKEA: Assemble Your Future

Upon opening a brand-new store in Australia, IKEA had the job of employing 100 employees. To fill this high variety of positions, they had to think big. IKEA’s outside package thinking resulted in a wonderful «inside the box» solution.

IKEA chose to target those who they understood currently enjoyed IKEA by putting ‘career guidelines’ inside the box of IKEA products for customers to discover upon opening their product. The guidelines mirrored their popular assembly guidelines, instructing consumers on how to «assemble your future».

The project was a big success, and consumers adored it. Thousands of clients applied, and employment IKEA employed 280

workers who appreciated the IKEA brand. The factor for the success of the campaign was not just down to its imagination however also since it talked to IKEA’s existing brand name ambassadors, their consumers. 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 customised way, in their own homes simply as they’re focused on assembling their new furniture.

Volkswagen: A Hidden Message

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

Volkswagen chose an apparent but unusual positioning, the undercarriage of cars and employment trucks in need of repair work. Volkswagen purposefully dispersed malfunctioning cars and trucks with the message concealed beneath to service centres across Germany in anticipation of drawing in knowledgeable workers.

Volkswagens campaign was a great success, and they hired numerous experienced mechanics while validating themselves as an and fun brand.

McKinsey & Company: The Eraser Pencil

McKinsey and Company were aiming to draw in ambitious trainees to their company. They reached students by going to the one place guaranteed to have trainees around, campuses at numerous Swiss universities.

McKinsey provided pencils with comically elongated erasers. Printed on the side of the pencil was a message that checked out «We’re searching for students who aren’t pleased with simply any solution. www.McKinsey.ch.»

The project’s aim 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 advertising, and it’s simple message resonated with many, leading to premium graduate works with at McKinsey.

Much like this pencil, recruitment marketing projects do not have to be costly, and business can state a lot in just an easy declaration.

Marriott: A Personalised Careers Page

Marriott is an outstanding example of companies doing recruitment marketing properly. Their careers page has 1.2 million likes, and they release content two times a day — often more. They share material that prospective workers can connect to and feel inspired by, such as individual workers achievements, days in the life of an employee and basic everyday updates from throughout the Marriott network.

Marriott wishes to communicate a sense of personalisation with their professions page so that prospective employees can construct an authentic connection with the brand. They attain this by permitting named workers to answer any questions on the professions page from the business profile. Marriot also provides a chat service to those seeking to discover more about life at the business and advice on how they can successfully look for a position.

Marriotts strategy shows you do not need extraordinary out of the box believing to link with prospects. There are a myriad of ways your business can approach your recruitment project. Marriott’s technique is simple, and any company can replicate this method and attain the exact same success. Have a designated location where you share insights on life at your business and most notably, listen to potential prospects and react to their questions promptly and effectively.

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Step 1: A great 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 guarantee that your prospects have the very best experience possible and you have time to concentrate on what matters, your people. Learn more about us here.