6 Brilliant Recruitment Marketing Campaigns
Candidates desire to feel linked to your brand and sense that companies understand them as people. So how can employers stick out from the crowd? Employers should be proactive in their method to bring in prospects, and recruitment marketing is the service
Recruitment marketing is a fairly new way to draw in candidates, both passive and active, to your company. It includes embracing the same principals and techniques used by marketing to draw in candidates and increase brand name awareness. Some examples of marketing practises now being utilised by HR groups consist of: list building, SEO, guerrilla marketing, social marketing, personalised candidate journey and material creation.
According to SHRM, companies that incorporate recruitment marketing into their hiring method can produce three times more applicant leads than those who don’t – leading a 100% greater close rate on applicants. Additionally, current research study by Allegis found that running a recruitment marketing campaign can save business as much as 40% on total talent costs. On top of these savings, recruitment marketing increases employer brand and draws in an estimated 50% more qualified candidates.
It’s remarkable to see how a deep understanding of your candidates can lead to campaigns that motivate them to do something about it. We’ve assembled a list of 6 of our preferred innovative recruitment projects that you can take inspiration from for your next recruitment marketing campaign. These campaigns pushed the borders of traditional task ads, employment and for lots of, the application processes went viral.
Examples of recruitment marketing projects
Ogilvy: The World’s Greatest Salesperson
To engage and work with the most proficient salesmen in the company, Ogilvy, among the worlds most popular marketing firms, ran an imaginative recruitment campaign to find ‘The World’s Greatest Salesperson’.
Ogilvy leveraged targeted social media advertising in mix with their YouTube channel. Here they welcomed the possible prospects to movie 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.
A fantastic benefit to employers is the ease at which recruitment marketing contests can be shared online and reach hundreds to thousands of people.Contests are a basic approach of recruitment marketing campaigns.
They are an excellent method to bring in passionate applicants along with functioning as an initial screening test. Companies might 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 puzzling signboard. This marketing project was a great success for Google and earned high praise online within mathematical and engineering online forums – even before Google was called the brains behind the operation.
The signboard, positioned in Silicon Valley, provided an intricate mathematical equation to passers-by and challenged those who thought they were clever sufficient to resolve it. Once fixed, the formula exposed a site URL (www.7427466391.com) that the solver must check out.
Those wise adequate to fix the billboard puzzle were offered one final puzzle once on the site.
Successful candidates got the message:
“Nice work. Well done. Mazel tov. You’ve made it to Google Labs, and we’re glad you’re here. Something we learned while developing Google is that it’s easier to discover what you’re trying to find if it comes searching for you. What we’re searching for are the very best engineers in the world. And here you are.”
The billboard was an appealing method to attract a few of the smartest minds to Google. Google organized this prospect swimming pool into passionate ‘problem solvers’ – a highly renowned skill at google.
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IKEA: Assemble Your Future
Upon opening a new store in Australia, IKEA had the task of employing 100 workers. To fill this high number of positions, they needed to think big. IKEA’s outside package thinking resulted in a fantastic “inside package” solution.
IKEA decided to target those who they knew already enjoyed IKEA by putting ‘profession guidelines’ inside package of IKEA products for customers to find upon opening their item. The guidelines mirrored their famous assembly directions, advising clients on how to “assemble your future”.
The campaign was a substantial success, and clients loved it. Thousands of clients 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 creativity however also since it spoke with IKEA’s existing brand ambassadors, their consumers. Many recruitment messages can get lost in the noise online and in-store. The shipment of this recruitment campaign effectively linked with prospects in a personalised way, in their own homes simply as they’re focused on assembling their brand-new furnishings.
Volkswagen: A Surprise Message
When Volkswagen needed to work with skilled mechanics, they thoroughly considered where this target audience hung out so that they might communicate their recruitment message effectively.
Volkswagen chose an apparent but uncommon positioning, the undercarriage of cars and trucks in need of repair work. Volkswagen intentionally dispersed malfunctioning cars and trucks with the message concealed beneath to service centres across Germany in anticipation of attracting experienced employees.
Volkswagens project was a great success, and they hired many competent mechanics while authenticating themselves as an ingenious and fun brand.
McKinsey & Company: The Eraser Pencil
McKinsey and Company were wanting to bring in ambitious students to their business. They reached students by going to the one location ensured to have students around, campuses at several Swiss universities.
McKinsey delivered pencils with comically lengthened erasers. Printed on the side of the pencil was a message that checked out “We’re looking for students who aren’t satisfied with simply any option. www.McKinsey.ch.”
The project’s aim was to pre-filter applicants by drawing in those that aren’t pleased with just any option and are curious innovators. The pencil twisted the rules of advertising, and it’s easy message resonated with lots of, causing premium graduate employs at McKinsey.
Similar to this pencil, recruitment marketing projects do not have to be expensive, and companies can say a lot in just a simple statement.
Marriott: A Personalised Careers Page
Marriott is an outstanding example of business doing recruitment marketing the proper way. Their professions page has 1.2 million likes, and they publish content two times a day – sometimes more. They share content that potential workers can relate to and feel inspired by, such as specific employees accomplishments, days in the life of an employee and general everyday updates from across the Marriott network.
Marriott wishes to convey a sense of personalisation with their careers page so that potential employees can develop a real connection with the brand. They accomplish this by permitting called employees to answer any concerns on the professions page from the business profile. Marriot likewise uses a to those seeking to find out more about life at the business and guidance on how they can effectively get a position.
Marriotts method reveals you do not need exceptional out of the box thinking to get in touch with prospects. There are a myriad of methods your organization can approach your recruitment project. Marriott’s technique is basic, and any business can replicate this method and employment accomplish the same success. Have a designated place where you share insights on life at your company and most importantly, listen to prospective candidates and respond to their questions promptly and efficiently.
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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, employment all-in-one centralised recruitment platform. This will guarantee that your candidates have the finest experience possible and you have time to focus on what matters, your individuals. Find out more about us here.