6 Brilliant Recruitment Marketing Campaigns
Candidates wish to feel connected to your brand name and sense that employers understand employment them as individuals. 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 option
Recruitment marketing is a reasonably brand-new method to attract prospects, both passive and active, to your business. It involves adopting the very same principals and strategies used by marketing to bring in prospects and increase brand awareness. Some examples of marketing practises now being used by HR teams consist of: list building, SEO, guerrilla marketing, social advertising, personalised candidate journey and content development.
According to SHRM, business that include recruitment marketing into their hiring technique can create 3 times more candidate leads than those who do not - leading a 100% higher close rate on candidates. Additionally, current research study by Allegis discovered that running a recruitment marketing campaign can save companies as much as 40% on overall skill costs. On top of these cost savings, recruitment marketing increases company brand and attracts an approximated 50% more qualified prospects.
It's exceptional to see how a deep understanding of your prospects can lead to projects that encourage them to do something about it. We have actually assembled a list of six of our favourite imaginative recruitment projects that you can take motivation from for your next recruitment marketing campaign. These campaigns pressed the borders of standard task advertisements, employment and for lots of, 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 the business, Ogilvy, among the worlds most prominent ad agency, ran an imaginative recruitment campaign to discover 'The World's Greatest Salesperson'.
Ogilvy leveraged targeted social networks marketing in combination with their YouTube channel. Here they welcomed the possible prospects to film themselves selling a brick. The reward? A three month paid internship with Ogilvy and the opportunity to pitch at the Cannes Lions International Advertising Festival.
A great advantage to companies is the ease at which recruitment marketing contests can be shared online and employment reach hundreds to countless people.Contests are a basic method of recruitment marketing campaigns.
They are an excellent method to draw in enthusiastic candidates as well as acting as an initial screening test. Companies might ask candidates to fix puzzles, compose lines of code or employment make a video.
GOOGLE: The Puzzling Billboard
Continuing the competitive method to recruitment marketing is Google's 2004 puzzling signboard. This marketing campaign was a great success for Google and made high praise online within mathematical and engineering forums - even before Google was understood as the brains behind the operation.
The billboard, placed in Silicon Valley, provided a complicated mathematical equation to passers-by and challenged those who believed they were wise adequate to resolve it. Once solved, the equation exposed a site URL (www.7427466391.com) that the solver must visit.
Those wise enough to fix the signboard puzzle were offered one last puzzle when on the website.
Successful prospects got the message:
"Nice work. Well done. Mazel tov. You've made it to Google Labs, and we're thankful you're here. Something we discovered while building Google is that it's easier to discover what you're trying to find if it comes searching for you. What we're looking for are the very best engineers worldwide. And here you are."
The signboard was an engaging method to attract a few of the most intelligent minds to Google. Google organized this prospect pool into passionate 'problem solvers' - an extremely renowned ability at google.
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IKEA: Assemble Your Future
Upon opening a new store in Australia, IKEA had the task of working with 100 employees. To fill this high variety of positions, they had to think huge. IKEA's outside the box thinking resulted in a fantastic "inside package" service.
IKEA decided to target those who they understood currently liked IKEA by putting 'career directions' inside the box of IKEA products for customers to discover upon opening their item. The directions mirrored their famous assembly guidelines, instructing consumers on how to "assemble your future".
The project was a substantial success, and clients loved it. Thousands of clients applied, and IKEA worked with 280
staff members who appreciated the IKEA brand. The reason for the success of the campaign was not simply down to its creativity however also because it spoke with 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 successfully connected with candidates in a customised method, in their own homes just as they're focused on assembling their brand-new furnishings.
Volkswagen: A Hidden Message
When Volkswagen needed to employ talented mechanics, they thoroughly considered where this target market hung out so that they might interact their recruitment message effectively.
Volkswagen chose on an obvious however unusual placement, the undercarriage of cars and trucks in requirement of repair. Volkswagen purposefully distributed malfunctioning vehicles with the message concealed below to service centres across Germany in anticipation of drawing in experienced employees.
Volkswagens project was a great success, and they hired various competent mechanics while authenticating themselves as an innovative and fun brand.
McKinsey & Company: The Eraser Pencil
McKinsey and Company were wanting to draw in ambitious trainees to their company. They reached students by going to the one location guaranteed to have students around, schools at a number of Swiss universities.
McKinsey delivered pencils with comically elongated erasers. Printed on the side of the pencil was a message that read "We're trying to find students who aren't pleased with just any option. www.McKinsey.ch."
The project's goal was to applicants by drawing in those that aren't pleased with simply any option and are curious innovators. The pencil twisted the guidelines of advertising, and it's basic message resonated with many, leading to top quality graduate works with at McKinsey.
Just like this pencil, recruitment marketing campaigns do not need to be pricey, and companies can say a lot in just a simple statement.
Marriott: A Personalised Careers Page
Marriott is an excellent example of business doing recruitment marketing properly. Their professions page has 1.2 million likes, and they publish content two times a day - sometimes more. They share content that prospective employees can connect to and feel inspired by, such as individual employees achievements, days in the life of a worker and basic everyday updates from throughout the Marriott network.
Marriott desires to convey a sense of personalisation with their professions page so that possible staff members can develop an authentic connection with the brand name. They achieve this by permitting called employees to respond to any questions on the careers page from the company profile. Marriot also provides a chat service to those seeking to discover more about life at the company and recommendations on how they can effectively request a position.
Marriotts strategy reveals you do not need extraordinary out of the box believing to link with candidates. There are a myriad of methods your organization can approach your recruitment campaign. Marriott's method is simple, and any company can replicate this method and employment attain the same success. Have a designated place where you share insights on life at your company and most notably, listen to prospective prospects and respond to their questions without delay and efficiently.
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Step 1: A terrific 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 finest experience possible and you have time to focus on what matters, your people. Find out more about us here.
