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6 Brilliant Recruitment Marketing Campaigns

Candidates wish to feel linked to your brand and sense that companies understand them as people. So how can companies stand out from the crowd? Employers should be proactive in their approach to bring in candidates, and recruitment marketing is the option

Recruitment marketing is a relatively brand-new way to attract prospects, both passive and active, to your business. It involves embracing the exact same principals and strategies used by marketing to attract prospects and increase brand employment name awareness. Some examples of marketing practises now being utilised by HR groups include: lead generation, SEO, guerrilla marketing, social advertising, customised prospect journey and content production.

According to SHRM, business that include recruitment marketing into their hiring strategy can create 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 campaign can save companies up to 40% on overall skill expenses. On top of these cost savings, recruitment marketing enhances company brand and draws in an approximated 50% more certified candidates.

It’s remarkable to see how a deep understanding of your prospects can result in projects that motivate them to act. We’ve assembled a list of 6 of our favourite imaginative recruitment campaigns that you can take inspiration from for your next recruitment marketing project. These projects pushed the borders of standard task ads, and for numerous, the application processes went viral.

Examples of recruitment marketing campaigns

Ogilvy: The World’s Greatest Salesperson

To engage and work with the most knowledgeable salesmen in the organization, Ogilvy, one of the worlds most prominent marketing companies, ran an innovative recruitment project to discover ‘The World’s Greatest Salesperson’.

Ogilvy leveraged targeted social networks marketing in combination with their YouTube channel. Here they welcomed the prospective candidates to film themselves offering a brick. The reward? A 3 month paid internship with Ogilvy and the possibility to pitch at the Cannes Lions International Advertising Festival.

A great benefit to companies is the ease at which recruitment marketing contests can be shared online and reach hundreds to countless people.Contests are a standard approach of recruitment marketing campaigns.

They are a fantastic method to draw in enthusiastic candidates in addition to functioning as a preliminary screening test. Companies may ask prospects to resolve puzzles, write lines of code or make a video.

GOOGLE: The Puzzling Billboard

Continuing the competitive approach to recruitment marketing is Google’s 2004 perplexing signboard. This marketing campaign was a fantastic success for Google and made full marks online within mathematical and engineering forums – even before Google was called the brains behind the operation.

The billboard, put in Silicon Valley, presented a complex mathematical formula to passers-by and challenged those who believed they were wise enough to resolve it. Once solved, the formula revealed a site URL (www.7427466391.com) that the solver should visit.

Those smart enough to resolve the signboard puzzle were provided one final puzzle once on the site.

Successful prospects got the message:
“Nice work. Well done. Mazel tov. You have actually made it to Google Labs, and we’re pleased you’re here. One thing we discovered while building Google is that it’s much easier to discover what you’re searching for if it comes trying to find you. What we’re searching for are the finest engineers worldwide. And here you are.”

The signboard was an appealing way to attract some of the smartest minds to Google. Google organized this candidate swimming pool into passionate ‘problem solvers’ – a highly prestigious ability at google.

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IKEA: Assemble Your Future

Upon opening a new shop in Australia, IKEA had the job of employing 100 employees. To fill this high variety of positions, they had to believe big. IKEA’s outside the box thinking led to a fantastic “inside the box” service.

IKEA decided to target those who they knew already enjoyed IKEA by putting ‘career instructions’ inside package of IKEA products for customers to find upon opening their item. The directions mirrored their famous assembly guidelines, instructing consumers on how to “assemble your future”.

The project was a big success, and clients adored it. Countless consumers used, employment and IKEA hired 280

employees who admired the IKEA brand name. The factor employment for the success of the project was not just down to its creativity however likewise since it spoke with IKEA’s existing brand name ambassadors, employment their customers. Many recruitment messages can get lost in the noise online and in-store. The delivery of this recruitment project successfully linked 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 had to employ gifted mechanics, they thoroughly considered where this target market hung out so that they could interact their recruitment message efficiently.

Volkswagen chose an obvious however uncommon positioning, the undercarriage of automobiles in need of repair work. Volkswagen purposefully dispersed malfunctioning cars with the message hidden underneath to service centres throughout Germany in anticipation of attracting knowledgeable workers.

Volkswagens campaign was a great success, and they worked with many proficient mechanics while verifying themselves as an innovative and employment enjoyable brand name.

McKinsey & Company: The Eraser Pencil

McKinsey and Company were seeking to attract enthusiastic trainees to their company. They reached trainees by going to the one place guaranteed to have trainees around, campuses at a number of Swiss universities.

McKinsey delivered pencils with comically lengthened erasers. Printed on the side of the pencil was a message that read “We’re trying to find trainees who aren’t pleased with just any service. www.McKinsey.ch.”

The project’s goal was to pre-filter applicants by attracting those that aren’t satisfied with simply any solution and are curious innovators. The pencil twisted the guidelines of marketing, and it’s easy message resonated with lots of, resulting in premium graduate employs at McKinsey.

Much like this pencil, recruitment marketing campaigns don’t need to be costly, and business can state 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 publish content two times a day – in some cases more. They share content that possible workers can relate to and feel inspired by, such as private workers accomplishments, days in the life of an employee and basic everyday updates from across the Marriott network.

Marriott wishes to communicate a sense of personalisation with their professions page so that prospective workers can build a real connection with the brand. They achieve this by permitting called workers to respond to any concerns on the careers page from the company profile. Marriot also provides a chat service to those looking to find out more about life at the company and advice on how they can successfully request a position.

shows you don’t require remarkable out of the box thinking to link with prospects. There are a myriad of methods your service can approach your recruitment project. Marriott’s method is simple, employment and any business can emulate this method and accomplish the same success. Have a designated location where you share insights on life at your company and most notably, listen to prospective prospects 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 screen applicants, 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 employment you have time to focus on what matters, your people. Find out more about us here.

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