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6 Brilliant Recruitment Marketing Campaigns
Candidates wish to feel linked to your brand name and sense that companies comprehend them as people. So how can employers stand out from the crowd? Employers need to be proactive in their method to bring in candidates, and recruitment marketing is the solution
Recruitment marketing is a fairly new way to bring in candidates, both passive and employment active, to your business. It includes adopting the very same principals and strategies used by marketing to draw in candidates and increase brand name awareness. Some examples of marketing practises now being used by HR teams consist of: lead generation, SEO, guerrilla marketing, social marketing, personalised candidate journey and content production.
According to SHRM, business that include recruitment marketing into their hiring technique can create three times more candidate leads than those who don’t – leading a 100% higher close rate on applicants. Additionally, current research by Allegis found that running a recruitment marketing project can conserve companies as much as 40% on total skill costs. On top of these savings, recruitment marketing improves employer brand and attracts an approximated 50% more competent prospects.
It’s remarkable to see how a deep understanding of your prospects can lead to campaigns that encourage them to act. We have actually assembled a list of 6 of our favourite imaginative recruitment projects that you can take motivation from for your next recruitment marketing campaign. These projects pressed the borders of standard job ads, and for many, the application processes went viral.
Examples of recruitment marketing campaigns
Ogilvy: employment The World’s Greatest Salesperson
To engage and employ the most knowledgeable salesmen in the company, Ogilvy, one of the worlds most popular ad agency, ran a creative recruitment project to find ‘The World’s Greatest Salesperson’.
Ogilvy leveraged targeted social media marketing in combination with their YouTube channel. Here they welcomed the potential 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 terrific benefit to companies 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 a great way to bring in enthusiastic candidates along with serving as an initial screening test. Companies might ask prospects to solve puzzles, compose lines of code or make a video.
GOOGLE: The Puzzling Billboard
Continuing the competitive technique to recruitment marketing is Google’s 2004 perplexing billboard. This marketing campaign was a fantastic success for Google and made high praise online within mathematical and engineering online forums – even before Google was understood as the brains behind the operation.
The billboard, employment positioned in Silicon Valley, presented a complicated mathematical equation to passers-by and challenged those who believed they were wise enough to solve it. Once resolved, the formula revealed a website URL (www.7427466391.com) that the solver must go to.
Those smart enough to fix the signboard puzzle were offered one last puzzle once on the site.
Successful candidates received the message:
« Nice work. Well done. Mazel tov. You have actually made it to Google Labs, and we’re pleased you’re here. Something we learned while developing Google is that it’s easier to find what you’re searching for if it comes searching for you. What we’re looking for are the finest engineers worldwide. And here you are. »
The billboard was an interesting method to draw in a few of the smartest minds to Google. Google grouped this candidate swimming pool into passionate ‘issue solvers’ – an extremely well-regarded 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 staff members. To fill this high variety of positions, they had to believe huge. IKEA’s outside package thinking led to a wonderful « inside the box » solution.
IKEA chose to target those who they knew currently liked IKEA by putting ‘career guidelines’ inside package of IKEA items for consumers to find upon opening their product. The instructions mirrored their famous assembly guidelines, advising clients on how to « assemble your future ».
The project was a big success, employment and consumers loved it. Countless consumers applied, and IKEA worked with 280
employees who appreciated the IKEA brand employment name. The factor for the success of the project was not simply down to its creativity however likewise due to the fact that it spoke to IKEA’s existing brand ambassadors, their customers. Many recruitment messages can get lost in the sound online and in-store. The delivery of this recruitment campaign effectively gotten in touch with prospects in a personalised way, in their own homes just as they’re focused on assembling their new furniture.
Volkswagen: A Hidden Message
When Volkswagen needed to hire gifted mechanics, they thoroughly thought about where this target audience hung out so that they could communicate their recruitment message efficiently.
Volkswagen picked an apparent but unusual placement, the undercarriage of cars and trucks in requirement of repair work. Volkswagen deliberately distributed defective vehicles with the message hidden underneath to service centres across Germany in anticipation of bring in skilled workers.
Volkswagens campaign was a fantastic success, and they hired various competent mechanics while confirming themselves as an ingenious and fun brand.
McKinsey & Company: The Eraser Pencil
McKinsey and Company were looking to bring in enthusiastic trainees to their business. They reached trainees by going to the one place ensured to have students around, schools at several Swiss universities.
McKinsey provided pencils with comically lengthened erasers. Printed on the side of the pencil was a message that checked out « We’re trying to find trainees who aren’t satisfied with simply any option. www.McKinsey.ch. »
The project’s goal was to pre-filter candidates by bring in those that aren’t pleased with simply any option and are curious innovators. The pencil twisted the guidelines of advertising, and it’s simple message resonated with lots of, resulting in high-quality graduate employs at McKinsey.
Similar to this pencil, recruitment marketing projects don’t have to be expensive, and business can say a lot in only an easy declaration.
Marriott: A Personalised Careers Page
Marriott is an excellent example of companies doing recruitment marketing the proper way. Their careers page has 1.2 million likes, and they release content two times a day – in some cases more. They share material that prospective employees can associate with and feel influenced by, such as individual workers accomplishments, employment days in the life of a worker and general daily updates from across the Marriott network.
Marriott wants to communicate a sense of personalisation with their professions page so that potential staff members can build an authentic connection with the brand name. They achieve this by allowing named workers to respond to any concerns on the careers page from the business profile. Marriot likewise offers a chat service to those looking to find out more about life at the company and suggestions on how they can successfully get a position.
Marriotts method reveals you don’t need extraordinary out of the box thinking to get in touch with . There are a myriad of methods your organization can approach your recruitment project. Marriott’s strategy is simple, and any business can imitate this method and employment achieve the very same success. Have a designated location where you share insights on life at your company and most significantly, listen to possible prospects and react to their concerns quickly and effectively.
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Step 1: A great recruitment marketing Campaign. Step 2? Occupop!
We can assist you screen applicants, sort CVs and even schedule interviews, all-in-one centralised recruitment platform. This will make sure that your prospects have the best experience possible and you have time to concentrate on what matters, your people. Discover more about us here.