Candidates want to feel connected to your brand name and sense that employers understand them as individuals. So how can companies stand apart from the crowd? Employers must be proactive in their technique to bring in candidates, and recruitment marketing is the option

Recruitment marketing is a fairly new way to attract candidates, both passive and active, to your company. It includes embracing the exact same principals and techniques utilized by marketing to draw in candidates and increase brand awareness. Some examples of marketing practises now being utilised by HR teams include: list building, SEO, guerrilla marketing, social advertising, customised prospect journey and content creation.

According to SHRM, business that include recruitment marketing into their hiring method can generate 3 times more applicant leads than those who don’t - leading a 100% greater close rate on candidates. Additionally, job current research study by Allegis discovered that running a recruitment marketing campaign can conserve companies up to 40% on overall skill costs. On top of these cost savings, recruitment marketing improves employer brand name and brings in an approximated 50% more competent prospects.

It’s exceptional to see how a deep understanding of your prospects can cause campaigns that encourage them to take action. We have actually put together a list of 6 of our preferred imaginative recruitment projects that you can take motivation from for your next recruitment marketing campaign. These campaigns pressed the limits of conventional task ads, and for numerous, the application processes went viral.

Examples of recruitment marketing projects

Ogilvy: The World’s Greatest Salesperson

To engage and hire the most proficient salespeople in business, Ogilvy, among the worlds most prominent marketing firms, ran an innovative recruitment project to discover ‘The World’s Greatest Salesperson’.

Ogilvy leveraged targeted social media marketing in combination with their YouTube channel. Here they welcomed the potential candidates to movie themselves selling a brick. The prize? A 3 month paid internship with Ogilvy and the opportunity to pitch at the Cannes Lions International Advertising Festival.

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

They are a terrific method to attract passionate candidates as well as serving as an initial screening test. Companies might ask prospects to resolve puzzles, compose lines of code or make a video.

GOOGLE: The Puzzling Billboard

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

The billboard, placed in Silicon Valley, provided an intricate mathematical formula to passers-by and challenged those who thought they were smart enough to resolve it. Once solved, the formula revealed a site URL (www.7427466391.com) that the solver must check out.

Those clever adequate to solve the billboard puzzle were offered one last puzzle once on the site.

Successful prospects got the message: “Nice work. Well done. Mazel tov. You’ve made it to Google Labs, and we’re grateful you’re here. Something we learned while developing Google is that it’s easier to find what you’re looking for if it comes trying to find you. What we’re trying to find are the very best engineers worldwide. And here you are.”

The signboard was an engaging way to attract a few of the smartest minds to Google. Google organized this prospect pool into passionate ‘issue solvers’ - an extremely renowned skill at google.

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IKEA: Assemble Your Future

Upon opening a brand-new shop in Australia, IKEA had the job of employing 100 employees. To fill this high number of positions, they needed to think huge. IKEA’s outside package thinking caused a fantastic “inside the box” service.

IKEA decided to target those who they understood already enjoyed IKEA by putting ‘career guidelines’ inside the box of IKEA items for customers to discover upon opening their item. The directions mirrored their popular assembly guidelines, advising customers on how to “assemble your future”.

The campaign was a success, and clients adored it. Thousands of consumers used, and IKEA employed 280

staff members who appreciated the IKEA brand 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 with IKEA’s existing brand name ambassadors, their customers. Many recruitment messages can get lost in the noise online and in-store. The shipment of this recruitment campaign successfully connected with prospects in a personalised way, in their own homes simply as they’re concentrated on assembling their new furniture.

Volkswagen: A Surprise Message

When Volkswagen had to work with talented mechanics, they carefully thought about where this target market hung out so that they might interact their recruitment message efficiently.

Volkswagen selected an obvious but unusual positioning, the undercarriage of vehicles in requirement of repair. Volkswagen deliberately distributed malfunctioning cars and trucks with the message hidden underneath to service centres throughout Germany in anticipation of drawing in knowledgeable workers.

Volkswagens campaign was an excellent success, and they worked with numerous experienced mechanics while verifying themselves as an innovative and enjoyable brand.

McKinsey & Company: The Eraser Pencil

McKinsey and Company were seeking to attract ambitious trainees to their company. They reached students by going to the one place ensured to have trainees around, campuses at several Swiss universities.

McKinsey delivered pencils with comically lengthened erasers. Printed on the side of the pencil was a message that read “We’re looking for students who aren’t satisfied with simply any option. www.McKinsey.ch.”

The campaign’s goal was to pre-filter candidates by bring in those that aren’t satisfied with simply any service and are curious innovators. The pencil twisted the rules of marketing, and it’s basic message resonated with many, leading to top quality graduate works with at McKinsey.

Just like this pencil, recruitment marketing campaigns don’t have to be pricey, and business can say a lot in just a basic declaration.

Marriott: A Personalised Careers Page

Marriott is an outstanding example of business doing recruitment marketing the ideal way. Their professions page has 1.2 million likes, and they publish content twice a day - often more. They share material that possible workers can connect to and feel motivated by, such as individual workers achievements, days in the life of a staff member and general everyday updates from throughout the Marriott network.

Marriott wishes to convey a sense of personalisation with their careers page so that prospective staff members can construct a genuine connection with the brand name. They accomplish this by enabling named staff members to answer any questions on the professions page from the company profile. Marriot likewise provides a chat service to those seeking to discover more about life at the business and suggestions on how they can successfully make an application for a position.

Marriotts method reveals you don’t need remarkable out of package believing to link with prospects. There are a myriad of ways your organization can approach your recruitment project. Marriott’s method is easy, and any company can imitate this technique and achieve the same success. Have a designated location where you share insights on life at your business and most importantly, listen to possible prospects and react to their questions quickly and effectively.

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Step 1: A terrific 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 individuals. Discover more about us here.