Candidates desire to feel linked to your brand name and sense that companies understand them as individuals. So how can companies stand out from the crowd? Employers should be proactive in their method to bring in candidates, and recruitment marketing is the service
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 methods used by marketing to bring in prospects and increase brand awareness. Some examples of marketing practises now being used by HR teams consist of: lead generation, SEO, guerrilla marketing, social marketing, customised prospect journey and material creation.
According to SHRM, companies that incorporate recruitment marketing into their hiring method can generate 3 times more applicant 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 as much as 40% on overall skill expenses. On top of these savings, recruitment marketing boosts company brand name and attracts an approximated 50% more competent prospects.
It's extraordinary to see how a deep understanding of your prospects can cause projects that inspire them to act. We've assembled a list of 6 of our preferred imaginative recruitment projects that you can take inspiration from for your next recruitment marketing project. These campaigns pushed the borders of standard task ads, and for many, the application processes went viral.
Examples of recruitment marketing projects
Ogilvy: employment The World's Greatest Salesperson
To engage and work with the most skilled salespeople in the company, Ogilvy, among the worlds most prominent advertising companies, ran an imaginative recruitment campaign to find 'The World's Greatest Salesperson'.
Ogilvy leveraged targeted social networks advertising in combination with their YouTube channel. Here they welcomed the possible prospects to movie themselves selling a brick. The reward? A 3 month paid internship with Ogilvy and the chance 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 reach hundreds to thousands of people.Contests are a standard method of recruitment marketing projects.
They are an excellent method to draw in passionate applicants as well as acting as an initial screening test. Companies might ask to fix puzzles, write lines of code or make a video.
GOOGLE: The Puzzling Billboard
Continuing the competitive method to recruitment marketing is Google's 2004 perplexing billboard. This marketing campaign was a great success for Google and made high appreciation online within mathematical and engineering online forums - even before Google was known as the brains behind the operation.
The signboard, employment positioned in Silicon Valley, provided a complicated mathematical equation to passers-by and challenged those who thought they were clever enough to solve it. Once resolved, the equation revealed a website URL (www.7427466391.com) that the solver should check out.
Those wise enough to fix the billboard puzzle were offered one last puzzle as soon as on the site.
Successful prospects received the message:
"Nice work. Well done. Mazel tov. You have actually made it to Google Labs, and we're glad you're here. One thing we discovered while developing Google is that it's easier to discover what you're looking for if it comes trying to find you. What we're searching for are the finest engineers in the world. And here you are."
The billboard was an engaging method to draw in a few of the most intelligent minds to Google. Google grouped this prospect pool into enthusiastic 'issue solvers' - a highly prestigious ability at google.
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IKEA: Assemble Your Future
Upon opening a new store in Australia, IKEA had the job of working with 100 workers. To fill this high number of positions, they needed to think big. IKEA's outside the box thinking resulted in a wonderful "inside package" option.
IKEA chose to target those who they understood currently liked IKEA by putting 'profession instructions' inside the box of IKEA items for customers to find upon opening their product. The directions mirrored their popular assembly guidelines, advising customers on how to "assemble your future".
The campaign was a substantial success, and clients loved it. Countless customers applied, and IKEA worked with 280
staff members who admired the IKEA brand. The factor for the success of the project was not just down to its imagination however also due to the fact that it talked to IKEA's existing brand name ambassadors, their customers. Many recruitment messages can get lost in the noise online and in-store. The delivery of this recruitment campaign successfully linked with candidates in a personalised method, in their own homes simply as they're concentrated on assembling their new furnishings.
Volkswagen: A Surprise Message
When Volkswagen needed to hire talented mechanics, they thoroughly considered where this target audience hung out so that they could communicate their recruitment message efficiently.
Volkswagen picked an apparent but unusual positioning, the undercarriage of cars in need of repair. Volkswagen intentionally dispersed faulty cars with the message hidden underneath to service centres across Germany in anticipation of bring in skilled staff members.
Volkswagens campaign was a great success, and they hired many competent mechanics while validating themselves as an innovative and enjoyable brand employment name.
McKinsey & Company: The Eraser Pencil
McKinsey and Company were looking to draw in enthusiastic trainees to their company. They reached students by going to the one place guaranteed to have trainees around, campuses at numerous Swiss universities.
McKinsey provided pencils with comically extended 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 aim was to pre-filter applicants by attracting those that aren't pleased with simply any service and wonder innovators. The pencil twisted the guidelines of marketing, and it's simple message resonated with many, resulting in premium graduate works with at McKinsey.
Just like this pencil, recruitment marketing campaigns don't need to be expensive, and companies can say a lot in only an easy statement.
Marriott: A Personalised Careers Page
Marriott is an outstanding example of companies doing recruitment marketing the proper way. Their professions page has 1.2 million likes, and they publish content twice a day - sometimes more. They share content that prospective workers can connect to and feel motivated by, such as private workers achievements, days in the life of a worker and general day to day updates from throughout the Marriott network.
Marriott wishes to convey a sense of personalisation with their careers page so that possible staff members can develop a real connection with the brand. They accomplish this by allowing named employees to respond to any questions on the careers page from the company profile. Marriot also provides a chat service to those looking to discover more about life at the company and advice on how they can effectively use for a position.
Marriotts strategy reveals you do not require extraordinary out of package believing to link with candidates. There are a myriad of ways your service can approach your recruitment campaign. Marriott's strategy is simple, and any company can imitate this method and accomplish the very same success. Have a designated place where you share insights on life at your business and most importantly, listen to potential candidates and react to their concerns quickly and efficiently.
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Step 1: An excellent 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 ensure that your prospects have the very best experience possible and you have time to focus on what matters, your people. Learn more about us here.
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6 Brilliant Recruitment Marketing Campaigns
Adolph Brinkman edited this page 4 months ago