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Founded Date December 4, 1952
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6 Brilliant Recruitment Marketing Campaigns
Candidates wish to feel linked to your brand name and sense that employers comprehend them as people. So how can companies stand out from the crowd? Employers need to be proactive in their method to drawing in candidates, and recruitment marketing is the solution
Recruitment marketing is a fairly new method to bring in prospects, both passive and active, to your business. It involves adopting the very same principals and techniques used by marketing to draw in candidates and increase brand name awareness. Some examples of marketing practises now being utilised by HR teams include: list building, SEO, guerrilla marketing, social marketing, personalised candidate journey and content development.
According to SHRM, companies that incorporate recruitment marketing into their hiring technique can create three times more candidate leads than those who don’t – leading a 100% greater close rate on applicants. Additionally, current research by Allegis found that running a recruitment marketing project can save business up to 40% on total talent costs. On top of these savings, recruitment marketing increases 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 inspire them to do something about it. We have actually assembled a list of 6 of our favourite creative recruitment campaigns that you can take inspiration from for your next recruitment marketing project. These projects pressed the limits of conventional job 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 experienced salespeople in business, Ogilvy, among the worlds most popular advertising companies, ran a creative recruitment project to discover ‘The World’s Greatest Salesperson’.
Ogilvy leveraged targeted social media marketing in combination with their YouTube channel. Here they the prospective candidates to movie 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.
An excellent benefit to employers is the ease at which recruitment marketing contests can be shared online and reach hundreds to thousands of people.Contests are a basic technique of recruitment marketing projects.
They are a fantastic method to draw in enthusiastic candidates along with acting as an initial screening test. Companies may ask prospects to resolve puzzles, compose 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 terrific success for Google and earned high praise online within mathematical and engineering online forums – even before Google was referred to as the brains behind the operation.
The billboard, put in Silicon Valley, presented a complex mathematical formula to passers-by and referall.us challenged those who believed they were clever adequate to resolve it. Once resolved, the formula revealed a site URL (www.7427466391.com) that the solver should go to.
Those clever sufficient to fix the billboard puzzle were given one last puzzle when on the website.
Successful candidates received the message:
“Nice work. Well done. Mazel tov. You have actually made it to Google Labs, and we’re glad you’re here. Something we found out while constructing Google is that it’s easier to discover what you’re trying to find if it comes trying to find you. What we’re trying to find are the very best engineers on the planet. And here you are.”
The billboard was an appealing method to draw in some of the most intelligent minds to Google. Google grouped this prospect swimming pool into passionate ‘issue solvers’ – a highly prestigious skill at google.
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IKEA: Assemble Your Future
Upon opening a brand-new shop in Australia, IKEA had the job of hiring 100 employees. To fill this high number of positions, they had to believe big. IKEA’s outside the box thinking led to a great “inside package” solution.
IKEA chose to target those who they understood already liked IKEA by putting ‘profession guidelines’ inside package of IKEA products for customers to find upon opening their product. The guidelines mirrored their well-known assembly directions, advising consumers on how to “assemble your future”.
The project was a huge success, and clients loved it. Thousands of clients applied, and IKEA worked with 280
staff members who admired the IKEA brand name. The reason for the success of the project was not just down to its imagination but likewise since it talked to IKEA’s existing brand ambassadors, their consumers. Many recruitment messages can get lost in the noise online and in-store. The shipment of this recruitment campaign effectively connected with prospects in a personalised method, in their own homes just as they’re concentrated on assembling their brand-new furniture.
Volkswagen: A Surprise Message
When Volkswagen needed to work with talented mechanics, they thoroughly considered where this target audience hung out so that they might interact their recruitment message effectively.
Volkswagen decided on an apparent however unusual positioning, the undercarriage of cars in need of repair. Volkswagen deliberately distributed malfunctioning cars and trucks with the message hidden below to service centres throughout Germany in anticipation of drawing in knowledgeable employees.
Volkswagens project was a terrific success, and they hired various skilled mechanics while verifying themselves as an ingenious and fun brand.
McKinsey & Company: The Eraser Pencil
McKinsey and Company were wanting to attract ambitious students to their business. They reached trainees by going to the one location ensured to have trainees around, schools at a number of Swiss universities.
McKinsey delivered pencils with comically extended erasers. Printed on the side of the pencil was a message that read “We’re searching for students who aren’t satisfied with just any option. www.McKinsey.ch.”
The campaign’s aim was to pre-filter candidates by attracting those that aren’t pleased with just any option and are curious innovators. The pencil twisted the guidelines of advertising, and it’s easy message resonated with numerous, causing high-quality graduate hires at McKinsey.
Just like this pencil, recruitment marketing campaigns do not have to be expensive, and companies can state a lot in only a basic statement.
Marriott: A Personalised Careers Page
Marriott is an outstanding example of companies doing recruitment marketing properly. Their professions page has 1.2 million likes, and they release content twice a day – in some cases more. They share material that prospective staff members can connect to and feel inspired by, such as private workers accomplishments, 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 prospective staff members can develop a genuine connection with the brand name. They attain this by allowing named employees to address any questions on the careers page from the business profile. Marriot likewise offers a chat service to those wanting to find out more about life at the business and guidance on how they can successfully obtain a position.
Marriotts method reveals you don’t need remarkable out of the box believing to link with prospects. There are a myriad of ways your company can approach your recruitment project. Marriott’s strategy is simple, and any company can imitate this approach and attain the very same success. Have a designated place where you share insights on life at your business and most notably, listen to potential prospects and respond to their questions quickly and efficiently.
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Step 1: A terrific 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 candidates have the finest experience possible and you have time to concentrate on what matters, your people. Find out more about us here.