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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 should be proactive in their approach to bring in prospects, and recruitment marketing is the service
Recruitment marketing is a reasonably new method to attract candidates, both passive and active, to your company. It involves adopting the exact same principals and strategies utilized by marketing to and increase brand awareness. Some examples of marketing practises now being used by HR teams consist of: lead generation, SEO, guerrilla marketing, social marketing, personalised prospect journey and content creation.
According to SHRM, companies that incorporate recruitment marketing into their hiring strategy can generate three times more applicant 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 campaign can conserve companies approximately 40% on overall skill expenses. On top of these savings, recruitment marketing enhances company brand name and attracts an approximated 50% more qualified candidates.
It's exceptional to see how a deep understanding of your candidates can lead to projects that inspire them to do something about it. We've assembled a list of six of our preferred creative recruitment projects that you can take inspiration from for your next recruitment marketing project. These projects pushed the limits of standard task advertisements, and for lots of, the application processes went viral.
Examples of recruitment marketing projects
Ogilvy: The World's Greatest Salesperson
To engage and hire the most skilled salespeople in the company, Ogilvy, one of the worlds most popular ad agency, ran a creative recruitment campaign to find 'The World's Greatest Salesperson'.
Ogilvy leveraged targeted social networks marketing in mix with their YouTube channel. Here they welcomed the prospective candidates to movie themselves selling a brick. The prize? A three month paid internship with Ogilvy and the possibility to pitch at the Cannes Lions International Advertising Festival.
An excellent advantage to employers is the ease at which recruitment marketing contests can be shared online and reach hundreds to countless people.Contests are a basic method of recruitment marketing campaigns.
They are a fantastic method to draw in passionate applicants in addition to functioning as an initial screening test. Companies might ask prospects to fix puzzles, write lines of code or make a video.
GOOGLE: The Puzzling Billboard
Continuing the competitive approach to recruitment marketing is Google's 2004 confusing billboard. This marketing campaign was a terrific success for Google and made high appreciation online within mathematical and engineering online forums - even before Google was called the brains behind the operation.
The billboard, placed in Silicon Valley, somalibidders.com presented a complex mathematical equation to passers-by and challenged those who thought they were smart enough to resolve it. Once solved, the equation exposed a site URL (www.7427466391.com) that the solver must go to.
Those wise adequate to solve the signboard puzzle were given one last puzzle once on the website.
Successful candidates got the message:
"Nice work. Well done. Mazel tov. You have actually made it to Google Labs, and we're thankful you're here. One thing we found out while developing Google is that it's simpler to discover what you're looking for if it comes looking for you. What we're searching for are the very best engineers in the world. And here you are."
The signboard was an appealing method to attract some of the smartest minds to Google. Google grouped this prospect swimming pool into enthusiastic '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 task of hiring 100 workers. To fill this high number of positions, they needed to think big. IKEA's outside package thinking resulted in a great "inside package" option.
IKEA decided to target those who they knew already liked IKEA by putting 'career guidelines' inside the box of IKEA items for customers to find upon opening their product. The guidelines mirrored their well-known assembly guidelines, instructing clients on how to "assemble your future".
The project was a big success, and customers adored it. Thousands of consumers applied, and IKEA employed 280
employees who admired the IKEA brand name. The reason for the success of the project was not just down to its creativity but likewise due to the fact that it talked 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 project successfully connected with candidates in a personalised way, in their own homes just as they're focused on assembling their brand-new furnishings.
Volkswagen: A Surprise Message
When Volkswagen needed to work with talented mechanics, they carefully thought about where this target audience hung out so that they could interact their recruitment message efficiently.
Volkswagen selected an apparent but uncommon positioning, the undercarriage of vehicles in need of repair work. Volkswagen intentionally dispersed faulty automobiles with the message concealed below to service centres throughout Germany in anticipation of drawing in experienced staff members.
Volkswagens campaign was a fantastic success, and they worked with many knowledgeable mechanics while validating themselves as an innovative and referall.us enjoyable brand name.
McKinsey & Company: The Eraser Pencil
McKinsey and Company were seeking to draw in ambitious students to their company. They reached students by going to the one place ensured to have students around, schools at several Swiss universities.
McKinsey delivered pencils with comically extended erasers. Printed on the side of the pencil was a message that checked out "We're trying to find students who aren't pleased with simply any option. www.McKinsey.ch."
The project's goal was to pre-filter applicants by attracting those that aren't pleased with simply any solution and are curious innovators. The pencil twisted the rules of marketing, and it's easy message resonated with lots of, leading to high-quality graduate employs at McKinsey.
Similar to this pencil, recruitment marketing campaigns don't need to be costly, and companies can state a lot in just an easy statement.
Marriott: A Personalised Careers Page
Marriott is an outstanding example of business doing recruitment marketing the proper way. Their professions page has 1.2 million likes, and they release content twice a day - sometimes more. They share content that prospective staff members can connect to and feel influenced by, such as specific employees accomplishments, days in the life of a staff member and basic everyday updates from across the Marriott network.
Marriott wants to convey a sense of personalisation with their professions page so that possible workers can develop a real connection with the brand. They achieve this by permitting called staff members to respond to any questions on the professions page from the business profile. Marriot also uses a chat service to those seeking to find out more about life at the company and recommendations on how they can successfully obtain a position.
Marriotts strategy reveals you don't need extraordinary out of the box believing to get in touch with candidates. There are a myriad of methods your company can approach your recruitment project. Marriott's method is easy, and any company can imitate this method and achieve the same success. Have a designated location where you share insights on life at your business and most notably, listen to prospective prospects and react to their concerns promptly and effectively.
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Step 1: A great recruitment marketing Campaign. Step 2? Occupop!
We can assist you screen candidates, sort CVs and even schedule interviews, all-in-one centralised recruitment platform. This will ensure that your candidates have the best experience possible and you have time to focus on what matters, your individuals. Discover more about us here.