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6 Brilliant Recruitment Marketing Campaigns
Candidates wish to feel connected to your brand and sense that employers comprehend them as people. So how can employers stand apart from the crowd? Employers should be proactive in their approach to bring in prospects, and recruitment marketing is the solution
Recruitment marketing is a fairly brand-new method to bring in candidates, both passive and active, to your business. It involves embracing the same principals and employment techniques utilized by marketing to bring in candidates and increase brand awareness. Some examples of marketing practises now being utilised by HR groups include: list building, SEO, guerrilla marketing, employment social advertising, personalised prospect journey and content production.
According to SHRM, business that include recruitment marketing into their hiring method can create three times more candidate leads than those who don't - leading a 100% greater close rate on candidates. Additionally, recent research study by Allegis found that running a recruitment marketing project can conserve companies approximately 40% on overall skill expenses. On top of these cost savings, recruitment marketing increases company brand and brings in an approximated 50% more competent candidates.
It's remarkable to see how a deep understanding of your candidates can result in campaigns that inspire them to take action. We have actually created a list of six of our favourite imaginative recruitment projects that you can take motivation from for your next recruitment marketing campaign. These campaigns pushed the limits of traditional job ads, and for employment many, the application processes went viral.
Examples of recruitment marketing projects
Ogilvy: The World's Greatest Salesperson
To engage and employ the most skilled salesmen in the business, Ogilvy, among the worlds most popular ad agency, ran an innovative recruitment campaign to discover 'The World's Greatest Salesperson'.
Ogilvy leveraged targeted social networks advertising in mix with their YouTube channel. Here they welcomed the prospective candidates to movie themselves offering a brick. The prize? A three month paid internship with Ogilvy and the possibility to pitch at the Cannes Lions International Advertising Festival.
A terrific 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 approach of recruitment marketing campaigns.
They are an excellent way to attract enthusiastic candidates in addition to serving as a preliminary 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 puzzling billboard. This marketing campaign was a fantastic success for Google and made full marks online within mathematical and engineering online forums - even before Google was called the brains behind the operation.
The billboard, placed in Silicon Valley, presented a complicated mathematical formula to passers-by and challenged those who thought they were clever adequate to resolve it. Once resolved, the equation revealed a site URL (www.7427466391.com) that the solver must go to.
Those smart enough to solve the billboard puzzle were provided one final puzzle when on the site.
Successful candidates got the message:
"Nice work. Well done. Mazel tov. You have actually made it to Google Labs, and we're pleased you're here. One thing we found out while constructing Google is that it's simpler to discover what you're looking for if it comes looking for you. What we're trying to find are the finest engineers worldwide. And here you are."
The billboard was an interesting way to draw in some of the most intelligent minds to Google. Google grouped this candidate swimming pool into enthusiastic 'issue solvers' - a highly renowned skill at google.
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IKEA: Assemble Your Future
Upon opening a brand-new store in Australia, IKEA had the job of employing 100 staff members. To fill this high variety of positions, they needed to think big. IKEA's outside package thinking caused a wonderful "inside the box" option.
IKEA decided to target those who they knew currently liked IKEA by putting 'profession directions' inside package of IKEA products for consumers to find upon opening their product. The instructions mirrored their well-known assembly directions, advising customers on how to "assemble your future".
The project was a huge success, and clients adored 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 simply down to its creativity but likewise because it spoke with IKEA's existing brand ambassadors, their clients. Many recruitment messages can get lost in the noise online and in-store. The delivery of this recruitment campaign successfully gotten in touch with candidates in a customised method, in their own homes simply as they're focused on assembling their new furniture.
Volkswagen: A Surprise Message
When Volkswagen had to work with skilled mechanics, they carefully thought about where this target audience hung out so that they might communicate their recruitment message successfully.
Volkswagen selected an obvious however unusual positioning, the undercarriage of automobiles in need of repair work. Volkswagen intentionally dispersed malfunctioning vehicles with the message hidden below to service centres throughout Germany in anticipation of bring in experienced staff members.
Volkswagens project was a terrific success, and they hired numerous competent mechanics while authenticating themselves as an ingenious and fun brand.
McKinsey & Company: The Eraser Pencil
McKinsey and Company were aiming to bring in ambitious students to their business. They reached students by going to the one location guaranteed to have students around, campuses at numerous Swiss universities.
McKinsey delivered pencils with comically elongated erasers. Printed on the side of the pencil was a message that checked out "We're looking for students who aren't satisfied with just any option. www.McKinsey.ch."
The project's objective was to pre-filter candidates by attracting those that aren't pleased with simply any option and wonder innovators. The pencil twisted the rules of marketing, and it's easy message resonated with lots of, resulting in high-quality graduate employs at McKinsey.
Similar to this pencil, recruitment marketing projects don't need to be expensive, employment and companies can say a lot in only a basic statement.
Marriott: A Page
Marriott is an excellent example of business doing recruitment marketing the proper way. Their careers page has 1.2 million likes, and they publish content twice a day - in some cases more. They share content that prospective employees can connect to and feel motivated by, such as specific workers achievements, days in the life of a worker and general daily updates from throughout the Marriott network.
Marriott wishes to communicate a sense of personalisation with their careers page so that potential employees can build a genuine connection with the brand name. They achieve this by allowing called employees to respond to any concerns on the professions page from the business profile. Marriot likewise provides a chat service to those seeking to find out more about life at the business and suggestions on how they can effectively obtain a position.
Marriotts technique shows you don't require exceptional out of the box believing to link with prospects. There are a myriad of ways your service can approach your recruitment project. Marriott's strategy is basic, and employment any business can replicate this approach and accomplish the very same success. Have a designated place where you share insights on life at your company and most importantly, listen to possible candidates and react to their concerns quickly and effectively.
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Step 1: An excellent recruitment marketing Campaign. Step 2? Occupop!
We can help you evaluate candidates, sort CVs and even schedule interviews, all-in-one centralised recruitment platform. This will ensure that your prospects have the finest experience possible and you have time to focus on what matters, your people. Find out more about us here.