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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 out from the crowd? Employers need to be proactive in their technique to attracting prospects, and recruitment marketing is the solution
Recruitment marketing is a fairly brand-new way to draw in candidates, employment both passive and active, to your business. It includes embracing the exact same principals and methods used by marketing to draw in prospects and increase brand name awareness. Some examples of marketing practises now being used by HR teams consist of: lead generation, SEO, guerrilla marketing, social advertising, customised candidate journey and content creation.
According to SHRM, companies that include recruitment marketing into their hiring method can create three times more than those who don't - leading a 100% greater close rate on applicants. Additionally, current research study by Allegis discovered that running a recruitment marketing project can save business as much as 40% on total talent costs. On top of these savings, recruitment marketing boosts company brand name and attracts an estimated 50% more qualified candidates.
It's remarkable to see how a deep understanding of your prospects can cause projects that motivate them to act. We have actually created a list of 6 of our favourite imaginative recruitment projects that you can take motivation from for your next recruitment marketing project. These campaigns pressed the limits of conventional job ads, and for numerous, the application processes went viral.
Examples of recruitment marketing projects
Ogilvy: The World's Greatest Salesperson
To engage and employ the most experienced salespeople in 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 film themselves offering a brick. The prize? A three month paid internship with Ogilvy and the chance 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 thousands of people.Contests are a basic technique of recruitment marketing projects.
They are an excellent way to bring in passionate applicants as well as acting 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 puzzling signboard. This marketing project was a great success for employment Google and made full marks online within mathematical and engineering online forums - even before Google was understood as the brains behind the operation.
The signboard, placed in Silicon Valley, provided an intricate mathematical formula to passers-by and challenged those who believed they were clever adequate to fix it. Once resolved, the equation exposed a website URL (www.7427466391.com) that the solver should visit.
Those smart adequate to fix the billboard puzzle were offered one final puzzle once on the website.
Successful prospects got the message:
"Nice work. Well done. Mazel tov. You've made it to Google Labs, and we're pleased you're here. One thing we learned while constructing Google is that it's easier to find what you're searching for if it comes trying to find you. What we're looking for are the best engineers on the planet. And here you are."
The signboard was an interesting way to attract some of the most intelligent minds to Google. Google grouped this candidate swimming pool into enthusiastic 'problem solvers' - an extremely prestigious skill at google.
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IKEA: Assemble Your Future
Upon opening a new store in Australia, IKEA had the task of hiring 100 employees. To fill this high number of positions, they had to think big. IKEA's outside the box thinking caused a wonderful "inside the box" option.
IKEA chose to target those who they knew already liked IKEA by putting 'profession guidelines' inside the box of IKEA products for clients to find upon opening their item. The directions mirrored their popular assembly guidelines, instructing consumers on how to "assemble your future".
The campaign was a big success, and employment consumers adored it. Thousands of customers used, and IKEA employed 280
workers who appreciated the IKEA brand name. The reason for the success of the campaign was not just down to its creativity however also since it spoke to IKEA's existing brand ambassadors, their consumers. Many recruitment messages can get lost in the sound online and in-store. The shipment of this recruitment campaign effectively linked with candidates in a personalised method, in their own homes simply as they're concentrated on assembling their brand-new furniture.
Volkswagen: A Hidden Message
When Volkswagen had to employ gifted mechanics, they thoroughly thought about where this target market hung out so that they could interact their recruitment message effectively.
Volkswagen chose on an apparent however uncommon positioning, the undercarriage of automobiles in requirement of repair. Volkswagen purposefully distributed defective cars with the message concealed underneath to service centres across Germany in anticipation of drawing in knowledgeable workers.
Volkswagens project was a terrific success, and they worked with many competent mechanics while confirming themselves as an innovative and fun brand.
McKinsey & Company: The Eraser Pencil
McKinsey and Company were wanting to bring in ambitious trainees to their business. They reached trainees by going to the one location ensured to have trainees around, schools at numerous Swiss universities.
McKinsey provided pencils with comically elongated 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 just any solution. www.McKinsey.ch."
The campaign's goal was to pre-filter applicants by bring in those that aren't satisfied with just any service and employment wonder innovators. The pencil twisted the guidelines of advertising, and it's easy message resonated with many, causing high-quality graduate employs at McKinsey.
Just like this pencil, employment recruitment marketing campaigns don't have to be pricey, and business can state a lot in just a simple statement.
Marriott: A Personalised Careers Page
Marriott is an outstanding example of companies doing recruitment marketing properly. Their careers page has 1.2 million likes, and they publish content twice a day - in some cases more. They share content that prospective staff members can relate to and feel influenced by, such as individual workers accomplishments, days in the life of a worker and basic everyday updates from across the Marriott network.
Marriott wishes to communicate a sense of personalisation with their careers page so that possible workers can build a real connection with the brand name. They attain this by allowing called staff members to respond to any concerns on the careers page from the company profile. Marriot likewise provides a chat service to those aiming to learn more about life at the company and suggestions on how they can effectively use for a position.
Marriotts technique shows you do not require remarkable out of package thinking to get in touch with prospects. There are a myriad of methods your company can approach your recruitment campaign. Marriott's technique is easy, and any business can imitate this approach and accomplish the same success. Have a designated location where you share insights on life at your business and most importantly, listen to potential prospects and respond to their concerns quickly and efficiently.
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Step 1: A great recruitment marketing Campaign. Step 2? Occupop!
We can assist you evaluate applicants, sort CVs and even schedule interviews, all-in-one centralised recruitment platform. This will ensure that your prospects have the best experience possible and you have time to concentrate on what matters, your individuals. Find out more about us here.