Recruitment can often be seen as super dull, something that just has to be done. But we were recently chatting about the best recruitment campaigns of all time and we realised: recruitment marketing can be really innovative.
Don’t believe us? Check these out:
Your Country Needs You
(we couldn’t do this post without including this iconic campaign)
The *original* recruitment campaign. It’s iconic and it’s immediately recognisable, both for recruitment purposes, and as an enduring image of World War 1.
Released in 1914, it was designed to encourage viewers to enlist for the British Army. Although they didn’t have Google Analytics back then, the month the image was released (Sept 1914) saw the highest number of volunteers enlisting.
In addition, it’s become a classic motivating image, emulated in some of the best recruitment campaigns and marketing materials across the world.
Ikea – Flatpack Instructions
From fighting wars to fighting flatpacks, Ikea Australia’s recruitment campaign, where they placed job adverts inside flatpack furniture, was another example of a great success.
It cost Ikea nothing to do – simply the cost of printing words on a piece of paper.
The ad resulted in 4285 applications and 280 hires. Not bad for something customers paid to get delivered themselves…
Ogilvy – Can You Sell a Red Brick?
In 2010, Ogilvy invited people who wanted to work for them to “sell them a brick”. Always ahead of their time, the marketing communications giant asked people to upload their video of them selling a red brick to Ogilvy to YouTube.
It was to be two minutes long and the aim was to find “the world’s greatest salesperson”.
While there were plenty of people who weren’t pleased by the way the competition was run (they believed the rules changed halfway through), they did find an excellent seller and got themselves a lot of media attention in the process.
Eurowings – Tinder recruitment drive
Even if you haven’t used Tinder, you get the idea: swipe right if you like the look of someone, swipe left if you don’t.
So it’s actually quite surprising that Eurowings were the first company to really utilise Tinder for recruitment – after all, for many, finding a great job is as important as finding a partner.
In the Tinder app, Eurowings ran banded profile cards that people could click into. If they swiped right, they got more information on the role and how to apply. In Austria and Germany, where the recruitment campaign ran, 600,000 people saw the ad and 9.8% clicked through.
Legoland – Brick Factor
(They sure love bricks in recruitment marketing, huh?)
In this recruitment campaign which has run in various locations around the world, Lego invite Lego experts to compete in challenges to earn the job of “Master Model Builder” for a full-time position.
The winning candidates design and create all the displays at various Legolands and act as a Lego spokesman. But only if they battle it out to build masterpieces with other contestants, in an X-Factor style competition.
The competition has helped Lego hire from the US to Melbourne and gets them acres of news coverage every year.
Why Are All of These So Great?
Your Country Needs You is eye-catching and is probably one of the first examples of a meme. It sticks with the viewer long afterwards and was obviously powerful due to its success.
The other examples show the parent company’s personality. Each is showing a fun side, a personality, and they clearly want it to resonate with the type of people they want to employ.
And each one is perfectly targeted to attract the right people and detract those who wouldn’t like working at the company.
Take Ikea’s. If you’re building flatpack furniture and having a great time, you’re likely to apply. If it’s your idea of hell, you’re likely to throw it in the bin.
There’s actually a lot that companies can take from these ads and use in their own campaigns.
Mainly how to appeal to your ideal candidates, and how to discourage the people you don’t want to apply.
How to put your brand personality forward at the start of the process so candidates know exactly what they’re getting into. And how to use campaigns like these to promote your EVP and attract the right people.