Creative Recruitment Campaigns

Part
01
of two
Part
01

Creative Recruitment Campaigns: Examples

Seven additional examples of creative campaigns used by large national and international companies to recruit employees are the Goldman Sachs Spotify recruitment campaign, the Volkswagen 'wanted: mechanics' campaign, MasterCard's internship social media challenge, Ogilvy and Mather's YouTube recruitment campaign to find a salesperson, McDonald's 'Snapplications' recruitment campaign, Jung Von Matt's 'Lorem Ipsum recruitment campaign', and Atlassian's roadshow bus tour recruitment campaign. Detailed information is in the next section.

I) GOLDMAN SACHS' SPOTIFY RECRUITMENT CAMPAIGN

  • Goldman Sachs ran a creative recruitment campaign on Spotify to boost its social media marketing strategy. The company chose to move away from traditional recruitment strategies such as using LinkedIn with a desire to target the younger generation.
  • Goldman Sachs played audio in addition to presenting a banner. The company used the campaign to stress how their potential employees could create a positive impact on society when they joined the company. Potential candidates were also introduced to different career paths at the company.
  • In addition to Spotify, the company also used Snapchat for the campaign and targeted 50 schools that it partnered with to directly engage with potential employees.

II) VOLKSWAGEN

  • Volkswagen ran a recruitment campaign called 'Wanted: Mechanics' where the company concealed a job advertisement under damaged vehicles. They then distributed the vehicles to various repair shops all over Germany.
  • The company planned to poach employees from competitors by sending their employees in an undercover mission to drop off damaged vehicles with job advertisements hidden under the cars that read ‘Gezocht: Monteurs’ (Wanted: Mechanics). The recruitment website URL was also included in the job advertisement.
  • As they dropped off the damaged vehicles, each of the Volkswagen undercover employees interacted with the mechanics to portray the company as personable.
  • Several talented mechanics were able to find the hidden job advertisements and applied.

III) MASTERCARD

  • Mastercard ran an 'internship social media challenge' that targeted millennials. The company used the hashtag #internswanted and invited college students to compete for an internship position on social media. The campaign was held in six countries, which were Canada, U. S, Italy, Turkey, China, and Singapore.
  • Students were requested to apply by submitting an idea for an app, a product, or technique, that could help MasterCard work towards creating a cashless future.
  • Applicants were rated on how many ‘likes’ and ‘retweets’ they got for the idea they represented. The recruitment campaign received 532 qualified and talented candidates.

IV) OGILVY AND MATHER

V) McDONALD'S

  • McDonald's was the first brand in Canada to recruit through the 'Snapplications' app. This was a one-day recruiting event where millions of people were able to instantly apply for a job at McDonald's using the Snapchat app.
  • Snapchat users were required to use unique lens to film a 30-second video detailing why they wanted to work for the company. The video was submitted to the McDonald's Canada hiring website.
  • According to Stephanie Hardman, the Chief People Officer at McDonald’s Canada, the company wanted to attract young people by using a flexible and convenient application process. She added that the company chose Snapchat because 12 million people use the app daily in Canada, with 80% of users being millennials.

VI) JUNG VON MATT

  • Jung Von Matt is a German advertising agency. To recruit creative directors, the agency used layouts that designers are familiar with in its 'Lorem Ipsum recruitment campaign'.
  • Creative professionals who use the Lorem Ipsum generator were provided with a job description that included a link to Jung Von Matt's website.
  • The campaign attracted 200,000 creative professionals who copied the job announcement into their designs. The campaign also generated 14,000 visits to the agency's careers website and a significant presence on its social media.

VII) ATLASSIAN

  • Australian Atlassian used the “Europe, we’re coming to steal your geeks” roadshow recruitment campaign to recruit 15 great developers in 15 days, from all over the world.
  • The roadshow bus tour recruitment campaign went through four cities in Europe, which were Madrid, London, Amsterdam, and Berlin. The company spent three days driving through each of the four cities.
  • Candidates were picked up at various locations and had the opportunity to share a beer with the roadshow team before attending an evening of informal talks and socialization about the job opportunity. Pre-selected applicants then went through a formal interview.
  • This creative recruiting strategy won the company two human resources awards.

RESEARCH STRATEGY

To find seven additional examples of creative campaigns used by large national and international companies to recruit employees, our first strategy was to search reputable databases and reports for relevant information. This strategy led us to several lists with creative campaigns in sources such as the Undercover Recruiter and Dev Skiller, which provided several lists.

Our second strategy was to go through the lists and identify creative campaigns by large national and international companies. We looked for companies with multiple locations nationwide and worldwide. The strategy provided seven campaigns that were repeated at least twice in reputable sources. These were included in our findings.


Part
02
of two
Part
02

Creative Creative Recruitment Campaigns: Case Studies

Two examples of successful creative recruitment campaigns used by large national/international companies to recruit employees are SYKES and Anchor Trust. Their respective case studies are provided below.

SYKES

DESCRIPTION OF CAMPAIGN
  • SYKES is an international business-to-business process outsourcing company with locations in 20 countries. It offers quality career development and focuses on "attracting and retaining top talent."
  • SYKES Latin America wanted to "monitor and engage in conversations on social media," as well as to stand out in the industry and to tell a more engaging and meaningful story about the company to share in hiring ads. To do so, SYKES focused on using social media to attract talent.
  • With the help of Hootsuite, the company saw how it was perceived in the market and ensured "they delivered complete answers to every recruiting inquiry."
  • The campaign focused on scheduling content in advance. "In a single day at the beginning of every month, they scheduled up to two months’ worth of brand-aligned content to post on social." This way, the company was able to spend time generating more 'creative, editorial, and journalistic' content.
  • Through the Hootsuite dashboard, all teams (including the regional and the local communications team) could see all the content of the company’s social media accounts. With this tool, the communications team could share other brand messages when the HR team had scheduled their posts, which led to "more cohesive, compelling storytelling across the board."
  • Their new approach helped the company continue to be accessible, build relationships, and provide potential employees' information regarding the experience of working at SYKES.
HOW THE COMPANY USED SOCIAL MEDIA
  • Hootsuite helped SKYES to understand their followers' behavior and create content for specific audiences.
  • As their target audience (mostly millennials) researches and decides about employers through social media, their content strategy "focused on reducing direct recruiting messaging in favor of showcasing their engaged employee base." The company used social media "to paint a picture of life at SYKES" by sharing diverse employee stories and its social responsibility program information.
METRICS OF SUCCESS
  • In over a year, SYKES Latin America increased its brand awareness and social media engagement by an average of 83%. Twitter, Facebook, and Instagram increased 51%, 83%, and 113% respectively.
  • Facebook followers increased to 47,000 and candidates began applying more frequently. The compelling stories raised awareness of the culture of the company, generating quality candidates as 20% =of job applicants were hired successfully.
  • The approach reduced digital hiring costs by 41% per hire "compared to traditional recruiting methods."
  • SYKES Latin America positioned itself as an employer of choice, and the company still continues to grow its social presence.

ANCHOR TRUST

DESCRIPTION OF CAMPAIGN
  • The Anchor Group is England’s largest not-profit housing association "that provides housing, care, and support to people over 55 years old."
  • Their campaign had the objective to enhance their recruitment process and have the best applicant experience. Their main problem was that the candidates that completed the application forms constantly failed to engage with their recruitment team after trying to communicate with them through phone or email.
  • The cause of the problem was that candidates were often unable to respond to emails or answer the phone and did not want to complete extensive application forms.
  • Other detected problem was that there were highly-skilled candidates who were unable to translate their experience onto a CV.
  • The solution to both problems was to build a recruitment chatbot into Facebook Messenger, with questions that let the company engage with candidates instantly. As nearly 1.2 billion people use Facebook Messenger, it was the perfect tool to build this technology.
  • The chatbot is able to know what role the candidate is interested in, if his or her location is within a commutable distance, if the candidate has the required experience, and collect main data, such as name and email.
  • Anchor decided to build the chatbot with FlowXO, because it allowed them to hard-code in their own features and integrations. For example, once the applicant has inputted their postcode, the Chatbot calculates how far they are from the nearest Anchor care home and estimates commute times. Their chatbot also includes ‘natural language’ responses to create a personal feel.
HOW THE COMPANY USED SOCIAL MEDIA
  • Using the chatbot on Facebook Messenger, the company started automated one-on-one conversations with potential candidates.
  • The company also created targeted social media campaigns that directed people to the chatbot.
  • Facebook ads allowed the company to collect data such as click-throughs, engagement, applications, among others. By analyzing the data, they were able to see what messages would appeal to their target audience and drive effective traffic to the chatbot.
METRICS OF SUCCESS
  • Since launching the campaign, 86 hires were made to candidates who initiated contact with Anchor through the bot.
  • The recruitment method that consisted in applying for a job via uploading a CV had a conversion rate of 2.04%, while the chatbot had a rate of 27.35%.
  • There were a total of 1,062 chatbot conversations with potential applicants. Those who do not finish their application can be “retargeted” through their social campaigns.
  • The chatbot reduced the cost per applicant by 64% which represents £18. This cost for previous recruitment campaigns was £51.
  • Also, the number of average monthly applicants had an 82% increase.

Sources
Sources

From Part 01
Quotes
  • "McDonald's will be the first brand in Canada to launch 'Snapplications', a one-day virtual hiring event that will allow millions of job seekers to instantly apply for a career at McDonald's restaurants through the Snapchat app."
Quotes
  • "Stephanie Hardman, theChief People Officer at McDonald’s Canada, states: “We wanted to offer a convenient and flexible application process to attract more young people to our one-day virtual hiring event. The company has chosen Snapchat because in Canada, where Snapchat enjoys 12 million people who use it on a daily basis,more than 80% of those users are millennials.”"
Quotes
  • "To add quality talent to their sales team advertising agency OgilvyOne launched a clever recruitment campaign to find 'The World's Greatest Salesperson'. Using a dedicated YouTube channel and targeted social media campaign they invited applicants to sell them a brick! "
Quotes
  • "Australian Atlassian took to the streets of Europe with their “Europe, we’re coming to steal your geeks” campaign – with an actual goal of taking 15 developers in 15 days with them to Australia."
Quotes
  • "The German car manufacturer decided to poach the competition by sending some ‘undercover’ employees to auto repair shops."
Quotes
  • "They therefore ran a series of advertisements on Spotify, rather than simply dumping their vacancies on LinkedIn alongside so many others. "