IKEA 'Career Instructions' Brings in Over 4,000 Job Applicants
Katherinev123 — January 4, 2012 — Business
References: themonkeys.au & psfk
The IKEA Career Instructions campaign, created by ad agency The Monkeys, was launched earlier this year as an innovative way to help one of the IKEA megastores in Australia gain new hires.
Included in each of the furniture company's flat-pack product boxes were IKEA Career Instructions modeled after the typical IKEA-themed assembly instructions -- you know, the ones with the cute black and white illustrations. These "career instructions" targeted customers and encouraged them to apply for positions at the store.
The IKEA Career Instructions campaign brought in 4,285 job applications, which resulted in 280 new hires, states the video. What's more, since this unique campaign focused on the customer and targeted people who like IKEA to begin with, the brand didn't have to go through traditional marketing channels, such as media advertising, and was able to cut hiring costs.
Included in each of the furniture company's flat-pack product boxes were IKEA Career Instructions modeled after the typical IKEA-themed assembly instructions -- you know, the ones with the cute black and white illustrations. These "career instructions" targeted customers and encouraged them to apply for positions at the store.
The IKEA Career Instructions campaign brought in 4,285 job applications, which resulted in 280 new hires, states the video. What's more, since this unique campaign focused on the customer and targeted people who like IKEA to begin with, the brand didn't have to go through traditional marketing channels, such as media advertising, and was able to cut hiring costs.
Trend Themes
1. Personalized Recruitment - Using creative and personalized campaigns like IKEA Career Instructions can attract more job applicants.
2. Alternative Marketing Channels - Brands can cut hiring costs by leveraging non-traditional marketing channels, such as targeted campaigns.
3. Customer-centric Strategies - Designing campaigns that target existing customers can result in successful recruitment outcomes like IKEA's 280 new hires.
Industry Implications
1. Retail - Retailers can implement creative recruitment methods like personalized campaign materials to attract a diverse pool of applicants.
2. Advertising - The success of IKEA's Career Instructions campaign showcases the potential of using innovative marketing tactics in the advertising industry.
3. Human Resources - Human resource professionals can explore customer-centric recruitment strategies to streamline hiring processes and reduce costs.
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