Getting creative? Here are the best recruitment advertising campaigns of 2017

 26 February 2018  Careers Website Guide

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As technology evolves, companies are coming up with ever-smarter ways of using the small screen to reach out to and engage candidates. Today, having a good careers website might not be enough if you want to reach a large audience and get them clicking on your job links: given that 62% of employers feel that the market is candidate-driven, it’s well worth taking the time to develop an eye-catching, interesting recruitment advertisement strategy that will get people clamouring to apply to your vacancies.

With the RAD Awards recently having been announced, showcasing the best of recruitment advertising in 2017, now’s a good time to look back on the previous year and see just what companies have been doing to attract new candidates.

Browse below for inspiration.

Virtual reality is the future- the British Army

Virtual Reality is the new buzzword in recruitment- at least, if the British Army’s results are anything to go by. Working closely with VR Production company Visualise, the Army made a series of immersive experience, covering everything from tank driving on Salisbury Plains to parachute jumping, which they then displayed to people as part of the Army’s moving roadshow. The result was very successful, and saw a 66% leap in recruitment applications. This is quite probably the future of ‘A day in the life’ videos that are so popular today with companies across multiple sectors.

Have a look at an example here.


Get on social- McDonald’s and Goldman Sachs

These days, everybody is on social media- around 1.9 billion of us, to be exact. This is an excellent opportunity for anybody who wants to reach out to a massive audience without leaving the comfort of their chair.

Many companies are also choosing to make their mark outside of the ‘Big Three’ social media networks (Facebook, Twitter and LinkedIn) to make an impression: McDonald’s debuted their ‘Snaplications’ feature on Snapchat last year, which presents a totally new way for people to apply to jobs. It’s a new job application programme, and it’s basically a Snapchat filter that lets people ‘put on’ a McDonald’s hat and name tag. They can then film a ten second video about themselves and send it to McDonald’s before being sent back to the careers hub where they can complete the rest of their application.

As a gimmick, it’s a great way to connect with today’s digitally-savvy audience- like Goldman Sachs’ recent attempt to launch a recruitment advertisement campaign on Spotify, showing up on users’ apps and inciting them to click on the button to take the Goldman Sachs Career Quiz.

Challenge people- GCHQ and Google

If you’re looking at hiring people who are talented at coding, then take a leaf out of GCHQ’s book. Though its ‘Can you crack it’ campaign launched in 2013- and subsequently closed- it made in an impact because it challenged people to decipher a series of cryptic clues that then took candidates on an online ‘treasure hunt’ all around the web. This year, GCHQ has launched a similar approach in the form of a radio puzzle to entice new recruits, especially young women, to launch a career in cybersecurity. Similarly, Google launched a scheme a few years ago aimed at attracting coders, which automatically set a series of puzzles for anybody typing a certain type of code into their search box.

Not only does this approach generate hype, as people compete to solve it, but it also functions as a test of sorts, ensuring that only the best candidates get through.

Get cinematic- Surrey Police and Unilever

One of the most recent winners of the 2018 RAD Awards, Surrey Police partnered with TMP to create a video designed to attract new recruits to the force. Filmed in a documentary style, the three-minute video used real detectives to provide an honest account of what life was like in the police force, alongside exciting music and some very skillful video editing, which got thousands of views on YouTube. In today’s attention-starved society, short, engaging videos are key to attracting and exciting people- and remain an excellent way of catching the attention instead of a blog post or article.

Similarly, Unilever’s latest attempt to connect with people is a great reimagining of the ‘Day in the Life’ video, using stylish animation and a simple message to engage with graduates and potential recruits, as well as to communicate what benefits a job at Unilever can bring applicants.

Looking for more inspiration? Why not check out our blog for the latest, freshest creative ideas to set your careers website ahead from the competition.

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Case study - npower

As one of Britain's largest energy suppliers, npower needed a careers website that reflected their heritage and leveraged their employer brand to attract candidates.

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