Malaysian Media Awards Winners Showcase

2016 | |

Recruitment Ad 2.0

Advertiser: Ikano Handel Sdn Bhd
Brand: IKEA
Creative Agency: -
Credits: -

The Challenge
The biggest IKEA store in Malaysia was set for launch in Cheras, which means huge job vacancies. We were tasked to craft a recruitment campaign worthy of the IKEA spirit, bringing in the best talents for the job.

Insight, Strategy and the Idea
Recruiters goes through thousands of CVs just to find good candidates. For IKEA, we must find the right people from Day 1 of operations. Taking a traditional route was just too risky. Future IKEA employees are the standouts from Gen Zs, they are well connected and highly sociable. As ‘screenagers’, these digital natives are inspired by originality and creativity. Instead of the usual recruitment ads in classified, we created the first ever ‘viralable’ Video Recruitment Ad in Malaysia.

Media Execution
Working with prominent YouTubers, our video showed the Do’s and Don’ts of interviewing at IKEA. The idea was to prepare potential talents with possible interview questions but in fun, humorous and entertaining manner. The video was to prep our talents with insights of fun working culture at IKEA Malaysia. The video was then placed in:

• YouTube: Instead of demo filters, we opted for interest, especially on home improvement, after all, we want to hire talents that are passionate in what they do!

• GSP & JobStreet EDMs: Using domain targeting, our video also reached out to talents who are currently looking for a job

• Social Sharing: We leveraged on social media to spread the word out to the right talents about the hiring

Results and Effectiveness
Our blue ocean strategy helped IKEA to break out from the mundane way of doing recruitment. The video generated >2.4Mil impressions with 450k complete views. GSP ads pegged an astounding 9% CTR! We exceeded the targeted candidates number by 156% and helped IKEA hire over 300 coworkers! Most importantly, we helped IKEA save a whopping 36% on prospecting costs!