Companies need to get creative with their recruitment marketing campaigns to stand out and connect with potential talent on a deeper level. The best recruitment marketing campaigns don’t just capture the attention; they resonate with their target audience and inspire them to act.

Below are four standout recruitment campaigns that employ the perfect blend of creativity and strategic thinking. They don’t just push boundaries—they redefine them. Each of these campaigns has foundational strategies that every business, regardless of size, can implement with a little guidance and support.

Let’s look at what makes these some of the best recruitment marketing campaigns and explore how Thrive can help you replicate these successes with strategies that have been proven to work.

4 Examples of Creative Recruitment Marketing Campaigns

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Assemble Your Future – Ikea

The Campaign

When IKEA prepared to open new stores in Australia, they faced the challenge of filling hundreds of positions. Instead of relying on traditional job advertisements on local job boards and print media, IKEA wanted to attract candidates who were not just looking for a job but were passionate about their brand. To achieve this, IKEA took an unconventional approach by including job advertisements in the assembly instructions of their furniture.

By embedding ‘career instructions’ within their product manuals, IKEA effectively targeted individuals who were already familiar with and aligned with their brand values. The campaign was a resounding success, generating 4,200 applications for 280 positions. Moreover, it was highly cost-effective, as it eliminated the need for expensive external advertising.

Why It Worked

This campaign was a masterclass in hyper segmentation. IKEA understood their target audience deeply—their motivations, pain points, and brand affinity. By placing job ads directly in the hands of customers who were already invested in their brand, IKEA ensured that their message resonated with the right people. The campaign was not just about volume; it was about quality, attracting candidates who were likely to be long-term, enthusiastic employees.

How We Do It

At Thrive, we create targeted recruitment marketing campaigns that speak directly to your ideal candidates. Our approach to hyper segmentation involves deeply understanding your audience—what drives them, their current realities, and how best to communicate with them. We then craft tailored messages that resonate with each segment, ensuring that your recruitment efforts are both efficient and effective. Whether through SEO services, marketing automation, or innovative advertising strategies, we help you attract more talent and welcome more employees onboard.

Explore how we created tailored, segmented campaigns for this non-profit recruiter.

See how we helped one agency reactivate their database and target new clients and candidates.

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Personalised Careers – Marriott

The Campaign

Marriott, one of the world’s largest hotel chains, recognised the risk of their career website feeling too corporate and impersonal. To counter this, they focused on creating a personalised experience for potential candidates. Their website features a chatbot that allows candidates to ask questions and receive personalised answers, sometimes even from named employees. They also create and share relatable content such as employee achievements, day-in-the-life stories, and updates from across the network.

Why It Worked

The personalised approach helped Marriott build a genuine connection with potential candidates. The chatbot allowed candidates to explore life at Marriott on their terms, fostering a sense of engagement and trust. And the relatable content made the company feel more accessible and human, encouraging candidates to envision themselves as part of the Marriott family.

How We Do It

At Thrive, we understand that a recruitment or careers website should be more than just a list of open roles. Your website is a powerful tool for engaging with potential candidates and sharing who you are as a business. Our recruitment website development services focus on blending functionality with design and market best practices to create a seamless user experience. We ensure your site not only looks good but also communicates your unique selling proposition (USP) and resonates with your target audience. Additionally, we help you craft and share relevant content that speaks to your audience, reinforcing your employer brand and driving engagement.

Discover how relatable content helped this STEM recruiter drive a 40% increase in revenue.

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The World’s Greatest Salesperson – Ogilvy & Mather

The Campaign

Launched in 2010, Ogilvy & Mather’s “The World’s Greatest Salesperson” campaign is still a great example of how to successfully leverage social media for recruitment marketing. Targeted at ambitious young graduates, this digital campaign invited candidates to upload videos of themselves selling a single red brick. The winner was awarded a three-month paid fellowship with the company.

Why It Worked

Brilliantly in its simplicity and effective, this campaign not only boosted Ogilvy’s reputation among a demographic that may not have been familiar with the company but also made the idea of a career in sales exciting and attainable. By engaging candidates through a creative challenge, Ogilvy was able to identify talented individuals who possessed the skills and creativity needed for a career in sales.

How We Do It

Successful recruitment marketing campaigns require more than just catchy slogans—they need to reach the right people at the right time. Our recruitment advertising strategies are designed to do just that. We identify your target profiles, determine the best reach and targeting methodologies, and develop campaigns that deliver measurable results. When it comes to social media, we focus on what truly matters—putting the right content in front of the right people on the right platforms. The result? Increased brand visibility, more website traffic, and ultimately, more high-quality candidates.

Learn more about Thrive’s social media services.

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Work that Benefits Others – Labcorp

The Campaign

In the highly competitive life sciences industry, Labcorp needed to differentiate themselves from their competitors. Their recruitment marketing campaign aimed to highlight their employer brand and mission, focusing on the meaningful work their employees do. A multichannel approach using everything from billboards to social media targeted a broad audience but was particularly successful due to its emphasis on a great candidate experience and leveraging employee referrals for critical roles.

Why It Worked

The campaign achieved an 80% increase in applications and a 54% increase in new hires. It succeeded because it combined a strong visual brand with a mission that resonated deeply with their target audience. By showcasing the impact of their work, they attracted candidates who were not just looking for a job, but who were motivated by the opportunity to make a difference. The campaign’s multichannel strategy allowed them to reach potential candidates across various platforms, each tailored to the specific audience of that channel.

How We Do It

Our employer brand services help you showcase what makes your company unique and why it’s a great place to work. By crafting a compelling narrative that appeals to top talent, we position your company as a market-leading employer. This not only attracts high-quality candidates but also helps you retain them by reinforcing their decision to join your team. Whether through targeted content, employee testimonials, or mission-driven messaging, we ensure your employer brand stands out in a crowded marketplace.

Find out how we helped one agency amplify their brand to generate leads at scale.

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These four campaigns—whether through innovative product placements, personalised digital experiences, creative challenges, or mission-driven messaging—represent some of the best recruitment marketing campaigns in recent years. They each demonstrate the power of understanding your audience and crafting messages that resonate on a deeper level.

At Thrive, we help our clients achieve similar results by applying these foundational strategies to their own recruitment marketing efforts. We empower you to achieve your recruitment goals through standout recruitment marketing strategies that integrate expert content, cutting-edge marketing automation and more.

Ready to create one of the best recruitment marketing campaigns your industry has ever seen?

Contact us today and let Thrive help you bring your vision to life.