Every recruiter knows the situation: a manager needs new people in his team and suddenly the most unrealistic candidate profiles seem to come up. This was the starting point of our awareness campaign for LinkedIn Recruiter, a tool that helps talent professionals find the right candidate, no matter how unrealistic the request might seem at first.
Meijer & Walters
Insight
LinkedIn is very popular in the Nordic countries. They have lots of users and many of them are highly engaged. However, our research showed that recruiters in the Nordics were not aware of LinkedIn’s premium service with specialised tools for talent acquisition professionals.
Idea
We decided to take a playful look at this problem and tease recruiters with unrealistic requests for “dream candidates”. This allowed us to connect with our target on an emotional level — and raise awareness that (almost) any profile can be found with LinkedIn Recruiter.
Results
A series of sharable illustrations generated social buzz within the LinkedIn network. An educational mini-site delivered the ‘serious’ part of the story.
The simplicity of the idea and the execution made this quite complex proposition easy to understand and actionable.
Could you use some awareness yourself
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Brand Engagement: LinkedIn Bootcamp
Customer Success Story: LinkedIn and Booking.com
