Recruitment marketing: How retailers attract young talent

by Julia Pott

Attracting employees and new tech talent: That was the aim of an HR marketing campaign carried out by German online retailer OTTO in the first quarter of 2024. The focus was on employer benefits such as flexible working hours, workstations, remote work and digital learning platforms. Well-known memes were used to attract young employees. The content was published on platforms such as TikTok, Twitch and LinkedIn.

In addition, OTTO offers an interactive tool on its careers page that allows applicants to compare their preferences with the benefits on offer using a "benefits check".

Recruiting junior staff as child's play? ALDI SÜD has been trying this out since spring 2024 with a digital HR campaign that relies on gamification. Under the motto "Level up", the campaign uses familiar gaming elements that allow users to playfully explore everyday working life in the stores.

ALDI SÜD is relying on the results of a Bitkom survey, according to which there are many gaming fans in all age groups between 16 and 69 who can be reached with gaming elements. To appeal to them, the campaign uses outdoor screens as well as platforms such as Netflix, Prime Video and YouTube. A gaming filter is used on the ALDI SÜD career channel on Instagram so users can test their own skills at the checkout. With this campaign, the ALDI SÜD Group aims to counter the shortage of skilled workers in its stores.

One of the big entertainment hits on the Internet are fail compilations, i.e. mishaps captured in videos or pictures. A few years ago, Lowe's Canada used this long-standing trend for a recruitment campaign to attract young applicants.

At the heart of the campaign was an exhibition called "The Hall of Fail", which presented renovation mistakes as works of art. Lowe's combined this entertainment value with the message that training or a job at the DIY chain protects against such mistakes. Visitors to the exhibition were able to apply for vacancies directly via QR codes on the artworks.

The ultimate recipe for success? Combine an ingredient with a long tradition with innovative preparation technology. The result is an IKEA recruitment campaign from 2022, in which applicants who came for interviews were offered the famous meatballs. Not the traditional Köttbullar, however, but vegan meatballs made with a 3D printer! Under the fitting title "Taste the Future", IKEA appealed to innovation-loving tech talents.

The campaigns of OTTO, ALDI SÜD, Lowe's Canada and IKEA demonstrate how customized recruitment marketing attracts attention. Creativity and humor promote a positive brand perception. The use of the latest technologies and communication via the right channels – from social media and video platforms to live streaming portals – are also key to success. Best practice examples such as these offer valuable insights for other companies looking to optimize their recruitment strategies.

Sources: Press release OTTO, Press release ALDI SÜD, Press release Lowe's Canada, Press release IKEA