Last week, we began highlighting recruitment marketing lessons that can be learned from our favorite consumer brand campaigns. Today, we start back up with lesson three: eliciting user-generated content.
User-generated content can serve as a great foundation for any recruitment marketing campaign, and it can come from a variety of sources, like internally from your video-blogging intern or from contest entries like this example from Tourism Queensland.
The Best Job in the World
As a means to generate tourism activity and awareness on a “classifieds budget,” Tourism Queensland offered up a chance at The Best Job in the World to anyone who submitted a video application. And if you’re wondering what The Best Job in the World is, it includes living on Hamilton Island in the lap of luxury, exploring all of the island’s activities and receiving AUD $150,000 salary for six months of work.
When all was said and done, the campaign gathered 34,684 submissions, not to mention two awards at the Cannes Lions International Advertising Festival.
Recruitment Marketing Lesson in User Engagement
A campaign that revolves around user-generated content does something that not all campaigns can do – they turn your typical users into highly invested super users. Whether they’re competing for a high value prize or simply taking part in a hilarious mind meld, users are more likely to share content that they’ve created themselves.
In recruitment, you’ll suddenly have a slew of content generators that are invested enough to share your links and job opportunities with their friends and families, encouraging them to get involved as well. In addition, the consistent linking to and from user-generated content can go a long way in terms of SEO and showcasing your employment brand.
Images: Tourism Queensland
Author: Mandy Cornish
Mandy Cornish graduated with a degree in journalism and when that didn’t pan out (surprise, surprise), she found a new home in social media marketing. She also works to create unique events throughout Chicago with her company, Booth25. Connect with Mandy on Twitter @setsko or at linkedin.com/in/amandacornish.
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