"People don’t buy goods and services. They buy relations, stories, and magic."

Recruiters or TA teams that use original recruitment campaign ideas, such as games, crack-the-code tests, AI recruitment bots, or video content, connect directly with the hearts and minds of their target audience.

✦ Step 1: Identify your team’s biggest blockers in acquiring top talent.

✦ Step 2: Brainstorm ideas or tactics to overcome those challenges.

— Get inspiration from other companies already thinking out of the box.

— Put yourself in the shoes of your target audience, and think of ways to communicate in right style and tone.

— Reach out to colleagues to gather ideas from a diverse group.

— Consider what your company values highly in its current employees.

✦ Step 3: Bring all ideas together and create recruitment campaign strategy, including the channels you’ll use.

✦ Step 4: Review your campaign cost and ensure you’ve got the budget you need, or adjust your plan accordingly.

✦ Step 5: Launch your campaign and hope to get widespread attention.

1. Deloitte Graduate Recruitment Campaign

Problem: Recruiting sufficient numbers of junior staff for white-collar workplaces

Recruitment strategy: Graduate recruitment

Tactics: Student academy, vac work, graduate programs, internships, social media, ads, referrals

2. British Army — New Recruits Campaign

Problem: Recruiting soldiers for dangerous professions like the army is becoming more difficult

Recruitment strategy: Using pop-culture references to attract a wide range of ‘profiles’

Tactics: TV adverts, social media, and other online platforms.

How are cows, the color purple, and recruitment related?

For Godin, the new P when it comes to marketing, corresponds to the word "Purple", which relates it to the art of taking risks and building something extraordinary, that stands out above everything already known.

In terms of recruitment you have in your hands one employer brand that must be differentiated and a new generation of candidates who want to be surprised.

How to Do It?

Differentiate yourself from the rest

A great example are the startups, who use very innovative concepts as their differential factor and present themselves as the owners of a new product that is going to change the world, so their candidate person stands out for that desire to be part of something great.

Break the rules

The brands worth talking about are those that dare to create trends, who are willing to do things differently, and who build job offers and work environments where you can appreciate the transformation and positive impact they cause in the lives of their collaborators. From a first sight.

To be purple, it is necessary to invert

To differentiate yourself and break the rules, you need to invest, but in an intelligent way, following the methodology of the Recruitment Marketing and with a focus on digital channels.

If you don't have purple cow invest resources in research, creativity, innovation, proposals that come and go until you reach your differential factor.

And then, invest again to make it known among your team and future candidates.