Successful Recruitment Campaign: Guide and Example

Recruiting is much more than just a job offer on a jobboard. It's an organized campaign, where every step counts, every word gets attention. Imagine, for example, an original campaign where a video goes viral on social networks, arousing the enthusiasm of engineers and technicians looking for a new mission.

The same goes for your business site. It should not simply broadcast an offer, but tell a story: that of a employer brand eager to find its future employees.

In this world where you can apply at the click of a button, how does your company stand out from its competitors? How to identify the ideal candidate for this position that is so essential to your company? Let us give you tips on how to launch a successful recruitment campaign that will make an impression.

1 - What is a recruitment campaign?

A recruitment campaign refers to a set of practices and strategies put in place by a company, to attracting qualified candidates and fill vacancies within the said company. These campaigns combine communication and HR marketing to attract and recruit promising talent, ideally people in line with the values and culture of the company.

These campaigns can take various forms: job ads, social media communications, special events, corporate videos, employee interviews, etc.

The objective of these approaches is to create a first link with the talents you want to recruit. Afterwards, it is possible to engage in a dialogue with them to make them want to join the company.

2 - What are the advantages of a recruitment campaign?

There are a multitude of benefits to using a recruitment campaign, some of which are the most important:

• Attracting qualified candidates : the war for talent is raging, it is therefore essential to stand out in order to attract the best.

• Increase your visibility : a carefully executed campaign increases your popularity and your reputation as an attractive employer on the job market.

• Strengthen your employer brand : By setting up a recruitment campaign, you can highlight your corporate culture, your values, and the development opportunities offered by your structure.

?

If you want to know more, we consulted close to 69 experts in order to obtain the keys to a attractive employer brand.

By downloading this free guide you will get:

1. Feedback from 69 employer brand specialists
2. The 4 main attractiveness factors
3. Recommendations by type of business

Download the free HR guide: How to boost your attractiveness?

• Reducing recruitment times : By attracting quality candidates, your pool of applications will improve, which will allow you to drastically reduce your recruitment deadlines. This is a significant point for speed up your recruitment process.

• Reducing recruitment costs : Attracting talent means saving money on additional advertising costs or on extended hires.

• Grow the business : Recruiting the best has a significant impact on the growth and success of your company: it strengthens the teams in place, improves the performance of your employees, and in the long run, ensures the stability of your structure.

While setting up a recruitment campaign is useful, you still need to know how to launch your own recruitment campaign effectively.

3 - The 5 steps of a successful campaign

Now we are going to show you the 5 steps to follow to set up an effective and quality recruitment campaign:

3.1 - Preparing the plan

The first step will be to prepare your entire recruitment process in advance: identify the position to be filled, define your goals, identify your target audience, and choose the most suitable communication channels accordingly.

The idea is to determine the company's personnel needs, but also the skills required and the profiles sought. All these elements can facilitate the sorting of your candidates later on.

Also, remember to clearly define your recruitment dates, as this will help you better organize your schedule.

3.2 - The job description

Then, you will have to create a job description in order to provide the information to the candidates who would like to apply.

This sheet should contain the title of the position, a short description, the type of profile sought, the tasks and missions planned, the geographical area, the working conditions, the remuneration, and more generally all the characteristics related to the position.

This job description is a must; if you are skeptical about how you should write this document, we have an article dedicated to creation of job descriptions.

3.3 - The job offer and its dissemination

The next step is to write and distribute the job offer you have written. This announcement will be the first message, the first interaction you will have with the candidates, so you will have to take care of its content so that it is effective.

Once this is done, post your ad on job boards such as Pôle Emploi, Indeed, Cadremloi, Welcome To The Jungle, or even your website if you have a recruitment section! You can also share the announcement on social networks like LinkedIn, ideal for professional interactions.

The aim is to broadcast your ad to as many people as possible but in preference to your target audience. To increase your chances of success, check out our article: the 9 best hooks for your ads.

3.4 - The choice of candidates

This step, as its name suggests, consists in selecting and evaluating the most promising profiles in your pool.

Get in touch with the candidates you have chosen, and contact them by phone or email. If they answer you, take the opportunity to talk to them in more detail about the position and ask them for their availability.

You can then organize an interview with them (a call is rarely enough) to meet them face-to-face or by video.

3.5 - The final decision and the integration of the recruit

Once your decision has been made, you will have to contact the lucky one to tell him the news, and you will now have to focus on his integration, his onboarding. Integration is just as important as the rest of the process, as a poor reception could scare the recruit away and increase your turnover. To find out, check out our integration guide and questionnaire on The integration of a new collaborator.

You will therefore have to ensure regular follow-up of your new talent, until he takes charge of his position and his new responsibilities.

4 - New ways to stand out

For some time now, new trends have been emerging on the recruitment market, in particular around skills assessment: some are opting for logic tests, others rely on interview assessment methods (such as STAR method), but in the long run, most end up turning to innovative recruitment methods like Yuzu to ensure the quality of hires.

4.1 - Yuzu: a gamified tool for fun recruitment

After several years of R&D with researchers in Psychology and Neuroscience, we developed Yuzu : one New Generation Assessment Center, specialized insoft skills assessment (the famous soft skills).

With Yuzu, talents are immersed in scenarios developed with the latest technologies of the Video game.

The evaluations, on the other hand, are accessible to all profiles thanks to simplified orders and cloud technologies (all you need is a computer and an internet connection to be evaluated).

Switch to gamification with Yuzu!

The advantages of our solution:

• One candidate experience exceptional to boost your employer brand ;
• A solution accessible to all to ensure equal opportunities;
• A decision support tool to detect and promote interpersonal skills.

Whether it's for your recruitment process Or of internal mobility, we are transforming the assessment of Soft Skills in a strong and fun moment. Our solution is also suitable for Recruiting without a CV.

4.2 - Artificial intelligence and data in recruitment

We have seen a significant rise in the use of artificial intelligence. This phenomenon seems to be gaining ground every day to offer more and more services. Despite the obvious division that this technology is creating in public opinion, there is no doubt that AIs will soon be part of our daily lives, just as the Internet was 30 years ago.

Indeed, AIs and data analysis have had a significant impact on the way we approach recruitment process and the selection of candidates. Here is a non-exhaustive list of the activities that can be carried out:

• Writing aid: By clearly specifying the sector of the company, the position, the location and the salary, the tool will provide you with a suitable job offer.

• Resume or interview note summary: Provide the resume information to the AI by asking for a summary. In the same way, give the AI your interview notes and ask for a summary

• Facilitate returns to unselected candidates: En sharing your notes with AI, the tool will be able to provide a quality and personalized feedback to each candidate.

• Automatic CV sorting : AI software can sort received resumes, based on criteria specified by recruiters in advance. This saves a considerable amount of time, as all applications that do not correspond to the position to be filled are immediately put aside. Be careful, however, as this completely dehumanizes recruitment.

To find out more, read our article: GPT chat: 5 recruitment activities revolutionized in 2024.

Based on the previous examples, we can confidently say that artificial intelligences will play a decisive role in recruitment in the years to come. On the other hand, these AIs must remain tools decision support, and in no way replace human thinking and intuition entirely.

5 - Some examples of original campaigns

Now, let's talk about some original campaigns conducted via the e-recruitment by companies in recent years, and who have marked social networks for their audacity and ingenuity.

• SNCF: Recruiting on TikTok

In 2020, the SNCF launched an innovative recruitment campaign that attracted the attention of Internet users: the railway company launched, to everyone's surprise, on the social network TikTok.

Although the choice of this platform may surprise, it is actually quite smart, because the TikTok algorithm tends to promote short-term engagement among users. In other words, videos posted on this social network can generate a lot of views and interactions in a short period of time, even if you are a complete stranger.

This communication operation had 3 major objectives:

1. Reach a large audience;
2. Reach a young audience;
3. And promote rail jobs.

By remaining faithful to the codes of this social network, and by being in partnership with several influential video makers on the platform, SNCF videos have managed to collect more than 1.5 million views. The campaign was therefore successful and the rail company was thus able to recruit a lot of young graduates.

• Burger King: The campaign that reversed the roles

In 2021, the restaurant chain launched a concept called “Hire us!” This offbeat campaign aimed to reverse the traditional roles of recruitment, that is to say, to present Burger King like the “applicant”; the brand is not recruiting, it is the brand that is being recruited.

This proof of humor and humility did not escape the brand's regulars, who started applying without delay on the multinational's website. Burger King was thus able to recruit 3,000 new employees in a sector that was nevertheless in decline in popularity, which testifies to the great success of this operation.

Already strong in their communication with customers, this campaign is part of a modern tradition that aims to bring a brand closer to its consumers, in particular thanks to the feeling of proximity created by community managers.

?

• Private trip: Humor

We can also talk about the company Private trip who hijacked the famous dating site “Adopt a Guy” with an offbeat tone to inform about their first job dating.

After an initial selection, those selected were able to make a “date” with their potential future colleagues. It is an original idea for recruiting that sets the tone of their company and allows them to assert their employer brand.

In summary:

We can say that an effective recruitment campaign has many positive effects: in addition to finding qualified candidates in a world in the grip of a war for talent, these campaigns can significantly improve the employer brand and company figures.

An original campaign will allow you to increase your visibility, but also to get noticed as an employer of choice. By following the advice given throughout this article, you will be in a position to conduct comprehensive and effective communications operations.

In addition, if you choose to innovate by using Yuzu for your assessments, you will make your recruitments fun and entertaining for candidates. You'll also get more accurate results that will make your selection processes even more informed.

The future of human resources undoubtedly lies in the adoption of new technologies. Training in their mastery will certainly give you a head start.