Tag Archives: IKEA

Employment branding at its best

For those slightly unsure, employment branding is a key part of the equation for long term recruiting and talent management. It’s important that when dealing with any element of your brand that there is a clear and defined strategy to what your brand is and how you communicate this not only to customers, but also to those you will employ. After all, these people are extensions of your brand and at times can act as the face of the brand. With a clear employer brand you can ensure you are attracting not only the best people for the job, but also for the company.

In today’s ever developing world, it’s important to think about the ways in which you can recruit and show your employer brand. Recently here is Australia, IKEA, one of the world’s 20 most attractive employers in 2011, worked with an agency to come up with this brilliant recruitment campaign. The result sure is outside the box and had some amazing results.

In short, they had a new mega-store opening in Sydney and needed to hire quite a number of staff, as you can imagine. A simple ‘career instructions’ was developed and placed into all of their flat packs. Customers literally delivered the mailer to themselves. They could then also share it with friends and family. What I love about this concept and what works so well, is the fact that straight away IKEA are targeting those that already love them. After all when you’re looking to hire employees that live and breathe your brand then it’s essential to ensure that your recruitment process identifies who will be a brand advocate and great hire and that is what IKEA has done. I also love how this simple flyer plays on the IKEA brand at the same time. We all associate IKEA with assembling the furniture with their instruction flyer and this continues the brand essence in a quirky and fun way.

With $0 spent on media and 4,285 applications, resulting in 280 hires, the results speak for themselves.



Yours in Employer Branding

IKEA’s gone to the dogs!

But only in a good and absolutely HILARIOUS way!

This morning, IKEA Australia revealed via their website, YouTube and Facebook page that they will be adding a one-of-a-kind piece of furniture to their range called the HUNDSTOL. Rather than explaining it in detail, it’s probably just easier for you to watch the below video to learn everything you need to about this absolutely hilarious product:


Now the question surrounding this product is of course its ‘release date’, which just so happens to be the 1st of April … otherwise known as April Fool’s Day.

So, is this product a very clever marketing ploy by an equally as clever marketing/publicity/design team to get people to talk about IKEA, ponder about the product in question and subsequently laugh their pants off when IKEA announces that the product is just a funny joke … or is this product and the subsequent marketing part of something bigger? Could it actually be that IKEA is perhaps launching a new and interesting product to their range and decided to launch a very clever and cool viral campaign to the market on April Fool’s Day to gather attention and hype?

Either way, one thing’s for sure, the HUNDSTOL is an immediate hit! And I for one, think that whatever IKEA announces by the end of the day – “big joke” or “actual product” – today’s stunt is absolute genius and a great example of how websites and social media can be used in a marketing budget to get people talking about a brand or product! Brilliant!

Girls, spend the night at IKEA!

IKEA is a furniture and design marvel. Everything in IKEA screams to me: “Buy me! I am amazing! I am cheap! I look great! You need me!”. I love IKEA like I love chocolate. It’s an addiction. And I know I am not alone when it comes to IKEA love.

So, if you’re an IKEA lover like me, are female (sorry boys!) and live in Brisbane, Sydney and Melbourne, then you may be excited about IKEA’s latest Facebook competition: Spend the Night at IKEA.

Spend the night with friends, fun and whole lot of furniture. You and a friend could win the chance to be part of a girls-only sleepover in your local IKEA store!

For the first time ever in Australia, on Friday March 25th in Sydney and Saturday 26th March in Brisbane and Melbourne, flatpack fans are invited to spend the night in their local IKEA store and enjoy a night of chick flicks, pampering and waiter service from handsome men.

I don’t know about the rest of you, but I remember watching a movie in primary school about a group of school kids accidentally locked in a department store and the shenanigans they got up to during the night. Ever since then I have had a desire to be locked inside a store and be left to my own devices. This IKEA competition reminds me of that movie!

If you like the idea of being locked inside an IKEA store with either furniture, handsome men or both, and want to enter the competition (or see a great marketing example run through the social networking site), visit IKEA’s Australian Facebook page.

Good luck!

Yours in IKEA promotions,


The Genius of Design

The ABC is showing a series called the Genius of Design starting this week on Tuesday evening. It should be compulsory viewing for anyone with an interest in the way design influences our lives.

We live in a designed world, created by a diverse group of specialists that we call designers. This series tells the story of design from the Industrial Revolution to the present day, from the accidental birth of design to the central role it now plays as we struggle with issues of over-production, rampant consumerism and the damage to the environment.
We can look forward to interviews with some of the world’s leading designers, including Philippe Starck, Dieter Rams, Apple’s Leeathan Ive, and Ford’s J Mays.

The Genius Of Design takes us on a journey to explore the ways in which designers over the past 250 years have created the kind of products that we take for granted. Starting with the Industrial Revolution, continuing all the way to contemporary corporations including Apple, IKEA, Ford and Volkswagen, the Genius Of Design tells the story of designers who created the simple everyday objects our great grandparents used, from Wedgwood to William Morris. It also looks at the anonymous designers responsible for ordinary but classical designs for cast-iron cooking pots and sheep shears – forerunners of the commercially produced objects we see on the shelves of our supermarkets and hardware stores. There is a lot to learn from this fascinating story about the history of design, I’ll be watching!

Yours in design,