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IKEA Uses Its Product Instructions As A Hiring Mechanism

The company inserted "career instructions" into flat-pack furniture packaging to find new staff for its new megastore.

Emma Hutchings
Emma Hutchings on January 3, 2012.

In a hiring campaign for an IKEA megastore in Australia, agency The Monkeys decided to focus on the company’s customers and came up with an idea which cleverly suited the brand. Pieces of paper resembling their standard assembly instructions but with “career instructions” to “assemble your future” were inserted into the packaging of flat-pack products sold at nearby locations. This direct marketing channel targeted people who were fans of IKEA and used their products to distribute the materials, so they didn’t have to pay for postage or media. It reached a huge audience, attracting 4285 job applications and resulting in the recruitment of 280 new staff. Check out the video below for more information:

The Monkeys

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