Ikea, the well-known furniture company, is trying a unique method to attract young workers. They have created a virtual store in the popular video game Roblox.
The 'Careers Done Different' Campaign
This week, Ikea launched a campaign called ‘Careers Done Different’. In its first phase, they invite Roblox players to apply for paid positions in their virtual store. This approach aims to introduce young people to career opportunities at Ikea in an enjoyable and engaging manner.
Understanding Roblox
Roblox is an online video game where players create their own games for others to enjoy. It has become popular with brands looking to reach a younger audience through in-game attractions. Ikea's in-game store, named ‘The Co-Worker’, is one such attraction.
Target Audience
Roblox is mostly popular among younger gamers. According to Statista, 42% of its players were under 12 in 2023. However, it also has a significant number of young adult users. Statista shows that 42% of Roblox users are aged between 17 and 24, and there is also a notable following among those aged 25 and older. This makes Roblox a valuable platform for Ikea to target a diverse audience.
AI in Recruitment Marketing
Ikea's campaign will be integrated across various social media platforms like Instagram, TikTok, and LinkedIn. In addition, in-store activities such as displaying ‘pixellated furniture’ will encourage people to apply for the virtual roles.
Bringing Careers to Life
Kemi Anthony, Ikea UK's marketing communications manager, explains, “To showcase career progression at Ikea, we wanted to demonstrate the co-worker journey in a non-traditional way. By recruiting people to try it out at Ikea on Roblox, they (and we) can appreciate the employee experience in ways that traditional recruitment marketing can't offer.”
Launching the Virtual Store
The virtual store will open on June 24. This “immersive” experience allows players to switch between departments, with their avatars gaining experience, mirroring Ikea's flexible career progression.
