IKEA is looking for a new generation of employees. Mother is enticing them with a “test drive” in Roblox. IKEA is inviting applications to be a paid co-worker at IKEA on Roblox (while getting a flavour of an IKEA career). In anticipation of the virtual store opening on June 24, IKEA is encouraging applications through a campaign that covers social and in-store activity. 

The Roblox initiative is the first phase of the recruitment campaign, Careers Done Different, that aims to make the IKEA employer brand as famously loved as the IKEA consumer brand. 

Social media runs across platforms from Instagram and TikTok to LinkedIn with posts inviting users to apply to be paid co-workers. Instore, the campaign comes to life with striking ‘pixelated furniture’ installations and messaging.

The virtual store introduces users to the breadth of roles and career progression routes available at IKEA through a series of games inspired by real-life jobs at the Swedish retailer. The experience allows people to switch between departments while their avatars keep gaining experience, reflecting IKEA’s flexible career progression. 

Kelly O’Callaghan, recruitment & sourcing manager at IKEA, commented, “At IKEA, co-workers can grow their careers in any direction they want – by reskilling and moving into a new department or by taking on more responsibilities and growing in leadership roles. The Co-Worker game aims to help more people experience what a career at IKEA could be like.”

Kemi Anthony, marketing communications manager at IKEA UK, added, “When we say careers done different, we do mean it. To bring career progression at IKEA to life, it made sense to demonstrate the co-worker journey in a less traditional way, by ‘recruiting’ people to try it out for themselves at IKEA on Roblox.”

Credits
Client: IKEA UK & Ireland 
Marketing Communications Manager (UK & Ireland): Kemi Anthony
Creative: Mother
PR: Weber Shandwick 
Production: The Gang
Editing & Post Production: The Berry