The Co-Worker Game: IKEA's Virtual Recruitment Revolution
Attracting a New Generation of Workers with The Gang and Mother
Introduction
This game allowed players to step into the virtual shoes of an IKEA employee, moving up the ranks as they navigated various tasks in IKEA's famous Showroom and Swedish Bistro. But the campaign didn’t stop at creating a virtual experience.
IKEA took things to the next level by offering successful applicants a real-life wage of £13.15 per hour for working
in the virtual store. Yes, real wages for virtual work on Roblox!
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AN IMMERSIVE VIRTUAL WORLD
In this unique virtual universe, players got to experience working at IKEA, moving across departments in non-linear career journeys that mirrored IKEA's real-life approach. Gamers, IKEA fans, and the broader Roblox community could explore IKEA’s iconic showrooms, serve up meatballs in the Bistro, and engage with IKEA’s products in entirely new ways. They also had the chance to win exclusive IKEA-branded UGCs.
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How IKEA Took Recruitment to the Next Level
IKEA’s goal was simple: attract a new generation of workers through an innovative and outside-the-box campaign. They also wanted to build strong brand loyalty with young audiences.
The Co-Worker Game, marketed across Instagram, TikTok, and LinkedIn, showcased IKEA’s commitment to engaging new talent in an entirely fresh and exciting way. This campaign went beyond just fun and games—it became a real job opportunity.
The Results: A Game-Changing Success
IKEA's virtual experience campaign attracted more job applications than Love Island and X-Factor, making it the most applied-for role in the company's history. This innovative approach not only built brand awareness but also drove job applications to unprecedented levels, making it IKEA’s most successful recruitment campaign ever. It highlights how virtual experiences can effectively connect brands with new audiences and drive real-world engagement.
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