In June 2024, IKEA launched an innovative marketing campaign by opening a virtual store within the popular online platform Roblox, titled "The Co-Worker Game." This initiative aimed to attract a new generation of workers and enhance IKEA's employer brand by providing an immersive experience that mirrors real-life career progression within the company.
Let's explore how IKEA's 'The Co-Worker Game' on Roblox redefines recruitment marketing by blending virtual jobs with real-world pay with ‘The Co-Worker Game’!
The virtual store was designed to introduce users to the various roles and career paths available at IKEA through a series of games inspired by actual job functions.
Available roles include:
Players could also explore different departments, including the Swedish Food Market and Bistro, and interact with IKEA's product range in a virtual environment. This approach allowed users to experience the flexibility and diversity of careers at IKEA, reflecting the company's real-world employment philosophy.
A standout feature of the campaign was the offering of paid positions within the virtual store. IKEA recruited ten individuals from the UK and Ireland to serve as virtual co-workers, compensating them at a rate equivalent to real-life IKEA employees (£13.15 per hour). These virtual co-workers were responsible for tasks such as welcoming customers and assisting throughout the store, providing a unique blend of gaming and employment.
To promote the campaign, IKEA implemented a fully integrated marketing strategy across multiple platforms, including Instagram, TikTok, LinkedIn, and in-store activities.
@ikeauk Get paid to work as a Co-Worker at IKEA on Roblox! Flex your interview skills and duet this!
♬ original sound - IKEAUK
The campaign featured striking "pixelated furniture" installations and messaging to capture attention and encourage applications for the virtual roles. This approach effectively bridged the gap between the virtual and physical worlds, showcasing IKEA's commitment to innovative recruitment methods.
IKEA didn’t just post job listings but it also brought recruitment to life by creating a virtual IKEA store within Roblox. Here, users could experience working at IKEA in a fun, interactive way. Players took on different roles, completed tasks, and engaged with the brand hands-on.
Gamification isn’t just for gaming companies. Businesses can use it in marketing, recruitment, and customer engagement to make their brand more dynamic and memorable. Whether through challenges, rewards, or role-playing scenarios, gamification drives engagement and strengthens brand affinity.
To connect with the younger workforce, IKEA chose Roblox, one of the most popular platforms among Gen Z and Gen Alpha. With over 200 million monthly active users, Roblox offers a digital space where brands can interact with digital-first generations in an environment they already love.
If you want to capture attention, you need to meet your audience where they are. Brands should explore digital landscapes like gaming, the metaverse, and AI-driven experiences rather than relying solely on traditional media.
Attracting top talent especially younger job seekers who prioritize workplace culture and experience is a challenge for many brands. Instead of relying on traditional employer branding methods like career pages and social media posts, IKEA made job exploration immersive. Players could “try out” working at IKEA before applying, giving them a real feel for the work environment.
Employer branding is more than just listing job openings. Today’s job seekers look for companies that align with their values and offer a positive workplace culture. Businesses should find creative ways to showcase their work environment rather than just describing it.
IKEA’s campaign encouraged players to share their virtual work experiences, sparking organic conversations about the brand. Roblox users posted about their in-game experiences on social media, generating user-generated content (UGC) that extended the campaign’s reach far beyond the platform itself.
@robotscantdanceok let's build a cottage 🧀 #robloxfypシ #3008 #robloxfyp #cottagecore ♬ Furret Walk 10min - RavenX32
UGC is a powerful marketing tool. When customers and job seekers create and share content about their experiences, it builds authenticity and expands reach through peer recommendations and social sharing.
The success of this campaign wasn’t just about hiring but it was also about building a connection with future employees and customers. Instead of passive job listings or ads, IKEA turned recruitment into an engaging, immersive storytelling experience.
Brands should move beyond one-way communication like ads and static job posts. By creating interactive experiences, businesses can stand out in a crowded digital landscape and forge deeper connections with their audience.
According to The Gang, the campaign yielded impressive results, attracting over 178,000 applications for the ten paid virtual positions. This overwhelming response highlighted the campaign's success in engaging a younger audience and positioning IKEA as a forward-thinking employer.
Additionally, the initiative garnered significant media attention, with over 2,000 articles mentioning "The Co-Worker Game" and an earned media reach exceeding 16 billion.
Notably, there was a 50% increase in real-world job applications to IKEA, underscoring the campaign's effectiveness in enhancing the company's employer brand.
IKEA's "The Co-Worker Game" on Roblox exemplifies a pioneering approach to recruitment and employer branding. This campaign serves as a benchmark for how brands can utilize virtual platforms to create immersive experiences that resonate with potential employees and customers alike.
For marketers, business owners, and brand strategists, the biggest takeaway is:
✅Digital engagement drives success
✅Gamification isn’t just a trend—it’s a powerful tool
✅Employer branding can (and should) be creative
Would you consider using gaming or metaverse platforms for your brand’s recruitment or marketing? 🚀
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