IKEA boosted their tech talent appeal through data-driven insights and tailored communication.
.png)
IKEA boosted their tech talent appeal through data-driven insights and tailored communication.
About the case
Challenge:
IKEA is one of the world’s most recognized brands, yet still faced challenges in attracting top tech talent. The objective of the collaboration was to strengthen IKEA’s appeal within this specific talent pool.
Products:
Baseline measurement, content production, Always-on campaigns and follow-up measurement.
Numbers:
Background and solution
To enhance IKEA’s attractiveness, the first step was to map the company’s strengths, challenges, and potential in relation to the target group. These were to be benchmarked against local competitors in Skåne.
Keeparo therefore conducted a baseline measurement. This allowed us to identify which attributes the target audience already associated with IKEA, while data from TargetBuilder revealed which attributes actually drive candidates to take action and engage with job ads.
Actions
Based on these insights, our creative team adapted IKEA’s existing marketing materials to align with its strengths, challenges, and potential – as well as the different stages of the recruitment funnel.
The material was then distributed through an Always-on strategy, ensuring a continuous presence in relevant feeds and a strategic push that stimulated applications.
Results
After one year, we conducted a follow-up measurement to evaluate the impact and track the trends of the implemented changes.
The results clearly showed that Keeparo helped IKEA strengthen its association with the attributes most relevant to the target group. Thanks to the integration with TargetBuilder, we were able to validate that the most attractive attributes for candidates also worked in practice.
This ensured that IKEA not only attracted the right talent but also activated them — leading to a significant increase in relevant applications.
.png)
