Ikea is taking an innovative approach to attracting a new generation of workers by creating a virtual store in the popular video game Roblox.
This week, the Swedish furniture giant is launching a campaign called 'Careers Done Different.' In its initial phase, Roblox players are invited to virtually apply for paid positions at Ikea's in-game store.
The goal is to introduce young people to career opportunities at Ikea in a fun and engaging way.
Roblox is an online video game where players can create and share their own games. It has become increasingly popular among brands looking to attract younger audiences through advertising and in-game experiences. Ikea's virtual store, named ‘The Co-Worker,’ is part of this trend.
While Roblox is known for its popularity among younger gamers—Statista reports that 42% of its players were under 12 in 2023—it also has a significant young adult following. According to Statista, 42% of Roblox users are aged 17 to 24 and 25+, providing a substantial audience for this campaign.
The campaign will be integrated across social media platforms, including Instagram, TikTok, and LinkedIn, as well as through in-store activities featuring 'pixellated furniture' to encourage applications for the in-game roles.
Kemi Anthony, Ikea UK's marketing communications manager, explains: “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.”
“Once Ikea on Roblox opens, they (and we) will be able to appreciate the employee experience in ways that we’ve never been able to do with traditional recruitment marketing.”
The virtual store is set to open on June 24. This "immersive" experience will allow players to switch between departments while their avatars gain experience, mirroring Ikea's flexible career progression.
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