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From Home Furnishing Business
IKEA Reaches Out to Younger Generation of Gamers
June 3,
2024 by HFBusiness Staff in Business Strategy, Industry 
According to an article on MarketingWeek, retail giant Ikea is reaching out across the virtual universe to recruit the next generation of employees by inviting Roblox players to apply for a paid position in their on-line store.
The online campaign titled “Careers Done Different” is made to encourage younger people to engage in employment on-line.
According to the article, “Roblox... is a popular online video game where players create games within the game for others to enjoy. It has become increasingly popular with brands in recent years as a way to attract a younger audience either through advertising or in-game attractions, like this one called ‘The Co-Worker’.”
It is thought that Roblox is predominantly for younger gamer, their young adult following includes “42% of users ages 17 to 24 and 25+.”
Social media will play a major role, from Instagram to LinkedIn among others, and there will be in-game activities and incentives to encourage participation and application.
Ikea UK’s marketing communications manager, Kemi Anthony, says, “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.”
June 24 is the virtual store’s launch. Again, this article originally appeared in MarketingWeek Online.