Essity - "Toilet Paper Recruitment" thescottishsun.co.uk
By leveraging an everyday producte�especially one they manufacturee�Essity cleverly turned a routine activity into a recruitment touchpoint, demonstrating creativity in reaching potential candidates where they least expect it.
The campaign's standout feature was the integration of QR codes on the toilet paper, allowing students to seamlessly access Essity's career website, bridging the gap between unconventional advertising and digital engagement.
The primary audience was university students in Nottingham, particularly those studying engineering and manufacturing, aligning with Essity's goal to recruit graduates in these sectors.
TARGET AUDIENCE
About the
Campaign -
By leveraging an everyday producte�especially one they manufacturee�Essity cleverly turned a routine activity into a recruitment touchpoint, demonstrating creativity in reaching potential candidates where they least expect it.
Core Theme of the Campaign -
1. Innovative Placement: Essity placed job adverts on toilet paper in university bathrooms, ensuring high visibility among students.
2. Direct Engagement: The inclusion of QR codes provided an immediate link to Essity's career opportunities, simplifying the application process.
3. Addressing Job Search Anxiety: Research indicated that 31% of students find job hunting overwhelming; this campaign aimed to alleviate that by offering accessible information.
4. Focus on Desired Workplace Attributes: The campaign highlighted Essity's commitment to work-life balance, growth opportunities, and positive company culture, aligning with student priorities.
5. Strategic Location: Nottingham was chosen due to its reputable engineering programs, ensuring the campaign reached a relevant talent pool.
6. Product-Integrated Marketing: Utilizing their own product for advertising showcased Essity's innovative approach and industry relevance.
7. Encouraging Early Engagement: By reaching students before graduation, Essity positioned itself as a desirable employer early in their career considerations.
8. Positive Reception: The unconventional method garnered attention, reflecting Essity's understanding of effective engagement with a younger audience.