Recruiters Get Creative: Using Toilet Paper to Attract Engineers
A UK-based hygiene and health company, Essity, has taken an innovative approach to attract engineering and manufacturing graduates. Their unique recruitment strategy involves printing job advertisements on toilet paper. The company distributed these toilet paper ads in university toilets across Nottingham, a renowned hub for engineering excellence.
Essity’s initiative aims to make the job hunting process more engaging and accessible for university students. Research by the recruiter revealed that many students feel overwhelmed by the prospect of finding a job after graduation. A significant 21% admitted to being unsure of where to even begin their job search, while others expressed concerns about fierce competition in the job market and the fear of ending up in a role they don’t truly desire.
Gareth Lucy, a spokesperson for Essity, highlighted the rationale behind this unconventional recruitment method. As a leading producer of toilet paper in the UK, they found it fitting to use this medium to reach out to potential candidates. By printing job descriptions directly onto toilet paper and including a QR code that links to their website, Essity aims to streamline the application process and make it more relevant to their core business.
Despite the anxiety surrounding post-graduate job prospects, the research also found that a significant 96% of students have a clear idea of the type of roles they aspire to pursue. Over half of the respondents expressed a desire for their first job to align with their field of study, showcasing a strong inclination towards building a career in their chosen area of expertise. Additionally, three-quarters of students have sought career advice from various sources, including university resources, lecturers, online platforms, and social media.
When considering future career opportunities, respondents expressed preferences for roles that offer a healthy work-life balance (45%), a positive working environment (39%), and align with company values and culture (25%). Gareth Lucy emphasized that Essity’s recruitment strategy is informed by understanding what young adults seek in an employer. The company strives not only to attract top talent but also to create a work environment that employees can be proud of.
Essity’s out-of-the-box approach to recruitment reflects a growing trend among companies to think creatively in their talent acquisition efforts. By leveraging unconventional mediums like toilet paper to reach potential candidates, Essity is making a mark in the competitive field of graduate recruitment. As students navigate the transition from university to the workforce, initiatives like these offer a fresh perspective on the job search process and demonstrate the value of innovative thinking in recruitment strategies.
This bold move by Essity serves as a reminder to businesses about the importance of adapting to the evolving needs and preferences of young professionals. As the job market continues to evolve, creative approaches to recruitment not only attract top talent but also showcase a company’s commitment to innovation and employee engagement. Essity’s toilet paper job ads have sparked interest and conversation, setting a new standard for recruitment tactics in the engineering and manufacturing sectors.