IKEA has launched a groundbreaking campaign to attract a new generation of co-workers by launching a virtual store on Roblox. This innovative initiative, part of their ‘Careers Done Different’ campaign, aims to make the IKEA employer brand as beloved as its consumer brand.

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Pioneering Career Opportunities

IKEA is renowned for offering exceptional career opportunities, with many employees benefiting from non-linear career paths. Moving across departments or transitioning from store roles to head office positions is a common practice, reflecting the company's commitment to flexible career growth.

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The Roblox Collaboration

In the first phase of this initiative, IKEA is inviting applications for paid co-worker roles within their virtual Roblox store. This campaign is designed to give participants a taste of an IKEA career while exploring the virtual store, which opens on June 24th. The immersive experience allows users to switch between departments, mirroring IKEA's real-life flexible career progression.

To promote this unique opportunity, IKEA has launched a comprehensive campaign spanning social media platforms like Instagram, TikTok, and LinkedIn, as well as in-store activities. The campaign features striking ‘pixelated furniture’ installations and messaging, encouraging users to apply for the virtual co-worker roles.

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A New Way to Experience Careers

The virtual store is designed to introduce users to the wide range of roles and career progression opportunities available at IKEA. Through a series of games inspired by real-life jobs at the Swedish retailer, participants can explore different departments, gain experience, and understand the diverse career paths within the company.

This innovative approach not only shows IKEA's commitment to flexible career growth but also sets a new standard for how companies can use digital platforms to engage with potential employees. By integrating real-life career elements into a virtual game, IKEA offers a unique and engaging way for users to experience the potential of a career with the company.