Ikea Embraces VR to Revolutionise Recruitment with Roblox Experience



Read Time

2 min


03 June, 2024

No sector can escape virtual reality (VR) including the world of recruitment.

Ikea is one of the latest companies to take advantage of VR in their new, fun approach to attracting employees.

The campaign which they’ve called ‘The Co-Worker’ involves a virtual store in the well-known video game Roblox.

For those of you who’ve never heard of Roblox (like me), this is an online video game where players create games within the game for other users to enjoy.

So, it’s a big one for the gaming fans out there – an audience Ikea are keen to engage due to the typical demographic of players.

Whilst it does have a relatively young audience with 42% of its players being aged 12 or under according to Statista, 42% of players are aged between 17 and 24 including a large number of people who are over the age of 25.

This gives Ikea plenty of scope to attract new recruits by creating a more fun and immersive experience.

By why move into VR?

Let’s face it, applying for a job is rarely a ‘fun’ experience, plus you only get to experience very little of the actual job until you’re in it.

Aside from this, you tend to stick to your own department, and unless you have transferable skills that would suit another department, you usually stick in the same role for your time at the company.

However with this virtual world, Ikea is letting users experience different positions, opening up their world of possibilities. The idea is to give young recruits an insight into the career they could enjoy at Ikea by allowing them to access different areas to gain more experience.

Personally I think it sounds like a great opportunity and being able to see firsthand how the store works in its entirety would be so interesting. It also allows potential employees to identify which roles play to their strengths and which roles they least enjoy which will inform their future career path.

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.

The virtual store is scheduled to open on 24th June.

Hi, I'm Amy, Content Strategist at Canny. In my day-to-day role, I'm responsible for creating content that gets you noticed and makes you stand out from the competition. Naturally, I love writing and creating engaging copy that brings your brand to life.

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