Target Top Talent

Degree discrimination disproportionately affects people of colour, veterans and women. Giving a name, The Paper Ceiling, to this phenomenon inspired six US states to pass orders removing the need for a degree from thousands of roles. It’s an example of how rethinking traditional requirements builds a more inclusive job market.

This hack from Volkswagen shows how brands can benefit from turning up in unexpected places. Knowing that many mechanics don't actively search for jobs, the company targeted candidates inside the cars that they were already servicing. The result? More than 53,000 CVs and a 153% increase in website visits.

McDonald’s won over Gen Z with a fashion collection made from recycled staff uniforms. The catch? To get the clothes, you had to be an employee at the fast food chain. This boosted job applications by 63%, showing how to attract candidates with an exclusive benefit.

Heineken responded to a bar staffing crisis in the Netherlands by bridging the gap between the hospitality industry and the corporate world. It made bar experience an official requirement to work at the company and recognised the occupation as an official LinkedIn skill. Prompting 24 additional companies to follow its example, Heineken’s approach demonstrates how to reframe the value of entry-level positions.

KASIKORNBANK satirised toxic corporate environments to attract young Thai talent. Pain points like micromanagement and under-budgeting were treated with bizarre humour, helping to increase applications by 30%. It shows how finding the comedy in corporate life can resonate with younger people.