Thinking Out of the Box

By Frank Mulligan - Recruit China

Many pundits in the media suggest that in order to attract and retain the right kind of people you have to think outside the box. This is easy to suggest but, we all cry, what does it mean?. What can we do here in China?

Perhaps the best way to understand this would be to look at a totally inspired recruitment campaign. I came across this one by accident so I donít claim any prescience here.

The campaign was conducted by a spin-off from the World of Warcraft (WOW) people Blizzard, and was based on the core idea in the Charlie and the Chocolate Factory film. Red 5 Studio, another company that produces Massive Multiplayers Online (MMO) games, came up with something they called the Golden Ticket.

At best it shows how a combination of new media tools and a willingness to look at things in a different way can result in a great way of hiring. At worst it was simply a great idea. I tend towards the former.

They started the project with a special invitation that was sent to one hundred developers that they regarded as being the best in the business. The work that was needed to get these names was huge but thatís a story for another day.

Each person was sent a personalised package that opened up to reveal an evolving story and this was linked to a multi-media website that introduced the company in more details. At the centre of the package was a free iPod!.

Not bad for a free gift and a strong indication of the seriousness of the companyís intent to hire the recipient.

The company doesnít give specifics on the number of people they hired but they did get a 100% response to the invitation.

Thatís thinking outside the box and now that itís been done, itís not

Email frank.mulligan@recruit-china.com
Frank Mulliganís blog - english.talent-software.com