Merchandise as a Recruitment Marketing Tool

 

Recruiting is so much more than posting job ads and hoping people will apply. Today’s candidates are looking at organisations as well as organisations are looking at candidates. A candidate’s decision to apply or accept an offer is influenced by salary, benefits, company culture, growth opportunities and employer branding. Corporate swag turns out to be an unexpectedly effective recruitment marketing tool in this changing landscape.

Branded merchandise is no longer only for clients or for promotional events. More and more organisations are leveraging well designed merchandise to enhance their employer branding, create memorable candidate experiences and generate excitement throughout the hiring journey. When used strategically, merchandise is more than a branded item. It’s a tangible representation of the company’s culture and values.

Recruitment Marketing: Advertising for More Than Recruitment

Recruitment marketing is marketing the organization as a great place to work. It’s about awareness, engaging potential candidates and developing relationships even before people apply for a role.

Businesses have been selling stuff to consumers forever. Now they’re marketing the work-place experience to job seekers. Whether it’s social media posts, career fairs or interviews, it all adds to the employer brand. Merchandise adds a physical dimension to these interactions; it allows candidates to see, use and remember the company’s identity.

First Impressions Matter

Recruiting is the first impression. Whether a candidate is meeting recruiters at a university event, networking conference or industry exhibition, branded merchandise helps make the interaction memorable.

Rather than handing out brochures, companies often hand out useful things like notebooks, reusable water bottles, laptop sleeves, tote bags, pens or phone accessories. These products continue to be used long after the event, keeping the company top of mind in the candidate’s everyday life.

Unlike digital ads that disappear with a scroll, quality merchandise provides multiple exposures for an employer brand.

Excel at Job Fairs

Career fairs are a highly competitive environment where dozens of employers compete for the attention of students and professionals.

And, of course, the recruiting booths with their attractive and useful merchandise will pull in the crowds of visitors. Candidates are more likely to have conversations if there’s something memorable to take away.

But the point is not to give things away. The merchandise should be representative of the personality and values of the company. For instance:

  • Webcam covers, portable chargers or laptop accessories are some of the things technology companies may hand out.
  • Sustainability-conscious companies could opt for eco-friendly bottles, bamboo stationery or recycled notebooks.
  • Creative agencies could sell art merchandise or sketchbooks that reflect their style.

Authenticity is maintained through merchandise that reflects company values.

Candidate Experience Improvements

Recruiting is a cold, stressful business. The small touches can have a big impact on a candidate’s perception of your organization.

Some companies are even sending out interview kits ahead of the virtual interview – such as notebooks, coffee mugs, planners or welcome letters. That’s exciting, and shows that the company values the time of all candidates.

Personalised merchandise can create a premium and memorable experience for finalists or candidates visiting assessment centres.

Even candidates who don’t get the job often come away with a good feeling about the process, and are more likely to reapply or recommend the organization to others.

Build your Employer Brand

Employer branding is about consistent experiences.

Every brand touch point is an opportunity to communicate the values of the organisation. Professionalism, attention to detail and investment in people are all part of quality merchandise.

Low quality product can look ugly too.

Merchandise: Growing importance for organisations:

  • Sustainable Development & Innovation
  • Inclusive
  • Employee well being and health
  • Excellence in the profession

Merchandise quality and design and usability also contribute to the impression candidates form of the organization.

Turning Employees Into Brand Advocates

Recruitment marketing is not just for the recruiters.

Employees are the best advocates of the organization. If your employees proudly wear branded apparel, backpacks, bottles or laptop sleeves, they naturally become promoters of the employer brand in their professional and personal circles.

Employer branding can include LinkedIn photo sharing, conference speaking, community volunteering, and office events.

Employees are often more credible advocates than traditional recruitment advertising.

Support for Campus Recruitment

Campus recruitment is about exposure & engagement.

Placement seasons are when students meet a lot of the employers and they need to make themselves standout. Merchandise makes a lasting impression of your company long after the actual presentation.

Here are some ideas for student merchandising:

  • Study planners
  • Computer cases
  • Wireless mouse pads
  • Bottled water
  • Jumpsuits
  • USB sticks
  • Office organisers

They are practical things that students use on a daily basis and it increases brand recall when they start applying for positions.

Creating the Company Culture

Candidates want to work for organisations with shared values.

Merch can showcase creativity, collaboration, sustainability or innovation and thus reinforce company culture.

Onboarding kits containing personalised welcome notes, branded apparel, reusable drinkware, wellness products and desk accessories tell employees that they are valued from day one.

Candidates who view these onboarding experiences on social media will likely have a better sense of an organization’s culture before applying.

Social Media Interaction Campaign

Creative recruitment campaigns can be great inspiration for candidates and new-hires to share their experience online.

Normally these posts are with branded products.

User generated content created by attractive merchandise, be it a welcome kit, internship packet or give-away at a recruitment event, naturally extends employer branding.

Every picture we put up is seen by potential candidates in their professional networks so it’s also an added visibility recruitment tool at no huge ad cost.

Measuring the Impact of Recruiting

As with any marketing, you need to be able to measure the effectiveness of your recruitment swag.

Assessing Impact in Organisations:

  • Career Fair Attendance Stats
  • Social media shares
  • Applications developed
  • Candidate Satisfaction Surveys
  • Knowledge of the employer brand
  • Acceptance rate for offer
  • Involvement of employees in referral program

By monitoring these metrics we can see whether merchandise is helping to improve recruitment results and help shape the way we develop our future campaign strategies.

Choosing Items Wisely

Good recruitment merchandise is thoughtful not costly.

Organisations should consider using products that are:

  • Daily practical
  • Very good quality
  • Related to their audience
  • Eco-friendly
  • Consistent with the corporate image

More freebies will not have more impact than personalisation, modern design and premium materials.

It’s not about the swag, it’s about the positive brand experiences.

Conclusion

In today’s recruitment it’s about the relationships before you make the hiring decision. Candidates want to connect with organisations that project a sense of professionalism, authenticity and a people-first culture. Branded merchandise is a great way to achieve this, and create memorable experiences throughout the employee lifecycle, from careers fairs, interviews and onboarding through to employee advocacy.

When the merchandise fits your employer brand and recruitment strategy it is so much more than a promotional giveaway. It’s a powerful communication tool that aligns with company values, increases brand recall, drives candidate engagement and helps organisations stand out in an increasingly competitive talent market. In a world where attracting the right people is just as important as keeping them, good looking merchandise can go a long way to turning potential candidates into enthusiastic future employees.


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