Dive Brief:

• Companies like ADP, Mastercard, GE, and now Kimberly-Clark are all trying to retain the knowledge of their seasoned workers while simultaneously attracting fresh talent using more innovative means, says Todd Raphael at ERE Media. In their new campaign, which centers on attracting "original thinkers," Kimberly-Clark hopes to hire on multiple product developers, marketing pros, and engineers. 
• The new Kimberly-Clark website features a quiz, whereby candidates are asked how they'd create a new slogan or how to start a new recycling program. 
• Frans Mahieu, global marketing director at Kimberly-Clark says that the company understands the growing competitive nature of the job market, and because innovation is one of the company core values, decided to use this new approach to attract top candidates.

Dive Insight:

Companies can learn a lot from the new and fun approach that Kimberly-Clark is taking in regards to their recruitment efforts. Not only does it make the process a lot more candidate-friendly, but it's a useful tool for screening candidates to identify the best. While it's not stopping candidates from applying for any job they wish, it does help candidates better understand the expectations of the company and where they may best fit in.

As part of the strategy to get in front of more candidates, the company has an entire social media campaign lined up. If businesses want to compete for talent, then they must go where the talent is and appeal to them. Recruitment marketing is a method that works well, and no doubt as we go into the last part of the year and companies conduct their holiday hiring, we will see more marketing oriented recruitment campaigns.