For more interesting case studies and updates about Gamification, visit my website https://www.youtube.com/channel/UCm_r2ZYJJBwGJ2rAaRNTNBA/videos In an attempt to recruit a large number of workers for their new megastore in Australia, IKEA amusingly decided to include what they called ‘Career Instructions’ into each of their flat packs. Based on their traditional furniture instructions, all customers took home the witty application forms without realising. The clever initiative not only minimised the costs on advertising, but it also ensured IKEA fans were targeted. 

1. IKEA - Assemble your career
Gamification in Recruitment

2. Prepared By
Dr. Manu Melwin Joy
Assistant Professor
School of Management Studies
Cochin University of Science and Technology
Kerala, India.
Phone – 9744551114
Mail – manu_melwinjoy@yahoo.com
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3. IKEA
• IKEA has often received “great place
to work”-type awards from various
institutions and its turnover
happens to be much lower than its
competitors. A part of this success
is explained by the company by
their flat organizational structure
that encourages personal initiatives
and employee empowerment.

4. IKEA
• IKEA is also well known for having a
strong culture that promotes work-life
balance, work flexibility, diversity and
creativity, which also reinforces their
recognition as employer. The company
also has a very innovative approach to
HR management that contributes to
their success, but some of its HR
innovative practices are a bit less known
out of the company.

6. IKEA
• In an attempt to recruit a
large number of workers for
their new megastore in
Australia, IKEA amusingly
decided to include what they
called ‘Career Instructions’
into each of their flat packs.

8. IKEA
• Based on their traditional
furniture instructions, all
customers took home the witty
application forms without
realising. The clever initiative not
only minimised the costs on
advertising, but it also ensured
IKEA fans were targeted.

9. RESULTS
• The campaign brought in
4,285 job applicants,
resulting in 280 new hires
for their megastore.