Creative in association withGear Seven

IKEA Launches Roblox Store with Paid Co-worker Opportunities

Marketing & PR
London, UK
The virtual store from Mother is designed to introduce users to the breadth of roles and career progression routes available at IKEA

IKEA launched the first phase of its drive to attract a new generation of co-workers. Entitled ‘Careers Done Different,’ the campaign's overall objective is to make the IKEA employer brand as famously loved as the IKEA consumer brand. 

IKEA offers great career opportunities, with co-workers across the business benefiting from non-linear career journeys. Lateral moves across departments or from store to head office are completely normal. 

Kelly O'Callaghan, recruitment and sourcing manager at IKEA UK & Ireland commented, "At IKEA, co-workers can grow their careers in any direction they want - by reskilling and moving into a new department or by taking on more responsibilities and growing in leadership roles. 'The Co-Worker' game aims to help more people experience what a career at IKEA could be like."

In this first phase of activity, IKEA is inviting applications to be a paid co-worker at IKEA on Roblox (while getting a flavour of an IKEA career). In anticipation of the virtual store opening, IKEA is encouraging applications through a fully integrated campaign that covers social media and in-store activity. 

Social media activity is across platforms - from Instagram and TikTok to LinkedIn - with posts inviting users to apply to be paid co-workers. Instore, the campaign comes to life with striking ‘pixelated furniture’ installations and messaging. 

Kemi Anthony, marketing communications manager at IKEA UK and Ireland said, “When we say careers done different, we do mean it. To bring career progression at IKEA to life, it made sense to demonstrate the co-worker journey in a less traditional way, by ‘recruiting’ people to try it out for themselves at IKEA on Roblox.”

The virtual store opens on 24th June and is designed to introduce users to the breadth of roles and career progression routes available at IKEA through a series of games inspired by real-life jobs at the Swedish retailer. The immersive experience allows people to switch between departments while their avatars keep gaining experience, reflecting IKEA’s flexible career progression. 

Agency / Creative
Post Production / VFX