IKEA Launches Virtual Recruitment Drive in Roblox to Attract Gen Z Workers

Swedish furniture giant IKEA is breaking new ground by launching a virtual recruitment drive within the popular online platform Roblox. This move aims to entice Gen Z workers into the company’s unique career philosophy.

Last year, Roblox players were intrigued by the experience of pretend airport management in a virtual world. Now, a new venture allows them to navigate the infamous IKEA one-way system, adding a touch of mundane realism to their gaming experience.

Roblox, known for its open-ended game creation platform, provides a stage for such initiatives. IKEA’s project, titled ‘The Co-Worker Game,’ seeks to emulate the brand’s work environment in a virtual space.

The Co-Worker Game offers ten roles for individuals aged 18 and above, with a focus on the UK and Ireland markets. Interested applicants will undergo virtual interviews after the June 16 deadline.

IKEA’s Country People and Culture Manager, Darren Taylor, expressed excitement over this unique recruitment strategy. The program showcases IKEA’s flexible career paths, allowing employees to explore diverse roles and departments.

Through ‘The Co-Worker Game,’ participants can engage in virtual tasks like serving meatballs at the Swedish Food Market and organizing showrooms with IKEA products like HEMNES. Exclusive in-game assets and rewards are up for grabs for successful participants.

This unconventional recruitment drive in Roblox signifies IKEA’s innovative approach to talent acquisition and employee development. By merging digital gaming with real-world career opportunities, the brand aims to attract a new generation of workers.