Tag: unilever mobile

Unilever mobile gaming strategy implemented for staff hiring

| September 26, 2016

This new recruitment technique has been gamified to help to reduce the risk of unconscious bias.

Unilever has announced a new mobile gaming strategy it has launched as a part of its new hire selection process. They have added this new technique in order to promote diversity while speeding up the process as a whole and reducing the cost of hiring.

This giant consumer goods company is launching the process in the UK following success in other countries.

Unilever has already implemented similar mobile gaming strategy programs in the United States and Asia. They have proven to be successful for hiring new staff in those regions. The British and Dutch company is now expanding the program to save money and time while limiting the risk of unconscious bias when new staff is hired. Considering the fact that last year saw applications from 250,000 graduates around the world, this is an important step. The strategy brings mobile games together with video interviews.

Unilever says this mobile gaming strategy for hiring represents the first fully digitized recruitment process.

Mobile Gaming Strategy - Hiring StaffThat said, other companies have used mobile gamification to help the process. For instance, Vodafone, L’Oréal UK and Ireland, Microsoft, and Ernst & Young. Those brands each use the Debut mobile app as a part of their hiring process.

In Unilever’s case, new applicants complete an online application form. Those who do so successfully then receive an application to play a number of games for a maximum of twenty minutes. Those with the best results are selected to receive a video interview. The applicants who are preferred during that phase move on to the final stage. In that stage, they take a virtual tour of the Unilever offices and experience a virtual collaboration. This provides them with an idea of how it feels to work within one of the company’s real environments.

The mobile gaming strategy for hiring was, in part, a response to data such as that produced by University College London and the Monster employment website. That research indicated that nearly half of all firms use video interviews as a component of their selection process. Moreover 7 percent no longer conduct face-to-face interviews. This occurs, despite the fact that it could promote appearance-based discrimination.

Location based marketing used by Unilever through iBeacons

| February 11, 2015

The massive corporation is using this offline shopper data collection to target mobile ads.

Unilever is now using location based marketing techniques to be able to better understand how appealing shoppers find its brands while they are in store, so that they can later send mobile ads that will be relevant to those individual consumers.

The company will be using iBeacons to be able to glean the information about the smartphone using consumers.

The idea is that while this type of location based marketing could encourage purchases at the point of sale, it can also be used for a broader purpose. This is primarily to use the technology to lower the consumer acquisition cost by providing each individual with content that has been customized to a consumer’s individual interests, wants, and needs.

Unilever entered into a location based marketing partnership in order to be able to test this concept.

Location based marketing - PartnershipIn this geolocation technology using effort, Unilever is working with Glimr, a data specialist firm, and Mindshare. This strategy steps away from the “traditional” use of beacons, which have been conducted by other companies and that have focused nearly exclusively on driving performance, in favor of an effort to build the company’s brands.

In the pilot in Sweden, consumers who visited a food truck that was Knorr branded were given the opportunity to sample its latest flavor of soup. Those shoppers were then retargeted with a mobile ad the next time they launched the Aftonbladet Swedish newspaper app. The typical display ads that had been displayed within that app were often replaced with coupons that were designed to provide shoppers with a reminder of the campaign, and to underscore the idea that Knorr is a brand that is modern and that is keeping up with the things that people care about the most, right now.

At the moment, the company hasn’t revealed any intentions to expand the location based marketing program to other regions, such as the United Kingdom or the United States. However, Unilever has indicated that it will be moving its tests using iBeacons into major supermarkets, over the first half of this year.