Ikea builds employer brand in Roblox to attract ‘new generation’ of workers

Ikea is utilising a novel approach to attracting a new generation of workers: it has created a virtual store in the popular video game Roblox.

The Swedish furniture company is launching a campaign this week entitled ‘Careers Done Different’ and in its first phase is inviting Roblox players to apply virtually for paid positions at its in-game store.

The idea is to introduce younger people to the possibilities that a career at Ikea can open up to them in a fun and engaging manner.