The Co-Worker

IKEA needed to attract a new generation of co-workers and show the world we do careers differently. So to get them excited, we went to them and opened a new store…on Roblox. Where anyone could experience what it’s like to work at IKEA. Players could flex their skills in 7 unique games showcasing real job roles. Level up, get promoted, and switch roles as you wish, just like careers at real IKEA. To get the world talking, we offered people a real salary to work at our virtual store. News broke, 178,000 people applied, and most importantly, IKEA saw a 50% increase in real-world job applications.