While it is difficult to mention the word ‘metaverse’ in marketing without eliciting plenty of eye roles, is important not to underestimate just how much digital experiences can impact real-life experiences.

Enter Ikea with a campaign from Mother which underlines that employee engagement can be anything but boring.

Ikea is inviting applications to be a paid co-worker at Ikea on Roblox, designed to give a diverse range of consumers a flavour of an Ikea career. Ikea is encouraging applications through a fully integrated campaign that includes social and in-store activity.

Kemi Anthony, Marketing Communications Manager at Ikea UK, explained: “When we say careers done differently, 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.”

Social media activity will run across platforms, including Instagram, TikTok and LinkedIn with posts inviting users to apply to be paid co-workers. In store, the campaign comes to life with striking ‘pixelated furniture’ installations and messaging. The paid player positions will be open to consumers aged 18 and over in the UK or the Republic of Ireland.

The virtual store will open 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. It is not known if virtual employees will get to sample virtual versions of Ikea’s iconic meatballs at lunchtime.

Kelly O'Callaghan, Recruitment & Sourcing Manager at Ikea, added: "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."

A creative example of the power of doing things differently.