While it is evident that pop-ups are on the rise when it comes to the retail sector, they are entering new territories. If there is one trend, I think we will bring along to next year, and it is going to grow along 2020: it is using pop-ups as a recruiting strategy.
I already mentioned this scenario when talking about the trends to watch during 2019, and to confirm this, just a couple of weeks ago, we successfully powered, together with The Gardeners a creative agency, a recruitment pop-up for Arkin. A mental health organization expert in psychiatry and addiction care operating over several cities across the Netherlands.
A NEW RECRUITING STRATEGY
The event comes with a twofold aim. On the one hand, using a pop-up as a recruiting strategy seems to be an attractive way to approach prospects willing to work in a troublesome sector. In the Netherland, and as well across Europe, there is a shortage and imbalance of health workers. That creates concerns for the future. According to the World Health Organization (WHO) shortages of physicians, nurses and midwives could mount up to 9.9 million globally by 2030.
On the other hand, this pop-up recruitment serves the purpose of helping people to break the stigma connected to mental health. The strategy used by Arkin was to ask 13 well-known Dutch people suffering from a mental disorder and be ambassadors. They told their personal story, emotional storytellings during which they shared their highs and lows.
This pop-up recruiting strategy tackles a very relevant problem nowadays. Accordingly to the WHO, one in four people in the world will experience a mental or neurological disorder during their lives. And Millennials seem to be the most affected as there has been a 47% increase in major-depression diagnoses among this generation.
The pop-up recruiting agency was opened to everyone. During the three days there were specialists and recruiters, so anyone could just walk in to get background information about the help Arkin offers and for those interested in a career with Arkin.
Arkin aims to ensure people dare to be open sooner when they experience psychological complaints, “Unfortunately, there are still many prejudices, both outside and within mental health care, about people with a mental disorder. This can greatly prevent them from seeking help or recovering. While one in four people will have to deal with psychological complaints in his/her life. In addition, these prejudices can also indirectly influence how people think about working in mental health care”
Cecile Gijsbers van Wijk, member of the Executive Board.
The strategy that Arkin decided to implement with this recruiting pop-up is inspiring and shows how while reaching a very specific goal it is also possible to educate the general public about your business or about the challenges surrounding it.
For sure you should already rethink your next recruiting event!