IKEA launches virtual store on Roblox… and they’re hiring

IKEA, the renowned supplier of stylish yet affordable furniture, has joined forces with popular gaming platform Roblox to launch an IKEA store in the Roblox digital universe. This collaboration, called ‘Careers Done Different’, aims to attract a new generation of co-workers by merging virtual gaming with real-world employment opportunities, in the hopes of making the IKEA employer brand as famous as the IKEA consumer brand we all know and love.

The virtual IKEA store, meticulously designed to mirror its iconic real-life layout, invites users to explore its digital aisles and interact with its diverse range of products. What truly makes this digital storefront unique, however, is the introduction of paid co-worker roles within the virtual space.

IKEA customers were offered the chance to apply for paid co-worker positions at IKEA on Roblox, offering a glimpse into the world of an IKEA career. Ahead of the virtual store’s launch, IKEA is encouraging applications through a fully integrated campaign across social media and in-store activity.

Kemi Anthony, marketing communications manager at IKEA UK and Ireland said, “When we say careers done different, 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.”

The virtual IKEA store is set to launch on Roblox on the 24th of June.

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