IKEA is PAYING its virtual workers REAL MONEY on Roblox, not Robux! 🤑
On June 24, IKEA will launch the "Co-Worker" Game on Roblox, offering both paid and unpaid roles. Participants can earn real-world wages, comparable to other entry-level jobs ($16/hour). This initiative underscores IKEA’s commitment to extending its career philosophy into virtual spaces.
Paying real money, that’s a genius move!
Why is IKEA’s move to enter Roblox and pay real money strategic?
🛋️Tapping into a New Demographic
Roblox’s young user base of millions makes it an ideal platform for IKEA to engage with a younger demographic. For many young people, working within a game they enjoy can be a more attractive—and less intimidating—introduction to the workforce.
🛋️Building Brand Loyalty Early
Engaging potential customers in their formative years can foster brand loyalty, and engaging customers at a younger age could translate into long-term consumer relationships.
🛋️ Innovating Customer Engagement
Visitors can immerse themselves in various activities, such as working in IKEA's Swedish Food Market and Bistro, organizing spaces with iconic IKEA products, and participating in exclusive in-game events and challenges. These interactive experiences make the brand more engaging and memorable.
🛋️ Authentic Work Experience
Unlike past experiments where players re-created stores and role-played as employees for free, IKEA’s approach not only motivates players but also brings a sense of legitimacy and professionalism to the virtual roles. Paying real money for virtual work sets IKEA apart from other brands experimenting with virtual spaces. It showcases IKEA’s commitment to fair labor practices, even in a digital context, and can enhance its reputation as a progressive employer.
🛋️ Attracting Top Talent
Offering paid roles helps IKEA attract high-quality candidates who might be deterred by unpaid positions. This can lead to a richer, more dedicated workforce both in the game and potentially in real life. This move can also attract media attention and increase brand visibility, adding another layer of competitive advantage.
IKEA's venture into Roblox is more than a marketing stunt; it's an extension of its career philosophy. At IKEA, there is no set route to career progression. Employees can change roles, switch departments, and grow in any direction they choose. Participants in the Co-Worker Game can work in various sections of the store, from the Showroom to the Bistro, helping customers choose furniture and serving virtual meatballs. These roles offer a chance to develop skills such as customer service, teamwork, and problem-solving in a fun, low-pressure environment. Applications for the Co-Worker Game are open until June 16, and then 10 lucky candidates will be selected to work in different sections of the store, helping customers and enhancing their virtual shopping experience.
Lian Pham Yejin Lee Akina Ho Regen Au Yoyo Ng Phoebe Kwok Pinky, Nga Yin WONG Belinda Chen
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