IKEA entices talent with 3D-printed meatballs

The ‘Great Resignation‘ has made skill gaps within companies apparent, and in response, many have reassessed how they attract talent. The latest company to do this is furniture retailer IKEA, and it has used a unique approach.

When most people think of IKEA they think of two things: the labor required to build flat-pack furniture and the meatballs it offers at its restaurants. IKEA is leaning on the latter, with a unique twist, to attract talent with skills in data science, software development, cybersecurity, and engineering.

Those who apply for key technology roles in the Netherlands, Sweden, Germany, and Switzerland, will receive 3D-printed plant-based meatballs as part of the company’s ‘Taste The Future‘ recruitment campaign.

IKEA has stated that this 3D-printed meatball initiative is an experiment and will be followed by more practices that are designed to attract talent with shared company goals.

Matching values with initiatives

IKEA has previously committed to a more sustainable selection in its restaurants, and this has led to 50% of main meals offered in the restaurants being plant-based and 80% being non-red meat, 80% of all packaged food offered to be plant-based, and 80% of all main meals offered in the restaurants to fulfill the IKEA Balanced Meal norm.

Although the 3D-printed meatballs won’t be served in restaurants, the intention of giving them to candidates is to illustrate IKEA’s values, and attract similar-minded people.

IKEA group CIO Pascal Pauwels explained the reasoning behind this move: “IKEA is at the start of a journey to embrace data and technology to become more affordable, accessible, and sustainable in an omnichannel environment.

“Naturally people with imagination will play a big role in that quest. So here we’re looking for people who want to create a better everyday life with us. This campaign is a great way to start the conversation.”

Karen Rivoire, IKEA employer brand leader added: “We’re looking for down-to-earth data scientists, future architects, cyber guardians, unboxed engineers, and common sense-makers. People who want to co-create a better everyday life at home for the many with thin wallets.”

By aligning the recruitment process with values, IKEA will hope to find the perfect candidates. Research supports this approach and after surveying 2,600 individuals aged between 18 and 25, LEWIS found that only 19% of Gen Z candidates would work for a company that did not share its values.

With this in mind, IKEA’s ‘Taste The Future’ campaign can attract talent with a real desire to help IKEA reach its sustainability goals in the digital world.