Metaverse marketing. Innovation in employer branding and PR activities on the example of the campaign Clash for Koszyki: recruiting through gaming by Erbud and Gameset agency

Abstract

Thesis/aim: The development and evolution of technology, the rise of the virtual world and artificial intelligence are causing far-reaching changes in the communications and activities of the public relations sphere. The boundary between the real and virtual worlds is disappearing, and the use of innovative solutions and metaverse marketing has a real positive impacton the success of image campaigns. An example is the activities of the construction company Erbud, which was the first in Poland to create an employer branding campaign based on the metaverse phenomenon – Clash for Koszyki: recruiting through gaming. The article is based on an analysis of the literature on the subject and Internet sources, the course of the above campaign and an analysis of data on the results of the undertaking, provided by Marcin Kasprzak, Erbud’s Marketing and PR Director. The purpose of the article is to discuss the above-mentioned campaign and to describe the innovative solutions of combining the real and gaming worlds in order to create the company’s image and realistically translate it into an increase in interest in the possibility of employment in the company among the target group consisting of representatives of Generation Z (all the assumed goals of the campaign were achieved, the final results exceeded twice, three times or four times the assumed values).