IKEA launched a new campaign this week called ‘Careers Done Different’ to attract a younger generation of workers, Marketing Week confirmed. The first phase of the Swedish furniture giant’s strategy invites Roblox players to apply virtually for paid positions at IKEA’s in-game store, ‘The Co-Worker.’

Roblox, an online video game where players create games within the game, has become increasingly popular with brands as a way to engage younger audiences. According to Statista, 42% of Roblox users are aged 17 to 24 and 25+, making it a suitable platform for IKEA’s campaign.

The campaign will be integrated across social media platforms, including Instagram, TikTok, and LinkedIn, and in-store activities such as ‘pixellated furniture’ to encourage applications for the in-game roles.

“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,” said IKEA UK Marketing Communications Manager Kemi Anthony, Marketing Week reported. 

The virtual store, set to open on June 24, will provide an immersive experience. Players will be able to switch between departments while their avatars gain experience.