IKEA is recruiting salespeople... on Roblox!

It's a collaboration that nobody saw coming: IKEA is going to open a virtual shop in the game that has several million users around the world. On 24 June, you'll be able to visit the famous Swedish brand's home furnishings shop in Roblox, and for the occasion IKEA is recruiting 10 salespeople to run the virtual space. Ever dreamt of getting paid to be an NPC? Now you can!

IKEA x Roblox, a publicity campaign to attract new employees

Far from being anecdotal, the IKEA x Roblox collaboration was particularly well executed by the Swedish kit furniture company. The communication campaign began on 7 June on its official website, announcing the launch of The Co-Worker Game, the virtual IKEA shop.

The press release announced that Roblox players would be able to discover an exact replica of the usual stores, with showrooms showcasing the brand's furniture and decorative accessories, the Swedish Food Market, as well as the restaurant and its famous meatballs. We also learn more about the working conditions of the 10 future sales assistants who will guide virtual visitors through the different areas of The Co-Worker Game.

With this collaboration, IKEA is no longer targeting families or students, as is the case in the brand's advertising spots, but is seeking to attract young buyers and employees who are already sensitive to virtual environments.

Working conditions similar to those of in-store sales staff

Through its collaboration with Roblox, the Swedish brand aims to offer an immersive experience to its future employees who, in addition to working from home, will be able to discover the type of career that is unique to IKEA:

"The immersive experience allows players to discover IKEA's unique approach to careers, where non-linear career paths are the norm and lateral moves between departments are commonplace."

Although virtual, the Roblox IKEA store guarantees working conditions similar to those of a more traditional in-store job. Of course, as with any job, the sales staff in the blue and yellow polo shirts working at Roblox will be paid the same as other IKEA employees, at €15 an hour. But since nothing is perfect, we should point out that the contract offered to future employees will be a fixed-term contract, not an open-ended contract.

As far as the job description is concerned, the 10 future employees will be required to accompany virtual shoppers and promote IKEA products. We could even imagine (even if nothing of the sort has yet been officially announced by IKEA) that taking orders would also be part of the duties of future Roblox employees. Unfortunately it's too late to apply, as recruitment closed on 16 June and was only conducted in the UK or Ireland.

Admittedly, IKEA is not the first brand to collaborate with the sandbox game. However, offering paid work on the platform is a world first. We have no doubt that this will inspire other companies outside the JV!