Under the Influence with Terry O'Reilly
Episode: Fish Where The Fish Are: Surprising Help Wanted Ads
Release Date: July 19, 2025

Introduction

In this episode of Under the Influence, host Terry O’Reilly delves into the fascinating world of help wanted ads, showcasing how some companies have transcended traditional recruitment methods to attract top talent. Through a series of engaging stories, Terry highlights the creativity and strategic thinking behind these unconventional job advertisements.

The Genesis: Recruiting Legends Through Innovative Ads

Terry opens the episode with the intriguing origins of one of the most legendary songwriting partnerships in music history—Elton John and Bernie Taupin. Back in 1967, both musicians responded to the same help wanted ad placed by Liberty Records in the New Musical Express.

"Help wanted ads are a big part of the world of marketing. While many recruitment ads are dry and boring, there are exceptions to the rule." ([03:04])

Bernie, a poet, and Reg (later known as Elton John), a talented musician, connected through this ad, setting the stage for a collaboration that would span over five decades, yielding over 250 million albums and earning numerous accolades, including induction into the Songwriters Hall of Fame.

Modern Creative Recruitment Strategies

1. IKEA's Career Instructions in Furniture Boxes

IKEA took a page from its own playbook by embedding career instructions within their furniture packaging. Instead of traditional job ads, they inserted a sheet titled "Career Instructions" with the subtitle "Assemble Your Future."

"This was a smart idea. First, it was an amusing take on the famous IKEA instructions their customers know so well. Second, they were speaking directly to IKEA customers." ([08:49])

This method not only resonated with existing customers but also leveraged word-of-mouth, resulting in 4,200 applications for 280 positions without any additional advertising spend.

2. Volkswagen France's Hidden Ads on Car Parts

Volkswagen France sought to recruit 1,000 talented mechanics—a formidable task. Their innovative approach involved placing recruitment ads directly on malfunctioning car parts distributed to garages across France.

"VW disguised the recruitment ads on faulty parts, making sure that mechanics would encounter them during their routine repairs." ([08:49])

Each ad featured a QR code directing mechanics to apply online, successfully filling all 1,000 positions by targeting professionals directly in their work environment.

3. SHIELD Security's Airport Briefcase Campaign

In the Netherlands, SHIELD Security created a buzz by crafting custom-built briefcases containing recruitment maps made of steel letters. These briefcases were intentionally sent through airport security scanners.

"The briefcases clearly displayed the message 'Wanted experienced security personnel. Apply at ShieldSecurity NL,' ensuring visibility to security staff." ([08:49])

This clever tactic not only attracted qualified applicants but also garnered significant media attention, amplifying their recruitment efforts.

4. FBI's Geo-Fenced Ads Near the Russian Embassy

Capitalizing on geopolitical tensions, the FBI implemented a geo-fencing strategy to target potential recruits near the Russian Embassy in Washington. Their ads leveraged a recent public statement by Putin, encouraging Russian intelligence officers to "speak plainly."

"When an agent clicked on the ad, they were directed to the FBI's counterintelligence office webpage for a confidential talk." ([08:49])

This precise targeting tactic successfully reached disillusioned Russian operatives, aligning with the FBI's recruitment goals.

5. Australian Signals Directorate's Encrypted Commemorative Coins

Celebrating its 75th anniversary, the Australian Signals Directorate (ASD) collaborated with the Royal Australian Mint to produce commemorative coins featuring four layers of encrypted codes.

"The coins were designed to be a recruitment tool, inviting those who could decipher the codes to apply for a career in intelligence." ([08:49])

Remarkably, a 14-year-old successfully cracked all four layers within an hour of the coins' release, showcasing the effectiveness of this challenging recruitment method.

6. GCHQ's Reverse Graffiti in Shoreditch

The British Government Communications Headquarters (GCHQ) targeted the tech-savvy neighborhood of Shoreditch with reverse graffiti—a method that uses stencils and power washers to create temporary, clean-lettered messages on sidewalks.

"The reverse graffiti advertised 1,900 job openings, aligning with the area's high concentration of tech startups and professionals." ([08:49])

Despite a technical glitch that initially prevented access to their application website, the campaign underscored GCHQ's urgent need for skilled recruits in the cybersecurity domain.

Common Themes and Effectiveness

Across all these examples, Terry identifies two pivotal elements that make these recruitment campaigns successful:

1. Surprising Locations: Placing ads where the target audience is naturally present increases visibility and relevance.

2. Innovative Messaging: Utilizing creative and contextually relevant messaging ensures that the ads resonate with potential applicants.

"They were all placed in surprising locations and followed the golden rule of fish where the fish are." ([08:49])

These strategies not only capture attention but also engage potential candidates in meaningful ways, effectively bridging the gap between companies and top talent.

Conclusion

Terry O’Reilly's exploration into surprising help wanted ads reveals the crucial role of creativity and strategic placement in recruitment marketing. By thinking outside the box and targeting prospective employees in unconventional settings, companies can significantly enhance their chances of attracting the best talent. These stories serve as inspiring examples for businesses aiming to reinvent their recruitment strategies and stand out in a competitive job market.

Notable Quotes

• Terry O'Reilly: "Sometimes recruitment ads are not just ads. They're tests to identify the best applicants." ([08:49])

• ASD Director General: "The codes were carefully created by the top ASD staff who use their extraordinary skills to operate in the slim area between the difficult and the impossible." ([17:24])

• Terry O'Reilly: "Every job ad contains a revealing subtext. What the ad says, how it says it, and where the ad is placed says so much about that company's culture." ([17:24])

Additional Resources

For those interested in exploring more episodes or related content, you can visit the Apostrophe Podcast Network on various platforms, including their YouTube channel and Apple Podcasts.