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Chipotle’s “Adventurrito” is Using All the Right Recruiting Ideas

Posted by Greg Rachke on July 17, 2013


If you’re a burrito lover like I am, you already know about Chipotle’s “Adventurrito” contest that will give 20 years worth of free burritos to 20 lucky customers. The contest began July 13th, and will also dish out 1 year worth of free burritos to 20 other customers. Chipotle fans everywhere are buzzing, as the steaks are pretty high (see what I did there).

200px Chipotle Mexican Grill logoPersonally, when I heard the news I was in utter shock. 20 years worth of free burritos? That has to be some kind of joke. But sure enough, as I ordered my steak burrito three minutes later, I noticed a sign promoting the event. Holy jumpin’… it exists.

I immediately read the rules of the contest. Participants are presented with 20 riddles throughout the 20-day campaign. Each day, a new puzzle will open up. In order to solve new puzzles, participants must first successfully solve the current puzzle by 20:20 MTN time. Even unsuccessful attempts at solving the puzzle enter participants in a raffle for free burritos for a year. Not bad…

Adventurrito is a breakthrough in corporate promotions, and us HR folks can take a few points away from it.

Customer Drive Through Social Media

Adventurrito invites participants to spread the word through all social media platforms. Participants can earn one extra raffle ticket for every friend they invite. Smart move by Chipotle, as they can sit back and watch their customers drive the contest promotion.

HR professionals can take note. Engaging your audience in conversation can not only drive traffic to your website, but it can create a good company image that you can build upon. Not to mention the fact that with great PR, comes great recruiting opportunities.

If your company isn’t getting the social media traffic you want, consider changing the content of your messages. Chipotle made their participants the promoters. Similarly, you can spin your social media content to make it seem less like your pushing ideas on your followers, and more like your trying to get to get the conversation going.

Creative Ideas Fuel Interaction

 No one likes reading the same thing over and over again. The  days of “click here to enter our contest” are over. Chipotle  took the social media revolution and created a contest that not  only drives interaction, but is fueled by the connected world  we live in.

 The point here is that whether or not your methods of  recruiting are working, don’t be afraid to change it up. Chipotle  took a completely different approach to the contest promotion  and look at them now.

Explore new technologies and test the waters. Recruiting through popular social apps like Instagram and Vine is new to a lot of people. But taking the time to learn the popular technologies will give you a leg up with new applicants. After all, who wants to work for a bland company when they can work for a tech-savvy, exciting company like yours! 

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