As I watch the next generation of talent come through, they continue to validate my theory that the traditional user journey is going out of style.
Jaguar Land Rover and the virtual band Gorillaz are joining forces to make an already attractive brand even more attractive by allowing applications to come through a virtual reality app. A mixture of video game, spatial reasoning test, assessment centre and job preview, the app is designed to hook in electronic and software engineers.
They've got a chronic skills shortage - and they need 1000 more, so 1 in 5 new recruits will be within this new role profile.
If they want, they can still, of course, come through the traditional route of the careers site. With that many brains needed, the company can hardly afford to close off a route of entry.
But by speaking to these people in their own language, and by pulling in some famous virtual friends, the PR and curiosity factor should hopefully get this free thinking brand the success they're after.
Potential candidates will be set challenges via the app, including assembling the Jaguar I-PACE Concept, Jaguar’s first all-electric five-seater sports car. There will also be code-breaking challenges to test applicants’ “curiosity, persistence, lateral thinking and problem solving skills”. JLR said: “The best performers will be fast-tracked through the recruitment process, helping to meet Jaguar Land Rover’s ambition to employ thousands of bright new talents over the next year. It’s a major change in the way the business looks for candidates, aiming to tackle the engineering skills gap, inspire and attract a diverse range of talent and new thinking.” The company said it would also accept applications via traditional routes such as the JLR careers website. JLR’s main UK manufacturing and engineering sites are in Solihull and Castle Bromwich in Birmingham, Wolverhampton, Gaydon, Coventry and Halewood in Liverpool.