Ikea plans to pay £13 an hour for virtual staff in its new store on Roblox.
Roles include serving digital meatballs and guiding customers in a virtual world.
The Virtual Roles
Ikea’s digital shop on Roblox will soon employ staff to navigate and assist customers in choosing furniture. Fans can fulfil their home furnishing dreams in the virtual world, earning a wage of £13 an hour.
Applicants will face a unique questionnaire with questions like, ‘How do you feel about being turned into pixels?’ and ‘What if we ran out of pixelated hot dogs in our bistro?’
The Hiring Process
Selected candidates will undergo virtual interviews, making Ikea the first retailer to offer paid positions on Roblox. The company aims to attract young talent to their real-world workforce.
Roblox is a platform with over 77 million daily active users, mainly aged 17-24. Popular games involve work roleplays, making this recruitment strategy ideal for Ikea.
The Co-Worker Game
In the Co-Worker Game, virtual employees can assist customers and climb the digital career ladder.
Virtual workers will have the chance to win exclusive user-generated content (UGCs).
The initiative will see ten individuals working in areas like the showroom and bistro, offering opportunities for skill development and promotions.
Public Reactions
The pay rate of £13.15 per hour is based on London standards, available to those over 18 from the UK and Ireland. However, reactions on social media are mixed.
On Twitter, one user joked about quitting their real job for this opportunity. Meanwhile, another on TikTok humorously suggested disconnecting the wifi to handle annoying customers.
Trendsetting in Virtual Retail
Ikea’s move to the Roblox metaverse is part of a broader trend, aiming to reach younger audiences on digital platforms. Recently, Walmart also launched a virtual store on Roblox.
Digital items on Roblox sell for significant amounts; for instance, a digital necklace by Adidas was sold for $20,000.
Roblox’s Challenges
Roblox, valued at $25 billion and listed on the NYSE in 2021, is battling lawsuits in the US over issues like facilitating illegal gambling and exposing children to explicit content.
Despite its success, these challenges highlight the complexities of managing a popular digital platform.
Expert Opinions
Hayfa Mohdzaini, a technology research adviser, stated, ‘Ikea’s paid virtual roles take the concept of digital workplaces further, integrating in-store work elements online.’
Darren Taylor, Ikea’s manager for UK and Ireland, expressed excitement about being the first brand to offer paid work on Roblox, showcasing their unique career philosophy.
Ikea’s Vision
Winnie Burke of Roblox noted that retail brands continually push boundaries on Roblox to engage a deeply involved Gen Z community.
Ikea’s innovative recruitment in the Roblox metaverse could pave the way for future digital employment trends.
As virtual worlds expand, the fusion of gaming and real-world work presents exciting new opportunities for job seekers and businesses alike.