• Heineken was hiring an intern for its Event & Sponsorship Marketing

• They received 1,734 applications from all over the world

• A shortlist of 25 applicants was compiled and they were invited to Amsterdam

• 816,000 views in three days

• 200,000 students were asked about their ideal employers in 2013. Heineken’s position is:

• 39th worldwide • 2nd in Netherlands (Google is the 1st)• 36th in Europe • 54th in France

• Heineken’s image: unconventional youthful, cool brand

The 9 steps by Claes Peyron

Attracting and retaining the high talent is becoming a key organizational capability.

Understand the business needs

Define the main target groups

Understand the target groups

Optimize the employer value

proposition

Select the tools and objectives

Define an optimal

optimization mix

Create an annual plan

Develop communication

ideas

Execute and follow-ups

• Google is always among top ten most attractive employer’s lists

• Some features people associate with Google:

Good reputation Innovative products and services Market success Offers a creative and dynamic work

environment Offers a friendly work environment Challenging work

L’oreal created a game that gives players real feedback about their professional behavior

P&G created a new website (experiencepg.com) which features video story profiles, and improved social media profiles

Rankings

• What do these companies have in common?

They are global

They are certain that their employees are the most important success factor for them

They are industry leaders

They let you develop both professionally and personally

Most importantly: they know how to take advantage of publicity for building up an image of a good place to work

• What do you think about Heineken’s recruitment process?

• Which enterprises would you like to work for and why?