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reputation | employee engagement | citizenship People’s Insights: Volume 2, Issue 27 Heineken The Candidate
reputation | employee engagement | citizenship
People’s Insights: Volume 2, Issue 27
Heineken The Candidate
What is The Candidate?
The Candidate is video compilation of secretly filmed job interviews at
Heineken. The interviews were designed to get applicants out of their
comfort zone and to help the brand identify the right talent.
How it works
elmaaltshift.com
Interviews were filmed and the best three videos were uploaded to the
company intranet, where employees could vote for the candidate best
suited for the role.
Viral Journey
Mashable.com YouTube Statistics
The Candidate film was published on Heineken’s Facebook page in
February, 2013. Web media shared it on their social media channels,
creating a knock-on effect that made the film go viral.
The right approach for millennials?
linkedin.com
By changing the interview structure, Heiniken demonstrated that its not
just another job but It’s a meaningful one – which is what Gen Y and
soon Gen Z want from work.
True to the brand value
Getty Images
Thinkers point out that the campaign gives people the opportunity to
explore their own calibre and real worth, and strengthens the reputation
of “beer = fun.”
“Heineken’s The Candidate connects two passions of the
world, football and beer, and nothing can excite more than
a sports internship.
“The campaign fit right in with the brands attitude of ‘Open
your World’. Through the various stages of the campaign it
not only managed to make candidates look beyond the
ordinary but also gave the outside world a glimpse into its
culture, thereby strengthening the reputation of beer = fun.”
- Daylon D’Cruz, Associate Account Director MSLGROUP.
Engaging future employees
Cannes Huffington post
The campaign successfully grabbed the interest of future employees –
Heineken reported a +279% traffic increase to its HR sites and +317%
increase in CV’s submitted after campaign launch.
And current employees
The Candidate also helped establish the “Open Your World” brand
strategy internally. 91% of Heineken employees watched the video and
found it stimulating for their job.
Recognition in the industry
Twitter.com
Marketers too supported the unconventional approach, and Heineken
was awarded a Gold Lion in the PR category at Cannes Lions Festival
of Creativity 2013.
Read People’s Lab insights and foresights
The People’s Lab team shares the insights and foresights from the
MSLGROUP Insights Network on the People’s Insights weekly blog and
the People’s Insights Quarterly magazine.
MSLGROUP Insights
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citizenship.
People’s Insights
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the best insights from the
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For more, visit http://peopleslab.mslgroup.com
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approach that helps organizations tap into people’s insight for
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For more, visit http://peopleslab.mslgroup.com
