The beer brewer's fun, fast-paced interactive questionnaire is the latest in a campaign to recruit new employees—especially millennials—in an imaginative way that blends human resources with the savvy of external marketing and PR.
Online interviewees are asked 12 questions to test their creativity and quick thinking. Guided by a "curator," you are given five seconds to answer at first, then three seconds later on, in a high-production quiz that ends with a request for your LinkedIn profile.
The highly shareable campaign, backed by a video, has scored brand attention and mentions in the press for the Amsterdam-based brewer.
"Heineken Just Made an HR Campaign That's as Cool as Any Consumer Ads It's Done," AdWeek reports.
Local foods and beers
"The 'interview' is also packed with nifty localizations—a tribute to Heineken's attention to detail," AdWeek says. "This affects everything from the Interviewer's clock, which shows your local time, to the beers and food he flashes before you at rapier speed."
You see empanadas when watching from Mexico, noodle soup from Vietnam, AdWeek reports. Job seekers catch glimpses of local beers, too: Amstel appears in the Netherlands, Star Beer in Nigeria. Both are Heineken labels.
The approach distinguishes Heineken by blending traditional recruiting with strong branding, says Alfonso Garcia, global employer brand lead for the brewing giant. The company is striving to present a cool, unified culture across the 250 different brands it owns in 70 countries.
[RELATED: How to attract—and keep—a millennial workforce.]
"We believe in the power of Heineken as a whole, not as a compilation of isolated pieces," Garcia told Ragan Communications. "We are proud brewers with a passion for building brands, and that is reflected in our culture and company values, so our employer brand and consumer brands work in sync and have lots of elements in common."
Though human resources manages the campaign, the marketing team joined in to create something that consumers would be willing to spend time on, Market Week reports. The publication cited a senior Heineken marketing official who said, "It's a five-minute long online interview, so it needed to be entertaining and dynamic."
Putting other recruiting to shame
Communications expert Shel Holtz praises the new recruiting tool.
"Think your company has a great recruiting site?" he writes in his blog. "Heineken USA puts it to shame. ... If this is the new normal for employer branding in the war for talent, those traditional sites that employ corporatese in small type are going to look even more pathetic than they already did."
In the quiz, a Heineken host sweeps the interviewee in and out of party scenes and offers glimpses of Heineken employees.
"You ask, 'Will you mould me?'" he says. "We say, 'We will stretch you...'
"You think, 'Do I have what it takes?' We know you have what it takes."
Without tipping Heineken's hand, we will warn you to be prepared for questions as seemingly offbeat as whether you seek world fame and what kind of restaurant fare you like.
Don't slow down. When I paused to jot notes for this story, Heineken's bearded, hip-looking curator urged, "I'd like you to answer by clicking in five, four, three, two, one, zero, minus one, minus two..."
(AUGH! Disqualified already! Give me a sec, will you?)
Following up on a wild interview campaign
"Go Places" follows a 2013 campaign in which interviewees were video-recorded as they were thrown into staged stressful situations. They had to deal with combative questions, forced hand-holding and the interviewer's suffering a medical episode. A fire alarm went off, and they were told of an emergency with a person possibly jumping off a building.
That campaign won awards and drew praise in many quarters. But some critics complained that Heineken put job candidates through staged stressful situations and then displayed the results to the public.
In "Go Places," the brewer is making the case that Heineken's people are among the most compelling reasons to work there, Garcia says. The business is striving to speak to a younger generation of hires in an inspiring way to show it understands their values and how they consume online content.
"Relegating the search for talent to a dusty corner of a corporation website is not enough to attract the pioneers of the future," Garcia says. "By using a unique method to attract talent, we aim to reach a wide range of millennials through this."
The job market is competitive among brewers and other so-called "fast-moving consumer goods" brands with an international presence and strong reputation, Garcia says.
"Competition is also extremely fierce in emerging markets where international players are operating and talent is scarce," he says. "With 'Go Places' we aim to make the job market more premium by offering candidates a unique experience, where they can learn a little bit more about themselves, which consequently helps them in their job-seeking journey. Some will make it into Heineken, and some will not, but everyone will get something positive out of it."
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