Heineken Go Places campaign impresses
I’m a headline junkie. And when I see a headline that shouts out Heineken has just made an HR campaign that’s “as cool as any consumer ads it’s done,” I have to click.
And I’m glad I did because the Heineken Go Places recruitment website is undoubtedly, unreservedly and unquestionably the coolest recruitment page I’ve ever seen. It should be because, according to AdWeek, it took one-and-a-half years to develop.
You have to check it out — see goplaces.theheinekencompany.com. The graphics are cutting edge, the filmmaking is top-notch and it’s entertaining from start to finish.
When you arrive for “The Interview,” you’re greeted by Heineken’s “curator of choices.” Essentially, the beer company is about to put you through a personality test — based on the Enneagram model, for you psychometric testing nerds out there.
“There not an awful lot we know about you,” the host tells you as he walks closer and closer to your computer screen.
“So this is your chance to choose. You see, life is a constant stream of choices. Each choice leads to the next and it’s the sum of all these choices that defines who you are. So... who are you?”
Then you’re launched into an engaging, entertaining questionnaire that not only digs into your personality but also showcases the Heineken brand. I’ll admit it — I didn’t know that the brewer had more than 250 brands in 70 countries. And I’ll also admit to getting a little thirsty during the interview process. So, kudos for success in not just promoting job openings but also the product itself.
It’s a great example of why branding and human resources can — and should — be tied together.
The curator of choices also takes time to outline the career paths Heineken employees choose — apparently using real employees.
“The sky is the limit,” he says. “Perhaps you’ll start as a brewer for Heineken and work your way up to supply chain director of the Americas. Or perhaps you’ll choose a different path, starting in legal affairs for Birra Moretti in Italy on your way to becoming brand manager of Tiger Beer in Vietnam.”
He introduces you to Maja, a worker who started in Poland, moved to France and then on to Brazil — in one year. Then he moves on to Carlos, who went from Panama to Amsterdam. He finishes off with Dolf, who runs the show for Heineken in Mexico — and is shown juggling beer bottles. Dolf double-clicked on all the questions in the questionnaire using two computer mice.
“He scored very highly,” says the host.
I could go on, but you get the gyst. And it’s far more interesting to participate in “the interview” than to read about it. That’s part of the brilliance of the campaign — it’s going to draw huge numbers. People love to take personality tests and find out what it says about them.
Of course, you can also share the results on social media before applying for a job using your LinkedIn profile. I can already feel it trending.
Lennart Verstegen, a director for Wefilm (one of the firms behind the site), called the whole campaign “game-changing,” according to AdWeek.
It delivers “a punchy message in a dry, corporate environment. We took Heineken’s wish to come with something that exceeds all expectations within that very serious ‘corporate world,’ and it is hopefully regarded as a place where people can be better off than before,” he said.
It’s not entirely new thinking, but it’s worth remembering. When you’re looking to put together an interesting recruitment campaign, give the marketing folks a call. They may have something cool up their sleeves that not only fills the talent pipeline but also promotes your product at the same time .
Awards update: 2016 National HR Awards and The Top 25 HR Professionals in Canada
If you haven’t taken the time to read the stories of the winners from the 2016 National HR Awards, do yourself a favour. Visit www.national
hrawards.com to read in-depth stories about some of the most innovative, interesting and effective practices in the country.
Plus, we’re also adding special videos of each of the award winners — so keep an eye out for that.
And we’re set to unveil the winners of our second competition of 2016. Nominations for the Top 25 HR Professionals in Canada close Oct. 3 — if this paper landed on your desk a few days early, you’ve still got time to submit your nominations. Visit www.hrreporter.com/top25 for more information.
The Top 25 will be announced in a special feature in the Nov. 14 issue.