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Reputation | Employee Engagement | Citizenship

Heineken
The
Candidate

People’s Insights: Volume 2, Issue 27
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
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.

Source: elmaaltshift.com
Viral Journey
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.

Source: Mashable.com, YouTube Statistics
The right approach for millennials?
By changing the interview
structure, Heineken
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.

Source: linkedin.com
True to the brand value
The campaign fits 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 at MSLGROUP
India

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.”
A China perspective
Yes, I do think it works. Of course we won't
use the same way to do the interview, but we
could create some sessions to test a
candidate's reactions and feedback. According
to my personal experience, I've never heard
any company do something similar in China. I
believe it would be appropriate to set
something like The Candidate in round one.

Judy Luo,
Director at MSLGROUP China

Thinkers commented
that Heineken’s
approach to hiring talent
could be adopted in
countries like China as
well.
Engaging future employees
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.

Source: Huffington post
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
Marketers too supported
the unconventional
approach, and Heineken
was awarded a Gold Lion
in the PR category at
Cannes Lions Festival of
Creativity 2013.

Source: Twitter.com
Read People’s Lab insights & foresights
The People’s Lab team shares the insights and foresights from the
MSLGROUP Insights Network on the People’s Insights weekly blog , quarterly
magazine and annual report.

MSLGROUP
INSIGHTS NETWORK
100+ MSLGROUP planners
share and discuss inspiring
projects on reputation,
employee engagement and
citizenship.

PEOPLE’S INSIGHTS
WEEKLY BLOG

PEOPLE’S INSIGHTS
QUARTERLY MAGAZINE

We deep dive into
conversations around one
project to distill insights and
foresights.

Every quarter, we compile the
best insights from the network
and the blog into a magazine,
as a showcase of our
capabilities.

For more, visit http://peopleslab.mslgroup.com/peoplesinsights
People’s Lab: Crowdsourcing Insights &
Innovation
People’s Lab is MSLGROUP’s proprietary crowdsourcing platform and
approach that helps organizations tap into people’s insight for innovation,
storytelling and change.

For more, visit http://peopleslab.mslgroup.com/peoplesinsights
For People’s Lab solutions,
please contact:
pascal.beucler@mslgroup.com

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Heineken The Candidate: People’s Insights: Volume 2, Issue 27

  • 1. Reputation | Employee Engagement | Citizenship Heineken The Candidate People’s Insights: Volume 2, Issue 27
  • 2. 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.
  • 3. How it works 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. Source: elmaaltshift.com
  • 4. Viral Journey 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. Source: Mashable.com, YouTube Statistics
  • 5. The right approach for millennials? By changing the interview structure, Heineken 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. Source: linkedin.com
  • 6. True to the brand value The campaign fits 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 at MSLGROUP India 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.”
  • 7. A China perspective Yes, I do think it works. Of course we won't use the same way to do the interview, but we could create some sessions to test a candidate's reactions and feedback. According to my personal experience, I've never heard any company do something similar in China. I believe it would be appropriate to set something like The Candidate in round one. Judy Luo, Director at MSLGROUP China Thinkers commented that Heineken’s approach to hiring talent could be adopted in countries like China as well.
  • 8. Engaging future employees 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. Source: Huffington post
  • 9. 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.
  • 10. Recognition in the industry Marketers too supported the unconventional approach, and Heineken was awarded a Gold Lion in the PR category at Cannes Lions Festival of Creativity 2013. Source: Twitter.com
  • 11. Read People’s Lab insights & foresights The People’s Lab team shares the insights and foresights from the MSLGROUP Insights Network on the People’s Insights weekly blog , quarterly magazine and annual report. MSLGROUP INSIGHTS NETWORK 100+ MSLGROUP planners share and discuss inspiring projects on reputation, employee engagement and citizenship. PEOPLE’S INSIGHTS WEEKLY BLOG PEOPLE’S INSIGHTS QUARTERLY MAGAZINE We deep dive into conversations around one project to distill insights and foresights. Every quarter, we compile the best insights from the network and the blog into a magazine, as a showcase of our capabilities. For more, visit http://peopleslab.mslgroup.com/peoplesinsights
  • 12. People’s Lab: Crowdsourcing Insights & Innovation People’s Lab is MSLGROUP’s proprietary crowdsourcing platform and approach that helps organizations tap into people’s insight for innovation, storytelling and change. For more, visit http://peopleslab.mslgroup.com/peoplesinsights
  • 13. For People’s Lab solutions, please contact: pascal.beucler@mslgroup.com